Monday, July 11, 2011

Network Marketing 101-The Basics

In Football, you have to learn to pass, catch, block and tackle before you can learn to score a touchdown, make a stiff arm or spin move.  In Basketball you have to learn to pass, dribble and shoot before you can learn the crossover, alley oop or slam-dunk.   Without the fundamentals, we never come to a place of competency in any given thing.  Furthermore, once we have learned the fundamentals in Basketball or Football, can we ever cease to utilize them?  Can you score a touchdown without knowing how to block, pass and catch?  

So it is with Network Marketing and your Isagenix business.  It is the fundamentals that will bring you your initial success and it is the fundamentals that will actually build your business 5, 10, or 20 years down the road.  Their importance cannot be overstated.  

Getting down to it.  
Fundamental #1-a one product focus.  Read almost any network marketing 101 book and this principal will be at the top of the list.  Why?  Because simplicity is the key to duplication and duplication is the key to massive growth/income.  

There are a couple of different approaches out there.  You have the Catalog Approach ("look here, we have a wide array of products for you to pick and choose from")

There’s the Favorites approach ("now I love these chocolates, so you'll need those, and I don't sign up anyone without them also getting this that and the other...")  

Don't forget the Front Loader approach ("now it is my recommendation that you start with such and such a pack so that you can get exposed to all of these wonderful products at once...." Grand total: $500+.  Logic for doing such?  They may never re-order again so lets soak them for as much as we can now on the front end.  I promise we do not need to do such with Isagenix!  I've never done such.    

Would you believe that for 9 years we have been teaching the simplicity of leading with a one-product focus?  That happens to be our 9 day cleanse for obvious reasons.  It brings about the fast, MEASURABLE results that lead to residual product usage and the sharing of referrals.  It is the most cost effective way to get started, and just ask yourself, "how did I start out?  What caught my interest?"   Now ask yourself, "how can we get away from the very thing that caught our interest initially."  That very thing that lit us on fire will do the same for others!   It absolutely continues to do so and always will!

Let me make a disclaimer at this point.  I am not saying the 30 day pack is not good for promotion.  There is only one reason and one reason only that I do not promote that pack on the front end and that is because I want spouses cleansing together, families cleansing together and for them to each purchase a 30 day pack on the front end becomes cost prohibitive.  

Now once people are sold on awesome results, you and I know that at that very moment Isagenix goes from being a perceived expense, to being a necessity for many.  That's when people start throwing more and more money our way.  They start trying all of the other products and so forth.  I have one lady who consistently orders about $600-$800 worth of product for her own consumption monthly.  Do you think she thinks Isagenix is expensive?  How did she start?  The 9 day hook.  :)  It is a hook if we effectively coach people and follow up.  

Fundamental #2- Unity and Simplicity of Message
Case and Point, I could ask 10 of my business leaders what marketing tools they are using in their promotional efforts and I might get 6 or 7 different responses.  Now you might say, well that is good because everyone has their "own way."  The problem with that is not on the surface.  Believe me, all 10 of us can be successful at marketing "our way."  The problem lies 3 to 4 generations below and beyond.  Massive confusion takes place when a person looks up to their upline support team and finds a multitude of marketing approaches and methodology.  Who is doing it right?  Who is most effective?  Who should I pattern myself after?   They do not know.  Confusion leads to only one thing, paralysis.   When someone doesn't know what they are supposed to do, they do nothing.   For this reason, we must keep things simple!

Our recommendation is quite simple, as a support line executive team we are actively using our Body Alive sites to market our 9 days cleanse.  It's simple and effective.  More importantly it is duplicatable.   If you would like to view a tutorial about this marketing tool and learn how to utilize it for yourself visit:www.theescobargroup.com and click on the tab that says "Body Alive Site Tutorial."  

Fundamental #3- Training

All training should focus on the Novice, that is the brand new business builder who is looking to generate an extra $500-$1000 per month.  Why?  Because if you get into the business of taking the training beyond the basics you just create more confusion and a never ending "we need more training" mentality.  People should only be taught the fundamentals of sharing their story, leveraging the marketing tools, how to engage their support line leaders to support them and how to follow up.  At that point they are ready to get out into the market and do what ACTAULLY builds a business, which is TALKING TO PEOPLE.  The concept that more and more and more training is what I need is quite simply an excuse that keeps us from doing what we know we ought to be doing which is contacting people about Isagenix.   

