"You Aren't Paid to Be the Best"
Denson Taylor: It Doesn't Work If It Doesn't Duplicate!
By Uma Outka

When he was 21, Denson Taylor dropped out of college in Memphis, Tennessee, to begin what proved to be a stunningly successful career in real estate. By age 24, he was earning a six-figure income, and by 27, he was the youngest person in Memphis ever to make Lifetime Member in the "Multi-Million-Dollar Club," a group composed mostly of people in their fifties and sixties.

When he got a call about network marketing in 1995, Denson was aware that he was trading time for money, but he had his own real estate company by then and wasn't particularly open to suggestion. Nonetheless, the call was from a friend who was also extremely successful in real estate, so Denson listened.

"I went to the business presentation--from that point on, real estate was history for me," he says. Denson enrolled under the friend, who then returned to real estate after only two months in the business. But not Denson.

"I kept working the business--and became the third top money earner in that company."

As with his track record in the real estate industry, Denson took network marketing by storm and was a millionaire networker within three years. Richard Poe wrote two chapters on him in the book Wave 4. Denson spent a solid five years in that company. When some significant changes took place at the corporate level, the company's top earner decided to launch a new company. In January of 2001, Denson joined him in the new enterprise as one of the company's first dozen representatives.

Despite his success in his first networking business, Denson set about building his new business in a new way.

"I've done a lot of things differently this time," he explains. "I've become convinced of the logic of the one-on-one presentation that anyone can do. Last time, I had no upline support and just went on my own. In retrospect, I see how much of what I did was not duplicatable.

"I started by calling people and asking a simple question: 'Are you making all the money you want to make right now?' If they said no, I'd say, 'Be at my house tomorrow, I have something you need to see.' I had 30 to 40 people the first day using that question, so I figured that what I needed to do was get groups like that together every day. I rented an office and did nightly business presentations. It worked for me, but not for others, and I didn't know any better."

 

The Denson Method

Denson says he never runs out of people to present the business to because he works with the names lists of his new representatives.

"Even if I'm out of names, if you come into my organization, I'm going to help you make a list of 100 people we can present to," he explains. "The best way for new reps to learn is by watching an upline give effective one-on-one presentations to their list."

Denson is mindful of the fact that working with someone else's list in this way involves a great deal of trust--he's talking to his reps' family and friends, many of the important people in their lives. The one-on-one and in-home overview, he says, are the best format for keeping people comfortable.

At the same time, how the rep introduces Denson to his or her list is also a crucial determinant in how receptive the new person will be. When he sits down to talk with someone, he focuses on the present moment.

"I say, 'Before I get into anything, how much extra income would you need to take the pressure off your situation?' I focus on whatever they tell me, which is usually that first threshold amount of about $1000 a month. After I show them how it works, I ask, 'Do you see $1000 a month here?' It's simple, but it works."

Only after showing the plan in the personalized context of a one-on-one or an in-home does Denson recommend inviting someone to a larger presentation. Denson still holds these large events on a weekly basis, but with a different posture than in his first business.

"I teach people that this is not the way to build your business, but it's a plug-in for them. We make our weekly meetings very professional, fun and exciting, and it's like plugging into the wall as a source of power. If you're not around people doing what you want to do, you may lose focus and give up on your dreams."

After bringing prospects to the meeting (and this is crucial, he says), Denson teaches people to call them the next day for an answer--and respect that answer, no matter what it is.

"Get a yes or a no, but don't accept a 'maybe'--and if it's no, don't keep calling! When reps tell me so-and-so won't return their calls, I tell them that's a no."

To illustrate how fully he's converted to the duplicatable style of business building, Denson recalls recently sitting down with someone from another company. Each agreed to take a look at the other's business plan.

"He had a fancy presentation, with color displays, and I pulled out a black and white two-page flier. Why? Because if I show you that and you like it, you can make copies and go do exactly what I just did with you.

"I believe that people either see it, or they don't. Remember, we don't get paid to create impressive materials or presentations, and we don't get paid to be the best at what we do: in this business, we get paid to duplicate."