Excerpt from Big Al's Turbo MLM
by Tom "Big Al" Schreiter

Sponsor by mail

"$50 per thousand! That's highway robbery!" Distributor Joe didn't want the mailing list broker on the other end of the phone to think he was some amateur.

"I have a flyer in front of me right now that's offering prime opportunity seekers for only $15 per thousand. And you know why they're so cheap? Because this flyer is on cheap, 7th generation photocopied paper instead of your overpriced glossy brochure. I'm not going to have you rip me off with expensive names. Call me when you can produce mailing lists at rock bottom prices."

After hanging up the phone, Joe thought, "I'm really a pretty sharp operator. So what if that list broker has 20 years experience, I know what I'm doing. Just think, I'm getting three times as many names by buying from this mail order flyer. Retirement City - here I come."

Joe was going to make multilevel history with his "fool proof" mail order recruiting campaign. The multilevel pros would watch with amazement as Joe recruited thousands of prospects right under their noses. There could be a banquet thrown in Joe's honor for revolutionizing multilevel recruiting techniques. Maybe they would put his statue in the MLM Hall of Fame?

How could Joe lose? Every piece of his three-part master plan was in place.

1. The list.

Joe would rent 50,000 names of opportunity seekers from his bargain basement list seller. Normally, mailing lists cost $50 per thousand, but by buying an old list, Joe had cut the cost to one third paying only $15 per thousand. Total cost for the list rental? Only $750, well within Joe's master plan budget.

2. The mail package.

Why pay an expensive copywriter when Joe knew what the prospect wanted to hear? Most copywriters are not familiar with multilevel, so Joe was the best choice. Joe carefully reviewed the multilevel mail offers he had received over the past year. With enthusiastic prose, Joe produced a wonderful four-page sales letter. Joe's girlfriend copied the four-page sales letter during her lunch hour at work. It only took three months. His girlfriend's employer would never notice the extra 50,000 copies on the copy machine, and it saved several thousand dollars in printing costs.

Next, Joe purchased 50,000 company brochures at 15 cents each (total cost: $7,500). The slick appearance of his company's brochure would add a touch of class to the mailing.

Finally, a postage-paid return envelope completed the package.

3. Postage.

No way to get around the government. The cost of 50,000 stamps at 22 cents each was $11,000. Sure it would be cheaper by bulk rate, but that's junk mail. Joe wanted his mailing to work.

By watching his budget, Joe was sure his mail order recruiting
program would be a success.

The total cost:

$11,000 postage
$ 7,500 company brochures
$ 750 mailing list rental
$ 750 postage paid return envelopes
$ 120 doctor visit*
$ 5 stress tabs
$ 85 dinner, flowers**
___________
$20,460

**Joe got sick licking 50,000 stamps.

**Repair relationship with girlfriend.

The hardest part of the entire project was the labor to stuff, stamp, label, and seal 50,000 packets. Joe used his two week vacation for the project. Why worry about using his vacation time as in only a few weeks, money would be pouring into his mailbox? Joe wouldn't need his full-time job then.

A quick second mortgage on Joe's house provided the capital needed for this journey into MLM mail-order riches. Was a $20,000 second mortgage risky? Joe knew it wasn't. At least 1,000 new distributors would sign up from his mailings. Everyone knows that mail order gets a 2 percent response. With 50,000 packets out in the mail, the 2 percent return would mean 1,000 new distributors. Those 1,000 new distributors would each sign up two or three new distributors, who would each sign up a few distributors, and soon Joe would have the largest group ever assembled in multilevel marketing history.

"I gotta face it," Joe thought. "I'm an idea man. Some people are plodders; some follow proven paths; I blaze new trails with my innovative ideas. Those distributors of lesser caliber can follow humbly in my footsteps."

Why worry about a temporary second mortgage? The 1,000 new distributors would earn Joe so much money, he'd have to purchase a larger house for his new millionaire image.

The returns are in

One week later, Joe lay in his favorite lawn chair awaiting the mailman. He wanted to make sure the neighbors noticed him receiving the bag of checks he expected shortly.

Just as he predicted, here came the mailman with two large
mailbags in a mail cart.

"Here you are, Joe. You're sure popular today."

Joe quickly lugged the bags inside. "I'd better be careful opening envelopes stuffed with checks. Maybe I should have hired a security guard."

He dumped the first bag on the floor. "Hey! These envelopes look familiar. They are the same ones I mailed out last week!"

The entire bag contained the original envelopes with yellow
stickers saying, "Return to Sender." "Moved." "Forwarding order expired." "Address unknown."

