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[Destry Maycock Contribution Level: 1]

Just wanted to share this article I wrote regarding some advantages I have found to leading with product.

Network Marketers have long struggled with the question, should I lead with my product when approaching people or should I lead with my business opportunity? Although there may be occasions when you find that special someone who is looking for just the right opportunity at that moment in time, most often people are defensive and put their "I'm not interested" walls up when approached with a business opportunity. Therefore, so long as you have a quality product, it is often times much easier to attract customers to try out, test or purchase your products rather than attempting to "recruit" them as a business partner.

Leading with your products allows people to become acquainted with the look and feel of your company without having to feel the pressures of your desire to have them as a business partner. Give them samples, let them peruse your product brochures or catalogs and inform them as to what you will do for them when they are your customers.

Recently, I participated in a test for my company where I was asked to focus only on preferred customers for ten days. I was able to sign up 16 out of 16 prospects when I focused on that aspect of the business. All I did was simply ask for their business as oppose to them going some place else. Having someone as a customer also promotes the word of mouth you need for your business and gives you vital exposure, so long as you treat your customers well. If you have a quality product it won't be long before they ask the question, "Are you making money with this business?" which often is followed by "Can I?" It is much easier at that point to say, "Sure, let me show you how it's done".

It takes less time to acquire a customer than it does to recruit a business partner. Plus you are producing an immediate stream of income from product sales versus helping someone get their business up and running which can take a substantial investment of time. Selling product only requires that you are educated about the benefits of your products and are able to share them with others. Selling your opportunity requires the same in addition to understanding and being able to communicate how the compensation plan works, training, and overcoming the barrier of some company's start up cost.

Purchasing your product is a baby step in a series of steps to becoming a business partner. A person may not be willing to invest the amount of money that is required to start their own business but most often they can manage to carve enough money out of their budget to try your product or service. Later, as they continue to purchase additional products or services, the person soon realizes that it makes more sense for them to be a representative of your company. They learn that in most cases, they will qualify for better prices, company incentives and have the potential to create an additional stream of income.

Leading with your product may not be the quickest way to build a business. However, in the long run, it may lower people's resistance enough that those who would have rejected the opportunity initially, become more open to it once they become familiar with your company's products or services. Down the road they essentially sell themselves on the business opportunity.

[Michael Wolsey Contribution Level: 1]

I agree completely with your well thought out post on leading with your product. I thought of another advantage that you didn't really mention.

If what I have learned from the beginning is accurate, we are seldom going to "sell" more than 1 - 5% of our prospects on the business opportunity. I'm sure that some of your hot and warm market prospects are not even the slight bit interested in joining any network marketing business. But, these friends and family are very interested in supporting you any way they can. They'll gladly buy from your bookstore and you can make additional profits while they are supporting you and getting a great deal.

I also was part of the test group that signed up Preferred Customers before convention. The thing that I thought was amazing was that I could approach anyone and have a great deal for them. If they weren't interested in Bookwise as a business they could still buy from my bookstore and get a free audio book along with their purchase.

I don't think that you always have to lead with the product. I think you get a feel for what the situation dictates. Discuss the opportunity and if they aren't interested invite them to buy from your bookstore.

I enjoyed your thoughts.

Michael

[Bob Gatchel Contribution Level: 2]

Destry ...

I remember talking to you about your great results finding Preferred Customers and you really have tapped into a great concept for building a BookWise business.

SELL PRODUCT to RECRUIT

or

RECRUIT to SELL PRODUCT

I am NOT going to get into the whole philosophical discussion about which is better, since, well ... both of them are just as valid. You can build a strong business by leading with the PRODUCT to find customers that can LEAD to recruit and build - and you can RECRUIT to help sell product. It just depends on how you want to work.

BUT ...

I will say one thing for BookWise ... that is has one of the best "LEAD WITH THE PRODUCT" products I have ever seen. I was SHOCKED to see at convention, how many people used the "preferred customer" program to bring in TONS of new customers who will buy from the distributor's BookWise bookstore ... where the distributor will make PROFITS from it! THIS IS HUGE!

I have never seen a company with such a GREAT "Preferred Customer" tool and to NOT use that aspect to help build and enhance your business is just crazy!

I will admit, I have not been as good at getting PC's but you can rest assured that I am going to add a HEAVY mix of that to my BookWise business!