The late Gary Halbert, who was one of the most talented direct marketers of all time, once asked his students:"If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you like to have on your side to help you win?"
His students replied with a volley of responses:
1. "I would use the freshest, tastiest hamburger meat!"
2. "My prices would be the lowest!"3. "I'd pick the busiest location!"4. "I'd want a world famous recipe!"
5. "I'd offer customers credit, so they can pay later!"
6. "I'd have more staff so that I could serve more people faster!"
7. "I'd sell my burgers wholesale!"
He listened to them all patiently, until each had their turn. He then turned and said...
"I'll give you every single advantage you have asked for... but I only want one advantage. And if you give it to me, I will whip the pants off all of you when it comes to selling burgers!"
"The ONLY advantage I want is... A Starving Crowd!"
A little chain store epitomises this fundamental principle of marketing. It's called McDonald's.
I don't know about you, but I don't think that McDonald's produces a particularly good product. Their burgers don't really taste all that good and they're not all that good for you either. Yet one McDonald's chain store can sell tens of thousands of dollars of burgers every day.
Why? Because McDonald's knows that their real business is NOT their burgers or fries. McDonald's knows how to satisfy a hungry crowd better than anybody else. McDonald's knows what its customers want - they want to satisfy their hunger pains quickly - and it gives it to them cheap, fast, efficient and with a smile.
If networkers only understood and applied this fundamental principle of marketing, there would be no frustration, anger, resentment, failure and broken dreams.
Some people spend so much time trying to find the perfect product, making sure it's the absolute best product money can buy. Some people get so excited over a new product that it moves them to tears. Then after many months peddling the product, they are stumped as to why they can't sell any of it. It's simple. Nobody wants it.
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Just like McDonald's is not really a burger business, network marketing is not really a product business. Products come and go. Companies come and go. We need to move products and services in order make money, but our real business, our starving crowd, are people who want to own their life.
As a network marketers, your business is people. You need to study people, not products.
There are hundreds of thousands of people in this industry looking for a home, looking for leadership, looking for a team of people who can help them make money so they can quit their day job and live a stress free retirement. Spent your time learning how to find these starving people, rather all the constituents of your super juice that can grow back limbs.
The fact is, all legal network marketing companies have a good product, otherwise they wouldn't be in business. There's tons of products that are 90% - 99% great. None of them will have any bearing on your success. Just pick a solid product that people are buying regularly and start studying people.
Study people in network marketing. What do they want so passionately? What do they fear the most? What makes them leave their company and look for greener pastures? What makes them persist beyond any rational reason? What makes them quit before they get started?
When you understand how people in network marketing think, when you understand their psychology, you can then serve them what they want. When you know how to serve people in the networking industry, the time you've spent learning about people will reward you many times over.
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