Your warm market will leave your business cold. Delving into your warm market will most certainly leave your relationships cold. The warm market consisting of your family, friends don’t care for what you have to sell, they care for you as someone they love not a business associate. Perhaps Mr. Donald Trump might draw appropriate business associates from his family and friends, but he doesn’t have warm market, those guys are red hot in a snow storm. But relying on the warm market of your loved ones is sure to dump ice water on your dreams, freezing budding business stone cold dead not to mention the strain it adds to your personal relationships.
University professor, author, and business consultant Peter Drucker taught us that the very intention of all businesses is to attract and keep customers; Serious MLM marketing training will teach you that your business is no different to any other business. The promise of profit is the motivating factor that attracts entrepreneurs into business ventures but profit can only come from the sales made to customers. Without customers there can be no profits and in turn no entrepreneurs.
Considering that customers are people with a desire for your product you are knocking on the wrong door trying to generate profits from your warm market. Your family and friends have their own directions and preferences your product may not be what they are looking for. You need to forget this warm market in your search for interested customers and concentrate on directing your attentions to where there is interest in your product or service.
So let’s be clear about what a warm market is, and what a real market is. A warm market is a group of your family and friends that like you as a person and want you. Real market is a group of people that want what you have.
These people, the real market, not the soft, warm market, are actively looking for what it is that you have to offer them. You perhaps have the solution to a problem of theirs; the bottom line is that they think they need what you have. To help them find you, you should place yourself in their path, and reveal yourself as the expert, the one they have been looking for. You will not only attract them to you as customers, you will keep them.
Even if you do initially attract the folk from your warm market to your business, you are unlikely to keep them. You don’t have something they think they need except love and friendship.
Sadly most networking companies teach you pursue your warm market; some actually give you a “brainstorming list”:
- Who do you know from school?
- Who have you played football with?
- Who do you know that is over 40 years?
- Who do you know that is under 40 years?
- And the list goes on and on and on…
And they want you to contact each and every one of them! The average person will enroll 2½ people, into the company; -and then they quit.
You see prospecting the warm market isn’t designed to work for you, but for the company, they got you to stay for a while, and you gave them 2½ new people!
If you wish you build and run a successful business target the right market. If you wish to build lasting relationships, look to your family and friends and stop looking at them like some sort of profitable business venture, a warm market is nothing more than the beginning of a cold reception from the ones you love.
Henning
Home Business Foundation
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