Michael has a degree in international marketing and currently works for a global e-commerce company.
1. Understand Your Audience
Before you organize yourself to meet the target audience, be it is a single individual or a group, it is necessary to carry out some background research so that you can confirm that your presentation is appropriately targetted to the correct people.
You cannot use the same presentation strategy before a group of stay-at-home single parents that you would use in a boardroom of executives. You need to finetune your content and delivery to match the audience you are reaching in order to reap wholesome results.
Carefully study the perceptions and needs of the audience beforehand and become acquainted with what their aspirations are. Only then will you be able to put together content that is market-relevant and effective.
Beware of extremities. Conveying a message in a manner that is overly light will turn the audience off just the same as it would if it is too complex or detailed.
The key here is to learn how to strike a balance. The place to begin is first taking time to thoroughly study the audience you will be engaging with ahead of time.
2. Customize Your Approach
In a network marketing company, there is typically an official script or standard message incorporated into promotional materials and this is used by the marketers have as part of their arsenal when moving out to hunt for new leads. However, simply repeating the same message to everyone you meet is not going to cut it.
You first need to ask yourself two questions:
- What specific or unique challenges is this person (or group) facing?
- How will the product or the business opportunity I am presenting serve to resolve that problem for them?
Instead of simply repeating the same script over and over, concentrate on finding specific and relevant answers to these two questions. Your target market needs a message that addresses their specific situation rather than generic information that has been rehearsed as part of a routine.
No doubt the marketing material you have may have been very well formulated. However, once you start engaging with people, the bigger the gap between your communication and what they practically deal with in their daily lives, the less likely they will sign up.
Concentrate on finding specific and relevant answers to important questions
3. Practice Your Presentation
One of the most useful skills in network marketing is communication. Even on a personal level, being an effective speaker has a positive effect on many areas of an individual's life and raises self-confidence.
The ability to present confidently translates to wins in the field of business. If you are confident and professional in your delivery, you inspire a high level of receptiveness in your audience. This increases people's willingness to order the products, enlist themselves as distributors and/or both.
Therefore, regularly setting aside time and putting in the effort required to build yourself up and master the art of presenting effectively can pay huge returns. Schedule periods where you consciously test yourself to ensure you are capable of a polished and effective delivery.
4. Apply Conflict Management
Since by its very nature, the business of network marketing brings one into direct contact with individuals who have varying perceptions and personalities, conflicts of opinion are bound to arise.
There are those who will not readily accept the message and will even challenge the concept and model of the business itself. Needless to say, one of the most common criticisms stems from the association of all MLM models with dubious pyramid or Ponzi schemes.
Research on the common questions or areas of concern that are raised by people about the line of products that you are marketing and the industry you are involved in. Learn from team leaders and distributors with more experience, concerning the kind of negative feedback they have faced in the field. Arm yourself with specific and relevant answers to these issues ahead of time.
Remember to maintain your calm during the presentation. When you sense negative energy beginning to rise in a meeting, respond politely to those who raise questions by first commending the fact that they are willing to ask, before proceeding to communicate your view on the issue. Maintaining a positive atmosphere will help dispel clouds of negativity and make the presentation retainable.
Maintaining a positive atmosphere will help dispel clouds of negativity and make the presentation retainable
5. Don't Just Say. . .Demonstrate
Allow your audience to feel and experience the product for themselves. Avoid spending the entire session simply trying to convince them with colourful descriptions, or by singing the endless merits of using the product.
People tend to associate more deeply with what they can physically touch and handle themselves rather than text and images they see displayed across a screen in front of a room. Creating this association is crucial to your marketing effort. Therefore, provide tangible promotional material and samples of the product which they can engage with.
Moreover, people relate more readily to real-life examples or accounts of those who had a major problem which was eventually resolved by the use of the product(s). Hence, it is necessary to provide several testimonials, especially from ordinary persons whose lives were significantly impacted by the product, especially those who are now top distributors.
Make the sharing of genuine testimonials a major part of your presentation. The recounting of personal experiences in a way anyone can relate to will inspire listeners to achieve success using the same model.
6. Become Vulnerable
Trust is necessary for an audience to sign up, commit themselves or make a purchase. For trust to be built, you will need to discard any masks you may be wearing, whether formal or otherwise. Allow yourself to become vulnerable.
Exposing your real, authentic self may be difficult, especially in the modern age of artificiality. But when it comes to the presentation, it is necessary to let your guard down in order to create effective connections with people.
Be open to talk about your own struggles, your personal life, your family, and the ambitions you have. The more genuine you are, the more the audience is likely to identify with you as a person and this becomes a bridge for the building of rapport.
The sharing of genuine testimonials should be a key part of your presentation
7. Use Stories
Sharing about the features and functions of the product is necessary. However, what is most engaging for the audience is when you are able to share with them stories.
So don't start with a lengthy description of the product and what it does. Instead, provide them with evidence that the claims concerning the products are true.
Give them the story of the founder and how the product itself came into being. Create narratives around the subject matter you intend to communicate.
As stated previously, you can also use your own experience with the product as an example as well as the experiences of others. Ensure that your presentation is not a journey of facts only, but an emotional one that others can relate with.
8. Create Humor
Be aware of the mood transitions during the course of your presentation. Laughter can be used to break down walls and make people more open and relaxed. Therefore, find slots in your presentation where you can leverage humour.
This does not mean you have to enter into the role of a comedian and turn your presentation into a series of jokes, punctuated here and there with pieces of marketing information. If the presentation is overly funny, no one will take the business seriously.
Here again, it is necessary to strike a balance. Be creative and vary the mood in such a way that the audience is drawn into the message emotionally.
Instead of compelling the audience, allow the process to evolve naturally
9. Encourage Participation
A network marketing presentation should not be a one-sided monologue that drags on and on. Rather than giving the audience a stream of information and answers, challenge them to participate by asking questions.
Instead of making statements like "studies have shown that only 1% of all people retire financially free", you could ask "In your opinion, what percentage of the population retires financially free?"
If you adopt this procedure, you will be letting the audience make conclusions by themselves instead of pushing them toward a purchasing decision. You will be allowing the process to evolve naturally, rather than making them feel compelled or prodded into a corner.
10. Immediacy of Action
A network marketer may be effective in delivering a professional presentation, yet not be as good in bringing matters to a conclusion. Inasmuch as there can be numerous aspects to a presentation, it is critical to always keep the end goal in mind.
Without a clear focus maintained throughout the presentation, there is a very likely possibility that the opportunity will be lost. Diversions can creep in and before long, the occasion takes the form of a socializing event rather than a real business forum.
Emphasize the importance of acting. This may be the only time the prospect is personally confronted and inspired concerning the product, so make the most of the opportunity.
Ask yourself, what credible reasons could you share that drive home the importance of taking action?
- Is there a company deadline for certain orders?
- Is there is a special bonus being offered for a limited time only?
- Are prices about to increase?
- Do you have a key person in mind who can be brought in to join their downline?
- Are there time-bound discounts on postage and delivery that are presently available?
You don't need to whip up the audience into action by inducing fear or making illegitimate claims as many scam artists do. However, at the end of the day, it is important to understand that the presentation is designed to help the audience come into a decision as soon as possible.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.