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/-troductio-
01er1ie,o% 3e.ource M!-!geme-t 4 5!rt 6
78po-e-ti!l 3e.ource M!-!geme-t 6
#he 9orki-g Co-cept " :- 01er1ie,
9h!t to ;o ,ith <our =i.t
:- /mport!-t #ip
9h!t to ;o 9ith <our =i.t " Co-ti-ued
>uildi-g :%%ili!te. %rom <our =i.t
#ur-i-g <our =i.t i-to ?@ 5ro.pect.
9h!t to ;o ,ith <our =i.t " Aumm!rB
9h!t to ;o ,ith <our Cu.tomer.
0rg!-iCi-g " #he DeB #o Aucce..
>!ck to M!-!gi-g <our Cu.tomer.
Cu.tomer. to =o-g"#erm Cu.tomer.
#ur-i-g <our Cu.tomer. i-to ?@E.
9h!t to ;o ,ith <our Cu.tomer. " Aumm!rB
01er1ie,o% 3e.ource M!-!geme-t 4 5!rt F
78po-e-ti!l 3e.ource M!-!geme-t F
9h!t to ;o ,ith <our =o-g"#erm Cu.tomer.
=o-g"#erm Cu.tomer. i-to :%%ili!te.
=o-g"#erm Cu.tomer. i-to <our =i.t
=o-g"#erm Cu.tomer. >!ck i-to Cu.tomer.
/-troductio-
78po-e-ti!l re.ource m!-!geme-t i.-Et Gu.t ! %!-cB -!me. /tE. ! re!llB u-dere.tim!tedH
u-der u.ed m!rketi-g method th!t ,ork. i-crediIlB ,ell. Ao much .oH thi. .ectio- i. o-e
o% the m!i- re!.o-. ,eEre o-lB letti-g JKK copie. o% thi. go. / do-Et ,!-t mB competitio-
to Ie !Ile to m!-!ge their cu.tomer. correctlB i% it me!-. /Em goi-g to get them i-.te!d.
9h!t ,eEre looki-g !t here !re Bour %i1e prim!rB re.ource.H the li%eIlood o% !-B o-li-e
Iu.i-e... #h!tE. Bour !%%ili!te.H Bour li.tH Bour cu.tomer.H lo-g term cu.tomer.H !-d Goi-t
1e-ture pro.pect.H !ll o% ,hich ,eEll re%er to %rom thi. poi-t o-,!rd. !. Bour re.ource.H
or Bour promotio- po,er.
7!ch o-e o% the Iig %i1e h!1e the po,er to m!ke Bou .!le.H !-d thu. Iig pro%it..
Ho,e1erH im!gi-e Iei-g !Ile to t!ke tho.e %i1e !-d m!-!ge them i- .uch ! ,!B th!t Bou
-e1er h!1e to c!rrB out the e8pe-.i1e !ct o% p!Bi-g %or -e, cu.tomer.H ! IiggerH li.tH
more !%%ili!te. or ?@ co-t!ct. e1er !g!i-H Iut .till h!1i-g cou-tle.. thou.!-d. o% them
%lo,i-g i-to Bour l!p.
/t .ou-d. u-thi-k!IleH Iut ,ith the right m!-!geme-t o% Bour re.ource.H BouEre goi-g to
Ie .eei-g their u.e%ul-e.. douIleH multiplB IB threeH %ourH .ometime. e1e- %i1e. 9h!t
doe. thi. me!- or Bour pro%it.M 9ellH h!1e Bou e1er ,orked it out i- Bour he!d ho,
much BouEd m!ke i% Bou douIled ! pe--B e1erB d!B %or ! mo-th or t,oM #he pri-cip!l
here i. the .!meH Iut i-.te!d o% mo-eBH BouEre u.i-g Bour re.ource.. #he more Bou h!1eH
the %!.ter theB Iuild e!ch other. #he true po,er o% re!l e8po-e-ti!l gro,th i. !t e1erB
m!rketerE. %i-gertip.. #heB Gu.t h!1e to k-o, ho, to re!liCe itE. there !-d u-der.t!-d
ho, to u.e it to their !d1!-t!ge... .!meH Iut i-.te!d o% mo-eBH BouEre u.i-g Bour
re.ource.. #he more Bou h!1eH the %!.ter theB Iuild e!ch other. #he true po,er o% re!l
e8po-e-ti!l gro,th i. !t e1erB m!rketerE. %i-gertip.. #heB Gu.t h!1e to k-o, ho, to
re!liCe itE. there !-d u-der.t!-d ho, to u.e it to their !d1!-t!ge...
01er1ie,o% 3e.ource M!-!geme-t
5!rt 6
N #o demo-.tr!te ho, to t!ke Bour e8i.ti-g re.ource. !-d cro.. them o1er i- .uch ! ,!B
th!t theB Iegi- to Iuild them.el1e.. #he ultim!te i- m!rketi-g .tr!tegie. !llo,. Bou to
Ioo.t Bour promotio- po,er e8po-e-ti!llB ,he- other. !re h!1i-g trouIle e1e- Iuildi-g
! li.t th!t m!ke. ! .i-gle .!le.
N #o di.pl!B ! di!gr!m to demo-.tr!te thi. method helpi-g Bou commit thi. to memorB
!-d !ct o- Bour k-o,ledge.
N #o di.cu.. e!ch re.ource i- depth !-d to de%i-e .peci%ic role. %or e!ch o-eH ope-i-g up
the !IilitB to cro.. Bour re.ource. !-d to .t!rt the .-o,I!ll e%%ect rolli-g.
N #o !1oid the pit%!ll. th!t other m!rketer. !re m!ki-g !. ,e .pe!k ,ith their cro..i-g
o% re.ource.H i% theBO1e e1e- di.co1ered .uch ! method i- the %ir.t pl!ce.
N #o i-.pire !-d to demo-.tr!te ide!. %or the cro..i-g o% Bour re.ource.H Ioth e-!Ili-g
Bou to %ollo, the e8!mple. ,eO1e l!id out %or BouH !-d to come up ,ith Bour o,- !. Bour
re.ource. .t!rt to %lood i- ,he- Bou l!u-ch Bour product..
78po-e-ti!l 3e.ource M!-!geme-t 6
Preeti-g.H !-d ,elcome to the m!-u!l e-titled e8po-e-ti!l re.ource m!-!geme-t !-d
tre!ti-g Bour cu.tomer. right. :. ,ell !. ! .electio- o% liter!l ,!B. to get the mo.t out o%
Bour cu.tomer. ,ithout gi1i-g them the e!rth %or %reeH ,eOll !l.o Ie t!ki-g ! little Iit o% !
l!ter!l detour here.
<ou .eeH ,he- / .!B tre!ti-g Bour cu.tomer. rightH /Om -ot Gu.t t!lki-g !Iout ho, to keep
Bour cu.tomer. h!ppB. :lthough thi. i. import!-tH ,h!t /Om goi-g to .ho, Bou i. much
more import!-tH !-d much more Ie-e%ici!l to BouH !-d it .hould !lter the ,!B Bou thi-k
!Iout ,h!t BouOre doi-g !-d ho, BouOre doi-g it.
<our %i1e m!i- re.ource.: ?oi-t @e-ture.H :%%ili!te.H At!-d!rd =i.tH At!-d!rd Cu.tomer.H
!-d =o-g #erm Cu.tomer.. #h!t i. e8!ctlB ,h!t thi. .ectio- i. !Iout. Qot Gu.t Iei-g -ice
to people .o theB tru.t Bou moreH ,eOre goi-g deeper th!- thi. to .t!rt ,ith. 9eOll le!1e
the e!.ier .tu%% u-til !%ter,!rd..
#he 9orki-g Co-cept " :- 01er1ie,
#he ,hole ide! o% thi. .ectio- i. I!.ed !rou-d ki-d o% ! cro.. promotio- .tr!tegBH ,hich
i. -othi-g -e, product. ,i.eH Iut ,he- ,e look !t it i- term. o% the %i1e m!i- re.ource.
