One of the central tenants in the promotional material about
network marketing, is the power of duplication. The story goes
that youll refer 3 people, wholl each refer 3 people, and so on...
This is truly the power of leverage, but the problem is that
most people who sign up for programs have little to no experience
either online or offline in building a business and networking it.
They dont know enough to provide valuable information that acts
as a relationship builder, and most often, they dont have the
skills to set up an autoresponder account or a website.
Most network marketing programs have information on how to
generate leads, but if someone doesnt have the skill-set to
write a good autoresponder series, they're left to rely on the
one the company has provided. Unfortunately, this is often a
series of sales messages, that provide little of real value to
someone starting out. The leads you load up to this
autoresponder series are simply sent a series of letters telling
them why they should buy-buy-buy. And most people have a sense
that they actually need to know a little more about how things
work on the internet to make their prospective business
successful So, the sign-up rate is not going to be particularly
high.
Of the people who do sign up from those emails, how many of
them are now going to be equipped to make the program work?
After all, if they dont start making money in a few months,
they will drop out of the program. And the principle of
leverage wont start to work if people arent being guided or
taught to take effective action. Its easy to take action,
even easier to spend money on poor quality advertising. But
that wont build a business.
A system needs to be in place to develop people into
leaders - to take them from newbie to expert in the shortest
time possible. And its a system that needs to take into
account the fundamental principles of direct sales. The
internet is simply a different form of direct sales, and its
a well known fact that most people wont buy from you until
theyve seen your tips, or other valuable information, seven
or more times.
Having an autoresponder system, set up with newsletter
style emails that regularly keep in touch with your prospects,
is vital for success. It provides several benefits. The first
is that over time, as people begin to see that you are
offering something of real value in helping them get started
with an online business, more sign-ups into your preferred
program will naturally follow. What is more, these sign ups
will have been effectively trained in some of the fundamental
principles and methods that lead to success on the internet.
There are a number of ways to get content for the series.
If youre just starting out yourself, your upline may be able
to help you collaborate on a series of letters. Or, you could
invest in some good quality courses and study them until you
have more knowledge yourself. And, you could of course hire a
writer with small business/internet marketing/network
marketing experience to write the articles for you. These
could then be shared with your downline to get them started.
As well as an autoresponder system, youll need a direct
sales page that ethically persuades people to sign up to
your autoresponder series. There are several options for
creating that sales letter. You could study other successful
sales letters and adapt them to your needs. Or, hire someone
to write it for you. Although this can be expensive, its a
one time investment that you can share with your downline,
by providing them access to your sales copy.
The principle of duplication requires going above and
beyond the sales material the company has given each member.
By investing either time, or money, or both, in acquiring
quality prospecting material, this can then be shared with
your downline to create a truly duplicatable system. Perhaps
all wont follow it, but it will give potential leaders a
chance to really shine.
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