The second bag contained more undelivered envelopes. "There must be a thousand of these returns," moaned Joe.

The next day was worse. Another bag of returned envelopes depressed Joe even more. "I can't believe this. I have almost 40 cents invested in each envelope. Look at the money I have wasted!"

And so the week continued.

"Maybe I should have invested more money in a better list. The extra cost would only be a fraction of what I've wasted on these returned envelopes. Next time will be different." Joe talked to himself a lot during the past week.
"How could so many people move? The list broker said people only move at the rate of 10-20% a year. This list must be from the Civil War. Cheap mailing lists are expensive. I haven't received a single reply yet. I used postage paid return envelopes. Maybe next week I'll receive some replies."

Monday morning Joe overslept and missed the mailman. When he opened his mailbox there was a notice to come to the Post Office. Some of his business reply envelopes had finally come back. Sure, he would have to pay the return postage on each, but the replies would be stuffed with checks. "Ah, the thrill of victory. So what if there are a bunch of returns? It is the end result that counts. I guess I became depressed too soon," thought Joe. "Patience is a virtue. I wonder if a rented limousine or an armored car is proper transportation for my trip?"

Joe drove his own car. He couldn't wait to pick up his responses. Opening envelopes with checks would make him forget the dread of seeing the evil words "Return to Sender."

"Next," announced the clerk. Joe gave her his notice and she returned his mail. "What a stack!" thought Joe. "There must be 400 replies!"

"That will be $150 for your return postage," said the clerk.

Joe quickly wrote the check to redeem his replies and stuffed the replies in his car. "Better open these at home. Can't be too careful nowadays."

Joe's troubles were just beginning.

The first five envelopes were empty. "There are some rude and sick people out there. They must get pleasure having me pay for their empty envelopes."

The next batch of envelopes contained mail order solicitations from other mailers. "Can you believe it? These people use my envelopes to send me their offers. I have to pay the postage and they expect me to buy from them? Those cheapies have dog droppings on their brains."

Some more envelopes had multilevel offers from other distributors. "I can't believe these people. I invest $20,000 in a mailing and they think I'll throw it all away and join them? What kind of attitude do they think I'll have when I have to pay the postage for their cheap efforts?"

The balance of envelopes had chain letters. "Send $5 to each of the four names listed. Don't break the chain or something terrible will happen to you. I know somebody who heard of a person who knew a person who might have become rich doing this, etc."

"I didn't know there was such a variety of chain letters," thought Joe. "There are chain letters for recipes, reports, stamps, embroidery, good vibes, and mailing lists. I think the world's I.Q. has dropped 50 points since I made my mailing."

The next day, Joe redeemed another $100 worth of postage-paid reply envelopes from the post office. "I can't afford to keep redeeming these insults," whined Joe. "I can't afford not to redeem them either. It's my only possible source of prospects from my $20,000 investment. I wonder how I'm going to pay off my second mortgage?"

Play the odds

"There are no shortcuts to success." Big Al was consoling Distributor Joe. "You can't buy success in multilevel either."

Joe didn't want a lecture. He wanted answers.

"I know I have to go back recruiting the sure way, two-on-one. That's the only way I'll pay back my second mortgage. What I want to know is what I did wrong in my mailing campaign. Don't tell me that I should buy better lists. I know that already."

"Okay, Joe. Grab your pencil."

Play a game where the odds are on your side.

"You stepped into an arena against some pretty stiff competition. Professional mailers spend thousands of dollars creating, testing, and producing high-class mailing packages. Are you any match for an $80,000 a year full-time copywriter with 20 years experience?"

"No."

"Do you have an in-house list consultant to evaluate and choose your mailing list?"

"No."

"Did you test different models of your mailing package and compare pulling power?"

"No." Joe began to feel ill.

"Were your stickmen any competition against a $50,000 a year graphics designer?"

"No."

"Did your photocopied package stick out in a stack of full color packages from your competition?"

"Yes, but not favorably."

"So you see, Joe, it takes some money to play in the big leagues."

"The good news is that you only received a few unqualified replies."

"That's the good news?" Joe gasped.

"Sure is. Saved you a lot of money."

"I lost over $20,000 and you tell me I was lucky to get a lousy return?"

"Joe, consider this. What if a John Doe in Maine joined as your first level? He's 1,500 miles away. The long distance phone bills would add up in a hurry. Shipping costs of products or support material cost money. If he is brand new to the business, who will help him do two-on-ones? Airfare alone would make you wish he had never responded. It gets worse."

