Burke Hedges Speaks

Welcome back to another edition of the Monday Minute.  Let me
start off today by asking you a question: “Why should I buy what
you sell or join your opportunity, when I can buy it from one
of your competitors?”    

Now, this question might sound a little harsh, but I guarantee
you, every prospect you speak to is thinking this.  When you’re
sitting with them at your local Starbucks, showing them your
product line and the company compensation plan, they’re sitting
there wondering “why” they should get started with you. 

Yes, the product and opportunity sound unique - but why should
I get started today with you?  What makes a prospect want to go
into business with you?

A key ingredient to your success will be in your ability to
provide an answer.  That’s what a USP is.  It’s your Unique
Selling Point.  It’s what makes you stand out from your
competitors.   

If you’re in a health juice company, your USP will easily
explain to prospects what makes your company different.

If your prospect has been shown 4 other home-based businesses
already this month, your USP will tell him/her exactly why
you’re the one they should partner up with over all the others.

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Heck, having a strong USP will help if your prospect has already
been shown the exact same business opportunity you’re involved
in!  Have you ever had that happen?  You’re sitting there showing
someone the plan and they break in and say, “Yeah, yeah - I’ve
seen this already.  My neighbor Bob is in this.”  How are you
supposed to respond to that?
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With your USP!  You say, “That’s great Mr. Prospect.  I’m so glad
you’re already familiar with the opportunity.  Now, I don’t know
if Bob told you this or not, but what makes working with my team
really special is _______ (you fill in the blank with your USP here).

So, how can you find your USP if you don’t already have one? 
It’s simple, just ask yourself what is the main reason your
prospects either purchase your products on get started in business
with you. 

>> Is it because of the price of your opportunity?
>> Is it the special formulation of your products?
>> Is it the training, leadership and support you provide?
>> Is it your experience in the industry?
>> Is it because of the uniqueness of your opportunity?

Think about that for a few moments.  What are some of the things
that make you and your opportunity so unique?  Why should someone
choose to work with you in your opportunity over all the other
choices that are available?

>> If you’re in a health & wellness company…what makes you different?
>> If you’re in a technology company…what makes you different?
>> If there are 5 other guys sitting in Starbucks showing their 
   business to prospects…what makes you different?

Use this to position yourself against competitors. Often, at face
value, your business doesn’t look much different than your
competitors, so you need a strong USP that shouts to potential
customers “Hey, here’s why I’m better!”

Do this and I guarantee you’ll stand out from the rest. 

Have a great week!

Facing objections is one of the biggest reasons most networkers
never get past the planning stage in their business. It’s easy to
sit and plan how successful you’re going to be, redo the company’s
power point presentation, read books and listen to tapes on how to
prospect and sponsor- but when it comes down to building a big
business, let’s face it- it’s dirty work.

You’ve got to be willing to face a little rejection in this industry.

Today and later throughout the coming weeks I’m going to delve into
this topic in detail.

I believe one of the best ways to overcome the fear of rejection is
to face it head on by equipping yourself with proper techniques and
training so when you’re out in the field, speaking to a prospect who s
tarts serving up the objections, you’ll be equipped to know exactly
what to say and how to handle it.

Proper preparation is a huge factor to overcoming your fears in this
area…so let’s get started

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Objections and rejection are NOT the same thing.

Many people get this confused. They hear a common objection from a
prospect like, “I don’t have the time for this”, and immediately feel
rejected. Fear springs forth, your heart starts racing, and you freeze.

After the meeting is over you determine you never want to face that
kind of ‘rejection’ again- so you avoid showing the plan for weeks
because of your fear of being rejected again. But what so many
networkers fail to realize is that common statements such as:

“I don’t have the time”
“I don’t have the money”
“I need to think about it”
“I’m not a salesperson”

They’re all objections- not rejection. An objection is simply a
question in your prospects mind that hasn’t been answered. They’re
legitimate questions. A rejection is the outcome- it’s the end
of a process. And how you handle the objections you get will
determine whether or not there is a rejection.

So, what are the 3 most common reasons for objections?

1) You didn’t explain your product or opportunity clearly enough
for your prospect to make a decision

It’s very important that you’re able to paint a clear and exciting
picture about your opportunity, the products and the industry. If
you’re not a good presenter, then use the tools your company provides
like DVD’s or a website presentation. Use the products so you’re
better able to explain to your prospects the benefits to them. And
finally, become a student of the industry. Read books about the
direct selling industry, free enterprise, and leadership. Become
a “better you” so you can present your opportunity in the best
light possible

2. Your prospect has preconceived biases against the network marketing
industry, your products, or even being self-employed.