BouO1e Iee- g!theri-g it Iecome. ! di%%ere-t m!tter e-tirelB. 9h!t ,eOre pl!--i-g to do
here i. t!ke the ,hoppi-g promotio- po,er o% the Iig %i1eH tie them together !-d douIle
,h!t theBOre doi-g %or Bou ,ithout Iri-gi-g i- !-Bo-e -e,. 9eOre .implB re%erri-g e!ch
tBpe o% memIer to di%%ere-t .ectio-..
Qo,H Bou m!B h!1e .ee- thi. circle o% %i1e Ie%ore ,he- t!lki-g i- term. o% ,eI.ite
promotio-H u.i-g the .ite it.el% !. ! I!.e to l!u-ch e!ch re.ource o-to the -e8t .t!ge i-
the l!dder ,here po..iIleH ,hil.t !t the .!me time Iri-gi-g i- -e, Ilood. #hi. time
!rou-dH ,eOre t!ki-g th!t circleH !-d mo1i-g people !rou-d .o th!t theB c!- re.ide i-
multiple pl!ce.H ,hich i- tur-H c!- douIleH or e1e- triple Bour promotio- po,er .implB
Iec!u.e o-e per.o- Iecome. t,oH three !-d up to %i1e di%%ere-t re.ource. o- their o,-.
5o,er%ul .tu%%. Ror Suick re%ere-ceH hereO. th!t I!.ic re.ource circle th!t ,eEre t!lki-g
!Iout. 9eEll Ie !ddi-g to thi. i- ! mome-t.
Qo,H thi. i. goi-g to Iecome ! Iig p!rt o% the circleH Iec!u.e itO. goi-g to !dd to it
i-ter-!llBH !. ,eOre mo1i-g people !rou-d here ,ithout Iri-gi-g i- -e, peopleH
i-cre!.i-g the producti1itB o% the people ,e !lre!dB h!1eH .o ple!.e do t!ke ! c!re%ul
look !t it right -o,H or the re.t o% thi. .ectio- ,o-Et m!ke !-B .e-.e. #he m!i- thi-g /
,!-t Bou to keep i- mi-d i. the !Io1e di!gr!mH !. th!t ,ill %orm the I!.i. o% Bour ,hole
,eI I!.ed m!rketi-g outlook. /t ,ill ho,e1er Ie !dded to !t the e-d o% thi. m!-u!lH .o
th!t Bou h!1e %i1e l!rge di!gr!m. !t the e-d o% the cour.e to I!.e Bour m!rketi-g o%% o%.
9h!t ,eOre goi-g to do -o, i. go through e!ch re.ourceH !-d look !t the mo.t e%%ecti1e
,!B. to cro.. them o1er to !-other re.ourceH ,hether itO. ,orth doi-gH ,hB Bou .hould
or .hould-Ot do p!rticul!r thi-g. ,ith e!ch .ectio-H !-d mo.t import!-tlBH ,hich o-e.
!re goi-g to m!ke Bou the mo.t c!.h.
71e- i% Bou do-Et h!1e !ll o% the.e re.ource. !t Bour di.po.!l BetH do-Et ,orrB. #he !im
here i. to .ho, Bou ,h!tE. goi-g to go o- ,he- Bour promotio-. do go out !-d Ie
prep!red. =et me !..ure BouH the .peed th!t the %i1e m!i- re.ource. come i- m!B tur-
!rou-d !-d .urpri.e BouH /tE. goi-g to come i- 1erB h!-dBH 1erB .oo-.
9h!t to ;o ,ith <our =i.t
Ao %ir.t upH letE. .t!rt ,ith Bour li.t. #hi-k %ir.t !Iout ,h!t Bour li.t i.. /tO. Bour %ir.t
co-t!ctH !-d it co-t!i-. prettB much e1erBo-e th!tO. p!..ed through the .B.tem BouO1e
.et upH %rom the %reeIie hu-ter.H to the people th!t did-Ot k-o, ,h!t theB .ig-ed up %orH
tho.e ,ho h!d %rie-d. th!t .ig-ed them up %or ! GokeH !-d o% cour.e tho.e ,ho !re goi-g
to progre.. through the circle !-d m!ke Bou ! ,hole lo!d o% c!.h i- .e1er!l di%%ere-t
,!B.. /tO. the mo.t -umerou. o% !ll the %i1e re.ource.H !-d i. !l.o i- thi. i-.t!-ce o% the
lo,e.t Su!litB comp!red to the other %ourH ho,e1er i. e..e-ti!l i% Bou ,!-t to %ill the
higher r!-k..
:- /mport!-t #ip
Deep i- mi-d th!t itO. -ot !l,!B. po..iIle or e1e- i- Bour Ie.t i-tere.t. to .uIGect !
p!rticul!r re.ource to thi. tBpe o% cro.. promotio-. #hi. i. e.peci!llB true %or Bour more
1!lu!Ile mo-eB"m!ker.. #he re!.o- Iei-g i. th!t theB c!- Ie lo.tH Gu.t like !-B other
re.ourceH Iut ,he- Bou t!ke the regul!r cu.tomer. ,ho h!1e .pe-t m!-B thou.!-d. o%
doll!r. o- Bour product. i- .m!ll -umIer.H comp!red to ! l!rge li.t th!t h!1e Bet to
.pe-dH itO. much more de1!.t!ti-g to lo.e o-e or t,o perce-t o% Bour Iig .pe-der. th!- it
i. to lo.e o-e or t,o perce-t o% Bour %reeIie .eeker..
9h!t to ;o ,ith <our =i.t " Co-ti-ued
AoH getti-g .t!rted hereH ,h!t do ,e ,!-t to tur- Bour li.t i-toM 9ellH e1erBthi-g re!llB.
<our li.t. !re there %or o-e thi-gH !-d o-e thi-g o-lBH !-d th!tO. to !ct !. Bour o,-
medi! outletH !-d i-cre!.e Bour other %our re.ource. T.omethi-g th!t m!-B Iu.i-e..e.
mi..U. #ur-i-g Bour li.t i-to cu.tomer. !-d lo-g"term cu.tomer. i. Suite .tr!ight
%or,!rd. <ouOll Ie .e-di-g them !--ou-ceme-t. rel!ti-g to Bour -e, product. !-d
.er1ice.. /tO. !. theB .hould Ie u.edH !-d mo.t o%te- !re.
#,o more e8tremelB pro%it!Ile thi-g. th!t Bour li.t c!- do th!t people r!relB e1er .eem
to c!tch hold o% Te1e- more pro%it!Ile th!- m!ki-g direct .!le.U i. Iuild Bour !%%ili!te
I!.e !-d o- top o% th!t Iuild Bour Goi-t 1e-ture I!.e. Rir.t upH the !%%ili!te Iuildi-g.
3ememIer ,e t!lked pre1iou.lB !Iout promotio- to Iuild re.ource. i-.te!d o% m!ke the
pro%it.M 9ell thi. ,ork. i- e8!ctlB the .!me ,!B. #he re!.o- ,e do-Ot .ee it too o%te-H
!.ide %rom the people th!t h!1e Iee- told !Iout itH or .u..ed it out !lre!dBH i. ,ho i-
their right mi-d ,ould promoteH !-d i- %!ct .pe-d the t,o mo.t import!-t thi-g. Ttheir
mo-eB !-d their timeU o- promotio- ,he- theBOre -ot goi-g to m!ke !-B c!.h out o% it
directlB.
#he .oo-er th!t BouH !. !- Iu.i-e.."per.o-H o-li-e or o%%li-e c!- .ee ho, import!-t it i.
to look IeBo-d immedi!te pro%it. %rom !d c!mp!ig-.H the .oo-er Bou ,ill .t!rt to m!ke
.ome re!l mo-eB. / gue.. itO. o1erlooked IB .o m!-B .implB Iec!u.e i- tod!BE. !ge o% the
i-ter-etH e1erBo-e ,!-t. .omethi-g right -o,H theB do-Ot ,!-t to ,!it. #he lo-ger it
t!ke. to c!rrB outH the more theB o1erlook it !. .omethi-g th!t ,o-Ot Ie !- immedi!te %i8
%or their .itu!tio-.
