VIEWS: 44 PAGES: 7 CATEGORY: Sales & Marketing POSTED ON: 4/3/2009
Ask any successful network marketer to boil down their success, past all the hype about their great products, company or upline support, and they will tell you that doing more of what works and less of what doesn’t work, is the real key to success.
Testing and Tracking: The Secret To Success By Cenay Nailor How To Know What Works, So You Can Do More Of It Ask any successful network marketer to boil down their success, past all the hype about their great products, company or upline support, and they will tell you that doing more of what works and less of what doesn’t work, is the real key to success. But how to do you know what works? Testing and Tracking. You absolutely must know what you are doing that is getting you the results you want, and just as crucial, or perhaps even more important, is knowing what you are doing that isn’t working. Since this is such a fundamental element of success, we are going to cover it early in the Nussentials Success Secrets formula. It is important to start this process as early as possible in building your business, so you can make small corrections, daily if necessary, to guide your business in the direction you want. Profitability. Okay, that’s all well and good Cenay, but how do I do that? Good question and thanks for asking. Let me explain. Every single activity you do can be measured and tracked. For example, if you are prospecting with business cards, how many did you give out today? Write it down. Even better, start a spread sheet and make a line for business cards. Put that number in the first column. Tomorrow, if you give out more business cards, put that number in the next column. This won’t make a lot of sense until you start to build up some numbers, but trust me for now and do it. It will pay big dividends later. If you hang flyers in the windows of businesses, how many did you hang? If you purchased leads, how many picked up the phone, were interested, asked for more info or hung up on you? If you were cold calling all last week, how many calls did you make? What were the results? Below are some activities that will drive your business forward, and each one of them should be tracked daily. Remember those habits we were talking about earlier? Tracking is a required habit you must develop. Without it, you can forget any real long-term success. If you assign a value to each activity, and tally them at the end of each day and week, you will find that as your numbers grow, so does your business. Some of these activities will yield you more growth than others (sponsoring rep’s for example), so they should be weighted to reflect that. I will go into much more detail on each of these activities in the coming lessons. For now, just review this list and build your spreadsheet. Promotional Advertisements Voice Mail Drops Meet Someone New Direct Mail Dials Articles Posted Google Ad’s Leads captured on website Email Broadcasts Blog Posts Connection Actions Connects (or Incoming Messages/Emails) Appointments Set Presentations Product Sells Sponsored Rep’s Rep Training Personal Development Tend Your Goals Skill Development A sample screen shot of what you might start with is available on the NussentialsSuccessSecrets dot com site. Drop me an email if you would like me to send you this template via email. You can use the “Contact Me” link located at the top of the home page. Like I said before, you must know what you are doing that is having a positive effect on your business growth. Each of the items on the template shown above is an activity geared towards that goal. Let’s get the overview for each into your memory banks, so we can build on them in future lessons. Advertisements You are now in business for yourself, and like any brick and mortar business, you need to let your potential customers know you are now in business. There are a lot of ways you can do this, and each one will score you 2.5 points in your tracking. By the way, these numbers are not arbitrary or fanciful, they are based on experience within the industry as to what works. Advertisements would include any of these: Newspaper, Magazine, Ezine ad’s, Press Releases, Radio, Television, Google Ad’s, or even Articles posted on one or more article directories. Voice Mail Drops You should be gathering referrals from existing customers, or calling people that left their contact info on your web capture page. Each time you make a call and get voice mail, leave a short message, an “offer” or invitation to get more info. You assign 1 point for yourself for each of these. Meet Someone New This business is about relationship marketing, which means you will be meeting new people. Each time you introduce yourself to someone new, assign yourself a half point. Talking about your business or product isn’t a requirement for this step, just the introduction. Direct Mail Pieces Later, we will discuss how to do this successfully, but first, let me explain briefly what I mean. As you accumulate leads, you can market to them directly through either snail mail (you know, the United States Postal Service, remember them?) or email. Let’s say you have 100 leads and you send out 100 “pieces” of either a real letter or an email broadcast. Multiple the number of pieces by 0.04, and assign that score for the day. Dials Made Assign one point for each person you dial, whether someone answers or not. Activities in this category include first time calls, follow up after meeting with someone, setting an appointment, follow up after sending “more info” or up selling a new product to a retail customer. Assign one point here for the dial, and another if you leave a message (see Voice Mail Drops above). Articles Posted One of the methods I will teach you to grow your business that isn’t taught in “old school” network marketing books is to establish an Internet presence, an authority identity. One of the easiest ways to do this is with article marketing (which will have it’s own lesson soon). Now, don’t panic, you don’t have to be a writer to do this step, but it will help you “promote” yourself in a big way. Each day that you post a new article, assigned yourself 1 point. If you post the same article to 5 directories, assign yourself 5 points for the day. Google Ad’s Started Another non-old-school method of network marketing today, is using Google Adwords to send highly targeted people to your “lead page”. Basically, you are using Google’s powerful advertising method to send only people searching for your opportunity, to your business opportunity page. While there is a lot more to this which I will cover in upcoming lessons, you will assign yourself 2 points each day you start (and run) a Google Ad Campaign. This is an activity that will continue to score you points each day it is running, because it will be “marketing” for you on auto-pilot. Leads Captured On Website You will learn how to create a “capture page” on the Internet that asks potential prospects to “raise their hand” if what you have told them is intriguing and they want more info. You will learn to use article marketing, ezine ad’s, blog posts and Google Adwords to send these prospects to this capture page, so you will have a steady stream of prospects who raise their hand. Each time someone “opts in” (asks for more info), count that as 2 points. These are better than warm leads, these people were actively Searching for a solution to their pain and found you. Blog Posts Made I know we are talking about things that seem foreign to you right now if you were trained in traditional network marketing, but what worked 70 years ago for our parents and grandparents just isn’t as effective today as it was then. Today, there are over 1 billion people “online” and