"What if John Doe calls you, collect of course, and says he has a meeting scheduled? Since he is brand new, shy, and on your first level, who will give the meeting? John will assure you a room full of people. He knows everyone in town will be there to hear you speak. You step off the plane and John tells you he promoted the meeting with ads on the local radio station. The rest is up to you."

"I can finish that story," said Joe. "I've had those kinds of disasters locally. The meeting room will be empty and John Doe won't have any appointments, right?"

"Right, Joe. If you are going to waste your money on mailing, at least waste a mailing looking for self-supporting leaders. Since they are as rare as hen's teeth, you'll need a bigger second mortgage to find them."

"Everyone wants the easy way out. Most new distributors think that becoming a professional stamp-licker will make their business easy. You can't expect someone to read your letter, go spastic, send money to you, the company, and sponsor his entire neighborhood. All you have with a response is just a lead - nothing more. You still have to train, motivate, lead, support, and work hard with your prospect. There are no shortcuts."

"I have about 20,000 reasons why I should never do a mailing again. However, just for conversation, if you had to do a mailing, what would you do differently?" Joe didn't want his mailing idea to die.

"Joe, if I had to waste my money, I'd do it locally. At least it would help the local economy. Seriously, I would mail only within a short drive of my house. Then if someone responded, I could work with him like I would any other distributor. No long distance phone calls, no airfare, no 1,500 mile support problems. But I leave mailing campaigns to the full-time professionals. They have a hard enough time breaking even on large investments, so why should I spend years of my life learning how to break even?"

"Everyone wants a nationwide organization. It's like they believe they saturated their hometown because they live there. Joe, do you know what people in Seattle do?"

"No."

"They mail thousands of recruiting letters to people in Miami. They feel they can expand their income with a Miami group. Do you know what people in Miami do?"

"Mail to Seattle prospects?" guessed Joe.

"Right. Once you see the big picture, it's like the grass is always greener on the other side of the fence. Most amateur multilevel distributors live by that cliche. Don't fall into that trap. Let your competition believe the only way they can expand their income is to waste money outside their hometowns."

"Well, Big Al, I can't waste any more time talking with you. Let's get out of here and do some two-on-ones." Joe's first payment on his second mortgage was due tomorrow.

Don't be fooled

What's the biggest multilevel/mail order myth going?

An average mailing will bring about a two percent return.

What's the stupidest statement in multilevel/mail order?

An average mailing will bring about a two percent return.

Sometime in every multilevel distributor's career, he'll hear the "Two Percent Myth." If taken at face value, the distributor will spend thousands of dollars on mailings. Why not? It only takes 100 letters to get 2 new distributors, right?

Wrong.

There is no average return percentage in mail order because there is no average mail offer.

Successful mailings of high-ticket merchandise may need only 1/4 of one- percent response. Other offers may need up to four or five percent response just to begin recouping production costs.

The percentage return from your mail order offer will depend on many factors. Here are just a few:

1. Who are you mailing to?

If you rented an opportunity seekers' list, your mailing may be only one of 50 pieces of mail that person receives the day it arrives. You could end up being just another piece of junk mail.

Are you mailing to qualified buyers or qualified lookers? How was your mailing list compiled? Are you mailing to the right people? If you are offering an entrepreneur home study course to union leaders, you have problems.

2. What does your offer say?

How much have you invested in a professional copywriter and design person? If you mail 17th generation photocopies, you will be hard pressed to get a two percent return even if you are giving away free money!

Are you asking for money or only asking for a response? A lot more people will respond if it doesn't cost them any money. This alone would blow the two- percent theory.

Is it easy for your prospect to respond? More people will dial a toll-free phone number than will look for an envelope and make a trip to the post office to write you.

3. Do you know what you are doing?

A full-time, professional mailer would surely get a higher percentage return than a first-time amateur. It's ridiculous to believe both would get an identical two percent return.

So when some "pro" tells you that you can get a two percent return on your mailing, run like heck in the opposite direction and put your hand over your wallet.

Goals must be specific

Once upon a time, a young lady visited an antique shop. While browsing, she noticed a beautiful mirror. When told that the price was $5,000, the young lady gasped. "How could this mirror, lovely as it is, be worth $5,000?"

The shop owner replied, "This is a magic mirror. Look into the mirror, make a wish, and your wish will come true."

Satisfied, the young lady took the magic mirror home and proudly showed her purchase to her husband.

"$5,000 for a mirror! You must be out of your mind!" screamed her husband. "Let's see a demonstration of your stupid mirror."