>uildi-g <our :%%ili!te. %rom<our =i.t
0-e thi-g / do ,!-t to .!B to Bou -o, i.H i% Bou h!1e .i8tB %i1eH .e1e-tBH eightB perce-tH
or e1e- more to gi1e !,!B through Bour product.E commi..io-.H do-Ot Ie !%r!id to tell
people !Iout it. Qot .o lo-g !go i- %!ctH m!BIe t,o or three Be!r. prior to ,riti-g thi.
reportH there ,!. ! .p!te o% Iig !%%ili!te commi..io- .ite. poppi-g up th!t o%%ered
!-B,here %rom VK"6KKW commi..io-. th!t did i-crediIlB ,ell o- the re.ource Iuildi-g
.ide o% thi-g. .implB o- the I!.i. o% promoti-g their high commi..io-. more th!- the
product it.el%.
Ao ,h!te1er Bou doH do-Ot thi-k th!t g!i-i-g !%%ili!te. i. !ll !Iout th!t little Iutto- !t the
top o% Bour .ite. ,ith VKW %or !%%ili!te. ,ritte- i- Iig letter.. HeBH ,e .pe-d mo-eB to
promote %ree product. to Iuild our li.t. !ll the timeH ,hB c!-Ot ,e do the .!me %or our
!%%ili!te.M 9ell ,e c!-H !-d to Ie ho-e.tH o-e good !%%ili!te i. more 1!lu!Ile th!- !
hu-dred .uI.criIer.H e1e- ! thou.!-d .uI.criIer. i- mB eBe.H %or the .imple re!.o- th!t
theB m!B h!1e !- !udie-ce o% te-. or e1e- hu-dred. o% thou.!-d. o- their li.t. th!t
theBOre ,illi-g to gi1e Bou !cce.. to. /m!gi-e the re.ource. th!t ,ould l!-d i- Bour l!p
!-d the po,er BouOll h!1e %or %uture promotio- ,he- ! %e, !d. like th!t .t!rt to go out.
Ao the rule here i. Gu.t thi.. /% BouOre %ollo,i-g the ch!rt. ,eO1e put up %or BouH thi. guide
or ! modi%ied 1er.io- o% itH Iuilt !rou-d Bour o,- -eed.H !-d Bour commi..io-. !re
higher th!- the !1er!ge %i%tB perce-tH go !he!d !-d m!ke .ure people k-o, !Iout it
through Bour promotio-. M!ke it ! prime co-cer- o% Bour. !-d Bou ,o-Et Ie
di.!ppoi-ted.
#ur-i-g <our =i.t i-to ?oi-t @e-ture.
Qo, !. %!r !. tur-i-g Bour li.t i-to Goi-t 1e-ture. goe.H thi. i. ! prettB e!.B Iut !l.o ope-
e-ded !-d r!ther 1!ri!Ile i- re.ult. u-til Bou !ctu!llB .ee ,h!t the.e people !re c!p!Ile
o% %urther do,- the li-e. Aimil!r to pre1iou.lBH ,he- ,e t!lked !Iout g!i-i-g %eedI!ck
%rom Bour li.t Bou c!- i- the .!me ,!BH g!i- Goi-t 1e-ture. %rom Bour li.tH !g!i-H !. i-
the !Io1e e8!mple ,ith the !%%ili!te.H thi. i. o%te- %!r more ,idelB u.edH !-d %or good
re!.o-.
/ urge Bou o-ce !g!i-H -ot to releg!te Bour Goi-t 1e-ture pro.pect. to tho.e ,ho 1i.it
Bour ,eI.iteH !-d the i-di1idu!l. Bou pick out through the top per%ormi-g !%%ili!te.H Iut
to !cti1elB .eek them through Bour li.t. #he re!.o- ,eOre doi-g thi. i. .implB Iec!u.e
thereO. ! good ch!-ce .omeo-e ,ill Ie out there th!t ,o-Ot progre.. do,- Bour li-e o%
re.ource. other,i.e. /% theBOre e8perie-cedH h!1e ! Iig li.t o% their o,-H or the !IilitB to
get i- touch ,ith Bour t!rget m!rketH BouOre goi-g to mi.. out i% BouEre -ot telli-g them
th!t Bou ,!-t their .er1ice..
Ror e8!mpleH !- e8perie-ced m!rketer th!t
.uI.criIe. to ! .electio- o% li.t. to keep up
,ith ,h!tE. goi-g o- !rou-d themH h!ppe-.
to .uI.criIe to Bour li.t ,here BouOre .elli-g
!- i-%o product .uch !. thi.. He or .he
,o-Ot IuB Bour ho, to productH Iec!u.e
theBE1e got their .B.tem .et up !lre!dB !-d
it Gu.t .o h!ppe-.H th!t theB o-lB promote
their o,- .tu%% to their o,- li.t.H u-le.. itO.
! Goi-t 1e-ture Tthi. i. 1erB commo- !mo-g
the Iig guB. IB the ,!BUH theB ,o-Ot IuB Bour Iig product %or the .!me re!.o-H !-d theB
,o-Ot Ie Goi-i-g Bour !%%ili!te progr!m %or the !Io1e re!.o-. He or .he i. ! he!1B hitter
,ith ! Iig li.tH Iut BouOre mi..i-g out. #he.e !re the people BouOre !imi-g to c!ter %or
here. /tO. -ot good i% BouOre le!1i-g m!..i1e hole. like thi.H Iec!u.e BouOre mi..i-g out o-
.ome m!..i1e pro%it pote-ti!l. /- %!ctH !. ,e .pe!k the m!GoritB o% m!rketer. out there
!re 1erB oI1iou.lB le!1i-g the.e tBpe. o% hole..
#he proIlem ,ith Goi-t 1e-turi-g through ! li.t !t thi. .t!ge i. it Iecome. ki-d o% !
lotterB i% BouOre -ot c!re%ul. <ou c!-Ot Gu.t .e-d out ! m!ili-g !.ki-g %or !-Bo-e ,ith !
li.t o1er te- thou.!-d people to co-t!ct Bou %or higher commi..io-.H Iec!u.e the-
e1erBo-e el.e %eel. che!ted !-d Bou m!B !lie-!te .ome pote-ti!l !%%ili!te.. /- ge-er!l
term. Goi-t 1e-ture. .hould Ie ! pri1!te thi-gH the de!l ,ill !l.o 1!rB %rom per.o- to
per.o-H depe-di-g o- Bour productH their li.t .iCeH ,h!t theB ,!-t i- retur- !-d ,h!t
Bou c!- gr!-t i- retur-. #he Ie.t ,!B to go !Iout thi. i. to keep it th!t ,!B. ;o-Ot do !
m!.. m!ili-g Gu.t reSue.ti-g Goi-t 1e-ture. %or the re!.o-. !Io1eH ,e c!-Ot do th!t %or
thi. p!rticul!r re.ource.
9h!t /Od .ugge.t Bou do i-.te!dH ,hich Bou .hould Ie doi-g ,ith Bour li.t !-B,!BH i.
c!rrB o- !. Bour -orm!llB doH .e-di-g out Bour u-"i-tru.i1e .ur1eB. to help ,ith Bour
re.e!rch !-d %i-d out !. much i-%o !. Bou c!- !Iout the people o- Bour li.tH %or
.omethi-g i- retur-. Ror e8!mple ! .hort 1!lu!Ile report th!t BouO1e ,ritte- o- Bour
!re! o% e8perti.e. /- e8ch!-ge BouOre getti-g 1it!l i-%o th!t -ot o-lB !llo,. Bou to t!ilor
Bour !d. to Bour li.t pro1idi-g ! Ietter re.po-.e r!teH Iut !t the .!me time BouOre
Iuildi-g up ! picture o% ,ho the good Goi-t 1e-ture pro.pect. !re. 0-ce BouO1e do-e
th!tH Bou c!- go through the re.ult. BouO1e collectedH !-d pick the top per%ormer.H the
k-o,ledge!IleH !-d the people ,ith the mo.t re.ource.H !-d co-t!ct them i-di1idu!llB.
