First there was traditional MLM or Network Marketing. Except that no one called it traditional, because there wasn’t anything else to compare it to. It was just plain MLM. This was the friends and family, 3-foot rule, buying leads, etc. that many of us are familiar with. Then came Attraction Marketing. This brought some traditional marketing principles into MLM, and it was designed to attract (hence the name) prospects to us. Recently, some of the pioneers of the Attraction Marketing movement have started saying, “don’t forget about the traditional MLM methods.” What’s going on here?
What’s going on is the pendulum effect. We are all subject to this effect in many areas of out lives. And the problem is that once a pendulum swings too far one way, it has to swing back too far the other way. That’s just basic science. Ask any high school physics teacher. Don’t think this happens in real life? Take a look at the real estate industry. The pendulum swung so far one way that housing prices were rising like a Death Valley thermometer in July. And those houses were selling fast. Too fast. Then the pendulum swung the other way. Our thermometer was moved to the North Pole in January. The housing market plummeted. A pendulum has swung in the Network Marketing industry as well.
It is true that many people have built huge Network Marketing businesses by the traditional method. This method is either face-to-face or by phone. In either case your method of MLM marketing is highly interactive. Occasionally you will have someone call you, but most of the time, you are initiating the contact. The problem is not everyone can generate MLM leads this way. For those that can, it is often a very lucrative way to make a living. If you can generate leads this way, and key people in your downline team can generate leads this way, it is almost assured that you will do very well. Because not everyone can generate leads this way, the failure rate with traditional MLM marketing is very high. It is kind of a feast or famine situation.
This was the reason for Attraction Marketing. The MLM marketing pendulum began to swing toward new methods. The people who created this movement knew that when most people got past their warm market, they were dead in the water. They knew it because it had happened to them. Attraction Marketing Systems were developed. These systems use the power and leverage of the internet to generate MLM leads. The difference is that you present yourself as someone who can help people with their problems. In fact, you and your system can help people with their problems; this is not just an idle boast. Attraction Marketing as a marketing force is still very young. Early results seem to show that Attraction Marketers have a higher success rate that traditional MLM’ers. Again, it is early, but this is what the data seems to show. The problem is that there are still too many people who are having problems recruiting people into their businesses.
Many people believe it was the expectations created by the Attraction Marketing Systems that have led to this problem. Here is a piece of blunt truth for you. Attraction Marketing by itself is not designed to recruit people into your MLM business. It is designed to bring targeted prospects to you and your system. There is a difference in an Attraction Marketing System and your MLM business. The system will occasionally bring a prospect into your MLM opportunity, but this is the exception. When people are brought into the system, this will create cash flow for you. However, the wealth comes from your MLM opportunity. It is up to you to bring the right people into your business. So it looks like the pendulum is moving back toward the middle.
This is where those traditional MLM skills come in. Phone and face-to-face. Once you have developed your prospects’ trust in you and your system, then you have the credibility to talk to them about your opportunity. Attraction Marketing came about because traditional MLM’ers were suffering lead poverty. It was designed to fix that. And it did. It generates leads very well. But you still have to develop leaders in your downline in order to be successful. That starts with relationship building using those traditional MLM skills.
Jim is an experienced Network Marketer and an Attraction Marketing mentor. He provides MLM Training [http://www.wealthwithoutwages.com/] to people looking to improve their lives by marketing through the internet. Find out how the experts generate hundreds of leads every week.
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