Nobody who bought a drill actually wanted a drill, they wanted a hole.
"Nobody who bought a drill actually wanted a drill, they wanted a hole.
Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills"
So here‘s what that means...
Our product is not what you and I, as networkers, really think it is.
People don't care about your opportunity.
They just don't.
They haven't been waiting all of their lives to be an MLM distributors so why should it surprise you when they say 'no thanks'?
What they do care about, is finding a solution to their problem. Whether that be a lack of money, or time with their family, etc...
Your job, is to position your opportunity as the solution to that problem... But you've got some hurdles to jump over in order to do that successfully:
Hurdle 1: You can't sell.
Hurdle 2: People hate to be sold.
Hurdle 3: They will rarely see you, a complete stranger, as anything more than a sales person trying to get into their wallet.
The SOLUTION to your problem, is in the quote above, and here is what it means...
"Nobody who bought a drill, actually wanted a drill." - You didn't buy your MLM business because you wanted an MLM business.
"They wanted a hole." - You want more money, time, etc...
"Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills!" - People don't want your opportunity. They want the benefits that it can provide them. And don't like to be sold (they like to buy!).
You want to get your prospects to sell themselves on using your opportunity as the tool with which to accomplish their goals.
The best way to do that, is to market and promote information on how to drill a hole, faster, easier, and cheaper.
You don’t market your opportunity and products directly. That’s what a sales person does.
You market and promote useful information. That’s what a consultant does.