Traditional direct selling wisdom is that you focus on telling EVERYONE about the opportunity. “Don’t pre-judge!” is the mantra drilled into us from the day we join the company. And to an extent I get that. Sometimes when we’re new, we’re so afraid of crossing a line that we miss our opportunity to tell people about the opportunity who would really love it, and do well.
But we have to be careful that we don’t get STUCK in that mode of thinking. You see, in any other industry, if you talked about marketing, you would talk about your ideal target market. Who has a need for what you have to offer? Who has the money for it? Who would best be served? Who would become an evangelist, so excited about telling others about it? Those are the people you would focus your efforts on.
I worry that we spend far, far too much time as an industry focusing time and energy on people that really didn’t want to join in the first place. We constantly have to convince them to do the job. And in my opinion, that’s a waste of everyone’s time.
When you begin to use social media for your business, you have access to a very large group of people. When I ask direct sellers who their target market is for their social media goals, typically the answer is “everybody with a pulse” or some iteration of that. But that’s a mistake. Because the needs and desires of someone in their 20’s is very different from someone in their 40’s or 50’s. We market to them differently.
At the risk of being almost sacrilegious in this industry, I challenge you to think differently about your recruiting. You can reach ANYBODY in social media. So create a profile of your IDEAL recruit (write it down!). Someone who would WANT to do the business. Someone who will be invested. Someone who will be worth the time and effort you will put in to help them be successful. Then you can use your social media skills to specifically find those people. People who are looking for opportunities like yours right now.
It doesn’t take away the need to build relationships with individuals. But it does mean that you have a better chance at building a successful team. Will everyone stay? Probably not. But you will hopefully be spending less time convincing, and more time coaching to success. That’s what direct selling should be about.
Let’s rethink the way we think about recruiting in this industry, starting today.