TRADITIONAL MARKETING VS. NETWORK MARKETING
- C. William Harper
- Aug 1, 2013
- 4 min read
Have you been frustrated with how to choose the correct marketing methods? Are you stuck with using traditional marketing for network marketing and it continues to fail? Are you overwhelmed with traditional marketing methods not working in your network marketing business? Do you lack the knowledge to apply the correct marketing methods to your business? Marketing is necessary for network marketing, but it is important to choose the correct methods.
WHAT IS TRADITIONAL MARKETING?
When most people think of marketing they think of it in the traditional sense which is running sales advertisements, buying space in magazines, billboards, yellow pages, coupon books, etc. Because most people are familiar with traditional marketing methods they automatically think that these methods will work with any business including their network marketing business. When traditional businesses create their marketing campaigns their thought process is to locate their uniqueness and bring that to the world. However, this train of thought is the exact opposition of what a network marketing business owner should do. I know this may be a little shocking, but it is important for any business to understand their business and its components in order that you can select the correct marketing methods to apply.
INSIDE NETWORK MARKETING
Just like the majority of network marketing business owners I just knew that I knew how to run a network marketing business. For goodness sakes how hard could it be to be successful especially when I had owned my own traditional business. Because I brought the traditional business owners mindset into a network marketing business I was operating under the thought that I should be making sales. This was not a multi-dimensional way of thinking.
I was fortunate enough that every network marketing company that I was in I was able to develop a fairly strong relationship with the top earners. These relationships allowed me to see the lifestyles of individuals earning $10,000 - $15,000 monthly in our company even though I hadn’t earned a dime. That was because I knew everything but truly knew nothing at all particularly when it came to building a successful network marketing business. But the tough part with using traditional marketing methods and applying them to home-based businesses is that you will experience some level of sales but not have any growth. Randy Gage said it best “It isn’t what works, it is all about what duplicates”.
THE DIFFERENCE
Although many may disagree but there is a major difference between traditional marketing and network marketing. When traditional marketing methods are used the important aspect is to focus on getting the word out about your company and your products and services. The focus here is to establish branding or credibility to potential customers. With Network Marketing you should be focused on teaching individuals how to run their own businesses and serve as a coach or mentor. When you are not focused on this with network marketing and using traditional techniques you are only getting people to serve as glorified customers oppose to business partners. This is the primary difference. If network marketers want to be successful in network marketing they MUST understand this difference. Simply put, instead of convincing people to purchase products or services, you create the dream and help them believe that they are fully capable of building a successful business. This is important because network marketing is all about people. Traditional marketing is not. Therefore, traditional marketing cannot be personable in order to recruit let alone create duplication.
HOW TO OBTAIN NETWORK MARKETING SUCCESS
Traditional Marketing is about branding which translates into developing credibility to your potential customer. It also is about reaching enormous numbers of people and this is very different from what a Network Marketers goal should ever be.
If you study the goals of the top Earners in any network marketing business notice that they are focused on leadership and leadership is all about influence. Having a level of influence to help individuals know that they are capable of success is the sign of a true motivator. This is exactly the trait that a top earner has to possess. They have to have the ability to show people their potential and assist them in fulfilling it.
Leadership is not a top earner saying “you can do it”, “go get those new recruits”, “you have what it takes”. Leadership is not only telling a person that they are great, but also helping to see that they have the keys to success. A top earners greatest asset is that they are selfless. They genuinely care for the well-being of others. And that genuine care carries of into individuals believing in themselves and becoming successful.
There are four elements that a network has to have to be successful:
FOCUS-You have to know what you want.
HUNGER-you have to be doggedly persistent
COACHABILITY-you have to listen and apply what is being taught
DUPLICATION – you have to be able to duplicate yourself and your knowledge
The hardest thing to do can sometimes be to duplicate yourself and your knowledge; however this is the thing that is most important to growth in network marketing because without it you have no business. DUPLICATION is done through using a system and leaders understand this well. They understand that giving verbal rah rah is not enough, relying on the system is. Tell your recruit that we use this tool or that tool (i.e. DVD, magazine, etc.; we attend this meeting; we are on this call, so forth and so on.
The epiphany that recruits will realize when following the system is that I followed the system and now I am making money. Network Marketers have to focus on the system because credibility is different for everyone. We may not all have the same level of credibility but when we follow a system we will all have the same results. The bottom line is Plug people into a system and they succeed.
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