Shy, brand new distributors can now recruit downlines within 20 seconds of joining your MLM company!
How?
By using an Automatic Sponsoring Kit.
The following is a short excerpt from Big Al's fifth book on recruiting techniques called "Super Prospecting."
Copyright © 1994
KAAS Publishing, P.O. Box 890084, Houston, TX 77289
(713) 280-9800
So, when a distributor tries to recreate the original presentation, it mutates into a different presentation. Soon, after just a few mutations, no true facts remain.
If the facts of our business opportunity makes sense and impel prospects to join, it is in our best interest to keep the original presentation intact. So, let's mutate-proof our presentation in order that our new distributors, and their distributors, can consistently present the same business facts to their prospects.
How are we going to do it?
By constructing an A.S.K., an Automatic Sponsoring Kit. This kit can be duplicated and used by our distributors to present our business opportunity's facts, concisely, truthfully, and with a minimum of complication.
For this example, we are going to construct an Automatic Sponsoring Kit which consists of an audio cassette tape that explains our company's story. We might also include a product catalog, a new distributor application, and a product sample to complete our Automatic Sponsoring Kit. These additional items are all available from your MLM company, so we'll just concentrate on the audio cassette tape that explains our company's story and why the prospect should join our MLM program.
Why did we pick an audio cassette tape? What were our other choices to complete our Automatic Sponsoring Kit?
Well, we could have substituted a video cassette tape instead of an audio cassette tape. Videos have some advantages. A picture tells a thousand words, so your video can show and tell more of your company's story. A professional quality video is impressive to prospects.
However, videos have many disadvantages. First, let's look at cost. It could cost you $20,000 or even $60,000 to produce a quality video sponsoring tape. For that kind of investment, you could bribe your entire neighborhood to join your MLM opportunity. You'll need professional actors so it won't look like a home movie. You'll need expensive editing equipment, a story board, a director, and a host of other skilled people to get your video looking just right. Obviously, this is not an option for most new distributors because of the large capital requirements.
Why not use the video supplied by your company? Well, is it interesting? Does it impel the prospect to join? If it does _ great. Use it. Unfortunately, most company videos are image videos. Nice pictures of factories, company management, pretty settings for nicely packaged products, but no real salesmanship and benefits to interest your prospect. Boring videos equal dismal results.
Plus, a company video isn't personalized. It isn't you or your immediate upline leader. The company is not going to help the new distributor. The company won't go with a new distributor to make an in-home presentation. The prospects want to hear from their future business partners _ you and your immediate upline leader.
However, one company did personalize its corporate video. A distributor could go to the home office and record a short two-minute introduction that would be spliced at the beginning of the corporate video. A nice personalized touch.
Another problem with videos is that they are hard to watch while the prospect is driving home. Most cars don't have video players, and if they did, I'm not sure the driver could drive safely and simultaneously watch the video (although rush hour parking on some freeways would give the driver plenty of time to relax and even order popcorn).
Where else could the video be viewed? At home on the family's VCR. Now, let's see how the normal, minimally motivated wage earner feels about watching your video commercial instead of the family's favorite TV show:
Okay family, I have in my hand a video commercial for the Wonderful Company. It's only 45 minutes long and we will only miss two of our favorite TV shows. And guess what? I really don't feel like relaxing after a hard day's work, so I vote for the commercial. I'm not sure of the jerk who gave it to me. He seemed kind of flaky and even kind of pushy. He said I was sort of a loser for working a five-day-a-week job and that this video would correct my numerous errors in life.
After the first five minutes of boring company imagery, the family mutinies, storms the TV, destroys the video, and happily enjoys their favorite TV show.
Maybe not quite that bad, but the point is, prospects must make a concerted effort to watch the video during their prime leisure time. That's a big favor to ask.
Not only are videos expensive to produce, they are also expensive to duplicate. While an audio cassette can be produced for a dollar, video cassettes are much more expensive, especially when small quantities are ordered at a time. If you have $4 or $5 invested in a single video cassette tape, the number of videos you can afford in inventory is limited. Plus, you will want to pick up each and every $5 investment so that you can recycle the video to other prospects. Audio cassettes, being much cheaper, are easy and inexpensive to inventory for you and your new distributors.
What about a book or written material for your Automatic Sponsoring Kit?
Books can be terrific as part of your kit. While most of your prospects would rather listen to an audio cassette tape than read a book, books can give your product and opportunity lots of credibility.
Books are hard to read on the freeway while your prospect is driving home from work. And, if there was a choice between a book and a favorite TV show, in most cases the TV show would win.
Books are harder to write and must be produced in large quantities to be economical for inclusion in an Automatic Sponsoring Kit. It is easier to create your own audio cassette message than to write a book. We find it much easier to talk than to write.
