When I got into network marketing, these methods were pretty much the LAST thing I wanted to do.
I had a door-to-door sales job in the past, and these old school network marketing methods sounded way too much like that nightmare.
I didn’t want to annoy people or come off as salesy or pushy…
Plus I’m an introvert, so the training a lot of leaders gave about how to build a network marketing business sounded about as appealing as staring at the sun for hours on end.
I wondered if there was a way to build where I only had to talk to people who truly were interested in my product or service.
I didn’t want to follow-up with people who would ask me to follow-up then ignore me, I didn’t want to talk to people who I was not sure were interested and as a result get blocked or receive hate mail.
But I was told…
The more no’s you get the closer you are to a yes.
Sure, that can get results, but it’s soul-crushing work.
I want to share some of the WRONG ways to build a business and why it can put your business in danger.
Cold market recruiting is still such a very widely used means to grow a team within the network marketing industry.
1st, let’s define cold market.
Cold market is a group of people who you don’t know or have a relationship with.
It is usually the group of people we tend to have to bother about our products and opportunity once we have run out of friends and family to talk to.
The act of talking to this cold market is actually called cold market prospecting.
Prospecting is a REAL network marketing skill
It takes time to develop and often requires an outgoing personality and overcoming the fear of rejection.
Neither of which are easy to develop.
And you know what? There is absolutely nothing wrong with being an introvert. In fact, introverts can potentially be better at business than many extroverts.
Yeah, introverts unite!
(Separately…and in your own homes…)
Because essentially, it’s connecting with strangers you meet on the street, a restaurant, in the grocery store, on social media, or some sort of public function, and trying to get them interested in your business opportunity.
It can be very difficult to comfortably transition from a normal conversation with a complete stranger to talking about your product or opportunity.
This is how cold marketing prospecting and recruiting works.
For most, things can go VERY wrong with cold market prospecting if you don’t know how to comfortably transition the conversation.
How a Poor Cold Market Recruiting Mindset Can Sabotage Your Business
There was a recent situation where my mentor, Ferny, discovered that somebody from our organization was engaging in prospecting, specifically targeting our members via a private Facebook Group.
They were contacting our members via private messages with the intention to enroll them into their opportunity.
The individual was private messaging people within our community with the clear intention to recruit them to other deals.
This REALLY upset the community, because this individual was actually sabotaging the businesses of the members, by distracting them and by only engaging in our community with the selfish intent to grow their own business.
He was making the community MAD with his behavior.
Remember, this is network marketing, and often people leave the networking out of network marketing. People are still people who 1st want relations with others.
By angering our community members, this person damaged influential relationships, for the sake of short-term results.
And this is what you really want to avoid with cold market recruiting — burning bridges and ruining the relationships you have with people, especially people of influence or those who will eventually become influential.
And this is what you really want to avoid with cold market recruiting — burning bridges and ruining the relationships you have with people, especially people of influence or those who will eventually become influential. Click To Tweet
Because people don’t tend to forget when you violate their trust.
How Online Prospecting May Carry the Same “Risks” as Offline Prospecting and Then Some…
Okay, so let’s talk about the difference between online vs. offline recruiting and their risks.
Cold market offline prospecting (in the “real world”) means networking with strangers in public places.
You actively seek people out for the purpose of introducing them to your business (i.e. looking for people to talk to at the mall or in the self-improvement section of Barnes and Noble).
That’s how you find prospects.
And in your everyday activities, you constantly think about…
“Where can I find more prospects, people to connect to, so I can introduce them to my business?
Cold market online prospecting is a little different, but not completely.
First, the good thing about doing it online, is that you can do it from home. Yay!
Your 1st option is to target people you might have a common connection with, i.e. friends of friends on Facebook.
Yet this still carries many of the same relationship damaging risks as “real life” recruiting and prospecting.
Obviously, the first risk is that there’s always lots of rejection offline and online. And the people you are targeting, (whom you don’t know, but may know people you know), if you bother or upset them, there are reputation issues to deal with.
Another strategy is to target people in Social Media business groups or forums, because you know they are entrepreneurial, but this is also where you can get into trouble, as I’ve stated.
Being labeled “annoying” is the best you can hope for, as opposed to being caught intentionally poaching other people’s customers (like the person I mentioned above).
Now, at this point you might be thinking…
“I really don’t want to be one of those people harassing everyone they meet about business opportunities.”
And you know what?
And besides, this way of networking and relationship building is arguably outdated in 2018.
Why I Completely Stopped Cold Market Prospecting & Recruiting
I made the decision that I no longer wanted to do cold market prospecting, which actually ended up being the best thing I ever did and exploded my business.
I’ll share with you what I did instead to recruit but first I want to share with you why continuing to do cold market prospecting in the 21st century, can put your business in danger…
1. Cold Market Recruiting Is Opportunistic
The best prospectors and builders in the world are able to flip a switch in their head to remember that the person they’re serving & helping is the person they’re trying to recruit — not themselves.
However, that’s a very difficult thing to do for a majority of netwokers.
Especially if you’re broke, hard up for cash and need results, fast!
Then you’re almost forced to approach the situation in a selfish way, because you’re hoping that person joins your business to help you out of your situation.
The switch usually doesn’t happen until many, many, many years later, when you’ve actually gotten results, because then your belief is well established.
Until then, cold market recruiting means taking from others and being opportunistic, which people notice and your desperation will come through.
You don’t want that.
