In my last post I discussed the fact that I'm an external thinker who throws ideas against the wall to see if they stick. And I promised that in the future I'd let you know whether I was "just thinking" or was actually stating a strongly held belief.
On today's subject, I'm halfway between the two -- I actually have signed up in one MLM (not to create a downline, but to use the service -- it's a wonderful tool). But I am still fleshing out the idea for how I should proceed. The basic questions I'm posing to myself are:
Can I eliminate salesdrip behavior from the MLM model of doing business? Would fully participating in an MLM give me the insights I need to succeed? If I were going to move forward on this idea, how would I go about that?
So I'll write this post as my means of fleshing out an idea I've already started to implement. (By publicly stating my ideas I get my head around them.)
To that end, I'm going to write the following from the position of "I'm doing this starting today." That way I can "see how it feels" to say this stuff in public. I'll put the role-play between two lines laying the "I'm doing it" position.
Once I'm finished, I'll add a few "here's how that felt" comments and we can see what happens next.
Here goes:
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For the record, I love the concept of multilevel marketing (MLM). I mean, what could be better than combining:
- A sales force of people who actually use, truly believe in and are totally passionate about the products they're selling.
- A 100 percent results-driven compensation structure where everyone owns his own business.
- A recurring revenue stream that actually generates sales-while-I'm-sleeping-soundly (SWISS) money.
- A model that allows the financially challenged to build an actual business before they quit their day jobs.
- A system that eliminates the headaches of hiring all but a few salespeople. (That's a business-owner's perspective.)
No, my problem is not with the concept of MLM itself, but with the unintended consequences of this wonderful business idea.
Earlier this summer I was in St. Charles, Mo. helping that Yellow-Tie Chatpter's leaders set up for their evening's business networking event. As we were getting the name-tag table ready, an early arriver (who I had previously met) walked in, came straight to me with his hand poised to shake and said, "Hi Gill. You know, we need to get together soon so I can show you Team National. I've mentioned this to you before, but ..."
For anyone other than the hermits of the world, I'm sure this sounds familiar -- there are MLMers everywhere who, for some reason, believe everyone within distance of getting hit by a swung dead cat is a prospect they can pound into signing up.
It wasn't his opening that is memorable in this case, however, but rather what followed.
You see, "Brad" (that's what I'll call him for the rest of the story) was about 30 minutes early to the event. And there was a torrential downpour that day, so everyone else was somewhat delayed. And Cindy (my lovely Cindy who is the best name-tag-table lady on the planet) was fully capable of finishing setting up herself, so it's not like I was needed for that.
So "evil Gill" -- that's the guy who comes out when he encounters a salesdrip -- spotted an opportunity to conduct an experiment.
And the game was on.
"Yes, I know we've talked about this before," I replied. Then I shut up long enough to give Brad the opening he sought. Of course, that means I took a breath, because salespeople like Brad don't need much of an opening.
For the next 30 minutes, whenever his bombardment required me to grunt, I grunted. When more was need -- not often, of course, since a heartbeat and open eyes are usually the only requirements -- I said various forms of "that's interesting" or "I understand." Of course I also threw out business challenges -- "Are there quotas to be met to remain a distributor? I have other stuff to sell already." And I worked the obstacle course -- walking around the bank lobby to get a drink, grab some food, check out a bank pamphlet, have a short side conversation -- even go to the bathroom. All the while I was watching Brad closely to see how disengaged I had to become before he would wake up and shut up.
Honestly, I believe anything short of a faked heart attack would have failed to stop the tirade -- Brad actually waited for me outside the one-person (thank God) toilet until I was finished washing up. So about 30 minutes later, when it was clear our guests would start to arrive, I worked my way back to the nametag table, stopped Brad mid-word and brought the experiment to climax:
"I love the whole MLM business model," I said. "But you know what drives me nuts?"
"What's that?" Brad replied.
"It seems like everyone I meet who is involved in an MLM thinks the best way to sell is to bombard me with information in an attempt to pound me into signing up. I just hate it when they open with 'we need to get together so I can show you' -- like they know what I need. Then they follow you around, won't recognize when you aren't interested and refuse to take 'no' for an answer should you finally get frustrated and try to cut them off completely.
"I once had a guy actually wait outside a bathroom for me, then start right back in on me when I came out."
At this very moment I caught Cindy's eye. She was wearing the Cindy smirk, the one that says "I love you, you shit. But don't go too far now, dear."
So I switched to, "Why don't the people who run these MLMs take responsibility for making sure the salespeople they sign up understand how to sell? Don't they realize what an incredibly negative image this behavior is giving not only their companies but the entire MLM business model? Or don't they care?"
