This past week, I met four people who were in one multi-level marketing company. They all showed up at a meeting I was attending. Being a coach, I am always listening to people and then thinking, as a coach, how to help them.
The whole idea of MLM turns so many people off while others get so turned on. I know many who are starving or cannot pay their bills and their MLM is costing more than it’s making.
As a coach I can read people and, I as mentioned in last month’s mastermind, I can predict the future of most of the entrepreneurs I meet, usually within minutes. I thought how much those who are in the MLM industry are failing. Now, I’m not talking about their companies; I am talking about those people who are in them. And they are failing at more than an MLM business.
So I want to take a week and talk about why MLM people fail. They are just like many other “wannabe” entrepreneurs out there. They all have a way of doing these same things and, as I mention in my Rock ’n’ Roll Keys to Business Success, there are some things that relate to all business.
I read through many online blog posts that talk about these same issues of MLM people failing. But I’m going to take it a step further and talk not just about the failures, but how to fix them. So before you get upset about the things I’ve said about MLM type businesses, read and see how others view you outside your world. Learn from it and take some steps to correct the problems.
Today I am going to cover one of the many issues that lead these “wannabe” entrepreneurs into failure. They hit you with what I call the shotgun sales pitch. They vomit sales pitch after sales pitch, like pellets from a shotgun, trying to find people to buy anything.
One gentleman from this week’s meeting has sent me an unbelievable amount of information about events going on as well as samples and information about his product. All of this was done without me asking for anything. While I’m sure the product has great value, I had no interest in it and feel certain I showed no interest. And yet he still sent it – like the Amway salesperson my parents told me about before I was ever in an MLM myself.
This concept we will call the shotgun approach or vomit sales pitch is one of the things that turn people off to a product or service. We live in a world of “do not call” lists and “no soliciting” signs on our doors.
This is one of the reasons these people are so unsuccessful at selling, like the used car salesman that just will not let you go. Sure, they need to sell their product to make the business successful, but each time they open their mouths, you hear nothing but another sales pitch.
The idea of MLM is this: you are not selling your product; you are selling yourself. If you are not willing to take the time to build a relationship with these people you will never sell them anything.
Many times I have heard of a person who is called out of the blue by a family member who wants to get him into a new MLM. He declines because he really isn’t interested and hasn’t even heard from that family member in years. Then a couple of months later, a neighbor he has a longstanding relationship with tells him about a great opportunity with a new MLM and he joins up. It’s the same MLM but the difference was the opportunity was presented to him this time by someone who has taken the time to build a real relationship with him.
The solution is what my friend Eric does. Eric has attended my seminars, my mastermind and many other functions that I attend. Never once has he attempted to sell me on his product. He tells me he comes to events to learn and to build relationships. Eric will be one of Dallas’ biggest income earners, as well as mentoring in the MLM community in years to come. He is about the people and most of the people he meets are not for his business.
The solution is to build relationships and a marketing process. Stop being the multi-level SALES business. Get back to the MARKETING side of it. As James Malinchak tells people, “Think like a marketer.”
Stop going from one networking event to another, getting cards, and then vomiting all over the people you meet. Start a relationship with them. People will even buy things they don’t need from people they trust and care about. People will never buy things they do need more than once and definitely will not partner with someone they do not like.
I work to help entrepreneurs correct the problems that keep them from the success they want. If you would like to get a tune-up on your marketing process, maybe you need to try one of our “Predicting the Future” sessions. Fill out the contact form with a request for a session today. Find out where your future will be and get the tools to change it. Come back each day this week and find out what else might be keeping your MLM business from success.
I’m Tim Gillette, creator of the Rock ’n’ Roll Keys to Business Success. It’s time to take action and start living your dream. Are you ready to change and make 2013 rock?