MAKING C NTACT WHERE TO LOOK TO FIND NEWCUSTOMERS
METHOD 1 Brand-New Category 2 and 3 Marketing Executives Working in Their Warm Markets —Brand-new category 2 and 3 Marketing Executives can contact their “refrigerator lists,” consisting of family, relatives, and friends—a very warm market. Often these calls will take place, depending on time availability, after the enrolment at a Strategy Session. The mentor will give the new Marketing Executive some training on approaches and then allow him or her to make two calls. They will then do more approach training based on those calls, followed by two more calls. That process will repeat until they have made ten calls. On average, seven out of the ten potential customers the test group called went on to set up an account and become customers. So the percentage of enrolments to contacts by this method is 70 percent . METHOD 2 Directors and Above Working in their Warm Markets —Many Directors and above continue to build their businesses with their warmmarkets. Your warmmarket refers to potential customers you have some kind of relationship with, who are inside your sphere of influence. So they reconnect and reestablish relationships with acquaintances, friends, and neighbors, and they tailor their approaches as they introduce potential customers to Melaleuca’s products. With this method, on average, one in every three people the test group called eventually set up an account and became a customer. So the percentage of enrolments to contacts by this method is 33 percent . METHOD 3 Directors and Above Working in Referral Markets —Some Directors and above use relationships they’ve already established to ask for referrals from their customers. Ideally, the person who is referring the prospective customer would also introduce the enroller. So, really, this is a prequalified lead—someone who is introduced to the Marketing Executive by an acquaintance or friend. I should mention that at a Convention workshop several years ago, I asked leaders how many of them asked for referrals, and a very small percentage of hands went up. On average, one in every two potential customers contacted as referrals will set up an account and become customers. So the percentage of enrolments to contacts by this method is 50 percent. METHOD 4 Directors and Above Building with Targeted Marketing —Many Directors and above also use targeted marketing to meet and introduce new customers to Melaleuca. Targeted marketing includes advertising to a specific market. Some Marketing Executives find this style of business building best fits their lifestyle. Stay-at-home mums find they spend less time out of the home doing presentations and meeting new customers. On average, one in every eight potential customers contacted this way will set up an account and become customers. So the percentage of enrolments from contacts by this method is 12.5 percent .
BY NATIONAL VICE PRESIDENT MARK TOWNSEND
When customers we refer decide to become business builders, they look to us to guide and lead them to success in their businesses. As leaders and mentors, we have the responsibility of communicating to them what they should expect as they build their businesses. If a new business builder doesn’t experience the success they expect, that sometimes leads to disappointment and discouragement. We recently conducted research with Marketing Executives across North America to help you better answer questions like, “Where should I look to find new customers?” or “Who do I talk to about Melaleuca?” or, “How many people will I talk to before I enrol a new customer?” We spoke with five different Executive Directors who conducted 13 different Power Hours to determine how different Marketing Executives are meeting and contacting new customers. After we concluded our research, we determined there are five very interesting methods Marketing Executives use for connecting with new customers.
24 DECEMBER 2015/JANUARY 2016 | MELALEUCA.COM
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