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Taking Matters Into Your Own Hands
By D. Cruz
Another member of my marketing co-op told me, on our recent
phone conversation, about her downline's downside. Paula made a
good start at recruiting 18 new members but nobody would start
promoting the business. I told her to refer all existing and new
recruits to me and ask for a month's worth of free marketing
services. They will receive everything the co-op could afford
to invest in them in return for a chance to get a share of their
advertising dollars in the future. The co-op lowers its overhead
costs with each additional member regardless of their
Now, why do slackers deserve a free ride? Here are clear
reasons. It is good business sense for all parties to open up
new alliances, no matter how bleak the potentials are. You must
understand that most motivational tactics fail to budge
doornails. If they don't want free support (free ads = free
money), you can be sure nothing else will transform them into
producers. This brings me to this article's main topic. Don't
consider leadership as a last ditch attempt to save your
valuable organization. Being proactive, sometimes an empty
word, is your best weapon.
There is still hope for Paula, who doesn't have enough sponsor
support and has very limited resources. Now, even Big Al, if I
remember correctly, said that not even one of the usual
motivational tactics will probably trigger a favorable response
from your recruits. What then, is the best motivator? Money?
Astronomical projections of wealth? Appeal to emotion? Pure
reason? Showing by example and hope that they will duplicate
you? As a last resort, fear? Yes, you are now so irritated
that you will tell each and everyone of them, "If you lose your
present job and you have no second income....." Abandonment?
Forget most of the traditional stuff. Today's networkers are
no longer traditional. And, what works for the big guys isn't
for everyone. Revisit exposes on MLM smoke screens to see why
things are not always what they seem to be. Ringing in your
ears? Too much motivational tapes, maybe. But the prognosis
isn't all grave. There is one motivator, maybe the only
effective one left, that can save at least some piople in your
Do a part of their job. If you can, even most of it. They want
results and so do you. It is only after going that far that you
can justify, at least to yourself, sorting out the bad apples.
Believe me, those apples are the dime a dozen variety. See the
stats later. Remember back in '97 when a mail order tabloid
publisher expressed disappointment for receiving a low
redemption rate for his 'free ad offer' ? He said, "This proves
that you can't even give things away for free!" Remember,
assume that you are working with wannabee entrepreneurs not as
dedicated as you. You can't make them make you money by just
ringing up your phone bill and playing the part of a
professional MLM coach.
You win some, you lose most. And you would want statistics to
be on your side. Be the provider, help them now or you will
never see them again.
Establish an ad cooperative or a lead generation system. You
don't have to re-invent the wheel but still be creative. Your
home business or company has a supposed success replicator in
place. Just customize it for your group. Instead of talking too
much on the phone, use e-mail or printed media. Visuals always
beat audio. It's more effective and ecomomical. Monitor your
postage and supply expenses. Don't be overwhelmed by the work or
the co-op concept. Do adequate research and trust only reliable
providers. Ask around. Now is the time to be extra careful
because you will be spending other poeples' money. Some
companies prohibit 'stacking', but it will never hurt to give an
extra boost when helping your recruit bag one for himself. If
you're using a proven system, get your downline to use it now.
Statistically, more than 95% of networkers drop out or never
earn real money. Don't let this happen to your group.
One of my new ad co-op members, Roy Babineaux, owner of Cajun
Country Candies, said that he has further improved his
distributors' lead generation effort by managing it himself.
Rotational systems were set up to efficiently divide and deliver
the freshest leads to all participants. I also remember a
friend from Watkins who ran a regular newsletter, nothing fancy,
so that he can keep in touch with his downline.
My ad co-op members come from different companies and have
various home based ventures. Still, they have one goal in mind
and it's the same as yours. If you can not show to your new
recruits that you are earning money, they are gone. Even when
they do see you getting rich but they can not do the same, they
are still gone. This is the right time to talk to your sponsor
and your company's sponsor relations staff. Set up a system and
you will be glad to have an answer at hand the next time a
starry-eyed prospect asks you what you've got to offer him
besides dreams of gold. Personally, even my talk is cheap,
that's why our relationship doesn't have to end with this
D.CRUZ leads an advertising co-op that offers "almost-free"
marketing services and straightforward solutions. "Make us
worry about your promotions so you won't have to," is the
co-op's slogan. Exploit the savings and power in numbers by
reaching D.Cruz : Box 984, Seminole, TX 79360.
(915) 758-5355. Visit http://www.freemall.com/dcruz
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Tags: Sales and Marketing