The Four Keys Technique
When you talk about the business, do your prospects believe you?
The short answer is NO. They expect you to try to convince them to make a commitment. They are waiting for you to start selling so they are likely to be guarded or defensive - regardless of how well you know them. Here's the problem you face -
Prospects will raise objections to anything you say.
Not because of the validity of what you said but because you said it. If you say it, it's your idea, not theirs, so prospects feel justified in raising objections. On the other hand -
Everything your prospects tell you is true.
This is because if they say it, it's their idea, not yours. This makes the idea acceptable and they feel no urge to raise objections about it.
The technique you are about to discover will enable you to get your prospects to tell you what they really want while you do the listening.
When you say to a prospect, "You will be able to live a lifestyle that gives you everything you want", he might respond, "But I'm not unhappy with the way I live now." Chances are that the objection is not even true. He only raised the objection because you made a statement.
But if your prospect says exactly the same thing to you, it would be true. For example, if your prospect says. "I'd like to improve my lifestyle and have more of the good things in life", there would be no objection raised because he said it. It was his idea, not yours.
When you use the 'Four Keys' Technique your prospects will tell you what they really want while you do the listening.
Why people object???
I once asked a networker how he had fared with a prospect in a recent presentation. She replied, “Not very well – she wasn’t very interested.” I asked him what he meant and he repeated, “I don’t know really – she just wasn’t interested”
They are no uninterested prospects,
only uninteresting presentations
What he really meant was that he, the networker, was not very interesting. You see, when you’re interesting, your prospects will be interested.
THE FOUR KEYS TO THE TREASURE CHEST OF NETWORK MARKETING.
These four keys are the combination for getting from a cold start to a ‘yes’ in the shortest possible time.
1. FIRST KEY - MELT THE ICE
The purpose of this opening stage is to create rapport with your prospects by telling them about yourself and finding out about them. The objective of this key is purely to sell yourself. If a person likes you, there’s a good chance they will like what comes with you. There is little point showing them the plan if they don’t like you or trust you.
How long do you stay in this stage?
For as long as it takes you to sell yourself and establish trust.
When you have established trust, you’ll get a fair hearing. This is all you want. With some prospects, this can take as little as three or four minutes, while with others, it can take thirty or forty minutes.
2. SECOND KEY - FIND THE HOT BUTTON
Let’s be absolute clear on what will happen on this stage. Your prospects may become emotionally upset; they may become excited, depressed, concerned or even angry. Not angry with you, but with themselves. There’s no room for complacency in this part of presentation!!! When people are complacent about their goals or ambitions, they’ll be complacent in their work habits. You don’t need complacent people in your network. People who have strong emotional reasons for joining will be motivated to make it work. In this stage, you will learn how to discover the person’s Primary Motivating Factor or PMF.
Their PMF is the reason they will want to join your business.
Everyone is motivated by one of two things:
To make a gain
or
to avoid pain
With this key, you’ll see how to uncover their Primary Motivating Factor and how to light a fire under them once you’ve found it. This is where your prospects tell you what gains they want to make and what pains they want to avoid. This is the most important of the four keys, because your prospects will be verbalizing their hopes, dreams and fears.
WHY PEOPLE BUY???
Few researches have shown that most people’s Primary Motivating Factors for joining a Network Marketing organisation are as follows:
- v Extra income
- v Financial freedom
- v Have own business
- v More spare times
- v Personal development
- v Helping others
- v Meeting new people
- v Retirement
- v Leave a legacy
When you study this list, you’ll notice that one of the reasons listed was your primary reason for wanting to have a Network Marketing business. There are probably some secondary reasons too, but reason always takes precedence over the others. This is your Primary Motivating Factor.
While the Primary Motivating Factor is of absolute importance, it’s critical to understand that...not everyone’s Primary Motivating Factors for joining Network Marketing is the same as yours.
For example, you might love chocolate ice cream. This doesn’t mean that everyone does. Some people prefer strawberry or caramel. But, if you love chocolate, not only will you find it easy to talk about it, but you’ll also want to share with everyone, and you would find it difficult to understand why everyone didn’t like it. Most people like chocolate ice cream, but it is not necessarily everybody’s number one choice. Some people are even allergic to it.
The following are true-life stories which show the power of the Primary Motivating Factor.
WHY RON DIDN’T JOIN?
Albert was a distributor he joined Network Marketing because he wanted financial freedom. He wanted to be his own boss and determine his own income. He wanted the freedom to come and go as he pleased, to send his kids to the best schools, to have a holiday home, and so on. Financial freedom was his primary motivating factor because it could give him all these things. He was emotionally involved in his goals and could talk about them with endless sincere enthusiasm.
At a local fundraising event, he met a potential recruit names Ron and invited him to look at the business. Albert showed Ron the plan with his usual enthusiasm. Ron was impressed. He said he’d join up.
In fact, Albert never saw Ron again, and he was left in the state of confusion about what had happened. Why didn’t Ron start?
The problem was Ron’s primary motivating factor was not financial freedom. He did not have an ambition to be rich, live in a big house and drive a fancy car. He was happy with the modest home he had inherited from his mother. He preferred to catch the train and read the paper, rather than be stuck in the road traffic. Ron felt that financial freedom was OK, but it was not enough to motivate him to make a commitment.
What really motivated Ron was the opportunity to meet new people, to learn new skills and contribute to his community – that’s why he was involved in fundraising. But he never had the opportunity to talk about those things, because Albert was busy shovelling financial freedom down his throat. Ron had certainly been swept along with Albert’s enthusiastic presentation, but when the sun rose the next day, he’d cooled off. Within a couple of days, Ron had virtually forgotten about Albert’s highly enthusiastic presentation. Ron’s primary motivating factor of helping other had not been uncovered.
JAN’S MISJUDGEMENT
Jan was a thirty-four-year-old solo mother with two children. She had been in Network Marketing for two years. She met David at the dinner party. David seems interested in her networking activities and encourages her to tell him more. Jan’s own PMF was to have enough time to raise and educate her two children, but she was perceptive enough to know that this was not everyone’s number one priority.
David was in his fifties and a self employed contract cleaner, so Jan assumed that retirement would be high on his list of priorities. When she talked about the business, her conversation centred heavily on its effectiveness in affording people a comfortable retirement.
She was devastated at the end of the evening when David told her that he never wanted to retire – he saw it as an early death. Jan had wrongly assumed that retirement would be David’s PMF. Consequently, he never felt motivated to join her.
Never assume.
It can make an
ASS out of U and ME
When you assume another person’s PMF, you’re likely to get it wrong. Even if your assumption is correct, it will seem like your idea, and not your prospect’s idea. So, it won’t have the same impact on motivational power.
Will continue on my next post guys... I’m tired of sitting in front of this machine for about an hour generating ideas on what to write here...