surfing the web. Another excellent way to promote yourself and your business is to create and maintain a blog. (Don’t worry, I will show you step-by-step exactly how to do this, in fact, I have already created several video’s that demonstrate the easiest method of Creating A Blog). Each time you make a new post (of value, not just a “I had dinner out last night” type of post), assign yourself 1.25 points. So, if you post three that day, assign 3.75 for the day in that column. Connects (or Incoming Messages) By connects, I mean when you actually are communicating with a prospect in some way. If they called you, you called them, they emailed you, you respond to that email, each of these are considered “connects”. Assign yourself 1 point for each “connect”. Remember, that’s a point for dialing, another if you left a message, and a third when they call you back and you talk. See how each of these activities is moving you forward? Appointments Set Although we will be discussing methods to “prospect” online, you will still need to talk with your prospects. This is because they are “buying” into you and not your products, opportunity or company. They will need to get to know you a little and be able to answer these internal questions: Is this someone who can help me achieve my goals? Can I trust this person to be there for me? What does this person have to offer? So, plan on setting appointments with your prospects. It might be late in the process (as you will see soon), but there will come a time. Each time you setup an appointment, assign yourself 2 points. Presentations This can be an online business presentation, getting a guest on a conference call about the product or business, a viewing of your streaming video presentation or an in person visit where you “make your offer” to them. Each of these count as 3 points. The more of these you do, the faster your business will grow. Product Sales When you first heard about network marketing, I am sure one of the things that appealed to you was the potential for residual income. Do the work one time, and get paid on it over and over. That is only possible with product sales. All of your other activities are building up to this one thing. What you will be training your downline to do, is this one thing. It is the single most important factor in building your business. Each time you make a product sale, assign yourself 4 points. Sponsored Rep’s This business is about leveraged activity. You don’t want to do all the work yourself; so training business partners to duplicate your efforts is a requirement to grow your business exponentially. Each time you sponsor someone into your business, assign yourself 4 points. Once they are on board and building THEIR business, they will be selling product, finding and training other rep’s, who in turn will be selling products. Since you get paid residual on all products sales, this activity is just as important as the Product Sales activity. Rep Training I know I said that Product Sales is the single most important activity you can do to build your business, and while that is true, it is not the complete answer. Training your representatives to duplicate you and your efforts will boost your entire organization’s product sales, so assign 5 points for any activity that you do that teaches your downline to duplicate you in some way. Tend Your Goals When we started, we talked about making your WHY/WHAT list. In other words, your long term “what-you-want-out-of-this-business” goals. Like a garden, your goals should be growing. Also like a garden, you will get weeds, things that need to be taken out of the garden because they hinder the growth of the other plants. You will find, through tracking your results, that you are doing activities that are costing you time, but not yielding results. These are weeds. Being able to identify them and remove them from your “garden” is a task you should be focusing on twice a day, once in the morning (to help you identify what activities you need to do for the day) and a review again at the end of the day. This final review will help you see what you need to accomplish tomorrow. For each of these activities (one in the morning, and again at night), assign yourself 1 point. Skill Development I saved the best for last, since it will need some additional time to explain. Earlier, I told you that your prospect won’t “buy” your opportunity, your products or even your company; they will “buy” you though. The internal dialog constantly playing in their head is asking questions like “what does this person have to offer that I can benefit from?”, “do I trust this person to do what they say they will?”, “will this person sign me up and then disappear?”, “what makes signing up with this person better than any other rep for the same company?”, “what can this person teach me today?”, “how do I know these products work?” and on and on. To attract more prospects, more customers and more representatives, you have to bring something of value to the table. Also, as you expand your business into new areas, you will need the skills to do this pain free. I can tell you that you need to run Google Adwords, but if you have never setup an ad campaign, you could cost yourself time, money (sometimes serious money) and frustration if you don’t develop the skill to do this effectively. You will hear me say effectively a lot during the course of these lessons. Effectiveness is an important factor in everything you do in business. Let me give you an example that I borrowed from Mike Dillard, one of the greats in network marketing. Let’s say you wanted to get from Seattle Washington to Denver Colorado and could use any means at your disposal. You could buy a sleek, top of the line Trek long distance touring bike and trick it out with the latest gadgets, water delivery systems, portable air pumps and seat cushions. You could train for 6 weeks to build your endurance and skill. You could buy all the best gear and clothing that would support you on your journey. If you started out on August 1st, and set a pace of 40 miles per day initially, and then increased that (fine-tuned it) to your optimum of 57 miles per day, it would take you about 38 days to reach Denver. If on the other hand, you bought a rust bucket car with 4 bald tires and a missing headlight and started out (also on August 1st), it would only take you 3.8 days to reach your destination. That’s allowing for only driving 8 hours per day and taking the time to repair the tires that went flat during your trip. The difference between the two methods is effectiveness. You can have all the latest gadgets and technology available to the long distance biker, but there are more effective ways to get from here to there. Your skill development should take this into consideration. You should be focusing on skills that will effectively help you get from where you are, to where you want to be. The Internet is an amazing resource, full of information if you know where to look. Plan to spend a few minutes each day looking. This is not a waste of time (unless you get excessive with it), this is a part of business development. Some of the tools you find will be free, some you will need to pay for with either money, time or effort. Do not skip this part. Having the right tool for the job at hand is critical for success. Effective success. Don’t get me wrong, you can use a hammer to drive a screw into a board, but chances are pretty good you will mess up the screw, ruin the board and spend a lot more effort than would be required if you were to use the right tool for the job. Grab a screw gun (the right tool) and drive the screw into board effortlessly. It’s a lot more effective.
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