Lead with the Business? What About My Amazing Product?
Written by Kimberly Eslinger on Jan 9, 2009 12:52 am
Read More: Mindset | Personal Development | Showing the Plan | Sponsoring and RecruitingNormal
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In this business of network marketing you have three basic types of people.
You have those who really just want to purchase and consume the product and could care less if they refer others. We’ll refer to this person as the Consumer.
Then you have those who love the product and dabble on the business side of things because of the potential to earn a little pocket change here and there from referring their friends and family. We’ll call this person the Pocket Changer.
Finally, there is the third type of person. This person is very savvy and understands fully the value of network marketing. This person may really believe in the product but is very business-minded and believes just as highly in the opportunity. This person works their network, warm & cold markets alike, to build their business. They know how the compensation plan works and are focused on getting the most out of it. This person is the Business Builder.
Now, the business of network marketing is simply a way for a company to give their product a voice. Network marketers share their love of and belief in the product and/or the opportunity and then are “rewarded” for referring others (or moving volume).
Many network marketers interested in becoming Business Builders, though, find themselves as more of a Pocket Changer. Why is this?
Most likely, they have gotten caught in the trap of ONLY leading with the product when introducing or referring it to others. They truly believe that their business will grow if they are able to just share with as many people as possible about how wonderful their product is. What is wrong with this approach if the product is so amazing?
Think of it this way, network marketers are being rewarded for moving volume. If they only speak with people leading with the product and just glossing over the business opportunity then they most likely will get a Consumer out of the deal, if they are lucky.
To move as much volume as possible the true Business Builder knows he needs to leverage his resources. He knows that if he leads with the business, he will have more of a chance of attracting others like himself. He knows that he is not alone in his desire for success and that the key to building his business is effectively sharing the vision of the opportunity.
So which networker are you? The Consumer, Pocket Changer, or Business Builder?
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About the Author: Kimberly Eslinger
Member Since: 12/17/2008
I'm a Distributor For:: The Trump Network
Industry: No Industry Selected
Primary Web Site: http://www.kimberlyeslinger.com
Great Article, You really do need to understand...
the different types of personalities you will encounter as you build your business, and how to better relate to them. I am learning to study people because network marketing is a relationship business. In the past, when I told someone about my opportunity, it was like asking them to marry me without even knowing me, and no courtship to boot!.
Its no wonder I had so much rejection in the beginning.
Kevin P. Brake
Good topic
A formula I follow each day (because I need a reminder some days) is Intention + Mechanism = Results
So if my intention is to share the products + whatever means I chose to do that = Customer
If my intention is to build relationships with people + whatever means I chose to do that = Friends
If my intention is to build my business + whatever means I chose to do that = Business Builder
I chose to network marketing as a career choice so my formula must be the latter. Intention to build my business means I have to talk to people about my business and then I get the results I want.
Pretty simple really. Thanks for the topic.
Joyce Penner
http://joycepenner.wordpress.com
Product vs. Opportunity vs. Generic Education
Hi Kimberly,
Your blog post title really hooked me. And then your writing - I read every word. I recognize each person in the 3 markets you named. I spent so much time "courting" the wrong market because I love my products.
But you are so right! - the target market in our business has to be business builders.
To reach people like us though is so different than it used to be for me, even just two years ago. Lately, it hasn't been very successful for me to lead with the business. So I had to quit leading with either one. I never mention product or opportunity anymore unless I'm asked.
Now I lead with generic education about our business in general, mostly with article marketing and blogging but I have a few ads out there too.
I know many leaders who still do very well leading with the business so I totally agree with your article. It's just that I'm not one of them. I'm glad I found you. I need to hang out with good writers :) Nice to meet you!
Terri
Hilarious but so true!
Hi Kevin,
Thanks for your comment... you had me laughing for sure. "Marriage without the courtship" is a great way to put it. Courtship is soooooo important in this business! That's why I love autoresponders :)
Hey, bless you and have a great day!
K
Dear Terri, Thank you so
Dear Terri,
Thank you so much for your kind words regarding my writing.
You, too, are so right. People are much more likely to stop and listen to what you have to say when you are able to demonstrate that you have knowledge in the "how to" of this business.
It just makes sense. They want to know "how" so that they can be open to the "what."
Bless you for taking the time to add a comment.
Looking forward to getting to know you better,
Kimberly
Right on Target, Kimberly!
Kimberly,
I have to commend you on this exemplary article. Having gone through the network marketing school of hard knocks, I have finally acquired the knowledge and the skills to build my network marketing business. I agree with your philosophy and mindset and I also concur with Joyce Penner's comment ...
INTENTION + MECHANISM = RESULTS
There's absolutely nothing wrong with building relationships ... that's what life is all about! However, in network marketing, the focus on establishing viable and lasting relationships should begin once you've sponsored someone into your business. These are the folks who need to know, like, and trust you. Build solid relationships with them and you'll have good retention.
Great post!
~Melanie
http://melaniekissell.blogspot.com