|Network Marketing is a great business that
offers many people the ideal alternative to
a traditional job or business. Do you know
a better way for the ordinary person to achieve
independence from the tyrannies of working
for someone else or from the day-to-day headaches
of running a business? It's terrific being
your own boss and in control of your own time
and financial rewards.
Sometimes the biggest problem in MLM is what
to put on your business card: President, CEO,
Marketing Director, Independent Agent or Queen
of the World. We tend to overlook the other
important roles of Envelope Licker, Gopher,
Secretary, Accountant, Student, or the most
important role in your company - Chief of
(Part I - Finding Leaders)
Recruiting is the lifeblood of your MLM
business; yet we tend not to treat it as
a vital professional function. Most people
base their efforts on some pretty haphazard
MLM industry approaches. How many times
have you heard, "It's a numbers game"?
The theory being that if you talk to enough
folks some will try your product, some percent
of those will become distributors and some
fraction of the distributors will evolve
Do you know what the standard industry conversion
rate is? Neither do I.
How about your personal conversion rate?
Out of 100 people you talk to, how many
buy product, become distributors and go
on to be leaders? Probably not enough. So
let's re focus our efforts. Your goal for
a successful network marketing business
is to find, sponsor, and retain leaders.
These are the You, Inc. Division Heads.
These are the people you need to apply successful
traditional business methods to recruit
You'll want only the best people on your
leadership team. To attract them you need
to know what they want and be prepared to
deliver it. The top people want to be associated
with other successful people in the best
For now, let's assume you've already applied
our training in branding and market positioning
and that Your Company is seen in the best
There are two things that have to happen
- you have to find candidates or they have
to find you.
Ok, let's look at just one way the top Executive
Recruiters go after talented individuals:
Always be on the lookout for above average
folks - people at the top of their profession,
clerks who give outstanding service, an
impressive speaker, columnist, anyone driving
with vanity license plates.
Introduce yourself and say you were impressed
with their speech, car, service, etc., hand
them two of your cards and state that you
would like to talk to them if they ever
consider a career change or business opportunity.
Then be quiet and smile.
Now it's their move.
They will either say thanks-but-no-thanks,
or they will ask for more information.
If they say no thanks, just ask them to
hold on to your card or pass it on to another
If they want more information, then set
Yes, resist the urge to launch into your
Technicolor brochures and laser-light presentation.
Professionals work by appointment; even
if you set the appointment for 15 minutes
later, on their break, or over lunch - set
We'll come back to the interview appointment
after we examine the other scenario -
Q: How do candidates find you?
A: In order to attract high caliber folks
you must be positioned and perceived as
a leader with the best opportunity with
the premier company in your field. You craft
a Marketing Message and Customer-centered
Benefit Statement that perfectly conveys
your advantage over the competition.
Now you will communicate this message at
every opportunity and through every appropriate
media. Here are a few online and offline
places to deliver your message:
1. Weekly and local business newspapers
2. Networking Business Clubs
3. Professional Associations
4. Church Directory
5. Personal Letters
6. Talk Show Guest
7. eMail Newsletter
8. Online Chat Rooms
9. Internet News groups
10. Online Free Classifieds
12. Trade Shows
Craft your ads so that they help disqualify
inappropriate applicants. Your goal is to
interview, qualify and sponsor high potential
(Part II - Sponsoring Leaders)
The interview process is designed to get
the candidate to ask to join your opportunity.
Even though you are looking for front line
leaders, a happy by-product of this process
is that you will also sponsor a lot of people
deeper in your organization.
Now let's run through the basic qualifying
interview. Use that exact term with your
candidates: "Let's set up an appointment
for a qualifying interview", or, "and
you'll get all your questions answered during
the qualifying interview".
First, we'll look at the basic structure
for the interview, then we'll go though
a typical scenario.
The nine elements of the qualifying interview:
6. Take Away
7. The Trial
Now we'll try the process with what many
feel is the most difficult candidate - a
high-level executive with no formal sales
background. We'll call the candidate, Kim,
and the interviewer, You.
Kim: Exactly what is that you do?
You: Terrific question! I don't know if
this is for you or not; but we'll get that
and all your questions answered by the end
of this qualifying interview.
What was on your mind when we set up this
[Your opening statements are designed to
give you control of the interview; you have
put the candidate at ease with a low-risk
out, set the stage for the take away, assured
the candidate that their concerns will be
addressed and asked the probing question
- this is where you listen closely and discover
what's important to the candidate]
Kim: I've been in purchasing at Major Corp.
for six years and feel like I'm not advancing
You: Glass ceiling?
Kim: I don't think so; business has been
flat the last few years and there's no growth
or new openings.
You: Well, you've done great at Major Corp.