It’s impossible for you to know in advance all the past experiences
of your prospect. It’s possible they’ve had some negative experiences
in the past, or have known someone who has. If your prospect is
misinformed in any way, then naturally they’re going to have some
objections and it’s your responsibility to know how to handle them
properly.

I’ve found the best way to overcome these types of objections is by
giving facts. Documentation beats conversation. Educate yourself
about the industry and come prepared with the facts. Go to websites
such as the DSA.org, or bring books with you that show the legitimacy
of the industry. Learn the facts about this industry so you can give
your prospects credible information.

3. The third reason prospects object is because they’re too scared
to take a risk

It’s very easy for people to get complacent with their lives. Many
stop dreaming and believing and they simply live their lives playing it
safe. But I believe that inside every person lies a dream and it’s our
job to show our prospects how they can live out that dream through our
business opportunity.

When dealing with objections, it’s vitally important that you maintain
an attitude of peace and harmony. Don’t allow yourself to get frustrated
and go into “defense mode”. That’s one of the biggest mistakes you can
make. When you hear an objection, lean forward, smile, and remember
that it’s just a request for more information. Your prospect isn’t
saying “no”, they’re simply telling you they don’t have enough
information yet to make an educated decision.

Next week I’ll share with you my 6 step process for handling specific
objections with ease. Make it a great week!

The act of sponsoring someone into your business is like baking a cake.  You start off with a list of ingredients.  Then, you take those ingredients and follow the directions in order to mix them properly so the cake will rise.   You don’t just dump everything into a pan & throw it into the oven and expect it to bake beautifully!

It’s the same with building your business.  There are certain ingredients that you MUST have in order to build properly.  Then, you need to make sure you’re “mixing” those ingredients in the proper order.  It’s a process…a strategy.  And the better you get at it, the better your percentage of success increases. The key is to make a plan and work your plan.  Lots of folks get stuck on the “making the plan” part and never progress to actually working the plan. 

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The fact of the matter is this:  If you sit and stare at your ingredients all day, the cake will never get made!  Eventually you’re gonna have to mix it together and toss it in the oven!

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So that’s what we’re doing here…we’re taking the basic elements of prospecting, we’re going to assemble our ingredients, which are a set of effective questions you can ask someone, and then you’re going to have to get out there and mix it up and see what comes of it.  The act of prospecting is simply no more than a series of questions
to ask someone to see if they’re looking for what you have to offer. There are only 2 types of questions you’re going to ask.  Direct and Indirect. 

Now, when you’re out prospecting, you’re goal is find out if that person is looking for or interested in either your business opportunity or your products.   The words you speak and the approach you use when prospecting is
your vehicle. If you have a set of terrible prospecting questions it’s like driving a broke down old clunker.  You’re going to have a tough time getting to your destination!  Yes, you may eventually get there, but it’s going to be a real pain in the rear along the way! 

On the other side, if you’ve got a great set of questions; something that really works for you, something that sounds natural when you say it, that’s comfortable and just your style.  Well, that’s like driving a brand new luxury sports car.  You’re going to get to your destination much faster and you’re going to travel in style!

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In my 21 Day Challenge  program, we work as a class to tweak and come up with a set of prospecting questions that are uniquely yours.  They work for your personality and speaking type as well as for your specific opportunity.  When you’re done with the Challenge, part of what you’ll have learned is exactly what YOU want to say and how to  say it.  Your words flow effortlessly off your tongue and it becomes simple, easy and fun to go out and prospect because you have the correct tools. You’re driving that sports car!

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Let’s say, for example, that you’re in a health and wellness company. You sell a product that helps people loose weight and get better health in their lives.             

An example of a Direct approach would be to ask someone, “If I could show you a way that you could loose 10 lbs this month, feel better, and have more energy without giving up all the foods you enjoy, would you be interested?”

An Indirect approach would be, “Who do you know who’s struggling with their weight?”  or “Who do you know who’s working too much, not eating properly, and could really benefit from feeling better and having more energy?  Do you know anyone like that?”

