There is a reason why many people cringe when they hear the term “network marketing” or “MLM.” Network marketing has been sold to people as THE “get rich quick scheme” and the easy road to wealth. The fact that it has been estimated that less than 5% of all network marketers succeed should be enough to convince you that such is not the case.
Am I trying to discourage you from getting involved in network marketing? Not at all!
What I am trying to show you, however, is that there is clearly a flaw or two in the traditional methods taught to market and build a successful network marketing business. It is these same “flawed” marketing methods taught to people over and over again which accounts for the unbelievably high failure rate among network marketing business owners.
I want to go through one of these marketing mistakes in this article, specifically I want to tell you why leading with the business opportunity is a mistake.
When you sign up into a network marketing business, one of the first things many people get trained to do is how to approach people and present them with the business opportunity the company can provide. You are told to bring along samples and brochures — and even flip charts and multi-media presentations — all to show people how much money they can make by getting involved with that network marketing company.
People will tell you not to try to hide the business opportunity behind the product, but instead to always LEAD WITH THE OPPORTUNITY. Go right for their desire for easy success and easy money…
If the overall failure rate of network marketing businesses doesn’t alone tell you this strategy must not work too well, let me give you two of the biggest reasons why leading with the business opportunity is something you should NEVER do.
The first big problem about leading with the opportunity in a network marketing company is that you will attract people who are just looking for an opportunity. While that might seem like the kind of person for whom you should look, it actually isn’t.
Let’s assume that your network marketing company is one of the best of the best out there. It has a phenomenal product and a top-notch comp plan. Why not trumpet these attributes and, in fact, LEAD with them when you are trying to promote your business?
The reason is that your company, no matter how great it or its comp plan is, will not always be the greatest opportunity and/or comp plan out there. When you solicit and bring people into your business who are focused primarily on the business opportunity, then if (and likely WHEN) a better business opportunity comes along, they will leave your business and pursue that other opportunity.
When you build your network marketing business completely around the promotion of the business opportunity, you will by definition be building your business upon the foundation of people who have no loyalty to either the product or your company. This is not a recipe for building a strong and profitable organization.
The other reason that leading with the opportunity is a mistake, is that you are MISSING out on some of the best, most long-term and most profitable people you can get (and that you need) to build a massive network marketing organization.
When you lead with the benefits of your product, and even with the product itself, in the context of you being the expert about the issue for which people buy the product, then you will attract people who (1) are interested in the solution or the help that the product provides and/or (2) in using or consuming the product themselves. These people can become the most lucrative distributors in your downline, and be the backbone of an extremely profitable network marketing business.
Remember that just because you don’t LEAD with the opportunity, does not mean you won’t get people involved in the opportunity. It is all a question of WHICH people…
Think about why that would be the case. All of these people have an attachment not to an opportunity, but to the exact product you are selling. That means they truly believe in the product, will keep using the product and will be loyal. All of these are ingredients for a very strong and profitable downline (and network marketing business).