OK…So, How's That MLM Working Out?
Your MLM — How’s It Working Out?
I’ve always been a believer is scripted sales and prospecting. It just always seemed logical to me that the professional sales person, by virtue of repetition, should be better at selling than the average customer should be at resisting the sell.
This is an important topic in prospecting for recruits in the the MLM business because, as anybody will know who is trying to build an MLM organization, if there’s one thing most people resent more than being ‘sold to’… it’s being recruited into an activity that statistically the vast majority of people have a bad attitude about.
That being the case, it seems to me that the people ‘we’ (i.e. those of us trying to build an MLM organization) will encounter two kinds of people:
Those who have been in MLM but are currently not.
Those who have been and still are in MLM.
Those who don’t even know what MLM is.
Type 3’s are pretty rare nowadays.
Nowadays, I think we’re more likely to encounter Type 1’s simply because MLM has been around for over 50 years and has burned through a lot of people… and those people have spread ‘fear of MLM’ among most of their friends.
Those are the people for which the opener, “Hey Clyde…ever done any MLM? (WFA) So.. you’ve probably discovered that MLM sucks, right? (WFA).
At that point, the approach originated by Markethive CEO Tom Prendergast, i.e. the three magic questions, is appropriate.
(NB: WFA= wait for answer)
But how do you approach the Type 3’s, the people still laboring under the delusion that their MLM is somehow different or better even though their products barely retail (if at all) and the average person in their 'deal' seldom makes any money?
This is an important question because, as Ryan Gunnison, founder of MLMRecruitsOnDemand says, it just makes more sense to build an MLM business with people who know something about it than people who don’t.
And think there is a growing number of recruit candidates out there, Type 2’s, because (a) MLM’s have gotten better at marketing their ‘Busted Hopes and Broken Dreams’, and (b) more people are being forced to try MLM because there simply aren’t any better options (or at least it seems that way to them).
So, if it’s foolish to hit those people in the face with the statement, “Can we agree that MLM sucks”, because their defences are immediately going to go up, what can we say to get and keep their attention long enough to point out that if they are in just about any company except Valentus, they are (1) making a bad business decision and (2) not treating people like they themselves would like to be treated?
I think it’s something along the lines of:
You’re doing an MLM business now, right?
Are you still in that MLM company you were telling me about?
What’s that MLM company you were telling me about the other day?
In other words… asking a seemingly innocent question. In most cases, if they still are in that particular MLM they’re going to be eager to have somebody ask about it rather than hold up a Cross.
And here’s where we get the real vaccine that we’re trying inject into their infected mind. I already mentioned it above but I’ll do so again, in slightly different terms, and then back it up.
MLM does suck. Tom is right.
Tom is right because MLM products rarely if ever compete ‘in the real market’. 99.5% of the time MLM products are something that nobody really needs, very few really want, very few can easily afford, and pretty much nobody wants to sell.
This type of consumer advantage very rarely, if ever, applies to MLM products. In almost every instance, people get into MLM companies and knowingly buy overpriced products which they often don’t even want or need on the carefully encouraged expectation that they’ll be able to get rich by recruiting an army of other similarly short-sighted consumers into doing the same thing.
The full FTC report on Herbalife noted that Herbalife had (and probably still has) a turnover rate of approximately 50%!! What’s doubly sad is that these statistics (for public companies) readily available in SEC-required financial reports. But..nobody knows it.
What moral, ethical person would knowingly do such a thing? And my point is, doesn’t the Golden Rule say, “Do unto others as you would have them do unto you”?
Sure it does. So…since when is it Kosher to screw our friends by getting them into something which directly harms them. The summary of the recent $200 Million settlement between the US Federal Trade Commission and once-mighty Herbalife pretty much said that hardly anybody made any money with Herbalife.
But Herbalife was just an obvious target for the FTC. The FTC could have grabbed a random name out of a hat of the top 20 MLM’s and probably prosecuted the same case successfully.
So we can rest assured that those Type 2’s we talk to are most likely not making any money. And even if they are, it’s very difficult. Our challenge is to trigger their pain-points and get them to think about it without taking it as a personal attack.
I think we can do by simply saying, “How’s that working out for you?”
If they spout any of the motivational, public relations B.S that they’ve been conditioned and/trained to say, we need to dig a little deeper. And I think one of the best ways to do that (especially for us in Markethive), is to ask:
“What’s your biggest problem in your business right now?”
That sounds pretty innocent, doesn’t it?
How could anybody object to that question?
It seems to me that almost any reasonable or hypothetical answer to that question can be turn to a discussion pointing to Markethive and/or Valentus.
First of all, those of us in Markethive know that even though our system is still being polished in a few areas, it still works pretty well and beats the hell out of any other online marketing tool that any MLM company has.
Secondly, we can prove that our weight loss coffee product meets any and every criteria for being a good business decision.
Let’s look at that issue a bit:
Valentus’s great tasting coffee, even for a consumer with no interest in the business side of Valentus and who only buys 3 boxes a month (not the lower cost per box Ruby pac of 16 boxes that ‘we’ talk about most of the time), is still less than the $2.70 per cup that this article last year in US News and World Report cited as the US average.
The numbers aren’t rocket-science. You buy eggs by the dozen, nails by the pound, milk and gas by the gallon, and coffee buy the cup. Even buying just the 3 box pac of Valentus coffee, the consumer pays approximately 20% less.
20% day in and day out, for something that many people consider a habit…it’s nothing to sneeze at. Can Herbalife or Amway or Shaklee or NuSkin or any of those other companies do that for their customers?
And that doesn’t even factor in the fact that Valentus coffee isn’t just coffee…it’s healthy coffee that is proven to help people lose weight and/or inches.
Plus, which opportunity is easier to ‘sell’.
Opportunity A — “Yes, it costs more and you don’t really need it but you’ll make your money back and even more… by romancing and hyping all your friends and joining ‘us’ in the NFL Club (No Friends Left) on our great trips where we celebrate our psuedo-success with all our other self-centered friends. Or….
Opportunity B — Take that money you spend now of regular coffee, drink ours (which is better, healthier, and cheaper), plus… get ‘in the business for a measly $20, pass out a few samples on a regular bases, and/or ask people, ‘Who do you know who likes great coffee and would like to lose a few pounds and/or inches?’
It’s not a hard conclusion to reach for the average mind. I’m thinking that many people, regardless of where they are with their present MLM company, will realize that they don’t have a Unique Selling Proposition (USP) anywhere near that powerful.
I’m thinking that the average MLMer knows that their products are hard, if not impossible, to retail. But most of them are getting a lot of pressure from their upline and their company to retail more and it’s making them very uncomfortable because it’s simply not practical for 99.9% of the MLM companies in the industry.
We need to carefully consider our approach to people and nuance it to whether they are Type 1’s, 2’s, or 3’s.
We need to understand human nature and not antagonize or scare away our prospects with the ‘ice bucket challenge’ of assaulting the integrity of their present MLM company (if they have one).
We need to emphasize that Valentus coffee is priced right to dominate a huge market (i.e. single-serving retail coffee) and, because it sells on eBay, it's a Total No Risk proposition.
Getting involved with the business opportunity side of Valentus makes sense from a business and an ethical perspective.
“I’m Art Williams and I approved this message 🙂
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The Lion of Marketing