9h!t to ;o ,ith <our =i.t 4 Aumm!rB
Ao Bou .eeH Bour li.t i. Bour %ir.t co-t!ct th!t Bou h!1e ,ith Bour cu.tomer. !-d the
pote-ti!l i. there to tur- them i-to the other %our re.ource. %urther up the %ood ch!i- i%
do-e !. !Io1e. /% itO. rel!ted to Bour Iu.i-e..H !-d other people .hould Ie .eei-gH
re!di-gH u.i-gH IuBi-g or promoti-g itH Bour li.t .hould k-o, !Iout it !t le!.t o-ceH i- it.
u-.peci!liCedH mo.t I!.ic !-d .t!-d!rd %orm. =e!1e them i- the d!rkH !-d BouEre
mi..i-g out o- pote-ti!llB thou.!-d.H te-. o% thou.!-d. i- pro%itH or more.
9h!t to ;o ,ith <our Cu.tomer.
Mo1i-g o- %rom Bour li.t !-d Bour mo.t ge-er!l !-d u-t!rgeted %orm o% t!rgeted
m!rketi-gH letE. t!ke ! look !t the %ir.t .peci!liCed .ectio- hereH Bour cu.tomer.. #he
people th!t h!1e either o-lB Iought lo, priced i-troductorB product. %rom Bou Ie%oreH
or h!1e o-lB purch!.ed %rom Bou o-ce.
9h!t BouOll .t!rt to .ee i. !. ,e get more .peci!liCed !-d mo1e up the %ood ch!i- i-
term. o% pro%it!IilitBH thi-g. .t!rt to get e!.ier to %igure out ,h!t to do !-d ,he- to do it
,he- cro..i-g Bour re.ource. o1er. /tO. !l.o import!-t to -oteH th!t ,ith p!Bi-g
cu.tomer.H !-d them Iei-g lo,er i- -umIer. th!- Bour li.tH itO. e!.ier to m!ke ! mi.t!ke
!-d lo.e pro%it pote-ti!l r!ther SuicklB i% BouOre -ot c!re%ul !Iout ,here BouOre .etti-g
%oot.
9he- thi-ki-g !Iout ,h!t to do ,ith ,h!t re.ourceH rememIer to !l,!B. thi-k i- term.
o% ,here the.e people !re goi-g -e8t i- the .t!-d!rd %orm ,he- .etti-g order. i- the
,!B o% import!-ce. Ror e8!mpleH ,ith our .hort"term cu.tomer.H i- the .t!-d!rd %lo, o%
thi-g.H theBOll Ie tur-i-g i-to Bour Iig IuBer.. #he people th!t IuB the mo.t product.
%rom Bou !t the highe.t priceH .o !g!i-H .hort termH theB m!B -ot .eem like much -o,H
Iut i- the %utureH thi. i. ,here Bour Iig pro%it. !re goi-g to Ie comi-g %romH he-ce their
m!Gor import!-ceH !-d the ge-er!l !ttitude i. th!t Bou .hould gi1e them .omethi-g !
little e8tr! %or their time. #h!tE. -ot Iec!u.e theBOre more dem!-di-g th!- Bour li.tH Iut
Iec!u.e the pro%it pote-ti!l i. much higher %or BouH their -umIer. !re much .m!llerH
!-d the m!rgi- o% error !l.o i. much .m!ller.
0rg!-iCi-g /. the DeB to Aucce..
Qo,H Ie%ore ,e e1e- .t!rtH ,eOre .eei-g ! -e, proIlem emerge. #he org!-iCi-g !-d
m!-!gi-g o% %i1e di%%ere-t re.ource. th!t !ll o1erl!p c!- Iecome ! comple8H time
co-.umi-g !-d co-%u.i-g t!.kH !-d th!tO. -ot ,h!t ,e ,!-t. / c!- rightlB .ee ,hB m!-B
Gu.t t!ke !ll their %i1e re.ource. !-d Gu.t Iu-dle them i-to o-e li.t. /Od highlB .ugge.t Bou
!1oid doi-g thi. u-le.. BouOre Gu.t
promoti-g other people. .tu%% or 1erB r!relB
cre!te Bour o,- product.. /% Bour Iu.i-e..
i.H !-d ,ill i- the %uture rem!i- !ll !Iout
the product. BouOre cre!ti-g !-d .elli-gH
keep them .ep!r!te. /% Bou c!rrB thi.
.ectio- out correctlBH it ,o-Ot me!- ! huge
!mou-t o% e8tr! ,orkH !.ide %rom %i1e .hort
m!ili-g. per product promotio- dri1e or
l!u-ch i-.te!d o% o-e.
>!ck to M!-!gi-g <our Cu.tomer.
#he re!.o- / me-tio- the !Io1e i. th!t ,he- Bou get to thi. .t!geH the people out there
th!t do thi-g. thi. ,!B !-d keep their re.ource. .ep!r!tedH trB to gi1e them the e!rth.
Ror e8!mpleH i% / told Bou ho, 1!lu!Ile the.e people !reH !-d Bou ,!-ted to tur- them
i-to !%%ili!te.H ho, do Bou do .oM
#he ge-er!l !-.,er ,ould Ie to gi1e them higher commi..io-.. #hi. ho,e1er i. -ot
,orth Bour trouIleH Iec!u.e ,eOre o1erlooki-g o-e .eriou. %l!, i- th!t pl!-. X-le.. Bour
product i. ge!red to gi1e higher commi..io-. i- the Iegi--i-g to people ,ho purch!.e
itH the.e people !re-Ot -ece..!rilB .uited to !%%ili!te m!teri!lH !-d i- mB e8perie-ceH itO.
Ie.t -ot to IomI!rd them ,ith !%%ili!te .ig-up p!ge. !-d !d1ert. !Iout ho, much theB
c!- m!ke u-le.. th!t i. ! .peci%ic Ie-e%it o% Bour product.
/Od .ugge.t to Bou th!t the o-lB ,!B !rou-d thi. i. -ot to do the !Io1eH Iec!u.e Bour
m!i- !im i. -ot to m!ke them promote %or BouH Iut to IuB Bour higher priced product.
!-d mo1e up the l!dder. Ao the .olutio- i. tre!t them !. .uch. 9he- BouOre m!ili-g
them !Iout ! -e, productH i-clude i-%orm!tio- !Iout ho, much theB c!- e!r-
promoti-g %or Bou. / highlB recomme-d -ot de1i!ti-g %rom the origi-!l pl!- !-d %lo, o%
the ch!rt ,ith the.e import!-t peopleH e.peci!llB ,he- it come. to trBi-g to tur- them
i-to !%%ili!te.. <ouOll g!i- ple-tB o% them 1i! the other re.ource.H le!1e ,ell !lo-e trBi-g
to gi1e them Io-u.e. or Iigger commi..io-. !t thi. .t!geH Iec!u.e other,i.e BouOll Gu.t
e-d up ,ith ! Iig t!-gled I!ll o% B!r- !-d ! he!d!che. 9eOll get o- to Gu.t ho, ,e m!ke
them 1!lued i- ! mome-t.
>ut %ir.tH letE. look !t tur-i-g Bour cu.tomer. i-to Bour li.t. #o .t!rt ,ithH BouOll %i-d th!t
mo.t o% Bour cu.tomer. !re o- Bour li.t !-B,!B. Qot much -eed. to Ie .!id !Iout thi.
.uIGect %or th!t 1erB re!.o-. :-B cu.tomer. th!t !re-Ot o- Bour .t!-d!rd li.t ,ill .till Ie
recei1i-g !d. %or Bour product.H high co.t product. !-d lo, co.t product. !. p!rt o% Bour
i-troductorB .erie. e!ch time Bou l!u-ch .omethi-g -e, u.i-g the I!cke-d .!le. %lo,
ch!rt. 9h!t theB ,o-Ot Ie recei1i-g !re the m!il. th!t Bou u.e to trB !-d .ep!r!te Bour
li.t i-to o-e o% the.e c!tegorie. %or the .!me re!.o-. !. ,ith the l!ck o% !%%ili!te m!ili-g.
!. e8pl!i-ed i- the pre1iou. poi-t.
:-B o% Bour cu.tomer. th!t !re -ot o- Bour .t!-d!rd li.t ,o-Ot Ie mi..i-g much i- the
,!B o% m!ki-g Bou mo-eB IB -ot Iei-g thereH Iec!u.e theBOre !lre!dB ,here Bou ,!-t
themH i- ! prime po.itio- to IuB ! premium product %rom Bou. /- mB e8perie-ceH
cu.tomer. !re more th!- te- time. more likelB to IuB %rom Bou !g!i- th!- Bour
.t!-d!rd li.tH !-d thi. i. the re!.o- / .!id th!t Bour li.t i. the le!.t t!rgeted !-d lo,e.t
Su!litB o% the Iig %i1e re.ource..