It must be an interesting field to be in.
Kim: It was more exciting at first when
I got to travel.
Kim: Oh, yes! (and Kim's into a 30 minute
[Now that you know what's important to the
candidate, begin the Romance by tailoring
your presentation to hit the candidate's
You: ...and we just took our Top Executives,
people like yourself, on a seven day Caribbean
cruise for Leadership Training and R&R...
Kim: And you get paid to do this?!
You: Y'know, Kim, this isn't for everybody,
and I'm sure you have some questions or
Kim: I'm still not clear on exactly how
you make money or what I have to actually
You: Let me tell you about Pat, one of the
leaders in our organization and what Pat's
been doing to earn a five-figure monthly
[At this point you edify Pat, who is in
your upline, and Educate Kim about the easily
duplicable profit building activities. Let
the candidate in on one of the methods of
creating prospects on demand]
Kim: ...and the commission checks keep coming
in forever even if I stop working?
You: Does this sound like something you'd
be interested in?
[This is the Confirmation Step before going
on to Qualifying and the Take Away]
Kim: You said Pat started part time...
You: Kim, not everyone becomes a leader
in this business and most people discover
their talent for it by beginning part time.
And some of the best in the industry never
got around to going full-time! Let's say
you qualified to start part- time, could
you find about 10 hours a week to build
[You've positioned the take away and are
into the process of qualifying the candidate
by finding out if they have the time, money,
equipment, support, understanding, and desire
to work the business]
Kim: ...and my nephew said he'd come over
and get me set up on the Internet!
You: That's great! Kim, I'm looking for
someone to take a leader- ship role in building
a large, profitable organization. Based
on your past achievements and the interest
you've shown today, I think you could be
very successful in this industry... Kim,
this may not be right for you...
[I'm sure you've figured out that this is
the "take away" phrase - not only
does it put people at ease but gives both
parties a graceful out. It is also a great
way to answer every objection, "Well,
this doesn't sound like a good fit for you..."
In this case, we want to work with the candidate,
but are playing a little "hard to get"
- and if you don't think that raises desire
then you haven't dated in a while!]
Kim: It sounds perfect for me, where do
You: In order to give you the best shot
at succeeding as a part- timer, I suggest
beginning on our Fast Start Qualifying Track;
this is the best and quickest way to demonstrate
leadership while working just a few hours
a week... Does this sound like a good way
Kim: I want to be on the next Cruise!
[Out comes the paperwork, pens, credit card,
Fast Start gift, etc. Don't rush this part
- double check everything. Next comes the
Guarantee and Commitment]
You: Kim, I'm really glad we'll have a chance
to work together - and if anytime you decide
this is not the right choice for you, then
I'll refund your basic startup distributor
cost. And if you decide to really build
your business, I'll be there for you; for
every step you take, I'll take one with
Congratulations! You've just personally
sponsored a sharp leader who will catapult
your business into the stratosphere.
(Part III - Retaining Leaders)
Now you're ready to concentrate on retaining
the leaders in your organization. This is
so simple you'll wonder why attrition is
a problem. There are three key ingredients
necessary for keeping the best people in
business with you.
The first is something we all do and that
is to make sure every new distributor gets
a check in their first thirty days of activity.
Make sure they are working with your duplicable
systems and concentrating on the single
daily activity that will earn them the most.
Make certain they have all the back-office
tools, training and marketing material they
need to get started day one. That first
check is great to reinforce belief and build
their personal story of how great the business
The second key is to maintain regular weekly
contact. This can be done via phone, fax,
email, newsletters, post cards, even a private
internet message board or online chat. Your
distributors should get something of value
from you every week - a training schedule,
sponsoring tip, article reprint or newspaper
clipping. All of this is addition to the
1-on-2's, 3-ways, and conference recruiting
calls. Remember to send birthday, anniversary
and holiday greetings.
The third secret of the professionals is
to provide attention, recognition, and public
praise. Honor your Upline mentors and edify
your Successline distributors. Use your
newsletters, conference calls and company
events to congratulate and thank your leaders.
Let them know specifically what you appreciate
most about their contributions. Celebrate
every achievement. Reward your leaders and
let them know they are special.
That wraps up this session. We've covered
the basic steps of Finding, Sponsoring and
Retaining Laders that will help you build
a profitable and sustainable business in
Network Marketing. See the following resource
box for pointers to expert advice and useful
I'd love to hear your comments, suggestions
and success stories.
Best of Success -- Stephan Iscoe, Stephan@MLMProfit.net
http://MLMProfit.net - The #1 MLM Resource
This article copyright 1998, Stephan Iscoe,
MLMProfit Network. Permission granted to
reproduce, copy and distribute this article
only in its entirety and including this