The young lady stepped in front of the mirror and said, "Mirror, Mirror, on the wall. I wish for a beautiful, full length mink coat." Instantly, a beautiful, full-length mink coat appeared on her shoulders. She turned to her husband, smirked, and left to show her neighbors the new coat.

The husband looked around and saw no one watching. He stepped in front of the mirror and said, "Mirror, Mirror, on the wall. Make me irresistible to women!"

Instantly, the mirror turned the husband into a bottle of perfume.

Brainstorming session:

Vague goals can be dangerous. Even some long term goals lack day-to-day focus. Performing specific goals and activities daily separates leaders from distributors. Do you have distributors in your group that have vague goals such as:

. To get more distributors in my group?
. To sponsor more people?
. To make manager?

Can we help our distributors revise their goals so they reflect day-to-day activities?

Sorting for leaders

While there are many ways to divide and subdivide people into groups, let's examine a simple way to sort for leaders.

For recruiting, training, and business-building purposes, it is advantageous for us to categorize people into two groups:

Group One

Those people looking for reasons WHY something will work.

Group Two

Those people looking for reasons WHY NOT.

Group One individuals are fun to work with. They are mature enough to realize that life isn't perfect. In fact, in many of their business decisions, they acknowledge there may be thousands of reasons why something won't work. All they need to go into action is one good reason why it will work.

They may be aware that their upline sponsor is a jerk, their personal contacts are useless wimps, the company's logo is the wrong color, the delivery of product is sporadic, the local meetings are boring, etc., but if they have just one good reason why the opportunity is good (such as the marketing plan is neat, the product really helps people, etc.), then they can go ahead and be successful in the business.

Group One individuals are not excuse-driven. They look for the positive reasons why something will work, and then go into action.

Group Two individuals are constantly looking for flaws. Why? If they can find the slightest excuse or reason why something may not work, they can then justify not trying. They may investigate an opportunity and find thousands of reasons why it will work, but they will concentrate on searching for any little reason not to go into action.

Group Two individuals are people who won't leave the house in the morning unless they can be sure every stoplight on the way to work will be green. Many upline leaders frustrate themselves by attempting to fix every excuse their Group Two distributor can think of. No matter how many obstacles you clear from a Group Two's path, your Group Two distributor will create more to take their place. Their motto is: Any excuse will do."

So how's your group? Is it mostly Group One or Group Two people? If you have too many distributors who fall into Group Two, have you considered transferring them to your competition? Professional recruiters encourage their whiners and complainers to look for another opportunity. When the malcontents join the competition, they occupy the competition's time and efforts. Then, the professional recruiters can be first to contact prospects who want to be leaders.

Brainstorming session:

What takes more effort? Searching for a Group One prospect or spending a lifetime trying to change a Group Two distributor into a winner?

If Group One prospects aren't born, but made, where do you find them?

Where can you find a concentration of self-starters?

Closing for Dollars

"You multilevel wimps make me sick," explained Sleaze Shallowman to Distributor Joe. "You go around begging for distributors. A real salesman sells and makes the big bucks. You guys are just a bunch of order takers."

Distributor Joe had just met the ultimate Heavy Hitter, the pro of pros, Sleaze Shallowman. Sleaze had spent the better part of an hour listing his many multi level accomplishments. As a distributor with eight different companies over the past two years, Sleaze shared how he broke each company's recruiting record. "In fact, Joe, I close 99% of all my recruiting presentations."

Sleaze also explained how the free world should beat a path to his door for marketing advice, economic planning, and the philosophy of success. If only his previous eight companies had listened to his advice, he'd still be with them setting bigger recruiting records. Those companies couldn't support downlines. Sleaze would sign up the distributors, but his recruits would drop out from home office apathy. That's why Sleaze had sponsored under Joe. Joe's group had few dropouts. This would be the company where Sleaze could recruit and keep an active downline.

"Hey Joe, got any leads for me to sponsor? Most of my contacts are burned out. Just get me in front of a prospect and I guarantee I'll close him." Sleaze was ready to start fast.

"I have a referral from one of my best customers," Joe replied. "Seems like this guy John and his wife, Mary, need to earn some extra money. Could be a good prospect. Are you sure you want to make the presentation? Wouldn't you want to watch how I do it first?"

"Naw. I saw your presentation when you signed me up. No offense, but it was the most lukewarm, weak, puppy dog pitch ever to nauseate the selling profession. You even forgot to press for the close! Let me show you how a real man gives a presentation."