Cu.tomer. to =o-g"#ermCu.tomer.
Mo1i-g o- .,i%tlBH letE. look !t the proI!IlB the mo.t import!-t p!rt hereH !-d th!tO.
tur-i-g Bour cu.tomer. i-to lo-g"term cu.tomer.H or Iig IuBer.. Qo, Gu.t Iec!u.e
theBOre i- thi. ph!.e !-d h!1e-Ot Iought Bour %ir.t high ticket item !%ter .t!-d!rd %ollo,"
up procedure.H doe.-Ot me!- theBOre u.ele..H !-d ,ill o-lB e1er IuB the %i%tB doll!r
product. %rom Bou. R!r %rom itH Iut it doe. me!- o-e o% three thi-g.. 7ither there ,!. !
g!p i- Bour m!rketi-g .B.tem th!t theB %ell throughH ,hether it ,!. Bour i-tro productH
Bour !d copB or Bour .!le. letterH or theB could-Ot !%%ord to purch!.e the l!rger productH
or %i-!llB theB ,ere-Ot i-tere.ted i- ,h!t Bou h!d to o%%er.
Ror tho.e re!.o-.H Bou h!1e to m!ke .ure to c!ter to !ll o% them ,he- Bou l!u-ch Bour
-e8t product.. #heB ,ill recei1e Bour .m!ll i-tro productH !-d !. ! %ollo,"up to thi. theB
,ill !l.o recei1e Bour l!rger high"ticket product. #hi. i. import!-t hereH Iec!u.e i% theB
did-Ot purch!.e Bour %ir.t high priced productH BouOll ,!-t to get them i- !t the Iottom
!g!i- Ie%ore Bou do !-Bthi-g el.eH !-d h!1e them mo1e through Bour i-tro product up
to the Iigger product. /% Bour %ir.t time !rou-d ,!. .hoddBH theBOll k-o, Bour g!meH !-d
-ot IuB i-to the .eco-d %re.h -e, product li-e BouO1e .et upH !-d -e1er mo1e through to
IuB high"ticket item. %rom Bou.
Qo, !. ! %ollo,"up to thi.H BouOll ,!-t to !l.o -oti%B them directlB !Iout Bour high"ticket
item .ome time !%ter Bou -oti%B them o% the i-tro product. #hi. ,!BH BouOre !g!i-
rege-er!ti-g the tru.t !-d the %!mili!ritB o% Bour Ir!-d through Bour i-tro product !-d
!t the .!me timeH h!1i-g tho.e th!t did-Ot mo1e up the l!dder through Bour %ir.t product
mo1e up -o,. :-d o% cour.e do-Ot go thi-ki-g th!t people ,ill Ie !--oBed th!t Iought
the i-tro product to recei1e ! IiggerH Ietter product l!terH !g!i- %or the re!.o- th!t Bour
i-tro product i. ! re!lH !-d help%ul productH -ot Gu.t ! che!p e8cu.e to .ell Iigger .tu%%.
/tO. ethic!lH it co1er. !ll !-gle. rel!ti-g to Bour .t!-d!rd cu.tomer.H !-d ,h!tE. moreH it
,ork. like ! ch!rm.
#ur-i-g <our Cu.tomer. i-to ?@.
Ri-!llBH tur-i-g Bour cu.tomer. i-to Goi-t 1e-ture pro.pect. ,ork. i- much the .!me
,!B th!t Bou c!rried out %or Bour li.t. <ouOll !l.o Ie pulli-g re.e!rch -umIer. %rom the.e
guB.H !-d %rom th!t re.e!rch BouOll k-o, ,ho to pull up %or Goi-t 1e-ture.. #hi. i. the
o-lB ,!B to e%%ecti1elB do thi. !-d keep the Goi-t 1e-ture. per.o-!lH i-.te!d o% Gu.t m!..
m!ili-g ! li.t. /t keep. Bou i- the dri1erE. .e!t. 0% cour.eH !t thi. .t!ge thereO. -o other
,!B to do thi.H ch!-ce. !re Bour li.t o% cu.tomer. ,ho h!1e purch!.ed %rom Bou e1e-
though -ot !. Iig !. Bour li.tH ,ill Ie too Iig to t!lk to !ll o% them per.o-!llB !t thi.
.t!geH ,hich ,ithout thi. or !%%ili!te .t!t.H Bou h!1e -o other ,!B o% k-o,i-g ,ho Bou
,!-t to m!ke de!l. ,ith.
9h!t to ;o ,ith <our Cu.tomer. Aumm!rB
Aummi-g thi. up the-H Bour cu.tomer. !re import!-t to Bou !-d h!1e ! .peci%ic role.
Ch!-gi-g th!t role !t thi. !ll import!-t .t!ge c!- do more h!rm th!- good. /% BouOre
goi-g to co-t!ct them !Iout !-Bthi-g other th!- re.e!rch or .!le. o% Bour product.H
re%er to Bour re.e!rch %ir.t !-d do it per.o-!llB !-d i-di1idu!llB %or Goi-t 1e-ture.H !-d
!1oid it !ltogether %or tur-i-g them i-to !%%ili!te.. /% Bou re!llB ,!-t Bour cu.tomer. to
Iecome !%%ili!te. !. to plug the g!pH m!ke .ure Bou h!1e ! higher commi..io- i-tegr!ted
i-to the product. theBOre IuBi-g %rom BouH .o theB c!- t!ke thi. o%%er up !. ! Ie-e%it i%
theBOre i-tere.ted i- the %ir.t pl!ceH !-d -ot to do it !. !%terthought.
3ightH ,eOre goi-g to .top thi. o-e here !. -ot to gi1e Bou i-%orm!tio- o1erlo!d. /- the
-e8t .ectio-H !%ter the .umm!rB th!t %ollo,.H ,eOll co-ti-ue looki-g !t ho, to cro.. Bour
re.ource. to get more out o% them ,he- ,e t!ke ! clo.er look !t ,h!t to do T!-d ,h!t
-ot to doU ,ith Bour !%%ili!te.H lo-g term cu.tomer. !-d Goi-t 1e-ture pro.pect.. 9eOll
!l.o Ie t!ki-g ! look !t ! %e, o% the ge-er!liCed ide!. !Iout tre!ti-g !ll Bour li.t.
correctlB.
<ouEll .ee e8!ctlB ,h!t e%%ect thi. h!. l!terH Iut / c!- tell Bou -o,H th!t ,he- Bou l!u-ch
i-to thi. tBpe o% cro.. promotio- o% Bour re.ource.H BouEll Ie dr!,i-g o- !ll o% thi.
k-o,ledge ,ithout h!1i-g to ,!de through ! Iu-ch o% te8t ,he- BouEre Iu.B l!u-chi-g
Bour product. !-d m!-!gi-g re.ource.. /t m!B .eem ! little .tr!-ge right -o,H Iut /
!..ure BouH itE. %or the Ie.tH ,hich BouEll Ie %i-di-g out %or Bour.el% 1erB .oo-. Aee Bou i-
the -e8t .ectio-Y
01er1ie,o% 3e.ource M!-!geme-t
5!rt F
N #o co-ti-ue to look !t !-d di.cu.. e%%ecti1e ,!B. o% co-trolli-gH !-d u.i-g the
re.ource. th!t BouOre Iuildi-g through the l!u-ch o% e!ch product i- .uch ! ,!B th!t Bou
-e1er h!1e to ,orrB !Iout Bour promotio- po,er e1er !g!i-.
N #o look !t the re!.o-. ,hB m!-B people c!-Ot get .uch ! .B.tem i- pl!ceH !-d ,hB it
h!.-Ot Iee- ,orki-g %or themH !-d ,h!t BouOre doi-g di%%ere-tlB to e-.ure it doe. ,ork.
N #o %urther di.cu.. the .peci%ic role. o% e!ch o% Bour re.ource.H !llo,i-g Bou more
co-trol o1er ho, Bou cro.. them o1er !-d h!1e them Iuild e!ch other.
