Q:
I'm new to MLM but with a good company with a long history of
success. I'm confused and a little overwhelmed by the
complexities of the business. We have hundreds of products,
catalogs of training tapes and videos, and a big Web site where my
customers can order products. There seem to be a million ways to
build a business. I don't know where to start. What do you
suggest?
A: I
doubt that we (or future generations) will ever again witness the
revolutionary change in the MLM industry that has transpired over
the past five years. Today, there are so many companies, so many
products, so much information and so many opportunities worthy of
our efforts. There has been an increasing number of successful and
street-smart MLM distributors as our industry matures. But there
are still huge numbers of distributors who struggle to make MLM
work.
Many distributors feel overwhelmed by the details that surround
the business. They have trouble understanding and managing the
various sales tools, marketing systems and compensation plans. And
with the technology-driven information and support systems thrust
on them by progressive MLM companies, it's no wonder so many
people become confused and disillusioned, and drop out way too
soon. Since you're just getting started, here are a few words
of advice:
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You can't do it all or learn it all in a few weeks or even a
few months. Think about this: We go to school for 12 years and
college for four years to get a job that pays us $30,000 to $50,000
a year. But when we join MLM, if we aren't making $10,000 per
month in short order, we're ready to quit. My evaluation of the
most successful MLM distributors has shown me that they view
growing their MLM business knowledge and earning that subsequent
success as a lifelong process.
That doesn't mean that as a newcomer you can't be
relatively successful right away. Same for an old hand at the game
who is still trying to find the right formula to make it work. Keep
in mind that a lot of the legwork has already been done by others.
The problem for most people new to MLM is picking the right company
with the right product and the right system that suits their
personal style, interest and skills.
A great asset of working with a mature company is that many
people have already taken the arrows in the back pioneering
workable business-building concepts. That can also be a roadblock,
however, if you aren't provided with a simple plan that directs
you how to use this knowledge.
To start, pick out a product or two that you feel good about.
Then select two to three proven sales methods from your training
materials. Concentrate on these methods, avoiding the temptation to
expand. In other words, "narrowcast" rather than
"broadcast" your efforts. Do the same with your
sponsoring methods: Pick two concepts you're comfortable with
and focus on these.
Your objective should always be to keep the plan as simple as
possible but no simpler. In other words, don't be
underprepared, but don't also do too much. Take it one step at
a time and measure your success one day at a time. Yes, you'll
have peaks and valleys, but work consistently, staying committed to
your goal, and you'll get there.
Michael L. Sheffield is the founder of Sheffield Resource
Network, a full-service multilevel marketing consulting firm in
Tempe, Arizona. He is also the co-founder and chair of the Multi
Level Marketing International Association (MLMIA), whose members
represent companies throughout the world.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.