"The Sleaze organization will make me look like a superstar," thought Distributor Joe. "His downline alone should make me a few thousand dollars a month. Talk about recruiting dynamite! This guy's motivated."

Mr. Close in action

Later that evening, Sleaze was pitching John and Mary while Joe sat back and took notes.

"You love your family, don't you? So why not join and make the extra money they need to live the type of life they deserve? You do love your family, right?" Sleaze was going in for the kill.

John squirmed a bit and said, "Well, sure I love them. I just don't see how I could successfully do this program. I don't have many contacts."

"John, it's a matter of desire. Some people have it, others are just wimps. You look like the type of guy who has guts. What do ya say you sign right here and get started?"

"I want some time to think it over. It's a big decision. My wife and I usually talk these kind of decisions over for a few days."

"What's the big decision?" Sleaze was really warming up now. "It only costs $50 for a kit! You spend more than that on a good pair of shoes or on a night on the town. Don't be so cheap. You're thinking small. This is a big opportunity. Sign right here and whip out that old checkbook, okay?"

"Hey, I'm not cheap. I just want a little time to make the right decision. Surely this opportunity will be here tomorrow, won't it?"

John stared at the paper but didn't move. Sleaze decided it was time to force the action.

"Opportunities won't wait for losers. There's two type of people in life, the decision makers and the losers. Don't you think it's time you change, make a commitment, and do something worthwhile with your life? So what size of starter inventory you want? The $100 starter pack or the $500 leader pack?"

John replied, "I'm sorry, I'm just not sold on the product. It's too expensive to retail to the people I know."

"John, when Ben Franklin had a tough decision to make, he'd write down on piece of paper all the reasons for going ahead and all the reasons why not. Whichever side had the most reasons determined his decision. Tell your kids to go get a blank sheet of paper so we can wrap this thing up."

John's defenses began to crumble. "Sleaze, what's the minimum price to get started?"

"Fifty bucks."

"Fine, here's a check for $50. Let me read over the manuals and I'll call you next week when I'm done."

With a big smile, Sleaze gave John a pen. "John, you just hold the pen still while I jiggle the application and we'll get you signed up."

On the way back from their two-on-one presentation, Sleaze instructed Distributor Joe. "The tough battles are the most satisfying. John and Mary didn't put up much of a struggle compared to some of my other great presentations. Still, I'm sure it gave you a good example of the benefits of having a good close."

Distributor Joe nodded. "I have to admit I would never have closed John and Mary. Guess I've been too soft in the past. I have missed a lot of downline bonuses by letting presentations slip away. Maybe I should take a few closing lessons from you. I sure would like to close 100% of my presentations like you do."

"If closers make the big bucks in sales, I guess the same could hold true in MLM. Sleaze, I'll set a bunch of appointments this week for two-on-ones. We are going to be a great one-two punch."

Closing The Hard Ones

Sleaze and Joe breezed through the week. Prospects were defenseless against the high-powered closes of Sleaze. No objection was too difficult. No prospect excuses were accepted. Joe thought, "Where was Sleaze when I started? I could be retired by now. We would have signed up everyone in the state."

Their hardest close was Joe's attorney. She was a barracuda who enjoyed humiliating salesmen before chopping them into minnow bait. With Sleaze at his side, all things were possible. Joe set the appointment with the attitude, "What do I have to lose? It's Sleaze versus a professional dream killer. I'll just stand by and watch the carnage."

The first blow came from the legal expert. "Sleaze, this looks like a pyramid you have Joe into. As his attorney, I must advise him to stay away from unscrupulous hustlers like you. Has the District Attorney investigated this?"

This was merely small arm fire to Sleaze. "Ma'am, I have a lot of uneducated people that see this program. That's usually their first impression. Closer observation by intelligent, professional people, like yourself, reveals that multilevel marketing is a unique, ethical way of bypassing the middleman. Companies then pass on the savings to the consumer. It's an ingenious way of doing business, don't you think?"

"That's easy for you to say, Sleaze, but I can't go around hustling my professional colleagues to sell products. I'd be the laughing stock of my country club."

"Ma'am, false pride is a sign of an inferiority complex. You got to start thinking more of yourself. Your personal financial earnings are more important than any of your social contacts. Let your hair down; don't be such a snob."
Joe's attorney started to open up. "Sleaze, why don't you go back to the used car lot where you belong? I will not have my intelligence insulted by something that slithered out from under a rock. I'm not interested - PERIOD."

"Little Lady, I felt the same way when I first saw this program. Finding out I was financially deficient, and didn't have the backbone to do something about it, really struck a nerve. The first thing I did was get mad, just like you. But as one professional to another, we really shouldn't let our emotions taint the facts. We need to make good, solid, business decisions without reverting to childish tantrums.

