The dark side of the force

The “3-way call” still remains a common and increasingly missused technique in the network marketing industry.

We should be asking ourselves whether it contributes to a stable, long term business.

We do know that this technique when used improperly will contribute to substantially high attrition rates.

What do I mean by improperly?

When combined with a script that is designed to “force” a prospect to make a decision on the first attempt will normally net you a short term gain but a long term attrition rate that can destroy your business.

Let’s examine a bit of the psychology of this technique.

Have you ever gone into an auto dealership to purchase a new car and the salesman “forces” you to sit in an office to listen to a sales pitch?

The next step is usually the appearance of a sales manager to put even more pressure on you to make a decision. Think about the “knots” you got in the pit of your stomach. You know what is coming next as you sit there in the sales office. Your defensive “walls” also go up and it then becomes a battle of wills. All you can think about is how to get the whole thing over quickly so you can be on your way. In many cases people just “buckle” and buy the car because they see no alternative. The emotional pressure is immense. Unfortunately you have no time to use logic until you are out the door. At that point it is too late you now own the car.

Have any of you ever been to one of those timeshare presentations? Same idea…you know what is going to happen even before it even happens….they are going to bring in the “closer” (the upline).

The stressful feelings you experienced are the same as what your friends feel when you prospect them on the telephone with your upline on the other line. You are inducing even more “pressure” for them to make a decision. They already know what’s coming next and it’s really an awful situation for them. In many cases it is a sure way to lose friends and ruin relationships.

Just recently I read through a prospecting system on a website in which the following, in part, was recommended:

This next step is the MOST important. Schedule a Validation Partner to be standing by for a three way right after the conference call. Please do NOT telegraph that a third party will be on the line to the prospect.

I just love the last part about making sure you hide the fact that a “partner” or upline will be on the phone to “close the deal”.

I wonder how stupid we think our friends are?

DSA (Direct Sales Industry) statistics state that less 2% of those you prospect the 1st time will be interested enough to make a decision. That percentage stays about flat until you get to about the 5th-6th contact where nearly 75% will be prepared make a decision.

So why in the world are some leaders teaching sales training that goes for the “hard close” on the 1st contact?…lack of knowledge…greed….end of month bonuses? You pick a reason.

There is one undeniable fact…there is currently an extremely high failure rate among new distributors and qualifying leaders.…well over 50% in some cases in my own company. Unfortunately some leaders think this is an unchangeable fact. They could not be more wrong.

Fortunately it already is changing. Some leaders are FINALLY beginning to realize that in order to have a stable long term business you don’t have to gang up on a prospect and “force” them to make a decision they are not prepared to make.

A long term stable business with a low attrition rate is in part about building a relationship first.

And yes it takes time to build, but with patience, it will create a constant flow of leads for your products and business.

The most important part of relationship marketing is positioning.

When you solicit your friends and family, or make cold calls, or try selling to every person that walks by you, they see you as a sales person who just wants to make money from them, and you’re very unlikely to get a sale. You will have to go through very high numbers of prospects.

However, if you sell yourself, listen to people and show you care about them the world will open up to you.

When they have a problem you can solve it with your product, that’s when you tell them about it. This way you come off as an expert in your field instead of a lunatic sales person with a crazy script.

Network marketing is alot about getting people to join your team.

Remember… the idea is to sell yourself first, then your product and business opportunity. If you can do that well enough, you will achieve your wildest dreams.

Don’t be tempted by the “dark side of the force” just for short term gains.