Let's cover some vital information today. I'm going to be talking about one of the most common "traditions" of network marketing and MLM - the "List Of 100".
I'll explain in full what this actually is in just a few minutes, but in my opinion, this is on of the most ineffective techniques perpetuated in this industry. In addition to being ineffective, it is also my personal opinion that this technique is what gives MLM and networking a dorky flavor.
Now, just so you know, I'm not anti-MLM, I actually think it's one of the best ways for the "little guy", the average person, to start out from scratch and generate huge returns on their investments. It is the tools and techniques that are taught to the distributors that I believe are responsible for the 90% failure rate in the industry. But we can talk about that later, let's get going.
MLM LIE # 2: "TO GROW YOUR BUSINESS, MAKE A LIST OF 100 PEOPLE YOU KNOW (USUALLY FRIENDS AND FAMILY) AND TALK TO THEM ABOUT YOUR BUSINESS OPPORTUNITY."
Anyone heard this line before?
This is the technique that causes MLM'ers and network marketers to become completely ostracized by their friends and family, and eventually leads to a reputation on par that of the lowest caste in our society. This is the strategy that will ruin more personal relationships in a faster amount of time than you believed possible. It is referred to as "warm-market" marketing, and it is a marketing model that is common in nearly all MLM's, and strangely, nowhere else in the entire business world.
Now, when someone is pitched about joining an MLM, it sounds great. "Oh, don't worry, you don't have to talk to people you don't know, just talk to the people that you already have a relationship with, and go into business with them." We are told that this is a relationship business, and because of that, we want to go after people with whom we have relationships.
Here's a fact: every business of the face of earth requires a relationship with their client. All of them. The difference is that in MLM, the distributor is taught to leverage the relationship to inspire the purchase. In all the other types of businesses, the business establishes a relationship based on the needs of the client, and not the needs of the business.
Think about the grocery store. The grocery store does not tell their employees to make a list of people they know, and then tell them "alright, you have a list of people in front of you, go home and start talking to them about what a great grocery store we have, how great the food is, the low prices, etc.". They don't have to. They establish a relationship based on your needs. Your good food at good prices. And give that to you. And you BUY.
What I'm talking about is using your target market to grow your business. This is what every other successful business does, and it is what we should be doing as MLM distributors. Every other successful business looks at their TARGET MARKET as the primary focus of their marketing campaign, no the personal relationships of their employees.
So what is your target market? How do you find it? These are great questions, and it depends on your product or service. Start with what you are offering; what are the primary benefits and values of your product or service? What group of individuals are demonstrating the largest demand for your type of product? This is a part of effective prospecting. True prospecting only has two components:
1) Find And Develop The Right Message - You have to craft the right message, the message that offers a compelling, benefits-based reason for your prospect to take advantage of your product or service (not your opportunity). You see, everyone is an opportunist, so the opportunity should never be your lead in your marketing campaign. To grow a huge MLM downline, always lead with the product or service.
2) Find The Right Audience - This is your target market. This is the group of individuals that will most positively respond to your message, and will take action to consume the product or service that you are offering.
So here is what happens when a distributor puts all the pieces together: The distributor is leading with the product or service, offering a compelling message to a group of individuals that have already demonstrated a need / want / or desire for your type of product solution (the target market). By doing so, the distributor attracts product consumers to a solution that is being offered, bringing value to the marketplace. It will also separate you from every other network marketing distributor out there.
Because everyone is an opportunist, the consumer is also shown how to get the product for free, or even make a profit by doing what the distributor is doing. This way, your downline is attracting a sales force that is truly passionate about the product and solutions the product offers. In fact, the only reason they are marketing the product is because they started consuming the product is to solve a problem. Once they experience the results, of course they want to find out how to get it for free. Once that happens...watch out.
Take it from the grocery store: the target market is where success is at. In future posts, I'll be talking about the process of finding your target market dirt cheap, so stay tuned.
