Product Prospecting vs Recruiting Distributors

What should you do first?

As discussed at the start of this Network Marketing Product Prospecting Chapter the long term success of any network marking business revolves around product distribution and the development of customers. One of the biggest mistakes new networkers make is focus purely on recruiting distributors, when what they should be prioritising is building a customer base.

“Whilst distributors will come and go, loyal customers you can keep forever.”

Product prospecting vs Recruiting distributors

Fact #1 – It is easier to find new customers than it is to find new distributors

Any successful marketer will tell you that it is always easier to find customers than it is to find distributors. Therefore if you’re first starting out, why make it hard for yourself and set yourself up for eventual failure by focusing on recruiting distributors which for many is the hardest thing to do. A smart networker will master the basics first and get some runs on the board by product prospecting and establishing a solid customer base. Building a downline of distributors should come secondary.

Why should we focus on product prospecting?

Firstly, as stated above it’s easier to find new customers then recruit distributors. Secondly it provides an immediate source of income and finally once your prospect has become a customer, your company (if it’s a good company) should take care of the rest. Not only are customers easier to find, but there is also less effort required on your behalf to keep customers satisfied then what it takes to recruit and train new distributors. This extra time allows you to focus your efforts towards finding the next customer.

A harsh reality you need to learn (if you haven’t already), is that not everybody you speak to will be interested in your business model. In fact there will be more people that aren’t interested in your business opportunity than those who are. This can be very discouraging for new networkers who thought it would be ‘easy’ to build a business. The most valuable lesson here is that if you limit your prospecting efforts to only those who are interested in your business opportunity, not only are you missing out on a huge market potential, but you risk the long term sustainability and viability of your business. The secret to a successful long term network marketing business is to prioritise building your customer base via product prospecting. Whilst it is important that you also work towards recruiting your frontline distributors, what we are trying to say is that you need to do both. Don’t just focus your efforts towards recruiting new distributers and expect them to build your customer base for you.

This is not to say that you shouldn’t start recruiting downline distributors from day one, but you need to understand that it is your loyal customer base that will ensure your long term success and therefore this should be your priority in your new business. Additionally teaching new distributors to build a customer base first is a very duplicable system that helps even new comers to start seeing returns early in their business, which assists in distributor retention, better team moral and enthusiasm. Likewise this customer development activity is the best way to create and sustain momentum in your business.

Remember the people in network marketing with the biggest pay check each week are not necessarily those with the biggest downline, but instead those who make the greatest volume of product sales through their business.

Fact #2 – It is easier to convert existing satisfied customers into downline distributors then someone who has had no exposure to your company.

What do you think happens to customers when they try a product that they absolutely love? Naturally, they tell their friends. Although there is no incentive for them to recommend your products, they do anyway. Before long your satisfied customers are referring new customers. Not only does this assist the growth of your customer base, but this also presents you with the perfect opportunity to discuss your business opportunity with those referring customers, such that you can get them on board as a distributor. “If you’re so good at referrals you should be rewarded for it.... welcome to network marketing!”

A valuable lesson in network marketing product prospecting

The most valuable lesson I ever learned in network marketing was from an emerald director of a large international network marketing company who I was fortunate to run into whilst he was holidaying in Australia. At the time of meeting this person he had easily made over $500,000 US in the previous 12 months from his network marketing business and hand not lifted a finger to do so. Instead he had spent his the last 12 months travelling the world, holidaying and working on other unrelated projects. What was the secret to his success? He had partnered himself with a reputable company with a high quality, consumable product and then simply built a downline of loyal customers. Naturally along the way he had recruited just a few key distributors who did the same, all of whom he continues to leverage off week-in-week-out; year-in-year-out. This was a classic example of walk-away residual income. Yes in his early days this networking guru selectively offered his business opportunity to potentially high quality distributors, but he credits his ongoing success to having built a huge customer base that have stayed loyal to his company’s products from many years

“Whilst distributors will come and go, loyal customers you can keep forever.”

There are numerous benefits to building an active customer base in your network marketing business in which we have only briefly highlighted a few. The good news is you’re never too late to start. Now that you understand the importance of establishing a solid network marketing customer base, let’s discuss the how to.

NEXT - Learn the essentials to marketing your product through our Network Marketing Product Prospecting Training Page.

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More interested in recruiting distributors? Check out our free business network marketing prospecting chapter.