N #o e-h!-ce the re.ource m!-!geme-t .ectio-. !-d complete the picture o% li.tH
!%%ili!teH cu.tomerH Goi-t 1e-ture !-d lo-g term cu.tomer m!-!geme-t i- .uch ! ,!B
th!tO. goi-g to Ie highlB Ie-e%ici!l to Ioth Bour co-t!ct.H Bour Iu.i-e..H !-d Bour
pocket.
N #o complete the .!le. .B.tem di!gr!m IB !ddi-g to it the %lo, o% re.ource. th!t ,ill
occur ,ithi- Bour Iu.i-e.. ,he- u.i-g thi. method.
N #o .um up ,ith ! %e, poi-ter. o- ho, to tre!t e!ch re.ource i- ge-er!l. Deep them
h!ppBH !-d ho, theBOll keep Bou e!r-i-g.
78po-e-ti!l 3e.ource M!-!geme-t F
/- the l!.t ch!pterH ,e looked !t getti-g the mo.t out o% Bour %i1e prim!rB re.ource. i-
.uch ! ,!B th!t theB Iuild them.el1e.H Iut -ot Gu.t through other people promoti-g Bour
.tu%%H Iut IB the o1erl!p o% the re.ource. through other me!-.. 9e %i-i.hed o%% t!lki-g
!Iout ,h!t to do ,ith Bour .t!-d!rd cu.tomer.H !lre!dB h!1i-g co1ered Bour li.t
pre1iou.lBH .o ,ithout %urther !doH ,eOll -o, co-ti-ue %urther do,- the re.ource. !-d
t!lk !Iout the rem!i-i-g three !-d ,h!t Bou .hould or .hould-Ot Ie doi-g to m!ke the
mo.t out o% them. 5le!.e -oteH i% Bou h!1e-Ot re!d the pre1iou. .ectio-H Bou .hould do .oH
!. thi. ,o-Ot m!ke !-B .e-.e other,i.e !-d BouOll o-lB get p!rt o% the picture.
9h!t to ;o ,ith <our =o-g"#ermCu.tomer.
0k -e8t up !lo-g the li-e o% re.ource. come. Bour lo-g term cu.tomer.. :t thi. poi-t /Od
u.u!llB tell Bou !Iout ho, import!-t lo-g term cu.tomer. !re o1er .omethi-g el.eH Iut
!. Bou m!B h!1e -oticedH theBOre !ll !. import!-t !. e!ch otherH !-d BouOll h!1e ! h!rd
time keepi-g the -umIer. up e%%ecti1elB ,ithout ! -ice .electio- o% e!ch o% the Iig %i1e.
=o-g"#ermCu.tomer. i-to :%%ili!te.
AoH letO. t!ke ! look !t ,h!t BouOre goi-g to do ,ith Bour lo-g term cu.tomer. i- reg!rd.
to tur-i-g them i-to !%%ili!te.. X-der.t!-d th!t ,he- ,e t!lk !Iout thi.H it m!B -ot Ie
.uit!Ile to do .o depe-di-g o- Bour product. #ur-i-g !-B o-e o% the.e re.ource. i-to
!%%ili!te. i. e.peci!llB import!-t i- the ,orld o% o-li-e m!rketi-g .o%t,!re or i-%o
.elli-gH Iec!u.e !%ter !llH !%%ili!te m!rketi-g i. !t le!.t FKW o% the ,hole picture. #h!tO. !
huge chu-k.
9ellH !%ter telli-g Bou th!t /Om goi-g to h!1e to tur- !rou-d -o, !-d tell Bou .tr!ight up
th!t tur-i-g Bour lo-g"term cu.tomer. i-to !%%ili!te.H Tor trBi-g toU i. ! I!d ide!.
3ememIerH the.e people h!1e !lre!dB .pe-t their mo-eB ,ith BouH !-d h!1e .ee- Bour
!%%ili!te o%%er. .e1er!l time.. M!-B o% them ,ill Ie o- Bour li.t recei1i-g the !d. %or Bour
!%%ili!te progr!m .olelBH !. ,e t!lked !Iout e!rlier. Ror thi. re!.o- there i. !I.olutelB -o
-eed to h!..le the.e people directlB ,ith !-Bthi-g u--ece..!rB.
3ememIerH thi. group h!. !lre!dB .pe-t !
,hole lot o% mo-eB o- Bour .tu%%H !-d i% Bou
,!-t to keep them comi-g I!ckH e1erB time
Bou co-t!ct them it h!. to Ie Bour Ie.t ,ork.
<ou -eed to Ie gi1i-g them .omethi-g th!t
theB ,!-tH -ot Gu.t .e-di-g them !d.H !d.H !d..
:l.o keep i- mi-dH thi. p!rticul!r li.t o% Bour.
.hould Ie the le!.t -umerou.H Iut the Iigge.t
.pe-der..
Aome o% the.e people m!B come !lo-g to Bou !-d IuB t,o thou.!-d doll!r product !%ter
t,o thou.!-d doll!r product. <ou c!- immedi!telB .ee ho, 1!lu!Ile theB !re.
<ou c!- !l.o .ee through ! little m!th ho, much more de1!.t!ti-g it i. to !--oB !-Bo-e
o- thi. li.t or c!u.e them to le!1e %or !-B re!.o-. Pr!-tedH Bou m!B !rgue thereO. ple-tB
more out thereH Iut thi. i. ,here mo.t o% Bour !d1erti.i-g %u-d. !re goi-g. Petti-g
people to IuB Bour product. th!t !re goi-g to Ie Iri-gi-g Bou i- ! mightB pro%it i- the
%ir.t pl!ce i.-Ot ! .hort or e!.B t!.k. >e 1erB c!re%ul ,h!t Bou do ,ith thi. li.t. #hi. i.
goi-g to Ie the lo-g ru--i-g theme i- thi. .ectio- !Iout Bour lo-g term cu.tomer..
=o-g"#ermCu.tomer. i-to <our =i.t
AoH ho, !Iout tur-i-g lo-g term cu.tomer. i-to Bour li.tM 9ellH like / me-tio-ed e!rlierH
theB !re !lre!dB o- Bour li.t !-d mo.t h!1e ge-er!llB %ollo,ed the -!tur!l proce.. o%
thi-g.H .o thereO. -o per.u!.io- -eeded to th!t e-d. #he proIlem come. ,he-
!ppro!chi-g them ,ith Bour -e8t product.. 9h!t do Bou doM 3ememIer i- e%%ect the.e
people !re ! li.t i- them.el1e.. ?u.t thi-k o% them !. Bour .uper high Su!litB li.t !.
oppo.ed to Bour .t!-d!rdH high -umIer. lo, retur- o-e.
:g!i-H Ie 1erB c!re%ul ,h!t Bou do ,ith the.e peopleH !-d i% Bou do m!il themH m!ke
.ure theB %ir.t k-o, theBOre 1!lued !-d gi1e them .omethi-g %or %reeH !l.o co-.ider
h!-di-g out di.cou-t. %or %uture product.H ! re,!rd .cheme i% Bou ,illH Iut rememIer to
let them k-o, ,hB. >ec!u.e theBOre 1!lued. 5eople like to %eel 1!luedH Iut i% Bou do-Ot
tell them theB !reH the- theBOre Gu.t goi-g to !..ume BouOre !-other per.o-H collecti-g
more e"m!il !ddre..e.H !-d .e-di-g them more !d..
=o-g"#ermCu.tomer. >!ck i-to Cu.tomer.
9he- it come. do,- to .e-di-g them !d. ,he- trBi-g to .ell them .omethi-g el.eH
thi-g. get ! little more Sue.tio-!Ile. ;o Bou .t!rt them i- ! .B.tem !g!i-H %rom the 1erB
Iegi--i-gH or do Bou get them right i- !t the high priced e-dM #h!tO. e8!ctlB ,h!t / ,!-t
to touch o- right -o,. #ur-i-g Bour lo-g term cu.tomer. I!ck i-to cu.tomer. th!t %ir.t
,ill purch!.e !- e-trB le1el productH the- Ie .old o-to the %ull product. ;o BouH or do-Et
BouM
9ell the !-.,er i. Ioth ! Be. !-d -o. / ,ould .ugge.tH %or .t!rter. th!t Bou get them
i-%orm!tio- out !Iout Bour .hi-B -e, high ticket product. #hi. i. ! gre!t ,!B to .t!rt
getti-g .ome %eedI!ck Ie%ore the m!..e. .t!rt promoti-g !-d comi-g through the
.B.tem o-to thi. high priced product. 3ememIer theBO1e !lre!dB .pe-t their c!.hH !-d i%
Bour product ,!. goodH theB !lre!dB tru.t Bou !-d li.te- to BouH !-d i% Bour .!le. letter i.
goodH Bou do-Ot -eed to go through !ll th!t !g!i-H it .er1e. -o purpo.e.
