It does not matter how long you have been in business, many people are confused about the difference between active prospecting and passive marketing.
Active prospecting is the specific act of introducing or connecting people to your product, service or opportunity. You are literally in the trenches with active prospecting. You are hitting the pavement either in person or online. You are talking to people directly, showing them your goods (your products, service or opportunity) and sharing about the value or benefit to the customer. With active prospecting you are “getting your hands dirty.”
Passive marketing is the act of “courting your customer.” You build their curiosity and interest as well as feed them with information and solutions to problems they are experiencing. I often compare passive marketing strategies to a relationship or “the making of a relationship”.
Here’s an example: When a guy sees a beautiful woman at the gym and he (somewhere in his mind thinks…”she’s the one”) he does not walk up to her that day and say, hey….I want to take you home to meet my mom…He doesn’t kneel down beside the treadmill and ask for her hand in marriage!!! He’s intentional about what he wants, but he takes his time; he courts her. He smiles at her when they see each other…he makes sure to work out on the same days she works out…he gives her compliments.
Soon, the two have exchanges names and head nods or smiles as they’re working out. One day, things progress and the guy teachers her a new workout that she’s never done before…she loves it, gets results and of course goes back to thank him! From this point forward, the girl is looking for her new friend at the gym. The exchange continues, the relationship is established and both people are ready to move forward.
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I hope this example helps you understand the difference between passive marketing and active prospecting. You want to make sure that you not only understand, but that you know how to apply the two techniques in real time. Make sure that you have a plan or a DMO, Daily Method of Operation. In order to make money in your business, you must engage in income producing activities daily that market you, your product, service or opportunity. In order to get your juices flowing, here are a few more examples of active prospecting and passive marketing.
Active Prospecting Examples
-calling leads who opt in to you page
-attending in-person networking events to retail or (with in person pitch ready)
-calling potential prospects
-meet people one on one with other entrepreneurs
-Hosting online parties or virtual business opportunity meetings
Passive Marketing Examples
– Video marketing
– Blog posts
– Twitter and Facebook posts
– Syndicating video and blog content
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