Substantial Incomes – Wealth Creation

If you are considering joining a company that is so new it has no track record, at the very least, make certain the principals in the company do have a track…a good one. It is very, very risky to join a company that has not been in existence at least a couple of years. If you feel compelled to join, and don’t have first hand knowledge of the integrity of those starting up the company, do your due diligence: check them out, call their references, and if their compensation plan is untested and sounds too good to be true, it probably is. At the very least, call the Direct Selling Association in Washington, D.C., and find out if the company under consideration is a member. If not, watch out!

If you are in your first few years in this industry making a decent living with a solid company, and, like Carol, an overzealous sponsor shows you big checks or a comp plan too good to be true, hopefully, you’ll have the common sense to stay where you are. Network marketing is big business played on an international stage offering staggering income potential, enormous amounts of free time, travel, power, and prestige. To hit the big numbers is to be treated like an international rock star playing to large audiences and standing ovations on every continent. You’ll be treated to the best cuisine in every location and interact with the most powerful people in industry, medicine, and law. Remember, as you are trying to appeal to various professions in corporate America and throughout the world, each one has its malcontents and frequently the most successful among them are the players who can relate to these kinds of earnings. As you move from your warm market into your cold market prospects, you need to understand that this is a numbers game and not be intimidated by it.

MLM is the “great equalizer” in which former blue-collar workers are allowed to compete with, or even bypass, doctors and corporate leaders. Perhaps from the standpoint of workloads and maybe with respect to the number of people you actually have to sponsor, you were falsely induced into MLM, but no one can truly tell you about the joy or earning five- or six- figure monthly incomes until you yourself experience it. So, don’t whine, get to work! What’s it going to be – four years or forty?

Substantial Incomes

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Here’s the point: Rarely, if ever, has a person in network marketing had the time and energy to recruit, build, and train more than one large front line. We have not met anyone who has done so. Typically, after half a year of little or no activity. Steve quits. But he doesn’t really go away. From that day forward, whenever network marketing is mentioned in his presence, Steve remarks, “Yeah, MLM is such a scam. I gave it my best shot for half a year and had a sponsor who was supposedly making big money, but I never saw a penny!” There are thousands of Steves out there bad-mouthing our industry because of unrealistic claims that lead to overblown expectations.

And, unfortunately, there are numerous Bills and Angelas who have been taught to be “sifters” instead of relationship builders. Their underlying motivation is to simply blast through Steve’s Rolodex hoping to find one winner, instead of helping Steve build a business based on his close relationships with friends. So, what should have been done? Well, Bill and Angela should have been honest about Steve’s chances. Not only would Steve have respected them more, but he would have fully understood how much effort it would take to make the business work for him.

Here’s how it should have been handled. Bill sits down with Steve and looks him squarely in the eye. “You know, Steve, I can appreciate your dilemma. I know you still need an income while you grow your business. But if your corporation was to decide to enhance their profit structure by downsizing and you were targeted, they wouldn’t even consider keeping you on salary until you found a replacement income. You’d be gone overnight with some severance package designed to placate you but not meet long-term needs. The truth is, in our business, it’s only those of us who treat it like a profession who get to the big money. Give it all of your energy and you’ll naturally get there sooner. Undertake it part-time, and stay with it steadily, and you’ll get there eventually. But there is no way for you to earn big money by exerting only minimal effort, that is, by simply turning all your prospects over to your sponsor.”

Steve listens but still doesn’t fully understand. He responds, “Well, how do guys like me do this business? How does anyone ever get to the kind of money I’ve been hearing about?

“Steve, it’s true that many leaders in our industry earn over $50,000 a month and most could afford to retire on that income in half a decade. Compared to retirement on a little pension after forty years in your profession, our offer is very attractive. But I’d be doing you a disservice if I didn’t tell you the truth.

Substantial Incomes

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Successful strategies are based on the same factors on which selling is based: To sell a prospect something, you offer them whatever it is they want (or what you infer the other wants) and a convincing argument (persuasion) that you can deliver that. We will talk about this at greater length when discussing sales documents per se, but it is appropriate to every writing situation. People will believe what they want to believe much more readily than they will accept what they don’t want to believe. Here are a few general rules concerning strategies:

• Some people like the idea of innovation. They like and welcome change. There are others who fear new ideas and methods. They fear risk and possible failure, and prefer to stick with what they believe to be “tried and true.” The success of any strategy depends on your selecting the right one for the people you are dealing with – on understanding your readers. If they are a mixed bag, a general population and unknown to you, take the middle road, and when you offer anything new and different, explain how carefully thought out and risk free it really is, while still refreshingly new and novel.
• The success of any strategy depends in part on how much confidence the other party has in you, your competence, intelligence, understanding of their needs, and personal honesty and integrity. Work at establishing these in whatever ways are available, such as presenting both.

Substantial Incomes

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If you are sending out a letter that is an initiative going out to strangers, you need to be clear as to what presumed want of the reader you are appealing. That should be made clear up front, as close to the opening message as possible, as in these examples:

• “If the cost of excessive inventory is a problem you would like to solve, we have a service that ought to be of interest to you.”
• “We have recently helped four clients reduce the time for running their payroll by nearly one-half. Here is how we did it.”
• “Last month we helped eleven clients find the skilled personnel they wanted in record time. We do that every month.”
• “We have a new and different approach to physical plant security, and would like to demonstrate it at no cost to you.”
• “Most warehouses are less than totally efficient in both storage and shipping. We have some radically new ideas that work and save you money. We would like to tell you about them here and then show them to you.”

