Redefining NETWORK MARKETING
Episode description
Pre-internet, network marketing was a distribution model. You would purchase products wholesale and retail them out to your customer base.
That’s where we get the stories of garages full of water filters and laundry detergent.
With the internet and e-commerce, the model shifted because companies could now ship directly to the customers, whom largely were distributors themselves.
Because compensation plans were designed to only to reward building a network, the primary function of the field went from distributing products to recruiting.
Despite talk in the past ten years of the need to focus on customer sales, distributor behavior still if very much focused on recruiting.
This I believe is at the root of network marketing’s disfunction.
That’s why it’s my mission to redefine network marketing and move from a recruitment model to an actual marketing model — a model that teaches distributors how to leverage the internet and social media to generate customer sales.
The implications of this movement are no less than the very survival of the network marketing profession.
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