So, you might consider a book or video cassette as part of your personal Automatic Sponsoring Kit, but for illustration purposes, we are going to put together an Automatic Sponsoring Kit that contains an inexpensive-to-produce-and-reproduce, audio cassette tape.
The duplication factor
Imagine that you had a short, 20-minute, motivating explanation of your business opportunity on cassette tape. You make several inexpensive copies and pass out this cassette tape to friends and casual contacts. If the message was good, some of the listeners would contact you asking for more information.
Wow! Wouldn't that be great? Prospects coming to you asking to be sold? That would mean no more personal rejection. No more call reluctance. No more fear of what your relatives might say. Sounds pretty good so far, doesn't it?
That's the secret of an Automatic Sponsoring Kit. It's a rejection-free way of prospecting for people interested in your MLM opportunity. The prospects simply listen to the cassette tape and decide for themselves if they are interested in the described business opportunity. If they aren't interested, they don't have to contact you. If they are interested _ they're pre-sold!
Wouldn't you like to give business presentations only to pre-sold prospects?
You would save lots of time by only talking with interested, pre-sold prospects. Think of all the time you have spent giving presentations to people who really weren't interested. Yes, the Automatic Sponsoring Kit can be a great timesaver.
Now, what about your new downline distributors? Would an inexpensive Automatic Sponsoring Kit help them duplicate your success?
Sure. They may initially feel unsure about prospecting, answering questions, or giving presentations. They might feel they don't have the sales skills, the product knowledge, or the business background to approach and present the business opportunity to strangers. They may fear approaching friends and family too _ as they can be the cruelest dream-killers of all.
Therefore, having an inexpensive Automatic Sponsoring Kit that they can loan or give to prospects can make your distributors' prospecting efforts a lot easier. In fact, they can effectively prospect their very first day in business. All they have to do is loan some cassettes with your concise, motivating, factual presentation of your business opportunity. Wouldn't it be nice for you to have your new distributors productive the very first day they join? Wouldn't it be for the new distributors, too?
This is true duplication _ lots of distributors doing the same thing (loaning cassette tapes or complete Automatic Sponsoring Kits). And, unlike our earlier example, the message doesn't mutate from person to person _ the message remains intact.
The $365-a-year promotional budget
What if a new distributor came to you and said, "I really want to build this business. I don't have a lot of friends or relatives. Actually, I'm an unadopted orphan with extremely bad breath. I don't know much about mail order or advertising. I'm afraid of using the telephone. What's the best way for me to start sponsoring new distributors?"
With the Automatic Sponsoring Kit, the answer is easy. Anyone can loan a cassette or complete kit to a casual contact, a referral, or to an advertising respondent. The Automatic Sponsoring Kit can be mailed to distant relatives and former classmates. It's so easy, even unadopted orphans with bad breath can sponsor new distributors.
The Automatic Sponsoring Kit can cost as little as $1 _ or slightly more depending on what you add with your audio cassette tape. Let's suppose that our Automatic Sponsoring Kit consisted of only a simple, 20-minute audio cassette tape that motivated the listener to get involved with our business opportunity.
Here's our plan for our personal sponsoring campaign. We will purchase 365 audio cassette tapes at $1 each for a total investment of $365. That's a pretty small annual promotional budget.
Next, we commit ourselves to loan a prospect a single audio cassette every day. That's seven audio cassettes a week. If we wanted to take the weekend off, we could loan three audio cassettes to different prospects on Friday. If we felt overwhelmed by the task of loaning a single audio cassette to a prospect a day, we could employ our spouse or children to help us out.
At the end of one year, 365 prospects would have been exposed to our business opportunity story on audio cassette tape. If the story was factual and motivating, how many of those prospects would want to know more about our business opportunity? 35? 45? 55?
And, of these pre-sold prospects asking for more information, how many of them would become new distributors? 10? 20? Or, even 30? That's a pretty good start for our personal sponsoring efforts.
In this example, we didn't even recycle or pick up any of our audio cassette tapes. What would happen if we recycled many of these audio tapes? We would get a lot more pre-sold prospects and new distributors.
Plus, we wouldn't have to recycle them ourselves. We could have our uninterested prospects recycle them for us. When we loan the prospects our audio cassette, we could say: "And, if you are not interested in the money-making opportunity on this cassette, would you do me a favor? Would you simply pass it along to someone else? Maybe they might find the opportunity helpful for their personal use."
Of course, everyone must determine his or her own pace. One distributor might feel comfortable passing out one audio cassette a week. Another distributor may want to pace himself, avoid stressful quotas, and pass out one audio cassette a month. Then, there are those potential leaders. They might set a personal goal of passing out 10 audio cassette tapes a day! They don't want to wait for success. They intend to make success happen on their own time schedule.
