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Quantity VS Quality
The quantity versus quality dilemma is one that every marketer is posed with in their journey to success. If those people are anything I was, then from the get-go they most likely subconsciously chose quantity. However, I’m not here to argue if that’s you or not. My goal here is to show you instead why everyone should be changing their recruitment strategy to focus on quality distributors.
Post-Cards, E-Mail Harvesting, Cold-Calling, Craigslist Ad’s, spam, spam, spam. Although they all go under a different name, every one of these is what is called a “guerilla-marketing” tactic. A friend of mine once justified his cold-calling strategy as a guerilla marketing tactic, and I couldn’t help but pity him. I’m sure in his head he’s trying to reach X-amount of distributors to reach that pin-rank and qualify for that bonus, or trying to increase the amount of matching bonuses he can receive, however this had led him on a road straight to wasted-effort and this is why.
There is nothing inherently wrong having 20, 40, or even hundreds of personally sponsored members in your organization, but the key that everyone is missing is that the strategies mentioned above lack one essential attribute – Duplication. That is the core of my article; A system like this is simply not duplicable. Multi-Millionaires like Randy Gage understand the importance of duplication marketing. Every 1 out of 100 successful marketers is going to have the “skill”, for lack of a better word, to duplicate speaking to leads that they get from post-cards, a bulk e-mail, or any other method.
It is extremely hard to get the trust needed to build a business relationship with someone that you have never seen in person. And for the one person that is the mesmerizing speaker and can do this, there are 99 others that will fail. Oh and don’t forget that this 1 person who can close a person in the blink of an eye, and has personally sponsored 100 in his first month, just sponsored 99 people who aren’t going to succeed and ultimately quit.
I would love to imagine him attempting to train those people on his “guerilla-marketing” tactics. Not only is he going to not have time to sleep, but his organization is going to look the EXACT opposite of the epitomized pyramid structure of a successful network-marketing team. 100 on first level, 75 on the second, 33 on the third, 12, on the second, and 3 on the first. What happens when those people quit. A domino effect of quitting from the bottom up until your organization has toppled and is back to ground 0 (distributors).
To put it simple – Quantity recruiting is not duplicable! So, for the few people reading this that do have that ability, I urge to you to put that trait in your trophy case of talents. So that leaves us the issue of quality recruiting. That’s a different article itself and I could write a novel on it if I chose, but if you’ve taken anything from this article then let it be to begin with a small group of 3-5 quality recruits, with a duplicable easy-to-learn system that you can teach them. They call it network-marketing for a reason; start with your network of people you personally know. There is going to come a time for horizontal expansion and recruiting huge amounts of people, but that comes later in your journey.
If you are ready to begin quality recruiting, but find yourself lacking a system that will help you do that then feel free to get in contact with me and I’d love to help you develop a winning strategy.
Undergraduate Marketing Student
B.S. Professional Sales
Minor- Social Media Marketing