#he o-lB time / ,ould .ugge.t th!t Bou .t!rt them %rom .cr!tch !ll o1er !g!i-H i. i% itO.
Iee- ! lo-g time .i-ce BouO1e co-t!cted themH or i% BouOre goi-g to Ie gi1i-g them
.omethi-g 1!lu!Ile %or %ree there%ore i-cre!.i-g the tru.tH !-d their %eeli-g o% .peci!l"
-e.. %urther. Ror e8!mpleH BouO1e .ee- !ll tho.e de!l. !Iout people gi1i-g Bou Iu-dle. o%
.tu%% %or %ree th!tO. !pp!re-tlB .uppo.ed to Ie ,orth .o much c!.hH .o ,h!tO. to .top Bou
pl!Bi-g o- th!tM
/% Bou ,!-t to Iuild tru.t ,ith Bour lo-g term cu.tomer. %urtherH i% Bour i-tro product
pl!B. too Iigger p!rt i- Bour %i-!l high ticket product %urther do,- the ch!i- th!- Bou
c!-Et !%%ord to ,!i1e itH the- gi1e them Bour i-tro product. QoH /Om -ot t!lki-g !Iout
.omethi-g %ree th!t ,!. %ree !-B,!BH /Om t!lki-g t!ke the ZFK"Z\K out o% Bour pocket
th!t BouOre p!Bi-g out i- high commi..io-. !-B,!B %rom the i-tro productH !-d gi1e it to
them.
Ho, o%te- h!1e Bou Iee- gi1e- .omethi-g %or %ree IB .omeo-e Bou Iought .omethi-g
o%% o% o-lB to .ee them .elli-g it l!ter !. ! re!l productM Ho, .peci!l ,ould Bou %eel !. !
1!lued cu.tomer to pick thi. up !-d ,!tch !-other !d come through o- ! .t!-d!rd li.t
the .!me d!B .elli-g the Ir!-d -e, product Bou got %reeM 5rettB .peci!l /Od im!gi-e. /
.hould .!B i% BouO1e .ucceeded i- ge-er!l i- cre!ti-g ! %orm o% Io-d ,ith the.e peopleH
the- theBOll .t!rt thi-ki-g BouOre ,orth,hile. /tO. -ot %or u. to decide ,hoO. ,orth,hile
!-d ,hoO. -otH itO. the other ,!B !rou-d. 9he- thi. h!ppe-. thoughH BouOll %i-d more
people .t!rt t!lki-g to BouH m!ili-g BouH c!lli-g BouH !-d .ome prettB i-tere.ti-g .tu%%
h!ppe-.H i- the %orm o%...
=o-g"#ermCu.tomer. to ?@ 5ro.pect.
#ur- Bour lo-g term cu.tomer. i-to Goi-t 1e-ture p!rt-er.H .m!ll or l!rgeH lo-g"term or
.hort term. Deep i- mi-d th!t thi. i.-Ot IB %!r Bour mo.t e%%ecti1e ,!B o% ge-er!ti-g Goi-t
1e-ture. o- ! .m!ll .c!leH T!d .,!p.H li.t !cce..H etc.U or e1e- o- ! l!rge .c!le T%ull Ilo,-
p!rt-er.hip. o% product.H e!ch pl!Bi-g ! .peci!liCed roleUH ho,e1erH BouOd Ie .urpri.ed
,h!t h!ppe-. ,he- Bou .t!rt t!lki-g to people. #hi. report %or e8!mple ,ould-Ot e1e-
Ie here i% it ,!.-Ot %or th!t %!ctor !lo-e.
9hile ,e ,o-Ot d,ell o- thi. %or too lo-gH / do ,!-t to m!ke .ure Bou u-der.t!-d /Om
-ot telli-g Bou to go outH !-d .t!rt .pe-di-g Bour d!B t!lki-g to Bour cu.tomer.H !-d !.
!-ti pro%e..io-!l !. th!t .ou-d.H ,e c!-Ot .trike co-1er.!tio-. up ,ith !ll the.e peopleH
e.peci!llB !. Bour Iu.i-e.. .t!rt. de1elopi-g o1er ! -umIer o% product.H the -umIer.
c!- get ! little o1er,helmi-g i% BouEre goi-g to trB !-d pull .omethi-g like th!t out o%
Bour h!t.
9h!t / do ,!-t to m!ke .ure Bou u-der.t!-d though i. to look %or tho.e .ig-. th!t the
lo-g term cu.tomer th!t i. co-t!cti-g Bou ,ould Ie ! 1i!Ile t!rget %or ! Goi-t 1e-ture
o%%erH ,hether theB me-tio- theB h!1e ! l!rge li.t o% their o,-H or o- occ!.io- Bou Gu.t
get t!lki-gH !-d i% itO. ,ith the right per.o-H Bou might Gu.t %i-d Bour.el1e. pulli-g .ome
gre!t ide!. out o% the I!g together. 9!tch out %or thi.H Iec!u.e it c!-H ,ill !-d doe.
h!ppe- more o%te- th!- Bou m!B Ielie1e. / ,o-Ot r!mIle o- !g!i- !t thi. .t!ge !Iout
ho, import!-t Goi-t 1e-ture. !re. /-.te!dH letE. mo1e o- to the -e8t re.ource tBpe i-
Bour !r.e-!l.
9h!t to ;o ,ith <our :%%ili!te.
Qo, ,eOre getti-g to the i-tere.ti-g .tu%%. :%%ili!te. !re up -e8tH !-d !%ter ru--i-g
through the doO. !-d do-Et. o% Bour p!Bi-g cu.tomer I!.eH thi-g. .t!rt to get ! little
more %le8iIle here !g!i-H %or .imple re!.o- th!t the .itu!tio- i. cle!r cutH !-d !%%ili!te.
!re more -umerou. th!- Bour lo-g term cu.tomer I!.e %or e8!mple. >B cle!r cutH /
me!- Bou k-o, ,h!t the.e people ,!-t. #heBOre here .olelB to promote ! good productH
!-d m!ke good mo-eB doi-g .o. <ou do-Ot -eed to c!rrB out !-B re.e!rch to co-%irm
th!t o-e.
Qo,H !. %!r !. tur-i-g Bour !%%ili!te.E !tte-tio- to Bour li.tH /Om goi-g to !d1i.e the .!me
!. pre1iou.lB Gu.t to m!ke o-e hu-dred perce-t .ure -o o-e re!di-g %orget. th!t e!ch o%
the.e re.ource. .hould Ie ! li.t i- it.el%H ,ith ! cle!r go!lH !-d ! cle!r re!.o- %or Iei-g
there. 9he- Bou come to m!ili-g themH Bou -eed to k-o, ,h!t theB ,!-t %rom BouH !.
,ell !. ,h!t Bou c!- gi1e them i- retur-. 9h!t ,eOre -ot goi-g to Ie doi-g i- thi.
p!rticul!r c!.eH i. .e-di-g r!-dom !d1ert. to Bour !%%ili!te.H -ot e1e- %or Bour product.H
Iec!u.eH !. ,e le!r-ed e!rlierH theBOre more import!-t th!- e1e- Bour immedi!te pro%itH
i- %!ctH theBOre goi-g to Ie the o-e. Iri-gi-g i- the m!GoritB o% Bour -e, re.ource.
together ,ith Goi-t 1e-ture. Tcomi-g up -e8t i- the li.tU.
9e do ho,e1erH get to .e-d our !%%ili!te. !d. o% .ome .ortH i- %!ct 1erB .imil!r to the !d.
