How to attract new users and retain them?

01

This morning, I eavesdropped on a two-hour MLM lecture, and this is how the story begins.

I went to a cafe to read a book. Sitting at the next table was a woman in her forties. When I sat down, she was on the phone.

Big sister: You must listen to the materials I sent to you repeatedly, listen to them 50 times, and then repeat them 50 times. Only in this way can we truly achieve the effect of learning.

I said to myself, oh, this is probably an English teacher. After listening for another 5 minutes, I found out that she was actually involved in a pyramid scheme . The older sister should be a veteran who has been in the industry for many years. She is using WeChat voice to train newcomers. At first, I was resistant, but my elder sister’s voice was as loud as a bell, and every word was pleasant to my ears. I couldn’t help but listen. Unexpectedly, as I listened, I started to listen to it.

Her sharing has a system, routines, examples and practical information . Treat illnesses when you are sick and protect yourself when you are healthy. Not only can you prevent fraud, but many of these tricks can also be used when writing public accounts and they are all effective. About 15 minutes into her speech, I secretly took out my little notebook and wrote down the key points she had said.

(As a result, I didn't even bother to go to the bathroom, and just eavesdropped on her talk for two hours.)

Eavesdropping on a conversation in an MLM program is better than reading chicken soup books for ten years. Next, here are my organized class notes.

02

The first topic the eldest sister talked about was who was more likely to become their downline.

The eldest sister said: "We must focus on four groups of people."

The first group of people are young people

The best candidates are young people who are around 25 years old, have just worked for three years, and are in the process of transitioning from students to working people.

I thought, damn, these people are the same age as the readers of my official account, how can I attract them?

The eldest sister gave the routine.

Don't just talk to them about benefits, but also stimulate their sense of participation and value. We need to tell them that our company is a "social university" that can help them grow more and find direction in their confused lives. Tell them that we have a strong team that can support them and we have powerful tools for them to use.

We need to draw a blueprint for them and tell them that this is the stage for them to display their abilities. One point that needs to be emphasized in particular is that only by achieving financial independence can they break away from their parents' nagging. My friend's child is studying abroad and has excellent grades. After completing his master's degree, he is going to pursue a doctorate. I asked him why he worked so hard.

Guess what he said?

"This way I can return home later and avoid having to listen to my dad nagging me."

The second group of people are mothers, especially full-time mothers.

The eldest sister said: For them, two issues should be emphasized.

• First, we need to make them aware of the pressure they face as a group of people who need to ask for money. My husband works very hard outside, and he may not even get a promotion or a raise. Then, they can use their free time to earn extra income and help their husbands share a lot of pressure.
• Second, they need to be made aware that they are also facing the pressure of having a second child. Raising two children is so expensive. How can you do that without making more money?

Later, the eldest sister added one more thing: Oh, by the way, we must emphasize to them that they should not be dependent on others and should achieve financial independence. Only in this way can they improve their status at home and speak with confidence in front of their mother-in-law.

The third group of people are the silver-haired group, the elderly over 65 years old

You should tell these uncles and aunts that only an extra income can give them more dignity in life. Look at those nursing homes that cost tens of thousands of dollars a month, and see what it’s like inside there. As soon as you enter the door, the little girl is there. She says hello, grandpa, hello grandma, and treats you like an ancestor, playing with you every day. Right, more dignity.

We also want to emphasize to our uncles and aunts that by starting a business , they can make themselves young again. Show them the video of Aunt Wang and Aunt Li dancing at the annual meeting, and let them see how energetic the aunts were after joining us.

Finally, tell them that an extra income can also provide security for their children.

The elder sister mentioned a fourth group of people, called the "injured people"

(I thought to myself, how come people who have been heartbroken can also be easily developed into their subordinates?)

Later I found out that I was wrong.

The injured group refers to people who have participated in other similar projects but later withdrew for various reasons. This category is what I particularly like recently, and the transaction rate is very high.

I gasped. How could the second crop of leeks be harvested so smoothly?

I need to listen carefully to her tricks.

The injured group, because they have participated once, they are familiar with our meetings, trainings, and activities.

So the first point is to demonstrate greater professionalism in front of them, for example, about the process and the timing of the transaction. If they are more familiar with it than you are, then there is nothing you can do.

The second point is to find the other person’s “resistance point” through chatting, that is, the “injury” they have suffered in the past, so that it will be easier to open up more topics.

You can ask: "Why didn't you stick with it in the first place?"

Please pay attention to my choice of words. You must not use too negative words. You cannot ask: How did you "fail" in the first place? Why can't you "succeed"?

You have to ask: Why didn’t you “stick to it” at the beginning? This way, the other party would be more receptive.

Third, you should encourage the other person to talk about his growth and gains at that time. You can’t always talk about his resistance points. Instead, you should guide his emotions in a positive direction and let him recall his growth and gains. Only in this way can his fighting spirit be rekindled.

