July 6 2007
From The Desk
Of Jim Yaghi
Re:
An invitation to leadership
Well he didn't beat around the
bush...
Right after a quick MSN greeting,
he sprung me an invitation to meet
his business partner who was in town for a couple of
days.
It didn't take me long to work
out what this was. And although I didn't know much
about it,
what I did know was that I
wanted nothing to do with it.
That was my blunt response
to Merwase, an old friend of mine from our University
days in Auckland.
After a bit of arm twisting, I
finally agreed to meet his friend for a quick coffee
that night, and a chat about this "business project"
they wanted me to look at.
Dreading what was to come next, I made a
point not to bring up business when we met.
Surprisingly, neither did he.
Kevin, the young man I had
coffee with was no amateur. He earned my respect quickly and the
uniqueness of his approach piqued my curiosity so
that I walked right into asking for the sales
pitch.
Just days later I was ready to
become a millionaire with the most genius
and simple business
plan I heard of in my life. I borrowed the large start-up investment and embarked on my fateful
first year as a Network Marketer.
And that's when my troubles
really began.
Nothing could have prepared me
for the next 12 months of stress and living at the
edge of poverty.
On the other hand, I'm grateful
that I went through all this because the fight for
my right to financial freedom taught me valuable
lessons.
In particular, the secret that
finally transformed my business and allowed me to
turn my mouse clicks and keystrokes into profit.
If you're a Network Marketer,
you'll quickly discover that no matter how easy it
looks, the distance to riches is long, the ride
is harsh, and the path is paved with thorns.
Unless, you know what I'm about
to reveal...
A Lesson That
Cost $6,980.00 And 12 Months
Of Sweat Blood And Tears...
If I said it once, I say it
again...
Network Marketing is literally
guaranteed to drain every last cent from your
pocket, push you to the edge of your sanity, and
then spit you out bitter, broke, and friendless.
I don't say this to alarm you,
but to warn you. There's a broken piece in the
machinery of their marketing systems and it's not
even your fault.
The marketing system is a
blueprint, a manual, that tells you exactly how to
correctly market each company's products. How this
system operates ultimately decides whether or not
you make a profit.
Well, the system seemed simple
enough. All I had to do was recruit two people and
help them recruit two more. How hard could it be to
find two people who want to make money in their
sleep?
I followed the marketing
system's instructions to the letter:
My first day, I was instructed to write a list of the names of
100 people that I knew, from my hair dresser to my
university supervisors and my ex bosses.
A "memory jogger" was provided to help
me come up with all the names.
This will be your first problem.
Even if you're really confident
and have no trouble approaching your friends, family,
bosses, and colleagues--step #1 is where the system
breaks.
Every distributor you
finally manage to enroll will frustrate you.
Why? Because average people
aren't as confident as you are. They are afraid of
the next step where they'll have to actually try to
sell to the people they write. You'll tear your hair
out trying to convince them to write that list.
At first, I trusted the
correctness of the system and depended on my two
people to recruit two of their own.
They didn't.
Without a list of names, they
couldn't do the next step of selling. And they
couldn't make any money either.
One way or the other, you'll
eventually run out of potential customers. You have
three choices to continue building your business:
-
Find more customers of your
own
-
Find customers from the
list of people your new recruits know
-
Give up
I wasn't ready to give up. When
I failed to get customers from the people my
recruits knew, I spent months trying some
humiliating things to find my own customers.
Forward 12 months, and I looked
down a trail of dollars spent on products, sales tools,
and training. I saw my dreams of lifestyle and
comfort taunting me in the distance.
In that time, I transformed
from this geeky introvert whose best friend was a
computer, into a recruiting machine.
I bought and read every book my
sponsor recommended, I wrote my
goals, attended seminars, listened
to sales training CDs. I changed my
personality and became a social animal for the sake
of success. I could fill books telling you about the
low lows that I had and the hardships I overcame.
But at the end of the day,
although what I learned helped me enroll many
distributors, few stuck around longer than 3 months.
Why should they stick around
and keep buying products they have no interest in?
They enrolled with me because they wanted to make
money and they weren't.
Not everyone has the patience
or determination to work as hard as I did for a
lifestyle free of financial worry. The winners were
rare.
And that was my second problem.
My downline refused to grow
without me--I was working harder and harder and
spending every cent of the tiny scholarship I was
receiving at the time just to keep my business
running. I spent all my remaining energy on
motivating my team, literally preaching to the deaf.
They even stopped answering my calls until I gave up
on them.
Exhausted and frustrated, with
members of my downline dropping off one by one, I
stopped.
I took off 3 weeks to analyse why it was so hard to enroll
distributors and keep them around. And when I
discovered the answer, it blew my mind and filled my
pocket with cash.
So Why Do
People Join Network Marketing?
Remember I mentioned earlier
that the marketing system is broken?
Well, I intuitively knew from
my early days that the corporate sales tools don't
work. Listen to me: No one reads the pamphlets.
They're choca-full of information about the
products, the compensation plan, and the founders of
the company.
Who cares, really?
