MLM Leadership Training -for Network Marketing – Who Are You Following – Where Are They Taking You? – Part 1
by Dale Calvert
I guess to really understand my training philosophy one of the first concepts you must understand is a concept I call 3%ers, 27%ers, & 70%ers. This underlying reality is really a very important foundation of why I believe what I believe and teach what I teach. I have been bombarded with questions regarding this concept from many people who have ordered the “Confessions of a Network Marketing Millionaire” video-training series.
It seems everyone in the industry has been talking about the 5% and the 95% for years. (Only 5% of the population can do network marketing.) When I started talking about the 3%, 27% and 70% it seemed to grab people’s attention.
The Realities.
I first started teaching this concept in the mid eighties during my Shaklee days. Like so many of the concepts I believe in, it came to me in the shower. I truly believe that most of what I teach, “came to me”. I don’t do a very good job at “thinking things up”. Throughout my network marketing MLM career I have just tried to figure out the way things are, and work with it, not fight it. There are some aspects of this business and some methods that I don’t like and really don’t feel comfortable with. However, I do them and teach them anyway because they work for the masses!
Too many network marketing gurus today suffer from a disease called “Too Cool-itis”. (I first heard this term used by Anothy Heflin, one of the powerful leaders within our organization.) There are many prospecting and retailing methods that absolutely work for the masses, but because the guru is too cool to wear a button, or place flyers on a public bulletin board, or have a bumper sticker or magnetic sign on their car they shy away from methods that work. This ultimately is cheating their home business organization. They simply don’t understand that their personal thoughts, feelings, and hang-ups are not the issue. Their network marketing business does not revolve around them; they aren’t the issue. The success of their people is what’s critical for their long term success.
The Three Reasons.
I truly believe that one of the top three reasons people fail in network marketing and live very mediocre lives over all, is they care too much about what other people think about them. You can never reach your full potential as long as you are worried about what somebody else thinks about you. I read a quote on a sugar packet one time that I will never forget. It simply said “Never try to explain yourself: Your friends don’t need an explanation, and your enemies aren’t going to believe you anyway”. What powerful advice. Dwell upon this thought for a minute. People aren’t thinking about you . . . they are too busy worrying what you are thinking about them …WOW.
“Too Cool-itis” will always stifle your growth potential and cheat your people. You must teach simple, duplicatable, methods that work for the masses. It doesn’t matter if I am a CEO of a Fortune 500 Corporation, welder, housewife, truck driver, dentist, factory worker, or chiropractor, I must be able to duplicate. If methods are not duplicatable by the masses, duplication stops. Personality and tremendous communications skills will only take you so far.
You can not build a long term network marketing business with the skills, attitudes, work ethic, and gift of gab you entered the industry with. Everyone, and I repeat everyone, must develop new skills, attitudes, and methods that can be duplicated by the masses or sooner or later duplication will stop. That is exactly why you see most large organizations tap out around the 10,000 distributor mark. To develop an organization of 50,000 plus distributors you must understand that what got you here (group of 10,000) won’t take you there (group of 50,000).
The 3%ers.
Follow this. 3%ers with drive, determination, work ethic, and personality plus, can only duplicate by finding others with drive, determination, work ethic and personality plus. Unfortunately, in network marketing people tend to recruit down. They will recruit people who are at a slightly lower economical, and social class than they are, who in turn recruit down, who in turn recruit down etc etc. Sooner or later, usually within 18 to 24 months, you end up with an organization full of hobos, or people looking for something for nothing. What I call 70%ers.
This trend of tapping out at 10,000 distributors or within the 18 month to 2 year period has been repeated tens of thousands of times by countless number of gurus within the industry. So what is the solution? Give the good, honest, hard working, dedicated 27%ers a step by step unified, duplicatable training system that can be effective for the masses!
So why isn’t this happening? 3%ers develop 99% of the training programs within the industry, and they are designed for 3%ers. 3%ers simply don’t understand how the masses think, so how can they develop effective training programs for them? 3%ers think everyone thinks like they do. They think everyone has the ability to tap the drive, determination, work ethic, and personality that they possess, and take for granted!
“Dale, what in the world are you talking about? 3%ers, 27%ers, 70%ers, 99%, 5%, 95%?!?!! I am decent in math, but this is ridiculous!” I am going to back up now and try to give you my definitions of 3%ers, 27%ers and 70%ers, and after I do, you are going to need to reread the above paragraphs.
—–The 70%ers—–
In theory we have 100% of the population in which to recruit from correct? According to data from the insurance industry the reality is this: 95% of the population at 65 are either dead or dead broke. How many times has that statistic been repeated in this industry? We have all heard it, or have we?
The reality is this-you and your network marketing opportunity are not going to drastically change this statistic. So why do you spend so much time, energy, effort and financial resources to try to change a statistic that is impossible to change?