Now, let’s say that your goal is not to sell your products but rather to see if someone might be interested in your business opportunity. An example of the Direct approach would be, “If I could show you a way to add about $1,000-3,000 a month to your income, without effecting what you’re currently doing, would you be interested in taking a look?”

And an Indirect approach would be, “Who do you know who is struggling right now and looking to make some extra money each month?”  or “Who do you know who’s been laid off their job recently?  I might have a way for them to make some extra money.” 

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Remember, when you ask someone a Direct question, you’re asking
them if THEY’RE interested.  And they either are, or they aren’t.
Simple as that.

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However, when you ask someone using the Indirect approach, you’re not asking THEM if they’d be interested.  You’re assuming they’re not.  You’re asking “Who do you know who?”  I personally prefer the Indirect approach simply because it takes away a lot of pressure on both you and your potential prospect.  It makes prospecting simple, easy and fun because you can literally ask ANYONE “Who do you know who?” 

First and foremost the science of effective prospecting is to Network Marketing what fish is to water. If you want to be a musician, you need to excel at playing an instrument.  If you want to be a golfer, you need to be skilled at using golf clubs.  Like wise, if you want to be a network marketer, you need to become proficient at prospecting.  You must not only understand how to prospect, you need to be competent at it as well.  It’s a skill of your trade.   

The good news is that it can be learned.  It’s not something most folks are born with.  I don’t recall ever hearing a parent say, “My child is just a natural prospector!”  Einstein was a mathematical genius.  Mozart was a musical genius.  But those are natural traits they were fortunate to be born with.  Thankfully for you and I, we can LEARN how to to prospect.

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I personally believe that one of the main reasons people suffer with miserable results in their business is because they have poor prospecting skills.  They are completely incompetent in that area.

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Competence leads to confidence which leads to results.  So, how can you become more competent? 

>> You train.

>> You learn the truth. 

>> You learn EXACTLY what works. 

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Practice does NOT make perfect!  If you’re practicing the wrong thing, you’re going to have wrong results.

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One of the biggest problems and challenges I see new people have when they get into this business is that they practice imperfectly all the time.  They have terrible questioning techniques.  They don’t know what to say to a potential prospect, so they say anything that comes to mind and end up feeling like they’re begging people
to join their business.

The skill of prospecting is all about finding people who are looking for what you have to offer.  It’s like mining for gold.  You have to go through a lot of dirt to get to the gold.  Sometimes it all boils down to a barrier in our brain.  Those 6 inches of real estate between our ears can cause us a lot of problems if we allow them to. If you allow presumptions of what someone may or may not say to your opportunity then it WILL interfere with your outcome.  Period. Those thoughts in our heads become barriers to success. 

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A final and important strategy to remember about successful prospecting is that it all boils down to the numbers. 

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It’s “The Law of Averages”.   For every 100 people that you ask about your opportunity, you’re going to get a certain response, right?  Are you going to get 10 no’s out of 10?  Probably not.   But if you follow the 10-5-3-1 rule, you’ll probably see a pattern in your results. 

You ask 10 people, 5 people aren’t interested, 3 people will try your product and 1 person will sign up.  So how many new people do you want in your business?  How about 10 people next month?  Then ask 100 people.   But remember what I said earlier, asking them is not enough.  You’ve got to ask them properly. 

And next week in Part 2, I’m going to give you some really specific methods of ASKING that will completely eliminate any questions you may have about what to say to someone to pique interest in your business. 

My goal is to help you be better so you can do better and have better!

One of the most frequently asked questions I get is:
 
“Who do I talk to now that I’ve burned through my entire list of contacts?  Where do I find people?”

Let’s talk about your first problem:  You’ve BURNED through your list. 

There is an impression out there in the marketplace that just talking to people about your products and services is good enough.  It’s NOT! And the reason it’s not good enough is because that’s exactly what happens when you just go out there and start talking to everyone without a plan.  You burn through your list simply because you’re not talking to them properly.

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In my 21 Day Challenge I teach about 3 types of people: 

Who 1’s, Who 2’s, and Who 3’s.

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>> Who 1’s are people you already know…these are the people you say you’ve already burned through on your list. (I’m going to tell you in just a second how you can go back and contact those people again.)  Many times people get turned off because they just don’t see what you see, so you end up burning through them.

>> Who 2’s are people you meet while you’re out living your life.   You’re ALWAYS meeting new people.  And it’s incredibly important that you know how to talk to those people effectively.  You need to have a plan.  You have to learn how to talk to them, you just can’t assume that they’re going to be interested.  You have to present your proposition effectively, or you’ll “burn” through them as well. 

