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MLM Marketing: MLM Consulting
It Works ... But It's Not Simple
If you think that direct mail recruiting is as simple as sending out a few brochures and application forms and waiting for new distributors to sign up in your sales organization, you're mistaken.
Direct mail by itself may work for the sale of relatively low priced merchandise that does not require a major financial or time commitment by the recipient, Possick points out. However, in using mail lists to recruit for new distributors, you are asking the recipient to join you in pursuing a business opportunity. This is a major time and financial commitment, and you cannot get that commitment without some tender loving attention. "So,"says Possick, "don't use direct mail as an excuse not to talk to people - because that's exactly what you are going to be doing with the leads and inquiries generated by your mailing."
Is mail list recruiting cheap? Absolutely not. But you only need to find one or two quality distributors who may generate thousands of dollars each month for you in override commissions to make the investment pay huge dividends. Possick suggests running an initial test minimum of 3,000 pieces to see if your mail list and materials will in fact generate leads.
For instance, a 1 percent response rate on a 3,000 piece mailing would be 30 leads. If you are not getting at least a 1 percent return from your test mailing, you need to examine either the quality of your list or the quality of the mailing materials.What should your goal be? Possick suggests that the average networker should set a 2 percent response rate as a goal, although many experienced mail list recruiters achieve as high as a 4 percent to 9 percent response rate. Your goal should be to bring in a steady flow of leads every month, and then follow up. Most networkers cannot effectively handle more than about 20 to 30 leads a month. Remember this is a quality game - not just a numbers game. It is suggested that distributors do a mailing of about 2,000 to 3,000 per month or about 5,000 every six weeks. Ultimately, leads can be shared with your own downline organization, or you can teach them how to do mail list recruiting as well.