Malcom Gladwell writes in his book Blink that we make decisions in the first few seconds of any encounter. As network marketers, we hope our prospect takes a longer and more thoughtful look at our opportunity, but in reality, we have only seconds to make a persuasive first impression.
I started my career in the corporate sales and management world and was fascinated to learn about the network marketing business model. Here was a group of individual business owners, working together to better their lives through a unique marketing venture. All the participants at meetings and conferences were there because they wanted to be there, and they were genuinely enthusiastic about profit growth, customer satisfaction and making a difference in the world. It was utterly refreshing.
The culture of a network marketing company is critical to two distinct groups of people: prospects and distributors. Prospects need to feel they are entering a business in which they can be successful. They are looking for a community they can be proud to belong to. The meetings should be the right combination of professionalism and warmth. There must be the right balance of enthusiasm—“Join us!”—and freedom to investigate and choose.
New as well as existing distributors need another layer of culture and sense of belonging. It can be lonely building a network marketing business and everyone wants to feel validated and empowered. To my knowledge, there is no other business milieu where everyone is encouraged to be his or her own leader, and then seek out and teach others how to be leaders. Teaching distributors this process of duplication must be part of the company culture.
It’s both the culture and the hope for a better future that keeps people in the business. Meetings and trainings—whether belly-to-belly or over the phone—need to be compelling enough to motivate distributors to always want to come back for more.
A successful network marketing culture emphasizes the value of learning new skills and inculcates in its distributors the belief that they can be successful. People must have authentic reason to believe that they are on track with developing the skills needed to create their success.
There is a difference between opportunity and success; opportunity is recognizing a potential, while success is actualizing it. There has never been a better time to succeed in our extraordinary, life-changing profession, as long as we provide people with a safe environment that empowers them to dream and create a life filled with wealth and abundance.
BROOKE MAILE is a founding distributor of young network marketing company.
A fifth generation Californian, she is happily married to her husband
of 25 years and lives in Santa Monica with her two teenage daughters.