Business is an art. And there’s no arguing it: This is the stance taken by all of today’s business moguls, from Warren Buffet to Bill Gates. There are obviously some things you’ll want to do and some things you won’t, no matter what. These things are rules, and they exist even in art. But, there are often subtler decisions to make than logic can dictate answers to. In the world of MLM, the choice between leading with your MLM opportunity or product is one such difficult decision.
At first, this doesn’t sound like such a problem. I mean, leading with either should work, right?
Well, yes and no. The opportunity is attractive to some people, just as the product is attractive to others. Of course, it’s not clear who will prefer what, but the problem is that some will prefer one, and some, the other. If you try to lead with the opportunity when the person you’re talking to really would prefer the product or vice versa, you’ve lost the sale already. So what gives? How do you circumvent this problem?
A Pinch of Logic and a Little Common Sense
. . . Go a long way. The answer to the problem, in one word, is Targeting. What that means, is that you need to target your leads. Don’t just use the opportunity, and don’t just use the product. Use both. And use each well. How do you do that?
Just think for a moment. If you could identify who is most likely to buy the product and who’s most likely to be interested in the opportunity, you’d know right off the bat which to use with which people. So, how can we generate that knowledge?
Unfortunately, there’s no 100% method for determining which a potential buyer or partner would prefer. But, it’s entirely possible to guess correctly with high frequency. This requires a little bit of demographic knowledge. Look at statistics for how frequently people purchase the product you’re selling and pay attention to all the demographic information you can get: Socioeconomic status, geographic location, the whole shebang. This way, you can target your demographic with high precision, offering the product to those who are most statistically likely to be preferentially interested in it over the opportunity, and vice versa. This will get you more distributors, which makes for more income; and it will get you more sales, which will lead to the same.
In the end, the choice of leading with opportunity or product is one that can be hit or miss. In order to hit more frequently, however, it’s important that you sit and think about who you’re dealing with, who you’re selling to, and what they want. And we mean what they really want – not what they’d say they want on a survey or Internet poll. As a marketer, you need to be able to effectively communicate with your prospect. Get to know them better, and understand their desires.
Now it’s your turn!
Which do you prefer? The product or the opportunity? Do you focus on one more than the other? This is a concept that confuses many distributors in terms of which one to lead with. Please share your feedback in the comments section, and I look forward to reading them!