You agree that we should stay with the facts, don't you?"

"The facts are, Sleaze, that while your products may be good, you personally, are disgusting."

"Listen Sweets, I'm willing to take your verbal abuse if it helps you make the right decision. My only goal is to help people break through their self-imposed barriers to join the wonderful world of multilevel marketing. If I upset your delicate psyche along the way, I'm willing to take the blame. I just want what's right for you. You did say the products were good, didn't you?"

"I have no complaint about the quality of the products." Joe's attorney was mellowing.

"Fine," Sleaze replied. "If you like the products, don't you think it makes more sense to buy them at wholesale than at retail? So why not become a distributor and enjoy our wholesale purchasing privileges? Surely that makes sense."

"I have a court case in five minutes. See my secretary on the way out. She'll give you a check for a kit. My time is too valuable to spend more time here. Joe, next time you visit...come alone."

On the way down the elevator, Joe was in a daze. Sleaze had just closed his most unlikely prospect and hardly worked up a sweat. Did Sleaze always feel superior at every presentation? It was obvious Sleaze thought little of his competition. Leaving the elevator, Sleaze simply remarked, "She must have passed the bar on looks."

New distributor follow-up

The monthly training meeting was the focus of Distributor Joe's organization. Throughout the month, leaders and distributors worked on two-on-one presentations for recruiting and retailing. This group meeting was the chance to get recharged. While it was officially called a training meeting, Big Al had taught Joe how to make the meeting the launching pad for next month's business. The meeting had four goals:

1. Welcome new distributors to the positive group dynamics of Joe's organization.

Most new distributors felt alone for the first few days or weeks in their career. It usually was just their sponsoring leaders and themselves going from one presentation to another. Here was a chance to see themselves as part of a bigger group. Identifying with fellow distributors created a common bond, a camaraderie, that would help sustain their enthusiasm for the business when times got tough.

2. A time to set goals.

Distributors would compare their monthly production in conversation and be inspired to set higher personal quotas out of a sense of competition. If a distributor had a slow month, his belief in the program could be rekindled by hearing of another's success.

3. Sell product.

Joe would have several distributors give personal testimonials and relate product success stories from their customers. New distributors would order many of the products to realize the same benefits.

4. Training.

A guest speaker, such as Big Al, would share his techniques for building successful organizations. Improving the downline's skill helped improve its attitude. Everyone was anxious to leave the training meetings and try out the newest techniques. The training speaker was always the last on the program. It was important to send the group out on a positive note.

Joe felt that tomorrow night's training meeting would be the best ever. New distributors always brought enthusiasm to the group. Since Sleaze and Joe had recruited 25 new people in the last two weeks, this meeting would sizzle. Joe could introduce his newest star, Sleaze Shallowman, and announce to his group that Sleaze would be the featured speaker at the following month's training meeting. The distributors would hardly be able to hold back their excitement knowing that Joe's superstar would be sharing his wisdom at the next training meeting.
But first, the reminder phone calls had to be done. Every month Joe called each distributor in his downline to remind him of the meeting. It was a chance to sell the distributor on the importance of attending, and boosted attendance.

Joe called John and Mary first. "Hi, John. It's Joe. Haven't heard from you since Sleaze and I were at your house two weeks ago. Had a chance to read the manual? Do you remember that tomorrow night is our big group meeting?

John replied, "Sorry, Joe. Can't make it. Tomorrow night I have to brush the dog. You know how it is. Got to take care of things."

"Uh, John, uh, are you sure you can't make it?" Joe was a bit flustered.

"Sorry, Joe. Have to run. Make sure to give me a call next month. Bye."

Joe hung up the phone and thought, "No big deal. There's twenty four new recruits to call. One no-show won't even be noticed."

Joe's lawyer couldn't make it either. "Got to roll up the garden hose tomorrow night. Never know when someone will trip and sue. Can't be too careful these days. Liability insurance premiums are on the rise. Give me a call next month, Joe."

Twenty-three more phone calls brought twenty three more excuses.

"Need to wax my bowling ball tomorrow." - "My mother's neighbor's sister's aunt is ill. We'll be visiting her." - I think my in-laws are coming to supper tomorrow."- "That's a work night." - "That's my day off." - That's family night. The family goes out to the movies while I sit home and drink beer." And so the list continued.

