There are typically two primary reasons why people fail in a network & affiliate marketing business… These are of course, after you kick out the tire-kickers, looky-loos, lazy bums, dreamers, excuse makers, whiners, and complainers. In other words, the quitters. Network marketing is a business of business ownership, pursued by people who have never been business owners! It’s a business of marketing and training pursued by people who have never marketed or trained!
So, back to our two reasons for the hard-working, dedicated brothers and sisters of the wonderful industry… 1: They start on a limited budget from the ‘cookie jar’, and they run out of money before they have a chance to build an organization.
2: They make their list of 100 warm market contacts, run through those, and then they are out of people to talk to. (And out of money to advertise).
Those are the ‘biggies’. But it doesn’t have to be that way, IF, they simply used a complete business model.
Let me explain…
Take a look at McDonald’s. They are a Billion Dollar franchise. The most successful and duplicated business model in the world. And one that happens to be run by teenagers and college drop-outs!
The answer can be found in the system that makes up the foundation of the franchise. Do you ever feel like you bought a business in a box, but that a few parts might be missing?
You know… The pieces that actually turn your actions into « production ». Well, if you feel like that, it’s because you’re right. Ray Kroc, the franchise master of McDonald’s was a genius in more ways than one. MLM & affiliate marketing has been compared to a McDonald’s franchise in many ways, on many occasions. If you haven’t come across these comparisons before, I’m sure you can quickly think of a few on your own. Here is what you may not have realized about Ray, McDonald’s, and your business…
Ray’s primary mission was to sell McDonald’s franchises to franchise buyers
…which then sell the burgers to the customers. More franchises = more burgers sold. Pretty simple.
Our job as networkers is no different. We sell our franchise opportunity to others, and collectively market the product to the end consumer. Here’s the interesting part to this…
McDonald’s food sucks. It’s about as far from good, fresh, quality food that you can get. Yet it’s the largest and most successful franchise and fast food restaurant in the history of human kind. How in the world is that possible!?
How can you become #1, by selling an inferior product?!
It goes against everything we think we know about business. Well, this is exactly where the genius of Ray Kroc becomes apparent. Ray knew the product wasn’t going to be the initial key to success for his franchise buyers, just as your product is not the initial key to your success in your mlm or affiliate business. Having a good product is important after the fact…
Once you actually have customers. Then it’s critical to give them the best product possible. The key to McDonald’s success with both franchise owners and customers, was their duplicatable system.
Ray knew his food couldn’t compare to the quality of other franchises. He also knew that potential franchise buyers didn’t give a hoot about McDonald’s or their burgers. What they did want, was to make money.
So Ray sold them EXACTLY what they wanted, which wasn’t a restaurant, but a machine that acquired customers, and turned them into cash.
He didn’t sell them the food, he sold them a system. In fact the system was so fine-tuned, that you could take a team of unskilled, inexperienced high school kids, and have them run the show.
All they did was train each other on how to flip the switches that ran the machine, which did the majority of the work behind the scenes.
The competition didn’t stand a chance. Ray’s system was like a greased chute. You turn it on, and it churns out a predictable end result every time. Franchise owners started buying and setting these machines up by the thousands, turned them on, and got the end result. That is why they bought McDonald’s and it’s inferior food over the competition. As these machines popped up around the country, the end product to the consumer became more than just food. It became the predictable expectation and atmosphere provided by Ray’s magical machines. And THAT is what McDonald’s provides better than anyone else in the world. That is their TRUE product to the end consumer, and it’s the best in the world at what it provides. You go to McDonald’s because you know exactly what to expect. It’s a comfort for people.
So, as a network marketer, selling a business franchise, what are you selling to your potential buyers?
Unfortunately, you are probably trying to sell them on your company and your product. (A « mine-is-better-than-yours-burger-with all the trimmings »).
Am I right?
You have a ton of websites and material about your company’s history, their record breaking growth, their debt-free finances, the ORAC value of your product, the Physician’s Desk Reference number, the user testimonials… Blah blah blah. Be smart. Do what Ray did. People get rich in this world by solving other people’s problems, and when you sell someone your opportunity, you are not solving a problem, you are giving them a BIGGER ONE!!! « Congrats, you own the hottest MLM business in the industry! (Slap on the butt), Now go get’em tiger! » Product and comp plans don’t make you successful.
Systems do. And when I say systems, I mean a COMPLETE system which includes the pieces that bring in your customers (ads), sell them your product (marketing), and then deliver the goods, trains the new business owners, and develops the relationships within the team. These machines (ads and marketing) should be doing the work for you. All you need to do is push the’Go Button’ and become buddies (customer service, cashiers) with the folks who come through the system. Not because you are unskilled or lazy, but because a system is duplicatable and you are not.
Your job is not to sell, but to BUILD RELATIONSHIPS, because THAT is the glue that binds this industry.
Take this advice to heart:
A system that is not backed up and glued together by a heart, by people, by relationships, is a ticking time-bomb. Show them and sell them a system for attaining the results they want, be a mentor, friend, and a coach, and they couldn’t care less about ORAC values, price points, and competition. I bring people every week into my business, and they have NEVER even seen a company/opportunity
overview! That happens because I don’t sell them on the business. I sell them on me, our team, our system first (because these are the ONLY things that will bring results), and THEN, I sell them on the company… (Or should I say that I allow them to sell themselves on the company). Solve their problem with your system and with your leadership. Do these two things, and you will reap success beyond your wildest dreams.
Lets go to the top together