In my Article, Momentum: The Secret to Dominating the Network Marketing Industry, I introduced the concept of Momentum. If you caught that article you understand that for any company to attain super-stature in the network marketing industry it must attain a rapid growth spurt known as momentum. When that happens, the efforts of every associate in the company are magnified and their results multiply exponentially. If a company does not achieve momentum, then their chances of making a significant splash in the industry are minimal.
So how does a new company achieve momentum? We have already ruled out a dynamite product, an amazing compensation plan, and dynamic leadership. So what else could there be that would spark unprecedented growth and catapult a company to the top?
That is enough suspense for one article. Here is the answer. The only thing that will spark the kind of growth to create and maintain momentum is this: The company must create a perception to the masses of an opportunity that can’t be passed up. The perceived fear of loss is the greatest motivator in the marketplace. When the perception spreads through and dominates the masses the growth spurt begins. Only a few dozen companies out of multiplied thousands in the industry in the last five decades have ever achieved this type of momentum.
The questions to ask now are what does it take to create such a perception among the masses and why have so few companies been able to create it? Let’s look at three things that contribute to a company’s capacity to create such a perception. There first must be a concentration of true leadership in the company. Secondly the company must gain a huge segment of the industry that believes that Network Marketing is a scam. Finally they must have the wherewithal to promote their message to the masses in a concentrated time frame.
A huge hindrance to creating these factors in a company is that the Network Marketing Industry is so fragmented. It lacks a concentration of leadership. Companies do spring up all across the country every day, but there is no central hub of leadership. The survival of the fittest determines the level of influence that they have with the masses. No network marketing company in the industry has been able to gain more than 2 or 3 percent of the market share. The industry lacks the leadership to give it the leverage to dominate and influence the masses.
Consider now the huge sector that doubts the validity of network marketing as a viable form of moving products in the marketplace. If a company could gain the influence with even a portion of that sector it would realize a dynamic expansion in their recruiting base. No one company has distinguished itself with leadership or performance to turn the opinion of the network marketing critics.
The final consideration is that no company has had the influence or resources to present a huge advertising blitz to the masses. Companies spring up in isolated segments of the nation but they rarely go nationwide or international without a high powered force in the public relations department.
Without a powerful influence at the helm of the business that can establish position and breakthrough perception in a massive and powerful fashion, the growth of the company is stunted. Many network marketing companies spring up every day yet there is no perception of loss. If you don’t get in today, something new will come around tomorrow. There is little evidence to those who aren’t buying the network marketing concept that it is a viable way of creating a significant income. The word is just not getting out to the masses of the power and potential of the network marketing industry.
Here is one last just one word of advice. If the perfect storm of events ever does present itself in the network marketing industry and all three of these factors come together, then you should do everything that you can to get your team in place and position yourself in front of the wave in the direction that that company is moving. I say that because when that opportunity is created lives will be changed and fortunes will be made. Keep your eyes open for that perfect storm of events. I will look for you there! Here’s to your success!