I was thinking about this the other day. How does one succeed in MLM relationship marketing? This is something every network marketer and MLM-er is taught when you start your business with which ever company you choose. First thing is to make a list.
While it is very that relationship marketing is key in any business, home business or not, but how it is done is just as important if not more. People make key decisions in their lives based on the relationship level with the individual or company they are dealing with.
In your personal life men don’t move forward with a woman they are dating if the relationship is at odds. And people don’t do business with someone they are at odds with. The only time this happens is if someone has a monopoly in the industry or they are the only business within 150 miles. Then we kind of have to put up with their mess. But when there are other options to choose from; the relationship is vital in getting the business; or landing the perfect husband or wife.
That’s why it is no secret that when a business wants to land a star player they invite them to town; put them in the top hotels, cater to their every need, and are as nice as possible because they are building a relationship with someone and they want to secure the relationship with that individual.
In a home based business it is not different. I’m not saying go fly your prospect in on a jet or anything like that. What I am saying is that with MLM relationship marketing has to be done in a special way and you must build the relationship.
So when you join a business if your sponsor or up line says “first thing we need to do is build a list of everyone you know;” the first thing you need to do is ask him “what is the list for?”
Usually the list is made up of friends and family; these are YOUR friends and family! These are people you love and trust (okay you may not love nor trust Uncle Joey who wears the weird butterfly collar shirts). Why would you jeopardize your quality trusty relationships with some of the closest people to you who may not be interested in your business?
Typically you’re asked to call this list of people and invite them to a home meeting or hotel meeting to listen to your business presentation, regardless if they are interested or not. You’re asked to give them a blanket question that everyone in the world will say yes to – “do you want to make more money?” Uh duh, yes!
Next thing you know you’re pestering these poor family and friends chasing them high across the pacific and Atlantic oceans in a brave pursuit to listen to something they’re not interested in. “But everyone is interested or should be interested in my business!” Let me guess; that’s what your up line told you huh?
It is far from the truth. In MLM relationship marketing, you are only using the relationship if someone already has a buying habit of a product or product type in your industry. So for example, if someone in your family absolutely loves nutritional supplements, and they go to the local health food store to get their super vitamins and you use your relationship to show them that your super vitamins can be more potent and helpful for their health. This is the extent and practice you should use in your MLM relationship marketing.
You should absolutely never, ever use your relationship to go into business with a family member. The business opportunity should be treated as a business. I’d ask my mom for her resume and skills for any business I’m in; so why wouldn’t you? She may not be qualified to do the job. You should not even give them the option of join your business. So don’t be fooled by the ole family and friends list and the language of use your relationship to build your business.
It only destroys your relationships because they don’t properly teach you how to use those relationships.
Antonio Dannes
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