Here’s an example:

Think of the table presentation the next time you go out for lunch or dinner.  How do they present your food?  Is there a garnish on your plate?  Do they have your table set up with candlelight and flowers?  Are they trying to make it a special presentation? When you show people your business opportunity, you’ve got to make it the same thing!  You can’t just throw your meal at them and yell “Hey, eat it!”  You have to learn how to present it so it’s an appetizing experience.

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So, I ask you:  How are you going to present and ask the people
you meet about your business opportunity?

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You can do it directly or indirectly. 

A direct question would be something like: “Hey, would you be interested in learning more about how to earn additional money?”   If they say “no”, then you say “next”! 

I always recommend using the indirect model.  While the direct model says “Are YOU interested?” the indirect model says “WHO do you know?”   “Who do you know who is struggling financially and might be open to starting a home based business?”  You can even take it one step further and say “Listen, Mr. Prospect, I KNOW you wouldn’t be  interested, but who do you know that might be interested in….your products…your opportunity…etc.”

What you’re doing is taking the emotional element out of it so that the people you meet don’t feel like you’re trying to cram the opportunity down their throat. 

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Find out if someone is hungry before you offer them a meal!

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Finally, we have the Who 3’s.  Who 3’s are leads that you’re buying or getting from ads, flyers, etc…which aren’t necessarily a total waste of time, but they do require an entirely different set of skills which we’ll discuss in another newsletter… The best place to go is people that you know.  And here’s my recommendation: Take that big list of people you say you’ve already burned through and go back to them one by one.  Polish your presentation and then say “Listen, I know you’re not interested in what I have to offer.  You’ve already told me that. I know you won’t be interested in making more money, losing weight, looking better, etc.  I know none of that is of interest to you.  But WHO DO YOU KNOW that’s struggling financially?  Who do you know who’s trying to loose some weight?  Who do you know who’s feeling down on themselves and would like to feel a little better?”  Go back to your list of “burned through” names, let them off the hook and simply ask them “WHO DO YOU KNOW?”

We never run out of list…we just forget to ask “Who do you know?”

>>Service or Products?

>>Compassion or Selfishness?

>>Work Ethic or Laziness?

>>Responsibility or Carelessness?

>>Knowledge or Ignorance?

Whatever you’re certain about or what you believe in is what you’re selling.  Whether you’re selling an idea, work ethic, values, cars or corruption…you’re always selling.  Everybody is always selling.  The question really is, what are you selling?  And the answer depends on what you do!

If you’re a teacher, a doctor, a mother, a car salesman or a student…what you do will have an effect on what you’re selling.

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Selling is what you do FOR people…not TO people.

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Most of us have an idea of what selling is all about because our paradigm, our idea or our interpretation of “selling” is typically thought of as something that’s done TO us.  We immediately think of a high pressure person trying to push us to do something we don’t want to do.  So immediately, we think, “This is something I don’t want to do because I don’t like it when people do this to me.”

We think of the used car salesman, trying to sell us a car we don’t want or like with high pressure pushy tactics. It’s annoying.  Or a “carnie” at a festival trying to get us to come to their booth…trying to hustle us to spend money we
don’t want to spend.  Most of us can’t relate to being a high pressure, pushy salesperson.  We don’t like people to do it to us for their own person gain, so we don’t like doing it to others for our own person gain.  It’s repulsive.

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However, if we shift our paradigm of “selling” from what we do TO people, to what we do FOR people…it gives it a whole new meaning.

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A teacher “sells” his student on doing her homework.  Because he believes it’s in her best interest, he will use whatever tactic he must use in order to get her to complete her homework assignments.  A mother trying to get her child to pick up his room or asking her teenager to drive carefully will use every “sales” technique possible to make sure she
accomplishes her goal. 

The President of the United States, when running for office, has to “sell” the entire country on the idea that if we elect him, he will look after our best interests first!  The point is, we’re ALL selling.  The question is, are we using it for good or evil?

Selling is not something we do TO people, it’s something we do FOR people.  When you shift your paradigm and look at it from that direction, it’s easy to see that we’re ALL in sales.  It just depends on what you’re selling.  And since you’re selling anyway, you might as well be the very best salesperson there is…because it makes a difference.