Don’t Be Too Good by Rodney Brandt

Rodney BrandtYou can do it, too. Keep it simple, put the focus on the opportunity and get out of the way. Generally speaking, the more we do something the better we become at it. And, as our competence increases, our confidence grows as well. That’s true of most things in life and so it is with your business. The longer you do it, the better you do it and the better you do it, the more confidently you do it. Let’s assume that, eventually, you become an expert presenter; you have great poise and your timing is perfect. You say just the right thing, not too much and not too little. Your downline marvel at your ability to personally connect with their prospects. These are all very natural results of being confident and competent. However, as we become more proficient at the business, we need to be very careful about becoming too good. When we put the emphasis on being a great presenter or a great trainer, it makes the business all about how good one person can be. NULL

The key to this business is not you looking like an expert; the key is keeping things simple and duplicatable. When you show people the opportunity, they should think to themselves, I think I can do that.

Remember that almost everyone who comes into this business has no sales experience and is not a public speaker. If you make the business look too hard, they will think I could never do that in a million years! Your business will suffer. One of the best real-life explanations I have ever heard on duplication came from Randy Gage, who shared this with me: I struggled in this business for five years. I bought tools. I bought products. I went to meetings. I invested, invested, and invested but I wasn’t making money. It started with not being able to get anyone to sign up. So, I said, “Okay, I need to learn how to sponsor people. That’s the skill set I’m missing.” I went out and learned how to do presentations. I started doing presentations literally five nights a week. I found a restaurant close to where I lived that had a banquet room in the back. So, five nights a week I was there with my Miami Vice suit, with my marker and my whiteboard drawing circles. And, I learned how to sponsor people. I sponsored something like 30 people in a month. I thought, “Okay, they’ll each get five people next month and that will be 150 and each of those 150 will get five and I’ll have almost a thousand people after that second month. So, I’m ready to order the Lamborghini right away. Well, the next month rolls around and those 30 people, instead of turning into 150, turned into three; 27 of them dropped out. “No big deal,” I said, “I’ll just get 30 more.” And, that’s what I did. I got out there with my Miami Vice suit, my marker and my whiteboard five nights a week.

And, I sponsored another 30 or so. I did this for three or four months. The problem was I couldn’t get people into the boat as quickly as they were jumping out of the boat. The epiphany for me was realizing that I had created a process for bringing people into the business that no one could duplicate. To them, I was a star. I had to do all of the presentations.

And, I did great presentations. That’s how I became a professional speaker, by doing hundreds of network marketing meetings. I was saying, “Just bring your people to me. I’ll sign them up for you.” But, how do they duplicate that? They can’t. I realized that what I was doing was working—people were signing up—but it wasn’t duplicating. I needed to bring people in in a way that allowed them to duplicate the process. That’s when I started to use third-party tools, like videos, audios, flip charts, magazines, conference calls—anything that would take me out of the equation. So, now I’m simply pointing someone to a presentation; I’m not the presentation. I still do public speaking. I think every leader in our profession does. But, when I have a new prospect, I’m never going to invite him to a presentation where I’m the speaker. Because, he’s going to come up to me afterward and say, “You were great. You were really funny. I loved your stories. I know you’ll be amazing at this. It’s just not for me.” That’s because he can’t see himself doing what I just did in front of hundreds of people; 9 out of 10 of us have a paralyzing fear of public speaking. Instead, his first exposure might be me inviting him over to my house, where I put in a DVD and say, “Watch this and then let’s talk about it.” After that, he’ll say, “Oh, so that’s how you do the business? You invite people over to your house, play a DVD and answer questions? Well, I could do that.” And, when you do that some of them join and they invite people over to their house and they join and bam! you’ve really got something going.

So, it’s not about what works; it’s about what duplicates.

Randy’s experience makes it abundantly clear that we need to get out of the way. If the focus is on us, people will think they have to be us. Like Randy says, what he was doing “was working but it wasn’t duplicating.” Sometimes, a networker will intentionally seize the spotlight, but most of the time she doesn’t even realize she is doing it. But, the signs that she is making it all about her are quite clear: 1) She doesn’t introduce her prospects to their future upline; she is the only one they ever talk to; 2) She feels the need to have the microphone in her hand at every public presentation; 3) She refers to her downline as “my distributors” instead of emphasizing that they are in business for themselves; 4) She takes credit for her downline’s success, saying things like “I advanced them three levels in six months’ time.” These are the kind of behaviors that kill duplication. The wise network marketer, however, knows how to step aside. She knows that while not everyone can do a great presentation, everyone can find people, introduce them to the team and plug them in. To her, it doesn’t matter who gets the credit as long as the teaching is being done. Think of your job as being a connector: you connect your prospects to the opportunity. That’s what you do; that’s pretty simple. Granted, there is a bit more to it than that, but we encourage you to always think of your business in its most simplistic form. You are a people connector. That’s it. It has been 20 years since Randy had his epiphany. Today, he earns a seven-figure annual income and resides in Miami Beach, Florida in an apartment overlooking Biscayne Bay and the Miami skyline. Randy has an organization of more than 200,000 people in some 60 countries around the world. You might say he has figured out this whole duplication thing. You can do it, too. Keep it simple, put the focus on the opportunity and get out of the way.

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