Water, electricity and network marketers??? What do they have in common? Think about it…they all instinctively and naturally follow the path of least resistance. The path of least resistance describes the physical or metaphorical pathway that provides the least resistance to forward motion by a given object or entity, among a set of alternative paths.
Another applicable title for this post could have been; “Water, electricity and network marketers or why the internet is screwing up your business”. And it would be a very true statement indeed. Now don’t get me wrong, I love the internet…the tools, the opportunities, the reach. But marketing your company online should be one part of your strategy, not all of it.
The internet has provided a safe haven for many to confuse activity with accomplishment. It is easy to spend hours posting ads, surfing for credits or playing on Facebook…but at the end of the day have you “talked” to anyone about your business. Probably not. All of these activities should be approached with the idea that you are opening a door to to present your opportunity. And that’s where the internet fails to deliver for most network marketers.
The MLM industry has been bombarded for years with promises of “an easier way” to build the business, sponsor without talking to anyone or my favorite “on autopilot”. Many of these tools serve a very useful purpose but where MOST people fail is the last 10%…asking for the sale. Picking up the phone and saying “hey,…..”. Or expecting that someone is just gonna sign up. Does it ever happen? Yes. Will it happen often? No.
The path of least resistance is avoiding that phone call or meet up at Starbucks. The fear of personal interaction (potential rejection) sets in and its back to wasting time pretending that something is being accomplished with all of your internet tools.
BALANCE…that’s the key element which is necessary to remember in how you approach you business. Use the tools, but use yourself as well. This business is about networking, building relationships with others. And nothing, no tool or application, will ever replace the power or impact of personal interaction.
~ Jack Kapala
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