Do Network Marketers Understand Marketing?

I, being a professional in marketing, did not take long to recruit a colleague who thought I must be an expert in the area of network marketing. When asked why, he said “because you know the principles inside out”. That was the problem I said to myself while we got started anyway.

This problem is best stated by Mike Dillard in the statement, ‘network marketing is promotion and marketing done by people who have no clue about promotion or marketing’. This article is thus a guide for work-at-home moms, people starting a networking business and the like to learn what is also taught at management schools.

Marketing creates pull… Sales creates push. Once this is understood, it will be clear that network marketing is not network sales. One doesn’t have to be pushy even though many people online unnecessarily are!

By pull I mean attracting the prospect or lead in to you. However this is done is immaterial. Just don’t push. Even if the connect between you and the prospect is missing don’t push… rather back off and wait till they understand their need for what you are offering.

Now there’s an emotional difficulty in thinking this way. And many people articulate that in their minds as, “if he does not sign up what will happen to me let me get desperate just this one time”.

And that’s why the word network is equally important. Networking is truly an appreciation of abundance. A network can be where no one person can be. And therefore the key thing is making a huge list that allows us to have the posture to not get desperate and know there are more.

Interestingly, it is hard work only because we do it for ourselves, with no end-of-the-month compensation. As any telemarketing professional would tell you, day in and day out all they do is make massive lists in exchange for some petty money, which they are assured of in salary. So it’s not that lists of completely unknown people can’t be built. It’s about having that mindset about building them, and it is difficult when you don’t know why. So the best way to develop that mindset is to cement a dream. To know ‘Why’ you will do what you have to do.

The untrained mind will object here. It will ask how can contacting xx number of people a day get my kid to private school? It will propose that one might as well spend that time contacting some principals, or ministers, or loan agents. But that’s not how marketing works!

In corporate jargon we call this simple dream a ‘Vision Statement’, which every mind in the company aligns with. We call the marketers in and train them to have ‘an emotional connection with the brand’ so they sound warm and friendly. And then we segment our markets, target wide audiences and position our products in their minds. Repetitively, through advertising. Spending millions in the process. And the money comes back!

Therefore while the Harvard guys spend millions to create millions, smart networkers invest just a few hundred and make millions. The investment is in operating systems like the one mentioned here (on this page) which makes the creation of other millionaires duplicatible. My vision is to help 100 individuals become millionaires in this lifetime. Do you know yours?

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