My data tells me that of the 95% there are approximately another 25% of the population that it are possible to help. 5% are going to make it with or without us, plus another 25% if we give them the direction and leadership they need. That leaves 70% of the population that simply can not, or will not be financially successful in network marketing or anything else. We can love these people, we can appreciate them as valuable human beings with unique talents and gifts, but having the drive, determination and work ethic to develop financial independence in network marketing, or any other career, is simply not within their reach.
Many of you may feel that this attitude is cold-hearted or uncaring. Again, there are many things about this industry that I don’t feel comfortable with. I wish that we could save the world with this industry. I love and value people, all people, but I have learned to accept that which I cannot change. 70% of the population will live mediocre financial lives, that is simply the way it is. Over the years I have learned to not fight it & accept it because I can’t change it. I have dedicated myself to learn, grow, develop and become as good as I possibly can become at helping the other 30%. My advice to you is to do the same thing. Leadership starts by knowing who it is you can help, and who you can’t. As my good friend Jim Devault says, “You can’t push a rope”.
So 70%ers are people who simply don’t have the drive, ambition, self-image, or people skills, to create wealth. They tend to play the lottery every week and blame the government, their boss, and economy for their lack of financial success. They would rather spend their life watching TV and complaining than taking responsibility and changing. They have a victim mentality.
Most 70%ers will never join your opportunity because they are broke and don’t have the $25.00 for an application fee. Deep down they know they would fail if they tried anyway. The few that do join have the philosophy, “if at first I don’t succeed, fix the blame quick”. They will only be part of your organization for a short time. They try very little, quit, blame you for their failure and then go back to playing the lottery.
My advice to you is respect these people as fellow human beings, encourage them, give them a copy of the book The Magic of Thinking Big, but don’t be naive enough to think you are going to build a business with them. Unfortunately, in today’s network marketing environment many companies and distributor advertising campaigns and marketing plans tend to target these people.
The Scam Tape.
Pick up any network marketing publication and read the headlines of the advertising. It is obvious that the trend towards mediocrity is alive and well. I became so sick of the “we do all the work, and you make all the money” ads that I recorded a cassette entitled “Network Marketing is a SCAM!” Six weeks after this tape was introduced into the market place Cutting Edge Opportunities Magazine ran an article on this cassette.
Those insiders who had the opportunity to listen to this thought provoking cassette prior to its general release have called it “…the best industry cassette of the last 30 years!” Other comments include “…listened again and again and my head is still spinning! …talk about a paradigm shift, I finally get it! …I knew the concept was pure but many people have been going down the wrong path. This should clear things up for everybody.”
One thing is sure-you will either love this tape or hate it. You will discover why 95% of distributors lose money in network marketing, why most traditional business owners don’t take your opportunity seriously, why most distributors quit your organization within 90 days and continue to jump from program to program. You will also learn how to break these trends and create true long-term success and passive income.
One of the key points I tried to convey in the SCAM tape is that we must return to our roots of inspiring people to personal growth and development. We must break the trend toward mediocrity that is binding and stagnating this industry and start telling people the truth, what they need to hear instead of want to hear.
When a person is sponsored into your organization you must understand that the odds of them being a key player within your group is slim to none. However the odds of them knowing a key person which can make a major impacton your group is extremely high. Never is that concept more evident than with a 70%er. That is why we teach a concept called “Blitzing Warm Markets”.
When you sponsor a person, especially a 70%er you must get into their warm market immediately and find out who they know. Every dud knows a stud! If you wait around for them to contact that key person, it will never happen. The 70%er isn’t going to hang around any longer than 90 days anyway. A good mental paradigm to work under is that everyone you sponsor is going to quit within 90 days, so you better find out who the quality people are that they know.
Leadership must understand who you can help and who you can’t. All people on all this earth have the ability within them to become powerful leaders. However, 70% will sabotage that ability. They always have and they always will; neither you, I, nor our network marketing opportunities are going to change that FACT!
I truly believe that the better you become at understanding who you are dealing with – the quicker, and more efficiently you will be able to build your business.
In my opinion 95% of the so called “Heavy Hitters” in this industry are 3%ers. Below is an overview of this type of person.
Most 3%ers build organizations extremely quickly. Unfortunately many times they fall apart just as quickly as they are put together. They usually tap out around the 10,000 distributor plateau and start backing up quickly. Many 3%ers hit it big one time by being in the right place at the right time and spend the rest of their network marketing career trying to do it again.
Next I would like to share with you some of the most positive attributes of 3%ers, and the unseen negatives that are sometimes created.
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Dale Calvert an 18-year veteran of multi-level marketing sent the industry into a tailspin with his recently released audio cassette. Calvert, who began his career with the Shaklee Corporation and later NSA before landing at New Image International, has industry insiders buzzing with his newest audio tape “Network Marketing is a SCAM!”
http://www.mlmhelp.com / Visit Dale’s Website!
Presented by PassionFire International.
Blessings…
doug Firebaugh / PassionFire Intl http://www.passionfire.com
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