prospects. Choose one criterion and base your question on it. For example,
let’s say one of your qualifying criteria is that the prospect is already suc-
cessful in some arena. You would then ask your client, “Who do you know
who has a track record of success in business?” Or ask, “Who do you
know who is well respected in the community?” You should then remain
silent, giving your customer or prospect time to think. When a customer is
giving you referrals, especially if there’s more than one, jot the names down
without analyzing them. After he’s finished, you can go back and question
him on qualifying details.
Your customers are some of the most valuable resources for referrals
that you have. They know other businesspeople in their field and are in the
best position to recommend you to them. For this reason, you should ask any
customers or prospects if you can mention their names when contacting peo-
ple to whom they referred you. Through your current customers, you’ll find
new branches to follow to tap prospective new customers and potential busi-
ness builders.
Professional groups are another excellent source for prospects. Consider
joining organizations comprised of prospects within your target markets. As
an individual, become involved with your family, friends, and different com-
munity groups. You’ll lead a more fulfilled life if you’re active and interested
in the world around you. And there’s certainly nothing wrong with letting
people know what you do and speaking of your willingness to be of service to
them. In the natural course of conversation we’re always asked, “What do
you do?” However, be aware that one of the fastest ways to turn people off is
to launch into a sales pitch. Simply tell them what you do and leave it at that.
Later, if you see that you may be of some service to them, you can approach
them and discuss it in a relaxed and helpful way.
Once you get to meet everyone in the organization (if it’s small
enough for you to do so), you can try to obtain a membership list or direc-
tory. You are then in a position to systematically contact each one in an in-
formative, casual way. It’s not advisable to send blanket direct mailings;
instead, seek to contact each person, developing rapport and creating value
on an individual basis.
Now let’s talk about directories. In addition to the yellow pages, your local
library has directories on everything imaginable. Directories will save you time
and energy. Some list specific people to contact, such as corporate officers or de-
partment heads. R. L. Polk & Company publishes a directory called the Polk
City Directory that lists everyone living in every city in the United States with
their occupation. This puts you in a position to send an introductory letter to as
many people as you wish. There are also specialized directories for industries
such as the hotel and travel industry as well as many other vertical markets.
Prospects themselves can also be great sources for other prospects.
Many new network marketers assume that if a prospect isn’t interested in
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