,e t!lked !Iout %or Bour li.tH thi. time thoughH BouOre -ot trBi-g to .ell them o- product.
to e!r- Bou h!rd c!.hH oh -oH BouOre .e-di-g them !d. to .ell them o- the promotio- o%
Bou -e,e.t !-d l!te.t product.H -ot %orgetti-g to me-tio- to them ho, ,ell Bour .!le.
letter per%orm. !-d gi1i-g them ! -ice 1i.u!l picture o% ho, much theB c!- e!r- through
Bour ,ord.. /t might look di%%ere-t o- the .ur%!ceH Iut BouOre .till .elli-g them
.omethi-gH !-d !ll the rule. Bou le!r- throughout thi. report !pplB to Ioth mo-et!rB
.!le.H .elli-g %ree .tu%%H .elli-g Bour.el% !-d Bour product. to g!i- Goi-t 1e-ture.H or
.elli-g the pote-ti!l to e!r- mo-eB through Bour !%%ili!te.. /tO. !ll !Iout .elli-g !ll the
time.
#h!tO. e-ough co1ered to demo-.tr!te mB poi-tH !-d ,eOll t!ke it %urther i- ! mome-t
,he- ,e go o- to t!lk !Iout Goi-t 1e-ture..
:%%ili!te. i-to Cu.tomer.
=etE. ,r!p up ,ith the %i-!l three re.ource. i-
the !%%ili!te. .ectio-H .t!rti-g ,ith cu.tomer..
Ho, o- e!rth do Bou get Bour !%%ili!te. to p!B
Bou !. ,ell !. promote %or BouM 9ell thereO.
ple-tB o% ,!B. to tur- the.e !%%ili!te. i-to
cu.tomer.. #he %ir.t Bou ,ould thi-k ,ould Ie
looki-g !t the i-tro productH !-d h!1i-g !%%ili!te.
th!t IuB %rom Bou e!r- ! higher commi..io-.
#hereO. o-e proIlem ,ith th!t thoughH ,h!t did
,e .!B the m!i- go!l o% our i-tro product ,!.-Ot
e!rlier o-M /% Bou rememIer ,e .!id th!t itO. go!l i.-Ot to m!ke ! pro%itH Iut to Iuild Bour
re.ource..
Ch!rgi-g !%%ili!te. c!.h to Goi- upH ,hether it i. .i-gle .!le or memIer.hip u.i-g Bour
i-tro productH i. cutti-g o%% Bour -o.e to .pite Bour %!ce %or thi. e8!ct re!.o-. #hi. i.
e.peci!llB true i% BouOre !ttr!cti-g .ome he!1B hitter. !-d ,orki-g i- the o-li-e
m!rketi-g i-%o product ,orldH -ot Iec!u.e theB c!-Ot !%%ord to IuB Bour productH Iut
Iec!u.e itO. Gu.t ! h!..le comp!red to goi-g i-H %illi-g i- ! Suick %ormH promoti-g
.tr!ight !,!B. /% BouO1e Iee- %ollo,i-g u. .o %!rH !-d Bour !%%ili!te commi..io-. !re -ice
!-d high to get lot. o% people promoti-gH BouOll %i-d th!t Bou ,o-Ot Ie m!ki-g much
pro%it e1e- i% Bou did get them !ll to .ig- up. /- !-B c!.eH itO. more likelB BouOll put them
o%% promoti-g !-d lo.e .ome Suick Il!.t. to .ome o% the.e people. Iig li.t. i% Bou go
!Iout thi. !-B other ,!B. Ateer cle!r o% itH !-d rememIer the role o% Bour i-tro product.
!-d the re.ource it.el%H Bour !%%ili!te..
:%%ili!te. to =o-g"#ermCu.tomer.
=ooki-g !t !%%ili!te. i- the light o% co-1erti-g them to lo-g term cu.tomer.H ho,e1erH i.
! di%%ere-t .torB !ltogetherH .implB Iec!u.e th!tO. ,h!t Bour lo-g term product i. there
to do. M!ke Bou ! pro%itH !-d i% !-B o% them .ig- up !-d IuB thi. ,hil.t promoti-gH ,hile
itOll Ie 1erB u-likelB itOll Ie the m!i-.t!B .ource o% cu.tomer. %or Bour Iu.i-e..H it c!- Ie
! -ice little Io-u.. Ho, Bou do thi. i. o-lB limited IB the .B.tem Bou h!1e .et up !-d
Bour im!gi-!tio-H !d!pt!tio- !-d impleme-t!tio-. #here re!llB i. -o right or ,ro-g
,!BH !-d to li.t e1erB .i-gle method ,ould Ie ! ,hole e-cBclopedi! i- it.el%.
=et me gi1e Bou .ome e8!mple. though .o / do-Ot le!1e Bou ,o-der ,h!t /Om t!lki-g
!Iout. Rir.t e8!mpleH Bou ,!-t to m!ke ! pro%it out o% Bour !%%ili!te.H .o !lo-g ,ith Bour
-e8t !d to them !Iout the -e,e.t !%%ili!te progr!m Bou h!1e rele!.ed %or Bour -e,e.t
product goe. !- o%%er 1oucher %or ! di.cou-tH do-Ot Gu.t ,!-t ! Iori-g old di.cou-tM Qot
! proIlemH ho, !Iout the ticket o-lB Iecome. 1!lid ,he- theBO1e m!de %i1e or te- .!le..
71e- IetterH i-.te!d o% pu.hi-g !%%ili!te. h!rdH h!1e the ticket o-lB reSue.t o-e .!le o%
Bour product Ie%ore it Iecome. 1!lid. /tO. 1erB u-likelB !- !%%ili!te ,ith ! good li.t i.
goi-g to m!ke e8!ctlB o-e .!le ,he- theB Il!.t !- !d out. 7!.B theB thi-kH out goe. the
!d. #e- .!le. come i- i-.te!d o% the o-e th!t theB -eeded. #heB get ! di.cou-t or e1e- !
%ree product o- top o% their commi..io-.. :t the .!me timeH Bou per.u!ded .omeo-e to
get out there !-d promoteH -ot o-lB Iri-gi-g i- more .!le.H Iut ! Iu-dle more re.ource.
th!t !re goi-g to do the .!me !g!i- !-d !g!i-. >e.t o% !ll Bou ,ere .leepi-g !t the time.
T/ lo1e th!t p!rtU
Qo, ok gr!-ted Bou might Ie cri-gi-g !t me right -o, ,o-deri-g ,hB /Om telli-g Bou
thi.H Iut let me .!B i- mB de%e-.eH %ir.t thi-k !Iout ,h!t BouOre .elli-g. /% itO. ! Ai8tB
doll!r productH ,ho c!re. i% Bou gi1e !%%ili!te. !- VKW di.cou-t o- top o% their
commi..io- i% theB m!ke ! .i-gle .!le. 3ememIer th!tO. -ot ,h!t ,eOre t!lki-g !Iout
-o,. 9eOre di.cu..i-g high price item.H !-B,here %rom ZJKK to Z6Kk per product. Qo,
th!t di.cou-t .t!rt. to .eem ! little more .ig-i%ic!-t !-d ,orth,hile. /% / g!1e Bou Fk o%%
o-e o% mB product. o- top o% ! ]k commi..io- %or m!ki-g ! .i-gle .!leH ,ould Bou Il!.t
!- !d to Bour pri1!teH t!rgeted li.t !Iout th!tM #hereO. ! ,hoppi-g ,!d o% c!.h i- it %or
BouH !-d pote-ti!llB hu-dred. more people %or me to .ell mB product. to %or me.
/t doe.-Ot e1e- h!1e to go th!t %!rH e1e- i% BouOre o-lB .elli-g ! Z6FJK product. 9he- ,!.
the l!.t time Bou ,ere p!id ZJKK per .!le Bou m!deM /% Bou h!1e Iee- p!id th!t much
Ie%oreH / Iet the product Bou ,ere .elli-g ,!. prettB .ucce..%ul. 9hB do-Ot more people
pull .tu%% like thi. o%%M AimplB ,!it u-til BouO1e .old !. m!-B !. Bou c!- i- ! .hort period
o% timeH the- ope- it up %or !%%ili!te. ,ith ! de!l like thi.H ,hile the IuCC i. .till there
!Iout Bour product.
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