Joe sank into a mini-depression. "I've never had this happen before. I'd better call Sleaze. He'll know what to do." The last two weeks with Sleaze had been a mind-expanding trip. Surely, Joe's newest hero, Sleaze, could give him the magic words to persuade the new distributors to come to the meeting. This really was strange.

Grabbing the phone, Joe dialed the answerman. "Hey Sleaze, I have a problem. I just called all our new recruits and no one is coming to tomorrow night's meeting. Help!"

"Joe, you can't expect to have my great closing skills by watching me for only two weeks. I'm a trained professional. I know how to corner the prospect's emotions and leave the beaten prospect with only one way out - my way. So don't feel bad that you can't instantly duplicate my success. Greatness doesn't come easy."

"That's easy for you to say, Sleaze, but what do I do about tomorrow night's meeting?"

"Joe, don't worry about those no-show cry babies. If they don't want to work, we'll get new ones. There's a pigeon at every house. Set a few more appointments and we'll hit the street again. We make a great team. Let's not spoil our organization with a bunch of proven notworkers."

After hanging up the phone, Joe didn't feel any better. It was time to call Big Al. Maybe he would have a suggestion. A meeting without the new recruits didn't seem right.

The real problem

"Come over to my house and we'll make a few phone calls," said Big Al. "It won't take long to get to the bottom of this mystery."

Distributor Joe couldn't wait to get to Big Al's house. The meeting was tomorrow night, so there was little time to waste.

Joe listened to Big Al's first phone call to John and Mary.

"Sorry, Big Al, we really have to brush the dog. No way we can make it to tomorrow night's meeting. I haven't even reviewed the sales manual I bought when Joe and Sleaze were here."

"Are you sure this business is what you really want to do?" asked Big Al. "Sounds like you are pretty busy now and won't be able to put in the time necessary to make your business grow. Are you sure you made the right decision to become a distributor?"

John was quiet. Finally, he said, "Well, you are right. I really didn't want to become a distributor. It's just that it was worth $50 to get Sleaze out of our house. We don't have the time or the interest in distributing products. Maybe you can buy our kit back or give it to someone who needs it. Tell Joe we like him a lot, but the business isn't for us."

After Big Al hung up, he turned to Joe and said, "What do you think of John's answer? I took the pressure off and he admitted the business wasn't for him."

Joe said, "I think I'm getting the picture. Let's call my lawyer."

Joe's lawyer confirmed Joe's suspicions. "My time is worth $125 an hour. It was worth the $50 to get Sleaze out of my office. He could argue all day. I had more important appointments and projects than listening to that peddler."

The rest of Big Al's and Joe's phone calls to new distributors were identical. They admitted to being high-pressured or embarrassed into joining Joe's company. Some admitted that they couldn't visualize themselves as high-pressure closers like Sleaze. If they had to be obnoxious like Sleaze to succeed, they didn't want any part of the business.

"Sounds like you and Sleaze burned off a bunch of good prospects, Joe. Maybe you should go back to using the Million Dollar Close."

Brainstorming Session:

1. Multilevel is a volunteer business. If we high-pressure prospects, will they continue to volunteer?

2. If a prospect has many objections, should we try to solve all his problems? Or, should we look for prospects who want to do our business?

3. Do people like pressure closers? Do they welcome them back into their homes again?

4. Multilevel success is built on long-term relationships. Would your prospects want long-term relationships with Sleaze Shallowman?

The million dollar close

Want a sure fire close that puts motivated, self-starters into your group? Want a close that is not high-pressure? Want a close that has built solid, successful organizations? Then you will want to use the Million Dollar Close!

Here is how it works. When you finish your presentation, look at your prospect and say:

"Well, what do you think?"

That's it. Nothing more. Just sit and listen.

Your prospect will now have to make a decision. You have presented the facts, so now it is up to the prospect to decide if the business is for him. If your prospect says, "Sounds pretty good." - you give him an application and sponsor him into your company. Your prospect has now made his own decision without artificial pressure from you. He wants to do it.

If your prospect says:

"I don't know. I'm pretty busy. Most of my friends wouldn't like this. The products are too expensive. Do you have a copy of the president's 1974 income tax return? I don't want to go to meetings, etc." - don't sponsor him. You have enough grief and babysitting with your present distributors, so why ask for more? The prospect has made a decision not to join. Respect his right to run his life as he sees fit. Not everyone must think exactly as you do.

So why do we call this the Million Dollar Close? Because distributors who use it - make money. The prospects they sponsor want to do the business. They come to meetings. They set appointments. They want training. You don't have to beg and cajole these distributors. They are self- motivated.