People are interested in
solutions to their problems. Whether it's a health
problem, a financial problem, a time problem, or a
boss problem.
Once I began to create a
reputation for myself as the person who has these
solutions, people began coming to me. I actually
stopped selling and looking for people to market to.
But I knew that there were two
ways a reputation can go. It wouldn't be long before
those who trusted me to help them reach their goals
would drop off and start spreading a bad kind of
reputation.
It was clear what I had to do.
You see, Network Marketing can
be made to look like a great solution to a financial
problem. But as soon as you enroll a distributor
they discover how much effort and money it costs to
run a business.
To really be a solution
provider, you have to completely deliver on your
promise and help them not just start a business, but
build a PROFITING business.
If you genuinely have that
value of solving Network Marketer's problems, even
those who had bad experiences in the past will want
to join you.
When you're the expert on
successful Network Marketing, they want to join YOU
not your company. Marketing anything other than the
solution is irrelevant.
They couldn't care less how
many patents your products have, what the reputation
of your company is, or that your compensation plan
pays the highest commissions in the industry.
In fact, your new
status as a consultant turns you into a magnet that
attracts highly motivated business builders.
It was this single discovery
that rolled my focus on its back.
Most people who join Network
Marketing business have no previous sales or
marketing experience. They don't like selling to
friends and family when they aren't sure if this
"thing" even works. Worse yet, if they get a single
rejection they take it personally and stop
marketing.
They have to learn and master
all the sales skills at once to make even one
dollar. They keep spending on their business till
they either run out of money or patience.
I
spent 4 months finding a solution to these problems.
And when I found it, I built a superior marketing machine
like nothing the industry has ever seen.
Finally I grew a solid downline
from which I produced leaders who could also create
money at will.
-
My team made money whether
or not they enrolled distributors.
-
They got cashflow
within days of starting their business.
-
They never spent a cent buying leads or
advertising.
-
They enrolled distributors
automatically without doing face-to-face presentations or
dialing any phone numbers.
-
...But the real kicker that
baffled the sponsoring monsters was that our
prospects called our new distributors asking
to join them.
How does someone absolutely
fresh faced at Network Marketing get prospects
calling and asking to work with them?
Just Turn Open
The Tap Of Never Ending Prospects
And Pour Them Into Your Marketing Pipeline
In my 3 week break, I came to
the conclusion that if I wanted my distributors to
stick around I had to solve one big problem: I had
to show them a way to get a never ending source of
potential customers (leads) to market their business opportunity or
products to.
Up until then, and if you've
been in Network Marketing you'll know that if
someone refuses to contact their family and friends,
they've doomed their business to fail.
You'll also know that the
marketing systems MLM companies use rely on a
distributor being able to leverage the relationships
their downline has. Meaning, if you went through all
your family and friends and recruited two people
into your downline, the theory is that if you get
your two new distributors to promote their business
to all their family and friends they will be able to
recruit two more of their own. Right?
Wrong!
The system breaks down right
there because you depend on your two new
distributors to contact all their family and
friends. And if they're too nervous to do that, then
your business stops growing before it ever got a
chance to launch.
Mostly when Network Marketers
run out of family and friends to promote their
business to, they turn to some expensive and much
more difficult methods.
At the time, I was only
aware of three ways to get new prospects for the
business or its products when you ran out of family
and friends:
#1. You could bump into
them in the street and if you get past your fear of
rejection and are able to make friends with them and
get a contact number, you could pitch them on your
business another day.
#2. You could spend a
whole lot of money advertising in the newspaper, or
if you're up to it stand in the street handing out
flyers. Maybe you rather sneak around hanging
signs illegally around the city, or you'd like to ride your bike
and post mailers. After this huge effort, you're
lucky to see just a response to your ad of 1 in 200.
#3. You could let
someone else find you business opportunity seekers
or leads, and buy them at $20 each. If
you're good at making friends over the phone you
could possibly enroll someone before you go broke
buying leads.
None of this was any good to
me.
Distributors are already hard-pressed to afford the monthly
minimum purchases to stay active. They'd rarely fork
out any more funds on marketing their business with
any of these methods anyway.
I asked some of my downline who
were particularly nervous about marketing to their
family and friends what would the perfect prospect
look like? Who would they feel comfortable
approaching about their business?
And these were their answers...
-
"Open" (to learning about a
business opportunity)
-
Friendly, as opposed to
rude and annoyed
-
Willing to and able to
afford to invest money in a network marketing
business
-
Costs little or nothing to
find the prospect
-
Already educated on network
marketing
-
Self-motivated and ready to
learn the skills necessary to succeed
Sounded like a pretty ambitious
list to me...But I researched it anyway.
Coupling together principles of
direct response marketing with the online medium, I
ultimately created a complex and automated marketing
process that distributors could depend on to do the
selling without them.
I personally guide every distributor
to use simple almost mechanical skills to pump
potential customers into our marketing machine.
The system then qualifies,
sorts, sells, and enrolls prospects around the
clock.
