Facts & Myths of Multilevel Marketing
THE LAND OF 10,000 UNRECRUITED HEAVY HITTERS
copyright 1995 by Len Clements
http://www.MarketWaveInc.com

THIS IS ANOTHER ONE OF THE BEST ARTICLES ON MLM
EVER WRITTEN. EVERY NETWORK MARKETER REALLY
NEEDS TO UNDERSTAND HOW LARGE ORGANIZATIONS
ARE CREATED.

Now more than ever, we are mostly just recruiting
each other. Eventually we have to stop and learn
how to create leads and bring those that have never
been in the industry in.

Several months ago I received a call from one of my downline
distributors inquiring about a good MLM list. Bob then asked
specifically if a list of heavy hitters existed and how I might
approach them. My response was something to the effect of,
“Bob, why would you want a list of people who are the least
likely to want to join your opportunity?” After all, heavy hitters
are people who are making huge monthly incomes (that’s why
hey call them heavy hitters, right?).

I’d assume they like making huge monthly incomes
and probably would not be too interested in walking away
from it and starting over from scratch.

“But Len, think about it,” Bob persisted, “Just imagine
if I could have recruited . . .” Bob then reeled off
the names of three major heavy hitters, all well
known throughout the industry (for privacy sake, we’ll
just call them Mark, Jim and Ken).

Bob began to fantasize about the great wealth to
be had by recruiting the likes of even one of the
three mega-earners he listed.

Well, I happen to know Mark, Jim and Ken personally,
to varying degrees, and I know their stories. Ironically,
all three men claim to have once had a strong skepticism
towards network marketing and at one time felt it was
something they would never consider being involved in.

Yet today, they are three of the richest, most
successful network marketers in the country -
as are their uplines!

“Exactly!” Bob exclaimed. “So how do we sign
up people like that?” Mark, Jim and Ken were not,
at one time, network marketers. Obviously. The
lucky folks who personally sponsored these three
did not do so by scrolling though an existing heavy
hitter lists. They worked hard on opening the minds
of people who they thought had a lot of potential,
got them to consider network marketing, and today
they are set for life.

You see, there are about five million people
involved in MLM in this country today. There
are about 285 million who are not.

This means there are literally thousands, perhaps
tens of thousands, of Marks, Jims and Kens roaming
around this country who, right now, are very skeptical
of network marketing and who are thinking they’ll never
be involved in it - who’ll someday make somebody a million
dollar income!

Thousands of them!

Personally, I think the very best network marketers
are not involved in network marketing yet. Mark Jim
and Ken are only the best out of the five million who
are involved. The odds are there are many people
among the 285 million who are not involved, who may
be far better network marketers then even Mark,
Jim and Ken!

Today, there is a constant ebb and flow of distributors
from company to company. Those who migrate like
gypsies from program to program always looking for the
better deal. And this segment of the MLM population
is huge.

The result is that many companies increase in sales
volume and distributor count each month. But it’s
usually to the detriment of another MLM program.

There are a number of examples of companies that
experienced growth in 1995 that came primarily from
the fallout of another MLM company.

The People’s Network grows … Quorum shrinks.
VitaTonics and Nu visions grow . . . Matol shrinks.
USANA grows … VÄXA shrinks. Natural World is growing
much at the expense of Melaleuca. Likewise with Life
Plus’s growth in 1994, which came at the expense of
Kaire. Gold Unlimited goes away, a dozen other gold
and silver programs get a jump start.

The examples are endless.
(NOTE FROM DALE: Remember this article was
written nearly 15 years ago, but this has gone on
and since the time it was written. Basically all network
marketing companies that make it have an influx of a lot
of distributors who are leaving another company as we
explain in detail at www.MLMBombShells.com)

Really, no company has experienced legitimate
momentum in the last two years. Not like Herbalife
in 1983, or NSA in 1987-88, or Nu Skin in 1991. Or,
to a lesser extent, Quorum and Melaleuca in ‘92 or ‘93.

The point here is that these companies created this
momentum by bringing in massive amounts of new
distributors from outside the industry. And as a result,
the industry grew as well.

But not today, at least not like in the eighties and
very early nineties. Today, everybody seems to be
into retreading existing distributors over and over and
dreaming about landing the big heavy hitter. The industry
has become sluggish, lazy, and one filled with a lot of
spoiled opportunists looking for something for as close
to nothing as possible.

And the opportunities available to them have exploited
and perpetuated this to no end.

Where there was once an industry made up of
merit-based opportunities that rewarded those who
worked hard, retailed, and actually trained and
supported their downlines, there is now an industry
full of fluff programs with token products that will
basically sell you the farm for a small monthly personally
purchase.

Again, the point being that recruiting outer circle
people (those not involved in MLM) is hard work,
and so few MLMers today are into working hard. Why
is it so hard? Because outer circle recruitment involves
a two, and usually three phase process.

Step one is to open the mind of your prospect as to
the possibility of just starting a home-based business.

(Note from Dale — this is the entire concept
behind the www.FreeRKCD.com program details
at www.cmgwebinars.com)

Based on surveys performed by MarketWave in
1989-91, 85% of all Americans who do not own
their own business do have the desire to be entrepreneurs.
When polled as to the reason why they do not pursue this
desire, the four most common reasons were:

1. Takes too much money,
2. Takes too much time.
3. Too much risk.
4. I don’t know how.

Understand, this means that over 200 million
people in this country want to be self employed
who are not– and for reasons that do not apply
to network marketing! Nonetheless, these are
powerful objections and ones that must be overcome
before an outer circle prospect would even consider
your opportunity.

Once the prospect has accepted at least the possibility
that there might be a type of business which overcomes
all of their concerns, you must the confess, if you will,
that it is called, network, or multilevel, marketing.

At this point, you will very likely have to address the
stigma that surrounds this industry and/or at the very
least, educate the prospect on what MLM is in general.
So step two is to legitimize the industry as a whole.

(Gratuitous plug: These first two steps are the basis
for my “Case Closed!” cassette tape. See the end of
this article for more information on ordering this tape.)

So to recruit outer-circle prospects, the first step is
to open their mind to starting their own business, the
second step is to remove all the garbage about MLM
that may be in there, and the third step is to then
pour new information in - by finally presenting your
specific opportunity.

And as I said, steps one and two may be the most
difficult to complete. So, wouldn’t it be so much easier
to just find folks who are already involved in MLM,
who’ve gotten past steps one and two, and just
convince them that your products are better and
your compensation plan will pay them more? I mean,
why go through all the trouble of taking them through
steps one and two when someone else has already
done the tough part for you?

Because - if you don’t, this industry will not grow,
our downline will be forever turning over as these
transient MLMers move on to the next better deal,
and - you will never recruit a heavy hitter!

There are thousands of them out there. Get out
there and recruit one!

Or, recruit three!!!

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Note from Dale. It is hard to believe that this article was
written 15 years ago. Won’t we ever learn?

Create a Lead! We have multiple courses at www.DaleCalvert.com

Open their minds .. (www.FreeRKCD.com program is best way to do that)

Let them here the entire story

Get them Started Correctly! (http://www.StartRightMLM.com)

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FOR MORE CREATE CLASSIC ARTICLES DOWNLOAD YOUR FREE
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