The fourth point is to analyze our advantages and tell him: we are different from the projects he has participated in before, what the current model is like, what the future model will be like, and what are our advantages. Introduce him a complete plan so that he can feel at ease.

If he is still hesitant and unwilling to join, that’s okay, we can still explore other values.

• First, the injured are particularly willing to share with others. We can take advantage of their characteristics and let them refer our products to others so that their friends can learn about our products.
• Second, you can give him some samples and let him try them out, and tell him not to feel pressured and to use them without spending any money. If he uses it well, he will naturally be happy to join us.

I thought about it, as a man approaching thirty years old, I am neither a mother nor an injured person. I have left the young generation, but I am not yet a silver-haired person. So, I haven't been their main focus for at least 35 years.

I breathed a sigh of relief.

03

The second issue that the elder sister discussed was how to get the other party to join.

I found that they created a sales model called "ABC Three-Party Meeting" . It is to turn the sales process into a party with three participants: ABC.

• A is an experienced salesperson who is responsible for the introduction of the company, products, sales model, and all the rational and analytical parts.
• B is A's subordinate and also C's friend. He is responsible for introducing both parties, opening and summarizing the conversation, and sharing his own experiences, using emotional parts to arouse C's empathy.
• C is the "leek" introduced by B.

The entire conversation was divided into four parts: ice-breaking, analysis, communication, and doubt resolution .

Breaking the ice means letting A, B, and C get familiar with each other. This part is the responsibility of B because he is a middleman, and the time should be less than 15 minutes. Because no one is stupid, and over time, if you just go around in circles without getting to the point, you will easily appear to be lacking in confidence.

Analysis means that A tells C why they should choose their project from a rational perspective. This also has a progressive routine. The first thing is to make C aware of the pressure and crisis: the pressure of promotion, the pressure of having a second child, the pressure of age, and the pressure of technological innovation.

At this point, the elder sister made another golden sentence:

Especially for office workers, you have to make them realize that they cannot be "third-class citizens": waiting to get off work, waiting for salary increase, waiting for promotion.

Then, point out a "bright" direction.

Don't dwell on the other person's daily life. Start the conversation with a hypothetical question: "What would you do if you had 10 million?" Then guide him to think, "So, how do you earn this 10 million?"

After that, I explained to him why he should choose MLM.

Of course, my elder sister did not use the word "pyramid scheme" directly. Normally she would use the term “direct selling”, but more often she would use the term “entrepreneurship”.

Our business is the one with the lowest threshold, micro-entrepreneurship. Now it is "mass entrepreneurship and innovation", and the government will encourage and support us.

Next, let’s talk about why you should choose to join them?

Where is the crisis → Where is the direction → Why choose "entrepreneurship" → Why join us

It progresses layer by layer and deeply grasps the essence of the " pyramid principle ". I admire it.

What follows is communication, mainly B sharing his own experiences and using emotional stories to impress C. The last step is to resolve doubts, answer questions, eliminate doubts, and win over the leeks.

04

Finally, the elder sister also talked about how to grow quickly and improve your skills.

The first thing is to learn how to output.

(Huh? Why is it the same as what I said?)

It's useless just to understand it. You have to practice and speak. When you can speak it fluently, then you have truly mastered it.

Look, if you only learn without output, you can’t even do MLM well.

The second one is a bit heartbreaking.

We must not work in isolation. Like my husband, he reads books all day long. He just reads books every day. People like this will definitely be eliminated!

I stood aside and wiped away my tears silently...

05

The only question is that the elder sister talked for two hours and never mentioned what products they made. Of course this is understandable. In a pyramid scheme, the product is not important, but the downline is important.

Their "franchise fee" is divided into two levels, the lowest is 5,000 and the highest is 25,000. As for the product, the elder sister said:

You must be clear about the uses of those products so that they don’t pile up at home and make you worry about looking at them. You must follow the “three threes rule”.

What is the "three-three system"?

One third of the products are for your own use. Once you have used them up and have made changes, you can convince others. One third of our products are used for promotion, and are displayed in our homes and offices, or given as samples to customers, in order to maximize the publicity of our products. The remaining one third will naturally find channels .

They spend 5,000 yuan to buy a bunch of products and keep two-thirds of the money for themselves. It can be seen that their income comes less from products and more from the share of franchise fees from downline customers.

The eldest sister also said a wise saying:

We need to develop more franchisees. Franchisees are definitely consumers, and the franchisees themselves will definitely use our products.

This sentence is very interesting when read together with the "three-three system" above.

06

So, in the end, I still don’t know what this pyramid scheme of theirs is selling, but there is a detail that can serve as a clue.

After sharing, the elder sister drank two sips of water, packed up her things, and walked out of the cafe while making another phone call:

Helen, my mother took our product, but her frequent urination and urgency were not cured, and now she is in the hospital. What do you think, how can we solve this problem?