This is the first in a series of articles on the foundational skills needed to succeed in Network Marketing or Direct Sales. Each week I will cover in detail one of the basic skills you need to master over time in this profession.
I am going to start with one that is used more often than any other. Telling the story of your WHY.
What Is Your Why
Imagine that you are at a party and someone asks you what you do. Most of us fumble over that or we say a short answer that is what our job is. I’m an accountant or I’m a mechanic or I’m a salesperson or I work for Acme company. Even if you own your own company, it’s a job description that most of us give. I’m a contractor. I’m in dog grooming. I own a UPS Store.
In the network marketing profession, we need to have an answer ready that tells the story of why we LEFT doing a J.O.B. and started down an entrepreneurial path.
How To Craft Your Why
Not your why in terms of your goals or vision. Your why in terms of why you decided to get started in the network marketing profession.
When someone asks you what you do, you need to answer with a short and compelling story that answers not just what you do, but why you do it.
You are also going to use this story every time you do a presentation, every time you step on a stage and every time you talk about what you do.
1) Start with a short answer like those everyone uses. One that describes your industry without being salesy and that tells people that you have recently changed what you do.
I recently started in the Health and Wellness Industry
I recently started in the … industry
I recently started as an executive recruiter…
I recently started my own business…
2) Your background/what you used to do
I had been a …
For me this is:
For 30 years, I had been in marketing for home improvement & solar contractors.
3) Things you didn’t like about that job or situation
I loved …, but …
For me its:
I loved helping small & startup contractors grow from zero to making more than $1 million in sales in their first year, but back in 2008 the real estate market crashed and the entire industry I was in crashed along with it. If you have no equity in your home, you don’t have money to do any home improvements. Everything I had been working towards for more than 30 years went away in a few months.
4) And then I found
(How did you find network marketing. How your company came to the rescue)
For me its:
I spent years looking for a way to make the money I was used to again and have more control over my time and my health. I used to work 60-80 hours a week and my health had suffered. In 2011, I weighed 290 lbs and would huff and puff walking up a flight of stairs.
And then I found the industry I am in now. Now I get to help people make more money, just like I did for contractors all those years and I get to help them be healthier too.
5) Your results OR how you feel about your future
It has been fantastic! I’ve … and
For me its:
I have never felt better physically, I’ve lost 80 lbs, and I have never felt better about my future. Just by doing what I have been doing on a part-time basis for the past 3 years, I should have enough residual income coming in every month to be able to retire from my current full-time job in a year.
Bringing it all together
Put those 5 statements together into a short story that tells them what you do and why.
This WHY should take less than a minute to tell and convey the emotions of why you are in network marketing.
Your WHY story will convey what you have overcome and how bright your future has become because of what you are doing. Facts tell and stories sell. This one minute story will have a great impact on whether or not people can see themselves doing what you are doing.
Practice Makes Perfect
Practice this in a tape recorder or the voice recorder on your phone until you can tell this story in a conversational tone. People will be interested in your story because it’s compelling as long as it doesn’t sound like a sales pitch. You don’t have to mention the company or even the products you sell. In fact, I seldom do.
Let them ask about your products or company and then use a takeaway. Something like – “I would love to tell you more about what I do, but this is probably not the best time to go into that. Let me give you a call and we can sit down over coffee and talk about it some more.”
If you are giving a presentation, whether that is one-on-one or in front of a group, start the presentation with your story.
This is one of the foundational skills of the Network Marketing profession. Master it and watch your business take off.
Come back next week for the next article in my series on
The Foundational Skills of Network Marketing.
I do hope you decide to join us on our adventure. Once that momentum kicks in, there is no limit to what peaks we can climb together.
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