I'm giving great presentations (at least everyone says so), and I'm giving them to great prospects. But nobody's taking me up on it: the presentations aren't working. What can I do?"

Here's the question to ask: Does your presentation make sense? Is it logical? Do you lay a cogent, coherent, step-by-step rationale that is utterly reasonable and compellingly sensible?

If your answer is "yes"--there's your problem.


A Little Market Research

I'm watching a politically incorrect television show one evening. It's funny, but a bit sexist. Please note: I am watching the show strictly for research purposes--not for entertainment value. (After all, how can I write cogently about marketing if I don't do some serious market research?)

Okay, so here's what's happening in this show: Two men are trying to get a better understanding of women. ("Ha! Fools' errand!," you say? "Impossible!," you say? I say, it's a good model: after all, don't you, as a distributor, want to gain a better understanding of prospects? And is this so different?)

In order to gain their new-found insights, they interview women in the mall by asking them the following question:

"If there were an operation that would make you smarter, but would also make your butt bigger, would you have the operation?"

Their findings? Every woman interviewed said she would decline the operation.

I thought this was strange. It seemed to me that everyone would want to be smarter, right? So I went out and did my own interview.

Same results.

I even asked my daughter. She said, "No! I wouldn't have the operation. Would you?"


A Little More Market Research

My daughter also opined that this politically-incorrect question was unfair: it targeted women. However, the purpose of this exercise was to show how prospects make non-
logical and very strange decisions.

So my daughter changed the question, and asked her new question to men instead of to women: "If there were an operation that would make you smarter, but you would never be able to use the television remote control again, would you have the operation?"

Every man interviewed said he would decline the operation. Ouch.

What would you think? Wouldn't you think that most people would want to be smarter, regardless of a little resulting butt-magnification or remote-removal? Doesn't it make sense to have the operation?

As leaders, wouldn't we have that operation?

And the answer is, "No."

Hey, don't take my word for it. Prove it to yourself. Go out and do your own survey! Ask the same questions. See what people's real-life reactions are. Experience their reactions. It's an education.


People Make Weird Decisions

The point of this exercise is this: People make weird decisions based on illogical, emotional criteria. Few prospects join our business in order to create that extra residual income for retirement. That's way too logical--and it has little emotional or motivational appeal. Mind you, that may be what they ultimately get out of the business...and it may become their reason for staying in the business. But it's not why they join.

So, why do prospects join our business?

Now, here is the real $64,000 question:

If people's reasons aren't what you thought they were...wouldn't it make sense to change your presentations so they started to match your prospects' reasons?

Bingo: the purpose of this article.

Concentrate on these motivations and your presentations will not only become more effective, they will also get easier--much easier. Sure, "financial freedom" and "time freedom" sound good when those words roll off our tongue...but it's the real emotions inside your prospects that get them to act.

Remember, there are always two reasons for doing things:

1. The reason that sounds good.

2. The real reason.


TOM SCHREITER writes Fortune Now (www.fortunenow.com), an online newsletter for network marketing leaders.