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The metaphor of Scatter Bomb also refers to the inability of new distributors to ignore all the inevitable distractions in the first year and maintain a clear vision of where they are going and how they are going to get there. New distributors become scattered very quickly by a veritable smorgasbord of companies, recruiting systems, videos, manuals, and numerous other sales systems available to them. New distributors must be warned to put on blinders during their first year. Consistent duplication of one’s entire down-line, which is precisely what occurs each time a leader changes systems midstream.

Even worse, some overzealous entrepreneurs jump right into recruiting without any goals or systems around which to base their business plan. Many new network marketers are like the man searching for his keys one night. A neighbor sees the man spending hours laboriously searching for something in the grass. Finally, she goes to ask if she can help. “What are you looking for?” she asks.

“I lost my keys,” he replies. As she begins to crawl on the ground with him, she inquires, “You lost them in this yard?”

“No,” he responds,  “but the light is better here.”

There are countless distributors who want to work the business in ways that are more comfortable to them, more fitting to their self-image, more in keeping their old work habits. The “light” may be better there, but if your goal is to achieve financial security and personal freedom, you may have to get out of your comfort zone and work where the light is not so good or the ambience is not so elegant. The good life will come soon enough if you pay the pricein the first year.

Having faced many challenges in her life, Pia Dietzen of El Dorado, Arkansas, learned this lesson repeatedly before entering the world of network marketing. She left Denmark to come to America and got her real estate license within five months of her arrival: shortly thereafter, she became a full-time student while holding down a full-time job, all during a pregnancy. She went back to work within weeks after delivering her baby through C-section; throughout all of this, she managed to get her black belt. “What keeps me going on these ugly days when nothing seems to go right?” she asks. “I believe that inside all of us there is a driving force that will help us just as long as we stay focused on our goals. I teach my distributors not to give up, no matter what. I tell each distributor, “the longer you stay and continue talking to people, the closer you will get to your goal. Never lose sight of that light at the end of the tunnel.”

Drs. Joe Rubino and Tom Ventullo of Andover, Massachusetts, had practiced dentistry for ten years before being introduced to network marketing. Although they had built a very successful dental practice, they had lost all their enthusiasm for dentistry. The fire was gone, but dentistry was all they knew. The concept of network marketing was initially appealing to them, but both were shy and introverted. To build a successful business they would be required to break out of their comfort zones and learn how to speak with others. Of course, all of the usual concerns, came up for them: What would people think? How would they look to their peers?

Because of their self- imposed limitations, they felt trapped and without a sense of direction. What could possibly turn two introverts into top network distributors in a business usually excelled at by extroverts? They had been “playing small” all their lives; their focus was on playing it safe and avoiding risks. While this philosophy sheltered them from the dangers of the world, it also carried with it a tremendous price. Playing “not to lose” – instead of “to win” was draining the partners from the inside. The adversity they had to overcome, like so many others living in quiet resignation, was to conquer a fear of the world that was slowly and steadily killing their spirits. As Norman Cousins wrote. “The true tragedy in life is not death, but that which dies inside us while we are still living.”

Once Joe and Tom woke up to the reality of their resignation and what is was costing them in terms of health, happiness, relationships, and their potential contributions to the world, they made a conscious decision to play full out. They needed to find a compelling reason to do what was uncomfortable, as well as nurture a self-confidence in who they were and what they had to offer. Part of their vision was, and still is, to expose millions, of people living in resignation to the limitless possibilities for change in their lives once they simply choose to become open to them. With the support of their network marketing team and after working with some personal coaches, they decided to implement an action plan and to expect success. Nothing changed externally. The entire shift was in their mind-sets.

After just six years of effort in network marketing. Drs. Joe and Tom fully retired from dentistry with an income far greater than that from their dental practice. They speak and write internationally on how to succeed in network marketing. In December of 1995, Joe was featured on the cover of Success magazine, which called him a “millionaire creator” in the cover storyentitled “How Network Marketing’s Entrepreneurial Elite are Building Fortunes at Breakneck Speed.” His book Secrets of building a Million-Dollar Network Marketing Organization, has been highly acclaimed for its comprehensive approach to becoming financially successful by developing  a life purpose. They are living testaments to the fact that all of us can harness the life-changing power of this industry to make a difference in our own lives while also contributing to the lives of countless others.

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We have personally lost great front line distributors, many of whom could have become legends in this industry, because they just couldn’t stop changing systems. In fact, in one case, we lost the leaders of an entire foreign market.