Substantial Incomes

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The first element in devising a strategy is getting a good understanding of what the other party, your intended reader, wants. If you are responding to a complaint from a client, a defensive letter will not do. The client wants to be soothed, reassured that you know that you “done him wrong” and will make the right things. That may be to apologize, make a price adjustment, explain why you went astray, offer some extra effort, do something over, or otherwise. It is important that you are responsive, that you demonstrate an understanding of the others expressed want and offer a satisfying response to it, whatever that may be. Nothing very mysterious about the strategy in that case. For example, let us suppose that a client writes to complain that you are taking too long to complete a project for which you contracted. You would like to tell the client that the fault is his for not giving you complete information to begin with or not giving you total cooperation, but this is a client you do not wish to antagonize because he can offer you large and important contracts. You are thus willing to “eat” a few extra hours to keep the client’s good will. What is the best strategy for  a response?

It is never a good strategy to tell the client, “It’s your own fault,” even when it is, if you want to keep that client. It is better to invent a polite fiction, such as, “I regret the delay. Once well into the project, we uncovered a few factors we did not know about at the beginning, and rather than ignoring them, we acted in your best interests by extending our schedule a bit to cover these contingencies at no extra cost to you.” It is difficult for a client to complain too loudly in the face of this kind of explanation.

Substantial Incomes

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Wants to know what progress you have made on his or her problem and when you will have the project concluded. Sometimes the distinctions are rather subtle, but it is necessary to make those distinctions and be sure you know what you are talking about before you commit yourself in writing. It is damaging to your image and reputation to have a client or prospect write you to straighten out your misunderstanding of the client’s need or other want. It is thus usually well worth your time to do all the investigation and cerebration necessary to ensure that you are addressing the right problem before you write that letter.

Substantial Incomes

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Business writing today is varied in many ways. Once, the term referred mostly to letters exchanged among people in business and between business people and their customers or prospective customers. In a long ago era, business correspondence was rather stiff-necked and almost unbearably formal. The current month was referred to as the “instant” (often abbreviated to “inst,” as in “In response to yours of the 12th inst”), and the general tone was one of ultra-polite self-deprecation a la the Chinese custom of super humility, with some business people signing their letters, “Your obedient servant.”

Fortunately, that era has passed into a well-deserved obscurity, despite the reluctance of a few graybeards and their disciples to relinquish their grasp on obfuscating formality. The trend today is to state the case as clearly and as briefly as possible, while exercising reasonable tact and diplomacy. Moreover, no longer do those terms refer entirely to letters exchanged between businesses and their customers, but includes a large number of other types of written documentation and presentations. Still, even that element of business writing that does consist primarily of correspondence has evolved and become increasingly diverse in modern times, so that it makes sense to treat it as a separate section of this chapter. In fact, so extensive is the range of just this field of business writing that many complete books, sets of audio tapes, and computer software programs on the market deal with nothing but business letters.

Thus the very term business correspondence refers to letters, almost by definition. However, the basic term letter has itself acquired a somewhat flexible meaning in today’s business world, stretched somewhat in many applications. For example, while a formal proposal is often quite a ponderous document – those for major programs, have often run to thousands of pages – an informal proposal is often referred to as letter proposal because essentially that is what it is, a letter. It consists of only a few pages in which a proposal is offered. Similarly, a simple and informal contract if often called a Letter of Agreement of Letter of Understanding because it is such a simple, often single-page, document. (In the urgent atmosphere of the fifties, the Department of Defense often authorized work on very large contracts with a “Letter of Intent” or “Letter Contract,” so that the beginning of urgent work would not have to wait for a formal contract to be drawn up.) Hence, such closely related presentations are covered in this second part, treated under the general heading.

Substantial Incomes

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One problem in writing a book of this kind is that too many who teach writing make it appear to be a far more complex and difficult art than it is. The truth is that by following just a few simple rules, anyone with a grade school education – and that includes all or nearly all of us – can write effectively. No, you won’t produce great literature.

Substantial Incomes

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To give you a little idea in advance of the diversity of such presentations, in this part we will offer ideas, information, and models falling into the following categories:

• Answering inquiries
• Offering services
• Explaining services
• Presenting credentials
• Responding to complaints
• Adjusting errors of billing or other slipups
• Explaining delays
• Making inquiries of various kinds
• Reporting results to clients
• Requesting payment
• Miscellaneous other matters, essentially routine.

Even with such segregation of correspondence, there is a great diversity in the correspondence. The diversity is not only in the general classes, purposes, and functions of correspondence: It is also introduced by the great variety of the business enterprises that have evolved over the years. So it is not a simple proposition, despite our focus here on the needs of the independent consultant: Many independent consultants engage in diverse business activities in addition to basic consulting services, and there will be no effort in these pages to offer a model for each and every possible need- it would be an entirely impracticable goal – but principles and exemplifying models will be offered to point the way, with guidance to help you adapt these principles and models to meet your own special needs.

Substantial Incomes

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