Since I first became involved with network marketing, one thing that I have consistently observed is that all of the successful people in this business are very loyal. But I don't think that you can "make" people loyal--you have to make people want to be loyal.

My dictionary defines loyalty as: a feeling or attitude of devoted attachment and affection, as to a person, cause, or idea; having or full of faith; worthy of trust or belief; reliable. In our business, you have to be loyal to the profession, to your company, to your product, and to your distributors. Loyalty is a critical element of success; as Colin Powell put it: "Success is the result of perfection, hard work, learning from failure, loyalty, and persistence."

I have also learned that loyalty has to be earned. You have to deserve it!

In our own business, I think that our loyalty to our distributors has been one of the keys to our success. As a result of our loyalty to them, we have earned their loyalty.

I attribute this to a philosophy we adopted that it is our job to be a sponsor, not a recruiter. The sponsor is looking for people who want to believe in something. The recruiter is looking for people who want to buy into something. People want to be loyal--they want to find something to be a part of, something that they believe in. People don't go out looking for something that will let them down!

A sponsor takes the time to get to know her distributors, to find out why they are doing this business. Sponsors build personal relationships with their distributors. A recruiter will not usually take the time to build that relationship, because as soon as he recruits someone, he's off to recruit someone else.

Building the relationship is the basis of building loyalty. By human nature, we are not immediately loyal to someone. But as we start building the relationship, establishing trust, and proving ourselves reliable, then loyalty begins to develop.

Once you've built the relationship, your distributors will realize that they feel better with you than without you...they want to stick by your side, because you have proved that you are reliable...they don't want to let you down because you have believed in them...and they are a part of something bigger than themselves.

When they start to feel these things, you will have earned their loyalty--because they now have "a feeling of devoted attachment" to you, their sponsor.


MAMIE HERRON is a leadership distributor; she was featured in the "Master Networker" feature in Networking Times, August 2002.