But, this is only the tip of the iceberg.
You can only personally sponsor a small portion of your ultimate MLM organization. The vast majority of your downline organization will be sponsored by other distributors in your organization. This is where the real payoff comes. The Automatic Sponsoring Kit means that your new distributors can now duplicate your sponsoring efficiency. That is important. Let's say you have 10 distributors in your MLM downline organization. Each of these distributors set a serious goal of passing out 30 audio cassette tapes a month. How many prospects will be exposed to your MLM opportunity by hearing a full, 20-minute factual business presentation? 300!
You will have plenty of new, motivated distributors developed from those 300 audio cassette presentations. In one year's time, your original 10 distributors would give 3,600 audio cassette presentations! Now, that's powerful group building.
All of this activity does not include your personal efforts. More importantly, all of this activity does not include the efforts of your new distributors developed from those 3,600 audio cassette tape presentations.
Duplication can be powerful. The key is to find a system that anyone can do. That's the Automatic Sponsoring Kit.
What happens when you don't use Automatic Sponsoring Kits?
Not much.
You are asking too much of your new distributors to develop a plethora of presentation skills overnight. They don't teach MLM in high school. Your new distributors must develop MLM skills from the training you offer after they join your company. If you want your distributors to be productive sponsors immediately, they'll need an Automatic Sponsoring Kit.
Here is what happens to new distributors when they don't have access to Automatic Sponsoring Kits. Let's call our new distributor John.
John attends your business opportunity meeting. He likes your program and asks for a new distributor application. He is excited. He has goals. He is ready to go to work as soon as he learns how.
When he signs his name on the new distributor application . . .
magic happens.
Instantly John transforms into an outgoing salesman. He becomes the life of the party. Through a patented Star Trek Vulcan mind-meld, John assimilated massive amounts of product knowledge and is awarded the "expert status" by the MLM company. Through a simple handshake with his sponsor, a genetic transfer occurs that enables John to give perfect, error-free business opportunity presentations. Finally, John announces to the group assembled in the meeting room that he loves rejection and can prospect without fear.
Yeah, and the Chicago Cubs will win a World Series too.
The truth? When your new distributor signs his application, terror reigns. He is afraid of failure, afraid of rejection, afraid of the unknown. And the unknown is massive. He doesn't know about the product line, the marketing plan, how to approach people, how to answer objections, in fact, things are pretty ugly.
Your new distributor wants to go home and hide in front of the TV. At least that is something familiar and non-threatening. He waits in front of his TV for his MLM skills to magically appear. In other words, he does nothing. He keeps his distributorship a secret.
After all, what could he do? He doesn't even know how to invite a prospect to a meeting yet. If a prospect came up to your new distributor and said, "I want to get into a part-time business. Could you help me?", what would your new distributor answer?
"Uh, uh, uh, I just started in this business. I know nothing about it. So, will you put your confidence in me? Would you give me money to buy your distributor kit? Please, please don't reject me. I just don't know what I'm doing yet."
Not exactly the kind of answer that instills confidence in a prospect. In fact, it's pretty pathetic.
It takes time to develop MLM skills in our new distributors. So, what do we do in the meantime? Provide a tool, the Automatic Sponsoring Kit, to build their business while they are still in the training stages.
Guidelines for your personal audio cassette tape
Let's start putting together our audio cassette tape that will pre-sell and pre-sponsor our listening audience.
How about starting off with the background of your company founder's sister-in-law. Then, continue on with descriptions of the computerized equipment ordered by the warehouse manager. Yeah, that will excite our prospects. Then, we can recite the chemical molecular changes in the long chain carbohydrates in Wonder Product #115. Several hours later we can wrap up our presentation with the company song. Yes, this audio tape will cure insomnia, but won't excite or motivate prospects to join our MLM company.
We don't need to present all the facts and features about our company and its products. This isn't the time or place. What our prospect wants is a simple overview of our business opportunity. Our audio cassette tape should tell the prospects why our company will benefit them.
That's it. If the benefits interest the prospects, they'll ask us for more details, facts, product literature or samples, informational brochures, etc. The primary purpose of the audio cassette tape is to sort for prospects who have an interest and direct them to us for more information. If our audio cassette tape is really good, the prospect might want to sign up as a distributor immediately and ask questions later.
So, here are some quick tips on how to make your personal audio cassette tape a winner:
For example, some distributors like to start their audio cassette tape with the "doom and gloom" approach. They recite negative facts such as:
Other distributors may start their tape with strong product testimonials to grab the listener's interest.
You can be the judge of what is right for your personality and your business opportunity.
