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This is an article I didn’t write. Would that I had. It’s way high up on my list of the Top 10 pieces I’ve read in my 20+ years in this business.

Art Jonak wrote it and it is masterful. I’ll only put half of it here (way too long for a single Web page). So down at the bottom is a link to download the whole thing in a PDF file. And I would recommend sending a copy to everybody on your team.

The Notification Principle
Out of every 100 people in your warm market right now, 10-15 of them are seriously looking for an additional way to make an extra paycheck every month. This article is for network marketers who insist on keeping their business a secret—or… “How I stopped complaining I had no prospects and started building my business.”
Art Jonak

You’re ecstatic! Your brand new distributor has signed the paperwork, sent it in and is now waiting for her kit and products to arrive. As a well-trained sponsor, you’ve set up a “Getting Started” training within the first 48 hours of your new distributor’s network marketing career.

You sit down at the kitchen table with your new distributor, pull out your manual and immediately turn to the “Memory Jogger” section and start reading…

Who do you know with red hair?

Who do you know that drives a mini-van?

Who does your taxes? Your hair? Your lawn? Your car repairs?

Do you have your college directory handy?

How about your pre-school yearbook?

You keep going—you know the drill well, you’ve done it many times before. You take a moment between reading questions to breathe, look across the table at your distributor’s list and… there are only five names on it! There should be at least fifty by now! You look up to see fear and doubt on your new distributor’s face as she shrugs and says, “I really don’t know anybody else….”

Out of frustration, you ask a few more questions from your memory jogger… but still, your new distributor comes up blank. Your excitement fizzles fast as you realize that once again you’ve sponsored a dud.

But did you really sponsor a dud, or did something else go terribly wrong?

We lip-sync through this un-comfortable exercise, yet we rarely take a moment to see if it actually works or not. Why not, for a moment, consider what is going through your new distributor’s mind.

Could she be thinking, “I don’t want to talk to anybody about this business until I make my first bonus check?” or “I’m not comfortable having my sponsor talk to my friends about this…” or maybe, “The more names I put down the more rejection I might have to face….”

Or maybe you have distributors who say, “Oh, I don’t want to talk to my friends and relatives. They wouldn’t understand. I couldn’t convince them to join my program. Instead, let me talk to total strangers from another state. Maybe I’ll just try to sell them over the phone or by mail. Where can I run an ad or mail some prospecting postcards?”

If friends and close contacts don’t like your presentation, trust me, strangers will like your presentation even less.

If we can’t enroll people we know, people with whom we already have some sort of positive relationship, what makes us think that we can enroll total strangers? Maybe we just think things will change if we find new people who don’t know us.

Let’s face it. When we decide to talk to strangers instead of our warm market of contacts, we’re saying to ourselves:

“I don’t believe in me.”

“I don’t believe in my opportunity”

“I don’t believe in my product”

“I’m too ashamed to talk to my friends”

“I don’t think this opportunity is a good deal for others.”

“I’m worried about what my friends will think of me.”

“I’m afraid that my friends will not join and that I’ll feel rejected.”

“What if my program fails? I better make certain that I only sign up strangers who don’t know me.”

“What if I fail? I wouldn’t want my friends and family to know that I even tried.”

If we decide to keep our opportunity a top secret from our friends and family, is that fair to them? No.

Our Single Obligation as Networkers
Most distributors are not duds, nor are they lazy. However, they will avoid anything that involves rejection. Why not turn the exercise into something that your distributor wants to do? What if you told your new distributor, “You don’t have to ask anyone on your list to join your network marketing business or even ask them to buy product”?

Not asking people to join your business is rejection-proof.

Even before we read our distributor kit, before we start improving our presentation, before we start working on ourselves and self-image or asking our sponsor about mailing lists or ads, before anything else, we must first fulfill our one and only obligation in network marketing.

What is that obligation?

First, our job is to educate others about our products and services, and about the residual income possibilities of network marketing.

Once our prospects are educated with the facts, it is up to them to decide what is best for them.

Our job is not to convince our prospects to buy from us or join. Network marketing is not high-pressure selling, convincing, manipulating, cold-calling, or coercing! Networking is simply giving prospects an additional choice in their lives, and allowing them to accept that choice if it helps them get what they want. That’s our job—educating our prospects. That’s what we do as professional networkers.

But that’s not our one big obligation. When I sponsor a new distributor I say this and these:

“You are NOT obligated to make lots of retail sales. Sure, it would be nice, but it’s not mandatory.

“You are NOT obligated to buy lots of products and services. Again, that would be nice, but you are not obligated to do so.

“You are NOT obligated to harass your friends to come to opportunity meetings.

“You are NOT obligated to go the company convention.

“You are NOT obligated to give recruiting presentations every night of the week.

“You are NOT even obligated to return my phone calls!”

Wow! Now my new distributor is excited. He is thinking: “This is a great opportunity. I’m not obligated to do any of those things. But wait, he said there was an obligation. Just one obligation. So what is that obligation?”

Yes, we have only a single obligation to fulfill. Everything else in network marketing is optional. What is that obligation in our business?

We must notify our friends, relatives, neighbors and co-workers that we have decided to start our own part-time network marketing business.

That’s it. There’s nothing more to our obligation. You see:

We don’t have to sell our friends on our products or services.

We don’t have to sponsor our neighbors into our network marketing business.

We don’t have to invite our co-workers to opportunity meetings.

We don’t even have to explain our business or products if our relatives don’t ask us for more information.

I repeat:

Our only obligation is to notify our friends, relatives, neighbors and co-workers that we have decided to start our own part-time network marketing business.

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There’s more…

Click this link to download the Adobe PDF. It’s yours to keep & share.

And please, let me know what you find most valuable & useful in Art’s article…