A Serious Business

Lately, in some of my presentations, I have stopped using the term "network marketing" when describing the business. It's not that I am ashamed of the business. It's just that there are so many preconceived notions in people's heads. Once you throw that term out, those inaccurate assumptions just start bubbling to the surface.

Instead, I say I talk about distribution. I say that where money is being made these days is in distribution. And that our company utilizes a fast and efficient method of distribution. This distribution method utilizes the power of technology to move products directly from the manufacturer into the hands of the consumer. I explain that this is how Sam Walton made his fortune -- by utilizing technology and advanced concepts to become highly efficient at distribution.

I talk about how our company also utilizes a fast and efficient method of promotion -- word of mouth advertising. The marketplace has become highly fragmented, and mass marketing no longer has the effectiveness it once did. But our company relies on powerful word-of-mouth advertising to quickly gain market share, and to build a loyal customer base. As an added benefit, this promotional method also facilitates top-notch customer service.

I also talk about how our company uses advanced technological tools to promote our products and provide ongoing training and support to our distributors. Voice mail, conference calling, satellite transmission, video tapes are some of the tools we use.

I explain how our business enables distributors to leverage their efforts, so that they may profit from the work of other distributors that they sponsor and train. How it is almost impossible for a single individual to create wealth through his or her own efforts. That this business is designed to be highly duplicatible, so that the efforts of a single individual can be quickly multiplied in others.

I talk about risk and start-up capital. How most businesses require entrepreneurs to risk large amounts of capital to get started. How my opportunity is completely risk-free and never requires any large capital investment.

I explain how this business is accessible to anyone, anywhere, and how that fact results in fast growth and unlimited potential.

These are some of the things I say instead of using the catch-all term "network marketing," particularly when talking to people with business experience.

When you think about it, many traditional businesses are heading toward the point where network marketing already is. A fast, efficient distribution system, with highly targeted marketing and exceptional customer service, taking strategic advantage of advanced information technology, with unlimited upside leverage and no downside risk. What entrepreneur do you know of who wouldn't like to have all those factors working in their favor?