What if you didn't use the Million Dollar Close? What if you spent the next two hours answering every objection? What if you promised to remove every obstacle for your prospect? What would you have? A weak distributor who would blame you for his lack of progress. You would spend valuable months of your career inviting this prospect to meetings he wouldn't attend, to trainings he wouldn't attend, to two-on-ones he couldn't make, etc. If you were really dedicated, you could go into group counseling with this unmotivated distributor for the next five years so you could change his thinking to be your thinking.

Can you afford a five-year investment in an unmotivated prospect?

So, what do the smart distributors who use the Million Dollar Close do with the prospects who don't join? They give their names and phone numbers to their competition. This keeps the competition busy while the smart distributors go out and find the good prospects.

Brainstorming session:

1. By using the Million Dollar Close, "Well, what do you think," are we sorting versus convincing?

2. Will your prospects appreciate the opportunity to make their own decision?

3. How much time do you waste with marginal distributors who constantly complain?

4. Wouldn't it be fun to work only with self-motivated distributors?

5. How good are distributors that insist on extra benefits and freebies before they'll join your company?

6. Would you feel more comfortable just explaining the opportunity and then letting the prospect decide?

Building trust

A distributor passed away and went to heaven. Arriving at the pearly gates, St. Peter said, "Come on in. I'll show you around. You'll like it here."

Walking through the gates, the distributor noticed clocks everywhere. There were grandfather clocks, wall clocks, watches, and clocks in every corner. It appeared that heaven was nothing more than a giant clock warehouse.

Surprised at how heaven looked, the distributor asked, "St. Peter, what's the deal? Why are all these clocks here in heaven?"

St. Peter replied, "The clocks keep track of things on earth. There is one clock for each person. Every time the person on earth tells a lie, his clock moves one minute."

"For instance, this clock is for Sam, the used car salesman. If you watch it closely, it will move."

"Click." The minute hand on Sam's clock moved one minute. "Click." It moved another minute. "Sam must be into closing a customer right now," said St. Peter. "The minute hand on his clock moves all day."

The distributor and St. Peter continued walking. Soon, they came to a clock with cobwebs on the minute hand. "Whose clock is this?" asked the distributor.

"That clock belongs to the Widow Mary. She is one of the finest, God-fearing, people on earth. I bet her clock hasn't moved in a year or two."

They continued walking and touring heaven. The distributor enjoyed watching the clocks of all his friends. When the tour was finished, the distributor said, "I've seen everyone's clock but Sleaze Shallowman's. Where is his clock?"

Saint Peter smiled, "Just look up. We use his clock for a ceiling fan."

How do your customers, prospects, and distributors perceive your credibility? Are you known as an honest, straight- shooter? Or, are you considered a salesman who exaggerates facts to make a sale?

Successful multilevel leaders build trust into their relationships. They undersell, not oversell. Unlike direct sales where a relationship may only last for one presentation, multilevelers work side by side for a career. You can't stretch the truth today and hope your distributors and customers will trust you tomorrow. Long-term multilevel income comes from long-term distributors and customers.

Here are a few examples to illustrate the difference between underselling and overselling:

#1. Vitamins

Worst: These vitamins cure arthritis and are suppressed by a secret conspiracy of the American Medical Association. They fear that if the public knows, they'll all be put out of business.

Real bad: These vitamins cure arthritis.

Bad: These vitamins usually cure arthritis. You'll see the difference in less than a week.

Better: Many people with arthritis swear by these vitamins because it cured their arthritis.

Best: People with arthritis should at least try these vitamins. The body can do wonders if properly nourished. What do you have to lose?

#2. Opportunity

Worst: You are going to be rich. Just pull out your checkbook and let's get started.

Real bad: This is the greatest opportunity of the twentieth century. To pass this by would be throwing your entire life and future away.

Bad: Never in the history of mankind has such an opportunity occurred.

Better: There is no better opportunity available today.

Best: This opportunity is the break you have been waiting for. Why not take advantage of it?

See the difference? Prospects buy from people they trust.

Brainstorming session:

1. How can I make my meetings and personal presentations more believable?

2. Can I build credibility by underselling a product and over-proving in the product demonstration?

3. What characteristics make my upline leaders believable?

4. How do prospects feel when they discover the opportunity or product is even better then originally presented?

End of excerpt


_________________________________________

About The Author:

Tom " Big Al" Schreiter

Visit His Website at: http://www.fortunenow.com

Copyright © 1999 by KAAS Publishing. All Worldwide rights reserved. Other product names are Trademarks of KAAS Publishing unless otherwise indicated.

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