101 Ways to Build a Successful Network Marketing Business
Posted by Jennifer | Posted in Book Review | Posted on 12-08-2008
By Andrew Griffiths and Wayne Toms.
225 pages inc index.
RRP: $24.95 (pb).
The latest funny SMS reads: “I met a lady and when I asked her out, she agreed, saying she’d like to go somewhere expensive, so I took her to a petrol station.”
With that in mind, a topical question to be asking people is “Do you know anyone who could do with some extra money in their pocket each week?”
Invariably you will get a reply such as “It’s not one of those pyramid-selling things, is it?”
In fact, it’s often an invitation to consider participating in a global commercial phenomenon that rewards hard work and dedication to giving the customer outstanding value for money — network marketing (also known as MLM, for multi-level marketing).
So what value does this book bring to the network marketing industry?
The authors know their stuff and as a handbook for people who have decided to ‘take the plunge’ and join an MLM business, it’s well written in simple-to-understand language, is indexed logically, and comes loaded with a lot of success-focused tips and thoughts.
But that’s not all! It includes famous quotes, reader notes pages, and a functional checklist that all facilitate its use as a personalised handbook on the way to success.
It’s a pity, however, that the introduction skims over the pyramid-selling issue, e.g. “pyramid schemes are illegal and reputable network marketing companies are not”. A lot of good people miss out on legitimate opportunities simply through ignorance, and I would like to see a little more on this in the next edition.
There could also be a little more focus on franchising, which shares some key similarities with network marketing, although network marketing has far lower risk factors and lesser obligations.
On the other hand, the book does a good job in supplementing potential new distributors’ own perceptions gained from literature, conversations and Opportunity Meetings that they attend, as these are a common element in the MLM recruiting process.
Further, there is real value in the book’s ability to act as a helper to new and inexperienced MLMers, for despite the much-used phrase “in business for yourself, not by yourself” success really does come from within and the book’s simplicity and logic are ideal for new recruits.
But what about the conventional marketer, you ask?
If you’re a corporate marketer, this book won’t give you the analytical detail that will enable you to judge whether network marketing is a viable distribution model for your business, and so may be considered too ‘lightweight’ in that context.
That, however, would be a narrow view as the book’s value to corporate marketers is its insights to the real-world dynamics of the network marketing model, which, when properly applied, facilitates a product-endorsement style of vendor-customer relationship that most marketers can only dream of.
In modern terms, network marketing is the highest level of viral marketing, because its whole premise is based on sellers also being happy consumers, i.e. nobody should consider becoming a distributor unless they are already a happy consumer! (I use the word consumer, rather than customer, because products need to be regularly consumed, otherwise distributors will be forever seeking new buyers for the products and have no time left to build their business.)
In summary, the book contains a whole lot of smart stuff that could provide the key to your next successful campaign — and to its obvious target market, the new distributor looking for a guiding light, yes, it is well worth reading!
Reviewed by Grant Hyman