WHOOSH! -- The point shot like a rocket right over Brad's head and totally out of his grasp, as he replied, "I know what you mean. We've got to do something about those people, because they make it harder for the rest of us to be successful."
Wearing The Shoes ... Walking The Talk
Because of the leadership role I play in Yellow-Tie (a business-networking association), I find myself being hit more and more with the problems caused by salespeople who I would classify as "Pounders" -- they pound you with their information while remaining totally oblivious to your wants, your needs, your reactions, your objections. While they come from all sorts of businesses, a consistent supply seems to come from the MLMs of the world. And when it comes time to kick one of them out of Yellow-Tie -- we first try to help them adapt, of course -- the bucks stops on my desk.
So I've decided to wage a full-blown war on MLM salesdrip behavior. But instead of just moaning and groaning, I'm waging it from within.
Yes, I've actually signed up as a distributor of a product that has an MLM structure, and I'm looking for a few more. In my particular case, they will all be products or services that actually help salespeople build better relationships, communicate with customers, maintain their data -- anything I can find that is reputable and actually works to make salespeople better at identifying prospects and closing sales.
This way I can:
- Learn the realities of selling for MLMs from within.
- Teach every person in my downline how to sell without being a salesdrip or a Pounder.
- Suffer the pain of eventually having one of the people in my own downline behave this way, so I can figure out how to overcome that outcome.
- Create a success story that will, hopefully, trickle up to the owners of the MLMs for which I sell, and either get them to realize they are responsible for their sales forces, or help those who already realize it to better control the actions of the people who sell their stuff.
The plan is to do the following without giving up my day job:
Step 1 was to sign up for an MLM. I have, but I'm not sharing that here because I don't want even the slightest hint of an ulterior motive attached to this post.
Step 2 is to find a few more MLM companies whose products or services are built to help salespeople succeed. In fact, if you represent one and you are NOT a Pounder (yeah, that'll work -- like the Pounders know they're Pounders) contact me and I may just sign up through you.
Step 3 is to build the sales training program and coaching model for the people who sign up under me. That will be done by end of 2008.
Step 4 will be to recruit my first few followers. These will be people who are willing to sign up in my downline for every product/service I represent. So if I rep four products, I'll need four people willing to rep all four products under me. This will be the test-case group -- the people who suffer the pain of every mistake I make as I figure out how to build a massive, successful downline that has absolutely no Pounders in it.
Step 5 will be to spend how ever long it takes to crack this puzzle, document the downline growth and create a training model and program we can share with every MLM organization and salesperson we can find -- ABSOLUTELY FREE.
I'm taking on the salesdrips of the MLM industry starting today, because I love the whole concept of multilevel marketing and am tired of those who give it a bad name. I figure if I can change the way the MLM industry sells, I can actually change the world.
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Okay -- back to reality.
That actually feels like an interesting plan -- something into which I can sink my teeth. You know I'm on a mission to eliminate salesdrip behavior of all kinds from the sales profession. I'll never succeed in total elimination, because every society has its less-than-desirable element. But think of the impact of getting all MLM-structured companies to take responsibility for eliminating this behavior in their sales forces.
If that was the limit of my legacy I'd die a happy man.
I like this idea so far. So here's the reality of my plan as of today:
- I've already completed Step 1 -- I signed up for and started using a tool that is sold using the MLM structure and that will make me a better salesperson.
- I'm going to complete Step 2 -- find and sign up for a few more MLMs that provide products or services that help salespeople improve. (Assuming any exist, that is.)
- I'll commit to creating the training program that makes MLM salespeople successful and somehow, make it available for free.
After that, we'll see what happens.
If you know of any MLM tool that salespeople can use to increase their effectiveness, please tell me about it. (Whether you're a distributor or not, I'd like to know about the tools.)
And as always, if you have thoughts to share, please add comments.
Thanks for listening to the storm.
Gill E. Wagner, Sage of Selling
President of Honest Selling
Founder of the Yellow-Tie International Business Development Association
I give you an "amen" because the whole thought of an MLM'r makes me cringe, especially because it is usually family of friendss trying to recruit you. You are probably aware of these, but I will tell you my two biggest pet peeves about MLM'rs...
1. They do not respect your time, I have been told on every instance that a presnetation would last 1 hour, it is usually into the third hour when I am able to finally kick them out of my house. Most times I would prefer termites.
2. The claims that most of them make. I write everything down so I can later backtrack their information which ultimately prooves false. There is not a worse false testimony than when it comes from friends and family, and I believe they were mislead by their "business leaders", which should never be an excuse because I believe everyone has a responsiblity to find the truth in every circumstance, or look stupid for not doing so.
I hope you keep us posted!
Thanks
Chris
Posted by: Chris | November 24, 2008 at 06:10 AM