Do you belong to the 98% of network marketers who are still cold calling or chasing friends and family? Are you struggling to get results and are people quitting in your organization?

One of the most common mistakes made in network marketing is to try to target everyone. You might already have heard that “Everyone is a prospect”, but this could not be further from the truth. What happens when you try to targeta very large audience with your network marketing strategies? Well, no one really feels that they are special, that you establish a relationship with them, and that you are helping them solve their problems and addressing their particular concerns. And you will probably fail anyway because it is not easy to have one central focus when targeting a wide range of people.

Your market is the target at which you aim all your marketing efforts. The market you are trying to reach are people with common characteristics that set them apart as a group. It is essential to know your target market very well if you want to develop an efficient marketing strategy.

What you should definitely not do:
- targeting your warm market: they are not targeted prospects, they do not care about your business opportunity, they usually have no prior marketing experience and you are basically loosing your time.
- cold calling or prospecting complete strangers: they don’t want to start any business of their own, and if they are open to the idea, chances are they are actually only looking for a job!

What do you have to do then? What you really need is a more targeted niche of people with which to work. When you know what your target market is, you will be able to get into their minds, think the way that they do and you will know how to correctly market to them.

Your #1 target market includes two groups of people:

1. Current network marketers, who have a business already. They are either experiencing some success, which is good for you because if they sign up with you they will have success as well, or they are struggling to sponsor other distributors, and you have the answer to their problems: they can use your network marketing system to learn how to market and build their business.

2. Former network marketers seeking to start a new network marketing business.

Your #2 target market includes people actively seeking information about getting started in the industry. When you approach this target market, keep in mind that anyone who has shown an interest in a home-based business opportunity has one main question: “what’s in it for me?”.
People are not asking themselves if your product or your business opportunity are the deal of the decade, what they want to know is how it can benefit them, how it will enable them to achieve their goals. Most of the time we actually always make our decisions on this basis, and different people will be seeking different benefits.

This is a very important point that you need to understand about marketing to people who want to start their business; you are not trying to sell your business opportunity and convince your prospect of how great it is. Instead, what you want to do is answer the questions of your prospects, meet their needs and show them that your business opportunity can benefit them in some way. Again, you must show them what’s in it for them.

Then, ask yourself this question: are the marketing and prospecting methods you are currently using the best, the most professional and the most effective they can be in order to bring your target market into your business? Is everything you do in your lead generation focused on showing prospects how it can benefit them and how it is going to work for them?

If you follow those guidelines, have a clear marketing strategy that is centered on your target market, and use the appropriate attraction marketing techniques you will experience success. You will see that your prospects are people who are actually interested in your business opportunity and you will build a much more profitable and long-term business.

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