If you are an experienced network marketer and somebody asked the question “what do you do?” you regard this as an opportunity to possibly get a new prospect. Say the same words to an inexperienced network marketer and the person asking may be confronted by someone who obviously hasn’t crafted an answer to this often-asked question.
I’m a Network Marketer
This might be a too literal response. You’re assuming that the person in front of you actually understands what that means. He may also have a preconceived and erroneous idea of how the network marketing industry works.
Too much bad press has meant that network marketing, MLM and Ponzi schemes have all been rolled into the same category. It’s quite likely that your brief conversation will be negative. People always know somebody who’s tried network marketing and failed. They’re not going to mention that this person failed because they didn’t put in any effort!
A more positive response would be something like “I help people achieve their financial goals.” That’s bound to elicit a far more positive stream of questions and a request for a business card.
Too Many Details
On the other hand you may start preaching the benefits of network marketing straight off the bat. If you’re standing in line at the supermarket telling someone all about your product, the company, where it’s located, how many distributors it has and how much money you’re making it’s going to be too much for anyone to digest in just a couple of minutes. Besides you have committed the cardinal sin of not listening or trying to build a friendly relationship with that person. You haven’t given him a second to speak!
Buy This Now!
Too many people confuse a one or two-minute “elevator” speech with a sales pitch. I guarantee you will never be able to sell anything this way unless you have your product in your hand – let’s say for the sake of argument it’s a hammer drill – and you’re standing in line at a tool store. How likely is that?
Nobody wants to be sold anything but they do like to buy. Telling a complete stranger they should be purchasing your brand instead of brand X will be tantamount to insulting their intelligence.
Even if someone is polite and expresses a vague interest in your product this is not the time to give a presentation!
I’ll Talk to Anyone!
One of the important parts of a one or two-minute elevator speech should be to listen. Just because the person in front of you has a pulse doesn’t mean he has a need for your product. If you just take the time to ask a few short questions you will know if this person may be a prospect whom you should contact later.
You must know who your target market is and be able to approach people the right way. If you become skilled at this you will be able to have a polite and positive two-way conversation. You’ll figure out if this person is a possible prospect, and even if he’s not you’ll be able to give him a business card to pass on to someone who might be interested. You have to end the conversation on a positive note, leaving the other person with a good impression.
What are the Benefits of my Product?
It’s amazing the number of people who try to promote a product without identifying that product’s benefits.
Benefits are about solving problems. This will cure your acne quicker than any other product. This will save you time. This will cure your pain. Those are benefits. When people are considering making a purchase inside their heads they’re asking “what’s in it for me?”
The fact that your gadget has cushioned grip handles may get the response “so what?” This is a feature not a benefit. Make sure you always tell your potential clients about the key benefits of your product. Features are secondary. If your last line is “this will save you a lot of money” or mentions any other benefit then your prospect will be very pleased to receive your business card.
Leave your prospect on a positive note and wanting to know more.
This one or two-minute “elevator” speech gives a lot of newcomers to network marketing a great deal of difficulty? Did you find it hard at first? Do you have any tips that will make it easier for others?