Like our earlier components for duplication, the fourth one is designed to get you the best results on many levels down through your team. I have dubbed this series of interactions we take a prospect through a “Ladder of Escalation.” I created this name because at each step of the process you want to escalate the exposure to the prospect, making it a bigger deal than it was in the previous step.
For example, the first exposure to someone could be the mass-market tool we discussed in the earlier post. The next step may be an invitation to a home meeting. There may only be five people there, but it would seem to be a bigger deal than just reviewing a CD or DVD, etc. alone.
The next step could bump up the person to a hotel meeting that hundreds of people attend, making it seem like a bigger opportunity than the home meeting was.
After that, the person might escalate to a conference call or webcast with thousands of people connected. The dynamic created here is what the psychologists call “social proof,” and each step leads the candidate closer to a decision.
Each time this person sees a presentation, it’s bigger, better, and more impressive than the time before, and each time there are more people involved, making it seem to be a “safer” decision to make.
Companies that reach powerful exponential growth have this down to a science. Each step is delineated, each step is bigger than the preceding one, and each step has corresponding collateral marketing material to give to the prospect. This produces powerful results and duplication.
The better you put this in place, the faster your recruiting will be.
-RG
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