We expect that dynamic leaders who want to take their results beyond the 6 and 7 figure mark will proactively pursue those educational materials that will enable them to do so in their own time.  I myself, am constantly trying to learn how to take my results further.  I do not look to my upline support leaders or Isagenix to provide me with such.  There is a whole host of materials at my fingertips via the web.  Studying behavior types, the art of connecting, the art of listening, human psychology.   All of these things will obviously make me a more effective leader and positively impact my results.  Still, the very thing that build my business 7 years ago, is exactly what builds it today.  What is that?  The basics repeated over and over and over again, then taught to others who do the same.   The basics that I speak of are expounded upon in greater depth on the website www.theescobargroup.com  (click on "Basic Training")

How do we truly learn to build an Isagenix business?  It's a visceral learning process, like riding a bike.  We learn by repetition and emotional involvement.  Doing the same thing over and over and being emotionally involved in the process.  We cannot learn simply by listening to another.   Concerning this point, one of the most effective ways of all to learn is by placing our upline support leaders on phone calls for our benefit.  Just being a fly on the wall, hearing how they present themselves and the key points that they cover, that is invaluable experience.  Sometimes people flatter me by saying, "wow, and you kind of sound like your dad."  Well it's no surprise that is the case as I've stuck him on hundreds of conference calls and listened in intently to most of them.    We call it Experiential Learning.  Want to learn how to do the Isagenix business?  Just start doing it and you are going to quickly learn how.  "The work will teach you how!" 

Fundamental #4 - Use of Time
Time, our most valuable currency.  I want to express my gratitude to Nicole Hudson for bringing another important topic to mind recently, our time.  What should the majority of our time be spent doing?  Should it be spent studying, in personal development, coaching cleansers, talking to past customers, and developing new marketing tools?  Nope, none of the above, sorry!  Read any Network Marketing book and you will learn that 80% of our "Isagenix time" should be spent in promotion. Sharing.  Circulating, getting to know new people.  Making new connections with groups and so forth.  How can we expect our downline to do this if we are not doing it ourselves?     Just think of your Isagenix business as a fire, which you want to burn brightly.  How can it do so if we are not actively and consistently throwing logs on it? The more logs we toss on there, the brighter and longer it will burn.  

Following up with existing customers, coaching cleansers, getting educated through study.  Is any of this important?  You better believe it is, vitally so!  However none of it matters if we are not feeding the fire.   You have little customers to follow up with if you are not actively feeding the fire you see.  Even when your organization is monstrous and you are making substantial income, it still does not take long to follow up with your customers and coach cleansers.  In fact when you reach the pinnacle of success you will find that 80% of your time is still in promotion, for other people that is.  I spend most of my days, at least 80% of my time, doing 3 way introduction phone calls and trainings for my existing leadership.  There is no time better spent at this stage of my business growth!   I had to feed the fire for quite some time in order to get it to the point where other leaders would actively engage me in support of their businesses.  

Surprisingly, we still enroll a high amount of people personally.  Its just in our blood, we don't have to promote as much now as we once did, the income is residual, comes in like clockwork.  Still we cannot shut up about the benefits of these products and opportunity.  Look at what it has done for us, how dare we keep it a secret.    

Each of you will come to a place in your business when you have to make a very hard decision.  Do I give my time to the people who seem to NEED my time the most, or to the people who have earned my time because they DESERVE it based on their production and results?  If you want to be wildly successful, you have to delegate the majority of your time to those that DESERVE it.  It will be a difficult thing for many, especially people who have the Mother Teresa Syndrome, they instinctively want to help those that NEED it the most.  It was a hard thing for me personally, to tell a few of my favorite people, "I'm sorry, I only have so much time to devote to my business and I must give that time to the people who are actively bringing about results.  Those who are out promoting and have enrollments to show for it etc."  That is a hard conversation that I have had to have on many occasions.  Sometimes people respond as a Victim would, "my support line leader has no time for me, I have no support, so I quit."  Other times people respond as we would hope, "oh well I'm going to get busy then and demand your time in support of my business."   We wish the response was always the latter.  I can tell you that it is such a joy when such people do get busy doing what actually will build their business.  Of course we love everyone and we want this for everyone, but they must want it as badly for themselves as we do.  If they want it badly enough, they will do what it takes, they will respond to such constructive criticism in a positive way and grow from it.   They will learn that they cannot sit around waiting for their support line leader to pull their strings, that they must actively engage their support line leaders in support of everything they are bringing to the table.  That's right, it is up to the individual to engage their support line leaders in support of their organization, it is not the other way around.  That was a vital lesson I had to learn.  I contact my support line leaders and inform them of what is going on and where I need support.  I don't sit around and wait for them to call and say, "so what are you doing, how can I help?"  They are busy supporting "doers," so I must be a "doer" if I want the support. 

There comes a time when the results of others is what truly motivates you.  When you primary motivation is to pay the bills and feed the kids, it becomes hard to look outwardly the majority of the time.  Once you no longer need the money, it become quite natural to primarily concern yourself with the results of others, bringing about the same blessings to other people.   Look forward to those days, those are "where it's at!"  

Ok, that's enough for now, hope this is helpful.

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