Cash flow is critical for any network marketing business to succeed and to grow into a profitable and sustainable venture. Securing a cash flow requires the ability to convert a prospect into a paying customer.

The consultative approach to sales is a powerful method of converting prospects, not only into customers, but also into loyal customers. It fits very nicely with SBI!'s Content Traffic PREsell Monetize process and the intent to over deliver quality information and excellent service.

Unfortunately, too many InterNETwork Marketers believe that they can succeed by relying entirely on online methods for closing their sales. They use links or emails to direct potential customers to sales pages or shopping carts. The result is a very low conversion rate and the erroneous conclusion that InterNETwork Marketing doesn't work.

Although automation is good and can help sift and sort prospects, InterNETwork Marketers still need to utilize offline techniques, namely the telephone, to close on sales.

To make this clearer, imagine this:

You have done everything right.

Faithfully, you have followed the SBI! process of C T P M and a steady stream of traffic is landing on your website every day. Better yet, these targeted visitors are so interested in your valuable content, newsletters, and blog posts that they are asking you to provide them with even more information. They have filled out your Contact Me form, which includes their phone number and email address, and they are waiting for your reply.

Now what?

Emailing your visitor (now a qualified prospect or lead) can be an effective method of communication, but it can be ineffective for converting that prospect into a customer (especially if this is the only method of interacting with them).

Why?

Because when you email a prospect, you are leaving the ball in their court, so to speak. If they do not respond to your email, or your email gets lost among their junk folders and spam filters, then you are left with the choice of...

a) Assuming the visitor did not like the information you provided to them and therefore ceasing any further contact, or...

b) Emailing them again and risking (at a minimum) becoming a pest, and (worse case) being accused of spamming.

What if, instead, you picked up the phone and called them?

There is another danger here for InterNETwork Marketers. If you call your prospect and start talking to them like a salesperson, then you take the risk of sounding desperate and interested only in making money.

The last thing you want is to come across like a telemarketer.

The very same principles that apply online with the C T P M process, apply offline when you are talking with a prospect. To make this clearer, let's look at what you achieve through this process, specifically by creating valuable content:

• Builds a trusting relationship with your visitors
• Positions you as the expert
• Establishes your credibility
• Provides your visitors confidence to invest in your products, tools, resources, etc.
• Encourages future communication and purchases

The same reason that you write valuable content to attract targeted visitors, and then presell them before monetization is because when you rush into the sale, it is a huge turnoff and it just doesn't work!

So the underlying principles behind the highly effective C T P M process must also be applied when you call your prospect on the telephone. And this can be achieved easily by using the consultative approach to sales.

The Consultative Approach

The consultative approach is a powerful technique that allows you to position yourself as a consultant in partnership with your prospect, rather than a salesperson trying desperately to make a sale.

This desired result is a "win" for you and a "win" for your prospect, without any pressure to buy or any misgivings once a purchase is made.

Properly applied, the consultative approach gives you the opportunity to monetize your prospects by them purchasing your MLM products, joining your MLM as a business builder, or through a multitude of other ways that are unrelated to your MLM.

Once you receive a message through your website's Contact Me form, call that lead with the intention of asking a series of predetermined questions, in order to uncover their:

• Wants
• Needs
• Desires
• Biggest challenges

The immediate result of this type of interaction is that it builds a trusting relationship and further enhances your credibility. It also allows you to assess how your product can resolve their dilemma.

Providing a Valid Business Reason for Your Call

Be prepared to make that first telephone call with a valid business reason.

This valid business reason must relate to the prospect's interest (specifically, what is in it for them), and why they would want to talk with you, or return your call if they did not answer the phone. It needs to be so clear and easy to understand that you can leave a voice mail for your prospect such that there is no question about the nature of your call.

The valid business reason may be a complimentary consultation on ways to solve children's eczema, apply cosmetics for a more youthful appearance, how to save themselves from identity theft, how to clean their house using methods that won't hurt the environment, and more. The consultative approach is extremely flexible and very customizable!

Never try to sell anything on your first telephone contact with your prospect (similar to not trying to sell someone something on your SBI! home page).

