For years the network marketing industry has longed for acceptance as a credible and profitable way of doing business. This lack of credibility has become a chronic problem that is exacerbated by network marketers themselves. They fail to posture this as a credible business model in their daily pursuit of the business.
In no facet of network marketing is this more true than the recruiting process. And prospective recruits can be as much to blame as the recruiters themselves.
Let's explore both sides.
Over-zealous Recruiters
One huge problem I see is that we have way too many over-zealous recruiters out there focusing indiscriminately on the "numbers game".
The expectation is that five of the next 100 people they recruit into the business will turn out to be business builders. That's great, assuming that ratio is even accurate. But what about the other 95?
Most network marketers would assert that some, or even most of that 95, will continue as wholesale purchasers of the products and that that's a good thing. I agree, as far as it goes. But that's really not a win/win, is it?
Keep in mind that many of these people signed up with the intention of building a business and making money. Some even had a dream of achieving financial independence. So, even though their wholesale consumer status is a plus for their sponsor, they may very well view the overall experience as a failure because they didn't accomplish what they initially set out to do - make money.
Their being able to benefit from the products at wholesale prices is of little consolation if their primary goal and desire was to make money.
Then there are those who drop out altogether. They not only give up on building the business, but stop using the products as well. These people can really be bad news because they're more likely to spread a lot of negative word of mouth about their former company as well as the entire industry.
You can blissfully go on with an unconscious "out of sight, out of mind" attitude about those who fall away, but what about them?
Over-anxious Prospective Distributors
The other side of the equation has prospective distributors prematurely jumping into questionable business opportunities, or getting into something that just isn't a good fit for them.
They fail to perform due diligence. People are too often blinded by the desire to get rich quick with little or no effort. When the getting rich quick doesn't happen, they either bounce off to some other flaky scam or drop out of the business altogether.
More negative word of mouth.
The Catastrophic Outcome
The result of all this willy-nilly recruiting activity is an attrition rate that is simply too high! Can you imagine a traditional business experiencing the kind of attrition we typically have in network marketing? How long do you suppose they would remain in business?
I believe the root cause of this industry-wide distributor retention problem lies in the fact that too many prospective sponsors and prospective distributors enter into a business relationship too quickly without entering into a personal relationship first. When this kind of rush to riches happens, success is more the result of pure luck than sound business building strategies.
Get Real
If you're currently involved in network marketing, make sure you're as selective in your recruiting as a manager in a traditional business is in their hiring practices. Consider prospective recruits in terms of whether they really would be a good fit for your particular opportunity and your downline.
Also make sure they perform their due diligence. You can do this by asking them what they've learned and where they obtained the information.
This is important whether you're considering a local or long distance candidate to join your business.
If you're currently exploring the network marketing industry, you must perform sound due diligence on the company. In addition to that, consider whether you can work well with the individual who is showing you the business. Remember, if you do join that business, they'll be training and mentoring you. So this is important.
Whether you're recruiting or being recruited, remember that network marketing is, first and foremost, a relationship business. So, before you seal the deal, make sure a solid business relationship is possible between you and the other party.
For additional perspectives on both sides of the network marketing recruiting coin, visit http://www.home-based-business-school.com/network-marketing.html
Bob Ford is committed to the idea that people who start and operate a successful home based business are better equipped to deal with periodic fluctuations in the economy. As Editor and Publisher of Home-Based-Business-School.com at http://www.home-based-business-school.com, Bob helps home based entrepreneurs achieve their dreams and goals.
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