Which leads us to the second problem I have…
2. Cold Market Recruiting Is Agenda-Oriented
When prospecting, every personal conversation you have with another individual, online or offline, is now about your business.
Thus, every conversation you have is not authentic.
It’s tainted by an ulterior agenda you always have in the back of your mind.
Now, is there anything wrong with that?
I don’t know, honestly.
It’s just NOT how I wanted to live my life.
I don’t want to have to go to a social function or a grocery store and have prospecting and recruiting in the back of my mind all the time.
I didn’t want every messenger conversation on Facebook to be a ploy which ended up circling back around to my products or opportunity.
So instead, I came right out in the beginning and asked if they were open to taking a look, rather than beating around the bush and trying to be “nice”.
But it just wasn’t an existence I wanted to live for very long.
Which leads us to problem #3…
3. Cold Market Recruiting Leads To Misunderstanding and Alienation
You’re now “that person” nobody wants around them, and you quickly end up in the “no friends left club” feeling alone and isolated.
That’s a bummer.
Believe it or not, in the online world, the repercussions are even worse.
As I mentioned earlier, both the members of the community were quite angry at the person prospecting our fellow community members.
That made me not want to associate with that individual and that’s unfortunate.
You don’t want to “turn off” influencers and leaders in the home business and network marketing niches with your swarmy self-serving behavior on groups and forums.
Unfortunately, this is an easy mistake to make when you’re starting out online, because most communities and their leaders are easily available to you.
One misstep, and you’ve now made someone angry who you really want on your side.
Not good, right?
Now, this leads me to my next point, which is…
4. Facebook HATES Cold Market Recruiting
But it’s also a hotbed of cold market recruiting right now.
And this is creating a lot of complaints.
Like I mentioned before…
People don’t like being added to groups or solicited without permission and Facebook hates that kind of behavior, too.
In fact, Facebook does NOT like people doing cold market prospecting, PERIOD.
My current understanding is you can only send about 25-30 messages a day on Facebook before you run the risk of getting thrown in “Facebook jail.”
Why not? Because Facebook hates prospecting!
See, a lot of network marketers will go on Facebook and start doing cold market recruiting and sending private messages.
Eventually, those private messages inevitably include links to their company URL, because they’re obviously sending that link in the hopes that people will check out their ‘deal.’
So what happens is this…
Facebook notices when these links get PM’d over and over and over again, or when they see the same links posted frequently on pages or in groups, and they keep tabs on how many complaints the link receives.
Since most people will reject cold prospecting attempts, especially online, where such behavior is often viewed as ‘spammy’ or ‘scammy’, you will get such complaints, even if you’ve got a great website or offer.
And when this happens enough times…
Facebook will BAN your domain!
That’s right! Facebook will literally ban your domain if you are using cold prospecting techniques consistently and are essentially spamming people.
Even worse, you put your personal account at risk with Facebook by doing cold prospecting in this ineffective way.
If people complain enough about you, you will eventually have your personal account banned and shut down.
Unfortunately, this is how cold market recruiting is being taught right now, by many.
And as you can see, it leads to a lot of problems.
So what’s the solution to all this?
Well, here at EMP, we’ve developed a strategy to not only avoid all these issues, but actually makes Facebook LOVE us.
First and foremost, though, you need to recognize that prospecting is NOT MARKETING.
Let me say that again…
Prospecting is NOT marketing!
We call our industry network marketing, but in actuality, what most network marketers are being taught is not marketing.
It’s prospecting (i.e. sales), which is very different from marketing, which is a passive, mass-market approach.
This is important, because Facebook HATES cold prospecting.
But Facebook actually really likes marketing.
After all, they love us when we run ad campaigns on FB, using their ad platform.
Over the past year and a half, we’ve been teaching our members a strategy through which they can generate their own new fresh red-hot leads.
A strategy to generate customers for their business—on auto-pilot—attracting people that are excited about the home business industry and won’t flag you as a “scammer.”
This strategy is called “Attraction Marketing“
And the domain name of the organization we are with is highly respected and associated with quality content and value in the eyes of Facebook.
Thus, when someone shares a URL, it’s seen upon by Facebook as a trusted resource. Having a trusted site or domain a very powerful asset when you’re marketing.
This can only happen for you when you start learning actual Internet marketing and advertising strategies that Facebook actually likes…
Not just opportunistic cold market recruiting tactics, which most will mess up anyway.
When you acquire these skills, you can put out messages that people will resonate with and actually respond to, on their own accord…
Without you ever having to prospect or private message anybody!
That’s primarily what we’re trying get you focused on here, and start taking the steps that will lead you to long-term success…
In it, our mentor Ferny will share online business building strategies that he uses today to generate 400-500 red-hot prospects per day…
30-50 new customers per day…
And 80-100 business builders per month WITHOUT sending a single private message and only calling someone, after they’ve expressed an interest in what he offers.
Trust me, you don’t want to be known as a self-serving cold prospector by your potential leads or wind up isolating yourself from any potential mentors or influencers.
Because relationships are the key to this industry!
And none of this is intended to say that traditional cold market recruiting (online or offline) doesn’t work. It certainly does and networkers prove it every day, through their grit, grind, perseverance and hard work.
I simply choose to do things differently, in a way that fits my lifestyle and my generation, with true leverage built in from the start.
And if you learn these ‘attraction marketing’ skills, trust me… people will be attracted to you and want to learn from you and will join you as a result.
I hope this offered you some perspective and things to think about.