The disqualifying method.
Jim Kossert went on to build a worldwide sales organization of approximately 250,000 distributors and over $700 million in sales.
Introduction to the Disqualifying Method in Network Marketing
Welcome to a pivotal lesson in professional network marketing that could redefine your recruitment and team-building approach. This module will explore the revolutionary “Disqualifying Method,” pioneered by the successful network marketer Jim Kossert. This strategy is not just a technique; it’s a paradigm shift transforming the recruitment process from an exhausting chase into a selective, empowering venture.
Jim’s story is about changing tactics and adopting a mindset that alleviates stress and turns the tables in the recruiter’s favor. By the end of this lesson, you will understand the power of direct communication, the significance of respecting both your time and the prospect’s, and the surprising psychological advantages of allowing potential recruits the freedom to say ‘no.’
We will dissect Jim’s method, which emphasizes quality over quantity and how it conserves resources, filters out less promising leads, and enhances the potential for more fruitful engagements. This method has been proven to save time and increase the success rate in building a robust and committed network marketing team.
Prepare to embark on a journey that will provide you with a robust tool for your network marketing endeavors and instill a newfound confidence in your approach to communication and leadership in the field.
Let’s dive into the Disqualifying Method and transform your thoughts about network marketing recruitment.
The Stress-Reducing Disqualifying Method
Jim experienced a subtle shift in his presentation approach. This wasn’t a conscious choice but a side effect of his fast-paced communication with as many people as possible. Although subtle, this shift was crucial. It set off a chain reaction that made Jim Kossert very wealthy.
Hitting the Mark.
In trying to contact 60 to 100 people a day, Jim quickly realized he couldn’t afford to be shy. He needed to get straight to the point and end calls quickly. Many recruiters waste time and try to hide that they’re distributors, thinking the words “network marketing” will turn people off. Jim didn’t have time for niceties. He stuck to his schedule, and this worked for him in unexpected ways.
His pitch was simple:
“Hello, I’m Jim Kossert from Enrich. We do network marketing and have great products. Want to try them? Interested in this opportunity?”
To his surprise, about 10% of people said yes immediately for three reasons:
- 1) Many people know and feel positive about network marketing and want or need extra income;
- 2) Jim’s direct approach inspired trust and respect. People saw he believed in his company and wasn’t trying to trick them;
- 3) Jim only asked for a small commitment, just to try the products or learn more about the opportunity.
The Four Major Objections
What about the other 90% of Jim’s potential recruits? Most of them presented one of the four major objections to network marketing:
- “I’ve already tried network marketing, and it doesn’t work.”
- “I don’t have time.”
- “It’s an illegal pyramid scheme.”
- “It doesn’t work for me” (or its variant, “I’m not a seller”).
In the past, Jim would have spent precious minutes on the phone arguing with these people.
But now, he no longer had the time. Jim already knew they wouldn’t be good contacts.
Even if he had managed to persuade some, they would have been detrimental to his work rather than beneficial.
“A person convinced against their will remains of the same opinion,” says Jim, quoting MLM guru Mark Yarnell.
“Even if you manage to get these people to sign up, their beliefs won’t change, and they won’t do much in the business. So they’ll start blaming the company, the products, the marketing plan, the business, and everyone but themselves. And I didn’t need a group of negative people who would do nothing but tell everyone why it doesn’t work. So when people told me they weren’t interested, all I said was: ‘I really appreciate you taking a few minutes of your time. Goodbye.’ Then I would hang up the receiver and proceed.”
Letting People Opt Out
Jim realized many would say “Yes” just to be polite. This wasted time and money. It also trapped Jim in a cycle of sending information to uninterested people and following up for nothing. After two months, Jim tried something new. He added to his pitch: “If you’re not interested, just say so. It’s okay. It makes no difference to me.”
Surprisingly, many people were relieved to say “No” without feeling guilty. This made Jim’s contacts more open and saved him a lot of time and effort. As Jim says, “It’s better to know in two minutes than in two weeks.”
Jim discovered a new way of recruiting he called “disqualifying.” Instead of looking for the best contacts, he focused on weeding out the worst. Rejection is disheartening in network marketing. The more you talk, the more objections you get, and the worse you feel. Jim changed his system. He wouldn’t feel rejected because he was the one doing the rejection.
Subtraction
This small emphasis shift changed Jim’s confidence dramatically. When talking to contacts, his self-assurance was electric. Instinctively, contacts sensed Jim’s power and were drawn to it. In fact, Jim found some of his best recruits by initially rejecting them. Some would call back right after being hung up on. In face-to-face meetings, when contacts objected, Jim calmly packed up, shook hands, and left. Often, they’d call after him, “Wait a minute! Come back.”
Jim was serious. If he got up to leave, he would. But his quick departure worked like the old sales trick of subtraction: offering something and then taking it back creates a sense of loss in the potential recruit. Even though Jim didn’t mean it that way, his reluctance to argue gave him a vital psychological edge.
Jim also noticed that disqualifying potential recruits affected their behavior. Once they realized Jim didn’t mind their response, they let their guard down and began talking.
It was as if Jim had given them space. Now more open, potential recruits were more likely to answer personal questions and talk about their lives. This gave Jim a powerful advantage in recruiting, which he fully exploited.