Literally within moments of
getting started, with some guidance from their
sponsor, new distributors are able to attract
laser-focused leads that are hungry to enroll with
or buy from them.
This very process is like
learning to open a tap of prospects. So as a
distributor you will never run out of people to
market to.
Just knowing that tomorrow a
new batch of fresh prospects would roll up in your
inbox means that the entire burden of responsibility
vanishes. So what if you mess up a phone call? So
what if you got a person who wasn't ready to enroll?
Within 4 months I had an inbox
stuffed full of leads from around the world. Highly
targeted traffic of eager prospects in hoards piling
up and spending money.
I bet you my first born that you'll
not find a leader in this industry who
can actually teach someone with zero marketing
experience how to get 300 prospects every day
without paying someone else to get them.
And this is music to the ears
of every distributor, because if you had not 300 but
10 targeted business leads every day, that would be
a load off your shoulder. You'll have 10 chances to
stuff it up every single day.
Not that you can stuff
it up because of another benefit of my marketing
system...
"I Want Money
and I Want It Now"
It occurred to me that if I
could help distributors earn just enough money to
cover the running costs of their business in their
first month, their business would be self-funding
forever.
One of the major advantages of
owning a Network Marketing business is actually its
low running cost. And although most MLM companies
limit their compulsory running cost to under $300 a
month, distributors still struggle to come up with
it each month when their business is earning
nothing.
So what if you could earn a few
hundred to $2,000.00 every month as a starting point
just to cover the cost of running your business?
When new distributors you
enroll into your downline make back ALL of the money
they spent running their business, what reason could they have for dropping off?
NOTHING.
Your downline is your most important asset,
if you can help them stay in business, you will be
able to develop leaders that will grow your business
for you without you being around.
What do you think I did next?
I
added a component to my marketing process that
creates regular income for new distributors EVEN if
they don't enroll a single person. How?
Here's how it works...
Every lead is captured into the
main marketing pipeline before any distributor
interferes with the prospect.
If for some reason the business
opportunity prospect was not ready to take action
right away, or the new distributor failed to
properly follow up, we pass the prospect into
another marketing layer from our system. The system
keeps in touch with them in case their circumstances
change and they become ready to start a Network
Marketing business later.
More importantly, the system
promotes other products to the people who don't
join.
What pleases me most is that
new distributors make more income from the people NOT joining their business than from people
joining.
The results were unheard of!
If you were to enroll in any
Network Marketing team today, you can be sure of one thing. You and all your distributors will spend
more money than you make until you become sponsoring gods. If you quit before you learn to
enroll distributors like swatting flies, you'll have
spent yourself broke in the process.
Not any more though.
The marketing machine
handles sales while distributors interact with
prospects with enrollments. Don't stress, you won't
have to "recruit" prospects, I'll tell you why soon.
Less experienced
distributors may fail to enroll their prospects, all
the same. When they are dropped, they fall right
into the product marketing pipeline. The more enrollments the
distributor misses, the more product sales--and
cash--they get.
The product marketing pipeline
tirelessly offers products tailored for each kind of
prospect. They really don't have a chance resisting
the system. It is the combined knowledge and
experience of masters of sales.
More marketing
layers make up the system--each transitions our
prospects into different marketing processes that
sell offers unsupervised. By making the
marketing pipeline "airtight", the system produces
from every single prospect the most amount of cash
it can get.
I say airtight because
stone-age Network Marketing is anything but
airtight. They leave thousands of dollars a month
behind because they only show a prospects one offer
(the business opportunity) and then if the prospect
doesn't bite they are thrown away.
What a waste!
You as a distributor spend time
and effort to get a potential customer. I don't want
any of your time wasted by a system that lets
prospects slip between the cracks--I want you to see
maximum benefit from each and every person you spend
your effort getting.
You
should enjoy cashflow from your very
first week.
And Finally,
Why They Come To Me
Earlier, I mentioned that
instead of asking to work with the hot shot leaders,
new distributors had prospects calling them eager to
work with them.
You too can expect to have an
expert reputation and have people phoning you. Not
the big shot sponsoring machines who sit at the top
making all the money.
I'd like to be able to tell you I designed
my entire system in a way that would get this
result. But even I couldn't believe it....
About 1 month after I setup the
cashflow system--it was still missing a few layers
at the time--I got a phone call.
It was a call from Auckland. She
wanted to know if she could work
with me in my Network Marketing business.
As it turns out, Rita was in my cashflow marketing pipeline. She had bought some of
the products I was promoting while she was researching
a company to join. She hadn't
joined a team yet and was looking for systems she
could use to guarantee her success.
And that's what led her to
me--she knew I had a system that helps distributors
get an infinite supply of qualified leads free and
to have cashflow within days of starting. She
wanted in.
Do you understand what happened
here?
This is not magic...I shared valuable
information and positioned myself as an expert with
genuine value, soon after the phone wouldn't stop
ringing with prospects calling me from every part of
the world!
I actually had to turn down
many people and enrolled just the ones I wanted to
work with.
When Network Marketing is
marketed right, it makes traditional Network
Marketing look like a dinosaur.