As a network marketer, there’s one thing I know for sure: Warm and cold marketing both have their time and their place. Although most network marketing gurus now consider warm marketing to be an almost obsolete practice, others swear by the power of warm marketing to make a killing in the network marketing industry. So who’s right and who’s not?
Before we get to the nuts and bolts of the conflict between warm and cold marketing, I’d like to introduce these two marketing strategies that have effectively divided the science of this industry into two halves of a whole! Warm marketing is when a network marketer uses a list of all the people he knows to market his products. This strategy involves the involvement of family, friends, neighbours, past and present clients: basically everyone who has some sort of relationship with the distributor (you).
Since you already have a large network of potential clients on your list, you’re not looking to get a bigger target market. On the other hand, cold marketing involves targeting strangers for distribution and consumption of your products. A cold contact is one whom you’re not familiar with at all: you don’t know what his choice and preference is and you have no idea what his consumption patterns are.
We all know that we are in the biggest industry on the internet today, and to get you share of the pie, you need to do a lot more than target only those whom you know! A mix of both tactics may be essential to give you the highest conversion rate for your products!
Personally, I consider all network marketing tactics to be some sort of warm marketing. Why? Because the only way you’re going to make a sale is by forging a relationship with your target market. And if you’ve built a trust relationship with potential clients, aren’t you already in the threshold of warm marketing?
If you’re new to this industry, you have a major dilemma on your hands: do you use warm marketing strategies or cold marketing strategies? To solve this dilemma, you need to look into the benefits of both cold marketing as well as warm marketing. Let’s do this here so that your choice becomes easier!
In warm marketing, you’re starting off with your family and friends, which is a lot better than starting off with strangers. You already know their behaviour, their consumption patterns and their likes and dislikes, so you know what to sell them that they want. In terms of efficiency, warm marketing is a lot better than cold marketing.
This is because there’s a higher rate of conversion in the beginning which keeps you going and prevents you from giving up! After all, they trust you so they’re more likely to buy from you. Also, if they don’t want your product, they’re more likely to suggest someone who does. A cold contact isn’t going to do this.
The benefit of cold marketing is that it’s going to take you a lot further than warm marketing ever will. After all, you’re in this business for life, and you can’t keep on relying on the same people to buy from you again and again. So if you do a bit of research into the demographic of prospective clients and launch your strategy at them, you’re going to get leads that may continue to pan out for a number of years!
The best way to start off with cold marketing is to join social media networking sites, join groups selling what you’re selling, create your own communities, use search engine optimization effectively to reach your target market pool and so on! So if you want to be a top network marketing executive, you need to use a mix of both cold marketing and warm marketing.