Just remember to do the best job you can when preparing your audio cassette tape. A good message is like bringing a professional from your company right into the prospect's home or automobile. So, don't be afraid to enlist the expertise or financial help of your upline sponsors. Your audio cassette tape will pay for itself over and over again.
Don't know where to start or what kind of message to put on your audio cassette tape? No problem.
Our next chapter gives a sample script of an audio cassette tape used for sponsoring new distributors. Please remember, this is only a sample _ something to give you an idea or two. You'll want to create your own money-making masterpiece that will fund your retirement.
Ready? Let's go look at a sample script.
Sample script for your audio cassette tape
(Opening music, then fade.)
Woman's Voice #1
"My husband and I both had full-time jobs and there was still barely enough money to get by. Now, our finances are under control and we have a family life too!"
Man's Voice #1
"I liked my job, but it didn't pay enough. So this appealed to me as a part-time business. My last bonus check was $3,400. Now I'm thinking about going full-time."
Man's Voice #2
"I'm not a very outgoing person, but when they showed me how I could earn an extra income by just changing where I purchased our family's cleaners . . . (pause) . . . you bet I was interested!"
Woman's Voice #2
"Only 84› for a vitamin-fortified, super nutritious breakfast got my attention. Our local supermarket prices for good food are going out of sight. This will save my family a lot of money. Just wait until my neighbors hear about this!"
Man's Voice #3
"I just told a couple of friends, `There are two types of people in this world . . . those who get a word-of-mouth bonus check in their mailbox once a month _ and those who don't. Which group do you want to be in?' My part-time business grew into a full-time income, just from these few contacts."
Announcer:
"What do these people have in common? They're all independent distributors for The Wonderful Company. Have you ever wanted a part-time income to pay off some bills, your car note, your mortgage? Or, maybe you want to save money by buying quality products at wholesale? Would you like an exciting part-time business where you decide the size of your income? Maybe you're tired of your present job and just want a change _ where you can be your own boss. The Wonderful Company offers all these opportunities, and you don't have to pay a franchise fee, mortgage your house or take financial risk. Your investment is your own personal effort, not thousands of dollars like in many businesses. That's why I am excited about The Wonderful Company because it changes people's finances, and changes their lives. What a fun business to be in!
"Hi. My name is (announcer's name). For the next few minutes, I'd like to share with you the account of how thousands of people across the United States are adding financial security and a better standard of living to their lives.
"With taxes and inflation, it takes more money today than ever before, just to break even. Many families are looking for a way to get out of that paycheck-to-paycheck struggle and to get ahead financially. Some experts believe that owning a small business is the key to getting ahead financially. Let me tell you, owning a small business is not all it's cracked up to be.
"Have you ever noticed who the first person is to open a small business in the morning? And, who's the last person to leave at night? You're right. The owner. That's where we get the saying, `He's married to his business.' Most small business owners work longer hours and make less pay than their employees!
"Just walk up and down main street any day and count the businesses that have closed. The Small Business Association states that if you open a new business, the odds are that you'll be out of business in less than five years. Does owning a small business sound like the ideal way to reach financial security to you?
"But the picture gets worse. Not only can the owners earn less than their employees, they probably paid thousands of dollars to get into their business for the privilege of earning less than their employees. Buying or starting a business from scratch can cost tens of thousands of dollars. A franchise can cost $50,000 to $250,000 to start! How many people do you know who have that kind of money in their checking account? And of course, the biggest problem is that most businesses won't make a profit for the first couple of years. Try telling your bank to hold up on collecting your car and house payment for a few years _ while you get established.
"Well, it's true you can't get rich working for somebody else. But there is a way you can be your own boss and work for yourself _ without the financial investment and risk of a small business. So, put away that old, worn-out idea that you have to invest thousands of dollars into a hamburger franchise or some business requiring huge inventory investments, high rents, and expensive employees. This business is totally different.
"How do you get involved in this unique business? By becoming an independent distributor for The Wonderful Company. Why The Wonderful Company? Because you can build a successful part-time business without leaving your present job, without investing hundreds or thousands of dollars for start-up expenses, and yet, earn a full-time income through its powerful compensation program.
"How do you do it? By leveraging and multiplying your time and effort _ not by investing money. This is what we call . . . (pause) . . . the principle of duplication. By simply changing some of your buying habits, and showing others how to do the same, you effectively duplicate your purchases. As more and more people change where they buy their products, you are compounding your sales, and thus, compounding your income.
"Sound simple? It is. Thousands of people are taking advantage of this income opportunity _ and you can join them.
"Why are The Wonderful Company distributors so successful? There are four big reasons that make this the ideal part-time business.
If you like a free 24-page generic newsletter filled with sponsoring tips and techniques, just write or call KAAS Publishing, P.O. Box 890084, Houston, TX 77289 (713) 280-9800
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