We call ourselves, “Network Marketers” or “Multi-Level Marketers.” The profession is network marketing, or multilevel marketing.
There’s one part of ‘marketing’ that has been forgotten by
the trainers in the industry:
The first element of a marketing strategy is
“a well-defined target market.” See here.
A target market is defined as people with certain values and
preferences that they spend time and money on. From wannabe
tennis pros who spend their last cent on the pro racquet (whether
they play well or not) to those who will forage for real foods
because they value unprocessed real foods over food-like
substances in the crinkly packages.
Successful people focus their marketing efforts on certain
well-defined groups. People who want the cheapest
(Wal-Mart) or people who want a one-time high-end
special item (Tiffany), or people who want super-duper
cool gadgets (Apple) are examples.
Unfortunately for NM, there is no demographic or market called
‘everyone.’ And ‘friends and relatives’ are neither a market nor
Worse, asking friends for money is a very difficult thing. Friends are not
used to paying for your recommendations.
Pitching your product or business is not at all “like recommending
a restaurant to a friend.” Do you finish your movie recommendation
by asking for money?
But, with no business experience, and no reason not to trust those
in front of the room, newbies take the bait.
Telling newbies that it’s like recommending a movie borders on evil.
Shall we be bold and truthful? Do we dare define
the people our products, services or programs
are for? And more important, who the business is for?
That would mean we actually teach folks how to market. Gasp.
Or do we just keep pretending ‘everyone’ is a market? And blame
the reps for being lazy?
PS. One gent asked, shouldn’t friends want to do things together? Answer: well starting
one’s own business is a big fat decision. So if no friends want that, consider joining an
entrepreneur club. You’ll make friends with entrepreneurs. 🙂