This first call is a fact finding mission.

It will allow you to achieve a number of objectives, including building credibility, providing value, pre-qualifying the prospect, begin creating a relationship, and most importantly, discovering the prospect's wants, needs, and desires.

A second call is scheduled as an appointment for a consultation. This is when you position yourself as the expert, by providing incredible value and over delivering quality information to the prospect during this call and then shifting the focus toward securing an action commitment.

Securing an Action Commitment from Your Prospect

An action commitment is something that the prospect must do. Prior to your initial call, you must determine beforehand what you will accept as the best level of action commitment and the minimum acceptable action. No action commitment from a prospect may mean letting this prospect go, and not investing your valuable time.

Set up an action commitment for your prospect by having them read a special report, review a website, or read a marketing plan, before your telephone meeting.

Determine a Single Sales Objective

After your initial call, you will need to determine a single sales objective. It is a mistake to plan to sell an entire line of products to a prospect. You must determine which of your network marketing products will be an answer to your prospect's specific needs. Additionally, you need to determine through the initial pre-qualification call, whether the prospect is a lead for your business opportunity or just a customer.

Here is an example of a single sales objective:

"I intend to sell John Smith, the single product XYZ for his daughter's eczema, by November 1, 2008."

Through a series of pre-qualifying questions, you may determine that your product or service may not be a fit for the prospect. In this situation, you can still monetize prospects that are not a fit for your product or service, but they may be in the future. Be sure to get them to opt into your email list (newsletter or other valuable information you give away).

Example of an Initial Call

Here is a quick example of how you might use the consultative approach after a visitor has filled out your Contact Me form on your site and requested more information about a product for children who have eczema:

Hi John!

You recently visited my website and I want to thank you for submitting a Contact Me form.

To help people who visit my site, I offer a complimentary consultation over the phone. During this consultation, I provide direction to help you solve your problem. But first, John, have I caught you at a good time to talk for just a few minutes?

Good! As I mentioned, I provide complimentary consultations, but I want you to keep this in mind. I want to help you, and to do so, I need a better understanding of your needs and challenges that you are facing.

You left a comment on the Contact Me Form curious as to how my XYZ product compares to ABC product for your daughter who has eczema. May I ask you a few questions, so that I may better address your needs when we meet on the telephone in a few days?

John, how long have you been searching for a solution to your daughter's problem with eczema?

What products have you used in the past? Have they been helpful?

John, what is the biggest challenge facing you in your need to uncover a solution for your daughter's eczema?

How much time have you spent researching for a solution?

What is your interest level on a scale of 1 to 10, with 10 being the highest to learn more on how to answer your biggest challenge to find a solution to your daughter's eczema?

Do you have a budget set for what you can spend to resolve this problem?

I am confident that I can address the challenges you and your daughter are facing and provide several solutions to your dilemma. Shall we schedule your telephone consultation for Friday? What time works for you?

I'd like you to review a brief report before we meet for our call. It's a report that will provide you more information on addressing eczema in children. It will take about 10 minutes to read before we meet. Can you find 10 minutes to review this information before we meet in a few days? [action commitment] I will forward this report to you immediately after our call.

Are you available for your consultation on Friday at 10:00 a.m.? I will set aside a half hour of my time to show you how you can overcome your problem. Great! I will call you at that time.

Closing on the Sale

This consultative approach allows you the opportunity to close on the second call. However, often times it can take several calls before you are able to secure a sale. Remember, that an action commitment (the best or the minimum you feel acceptable to you) is necessary to get to the next telephone call.

It used to be that you had to pick up the phone to call someone to tell them about your MLM products. Now the tables are turned! You are now in the enjoyable position of answering the phone, or returning a visitor's request for you to contact them to provide further information.

In the same way that SBI! teaches, Content! Content! Content!, InterNETwork Marketers need to practice, Consult! Consult! Consult! This is your best technique for establishing credibility, giving your visitors value, converting your visitors into customers, and transitioning them into members of your InterNETwork Marketing business.

Learn the consultative approach to sales so that you can effectively listen to your customers, build trust, and provide even more value to them. The concept of over deliver is just as important offline as it is online.