Just imagine the possibilities if you started on the ground floor in a brand new country with 1,500 serious prospects who came to learn more about your business on opening day; the company you represented was a billion-dollar MLM company already successful in twenty other countries: and all the new distributors signing up were within your first  five levels. Also, assume that your sponsors were extremely well known and had all the training manuals ( audiotapes, videotapes, books ) translated into every language on your continent and then set up a second home in your part of the world in order to spend significant time supporting you. Under these circumstances, failure seems impossible.

Believe it or not, failure was the end result: the key leaders quit the business within eighteen months. They failed because they changed their name from the Yarnell Organization to another unknown group, gradually eliminated every system we taught them, and consumed much of their time routinely changing their training materials – it was the ultimate Scatter Bomb. Every one of our systems had proven success, and every one of theirs rapidly failed. But they still maintain that their organization collapsed because they just didn’t have a good enough compensation plan. And we provided them with many other forms of support, financial and otherwise, that we haven’t even mentioned! The truth is that they and their downline were victims of the Scatter Bomb. But frankly, as their sponsors, we have to accept a great deal of the responsibility for their failure because each time they made a system change, and it was very frequent, we protested only gently.

Unlike the typical recriminations in traditional business after such a collapse, we are still friends with this group of distributors despite the failure. This experience was an important and painful lesson for us, so we want to pass it on to you so that you might avoid our mistake. And here’s the primary lesson: New distributors must literally be indoctrinated into duplicating your system. They must be taught in the beginning to follow the system of their sponsor and not deviate from it. Today we tell our newest associates in no uncertain terms that the day they deviate from our system is the day they lose their support. It’s a serious matter for us. What we’ve learned is that even if you handpick the best recruiters and most committed people in a newly opened foreign market, set them up with all the training tools they need, help close their best prospects, sign them up during an opening day launch attended by the company’s highest dignitaries – even if you do all that – if those people are unwilling to duplicate one simple system that has  proven itself elsewhere, they are destined for failure. That’s the frightening reality about the Scatter Bomb.

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• Always allow your new distributors the courtesy of talking to their closest friends and family without the presence of their sponsor on the line.
• Three-way calling is most effective after the presentation – not before. Or you may prefer to have the prospect make a direct call to your upline associate.
• Use a card filing system to track your prospects.
• Call all the people on your prospect cards every six months until they either sign up or die.
• Beginning with the warm market is best because approaching friends and relatives is much easier than approaching strangers.
• Attitude is more important than ability in network marketing.
• During your recruiting efforts, think of yourself as an educator more than as a salesperson.
• Until the presentation, your intent is to stimulate the curiosity of your prospects, not satisfy it.
• When contacting warm market leads with the possibility of partnering in business, emphasize big money and free time rather than any specifics about the company or products.
• When prospects object to an enthusiastic, big-money/free-time partnership, don’t argue with them; simply file their card and call them again in six months.
• “A person convinced against his will is of the same opinion still.”
• Remember the SW rule: Some will. Some won’t. So what, because someone else is always waiting.
• Focus your first ninety days on “relationship marketing” – that is, reaching out to those closest to you to extend the invitation to create a business partnership intended to enhance the quality of your lives.
• During your first year, devote almost all of your time to prospecting, setting appointments, and presenting the opportunity until you reach your desired goal and teach your associates to do the same.
• When someone on your list says No, that is the time to ask for the names of one or two colleagues at work who might be interested in your opportunity.
• If you can learn to replace every No with just one referral, your warm list will never run out.
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Remember to ask for referrals. If you can learn to replace every No with just one new prospect, your warm list will never run out.
When someone on your list says No, that is the time to ask them for the names of one or two of their colleagues who might be interested in this opportunity. The secret to asking for referrals is to be specific. “Whom do you know there at the factory who is already thinking about leaving?  Who is the most dynamic person among your friends at work…or the one everyone looks up to?” Remember to ask for referrals. If you can learn to replace every No with just one new prospect, your warm list will never run out.

In summary:

• A “warm list” is a group of individuals from your present and past whom you know well enough that were you to pick up the telephone and call them, they would recognize you once they heard your name.
• The direction of the twenty-first century is to build on warm market relationships as opposed to the philisophy of “throwing mud on the wall” and hoping some sticks.
• The larger you build your warm list, the more solidly your will establish your business.
• Make sure new distributors are taught how to use triggering devices in order to help them recall at least 2,000 friends and aquiantances.
• Remember not to yield to the arguments and rationalizations new distributors use in order to avoid approaching their warm market.
• If you let your doubts stand in the way of launching your business, you are guaranteed to fail, but if you go forward and persevere, you will succeed.

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