How to plan a recruiting meeting

Most direct selling organizations have a company song or two. But don’t plan singing in connection with a recruiting meeting. It will seem childish to the visitors.
A two-fisted salesman said, “A certain company started its meeting by having us all join hands and sing ‘The More We Get Together.’ I wanted to throw up! It was not only my first meeting with that organization. It was also my last!”
Group singing can come later. Get the visitor signed as a salesman. Let him start selling. Give him time to get acquainted with your product. Then he may be willing to sing its praises.
Another common mistake is in emphasizing the product at the outset. The visitors don’t like it!
They reason, “We didn’t come here to be sold some merchandise. We came here to see about work. What would we have to do, what kind of work? How much will we make?”
For best results, (1) talk about the opportunity first. Hit the high spots only. Then (2) bring in the product. Next, (3) present some success stories. And (4) close with an appeal for action.

Here’s a sample agenda for a good recruiting meeting:

Sample agenda

Step One: The Opportunity.
“Good evening. I’m Bill Newman. My name is not important but here’s something that is.
“We have a tremendous opportunity to offer certain qualified people. In due time, we can determine whether you’re qualified. But first, let’s see what this opportunity consists of.
“We don’t know exactly what you’re looking for. Perhaps one of you would like to have one type of work, while another person here this evening wants something entirely different.
“But it I were sitting in your chair tonight, these things are the things I’d be looking for:
What is the company concerned? Who owns it? Where is the
main office? When was it established? Where is it doing business?
What is its growth record? What is its reputation? Has it received
any publicity? What job might it have for me? At what rate of
pay? Is it permanent work? Is there a chance for advancement?
“Those are twelve good questions, and you’re entitled to the answers.
Relax, light a cigarette if you care to, and I’ll give you the answers now.”
No more than 15 minutes should be devoted to the answers. Use some visuals to keep interest. For example, in talking about the company’s reputation you might show your Better Business Bureau membership certificate.

Step Two: The Product.

“Naturally you’ll want to know about the product on which this opportunity is based. Probably these are the things you’d like to know: What is the product? How does it work? Does it serve a genuine need? Will it sell? Does it have competition? Is it priced right? Is it advertised? Will it be in demand tomorrow? “Okay-let’s see how our product measures up. Let’s see how it answers those questions.”
A brief sales presentation will do much toward supplying the answer. In addition to telling, show and demonstrate. Hold it to 15 minutes.

Step Three: Success Stories.

“So, as you have seen, we have a tremendous product, as well as a wonderful company behind that product.
“But what about others who’ve tried to sell it? Have they succeeded? Well, frankly, some have not. They could have, had they tried. But our sales plan will work for you only if you will work for it.
“I’d like for you to meet some of the people who have been successful.
These men are happy in their work, they are making good money and they have splendid futures ahead of them.
“The first fellow on whom we’ll call, has been with us for eight years. He lives at 3609 Lynndale here in Capitol City. Some of you may know his father who has been Cashier of the Second National Bank here for quite a long time. Let’s have a big hand for one of our leading salesmen Mr. Elmoie Adams!”
About three snappy success stories should take no more than 15 minutes. Be sure your speakers are rehearsed. They should stick to the theme of “here’s what I’ve been doing, it’s both enjoyable and profitable, you can do it, too.”

Step Four. Close With Appeal

“By this time you’re probably thinking, ‘Okay I’m sold! This is it! How can I get in on it?’
“But the opportunity to represent our company is not extended to everyone. We must first learn more about you.
“That’s why we have these tables and chairs along the sides of the room. As soon as we’ve dismissed the meeting, you can take a seat at one of those tables. Someone will come over to help you. He will ask you a few questions, and if you’re lucky, he’ll give you an opportunity to start working with us.
“Yes, the fellow who can join our organization is lucky. Let’s hope that you are.
“Don’t worry about what it will cost you to come into this business because the big thing is not what it costs to come in. The big thing is what it can cost you if you don’t come in.
“Because this can mean all the things you’ve ever dreamed of a substantial bank account . . . security . . . freedom from worry . . . a college education for the children … the new home on the hill.
“This is it. This is really it. If you ever find anything better than this, pick up the phone and call me collect, because I’d like to know about it!
“What you decide is up to you. The decision is yours. And the results of that decision will also be yours.”
This type of close can be made in five minutes. Thus, your program lasts less than an hour. Anything over an hour long tends to lose some of its punch.

Note that the visitors were told exactly what to do to be recruited (take chairs at the tables). Many recruiting meetings have been spoiled by failure to give specific instructions. Always let the visitors know what action to take.

Keywords: Sales, Marketing, Business, Sales Training

Tags: sales meeting

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