If you’re like many network marketers, you may wonder what the secret of sales is. There must be, right? After all, you’ve likely heard stories about network marketers who have managed to grow their businesses in record time and/or are able to double and triple their incomes in no time flat. The industry has always been full of stories of seemingly overnight success; the reality is that often this success doesn’t happen overnight. In fact, very often “overnight success’ takes months and years of consistent effort and work. 

Second, the stories don’t account for the other thing the most successful network marketers have in common. That is they’re not in the business of selling products.

“Say what?” you may be exclaiming right this instant. Network marketing is all about selling products or services; in fact, any sales business is all about selling products or services. 

Although it may seem that way on the surface, if you really think about it, that’s not totally true, is it? If you’re selling a pen, you’re not just selling a pen. A pen is a pen is a pen. You’re really selling a solution to the problem a pen solves – the customer needs a writing utensil. Now, the customer could have a set of preferences for that writing utensil – maybe they prefer blue ink to black ink. Or the pen itself should have a cushy silicone grip because they have arthritis. Or, maybe the pen can’t have a cap because they always lose the cap in their purse or backpack, which causes everything else in the bag to get covered with lines of ink. The point is, when they’re shopping for a pen, they’re looking for more than a pen. 

When they’re in the aisle choosing the pen they’ll buy, they’re looking for the item that will solve their issues and meet their preferences. They’ll ultimately purchase the pen based on the marketing on the package. If the pen lives up to the hype on the packaging, they may purchase the same model again (or ink refills, if it’s that type of pen). Who knows, perhaps the pen company has made a lifetime customer.

Sell the problem you solve, not the product

The same is true with network marketing. The difference is that there’s a salesperson (ahem, you) there to offer guidance to potential customers to help them find the right product for them. This may sound like you’re selling the product; however, you’re not selling them just any product, you’re selling them a product that will solve the problem they’re facing.

Let’s say you sell skincare products. A potential customer you’re chatting with explains that she just can’t find a product that addresses her dry skin, especially in the winter. She explains that she’s taken up swimming a few times a week and between the chlorine and the dry air conditioned air at the office, her skin is like the Sahara. She’s super embarrassed about her flakey skin and has been applying every ultra hydrating skin cream on the planet it seems to no avail; in fact, her skin is worse. All of those products stripped her skin of its natural oils and hydration. 

You just happen to have a product in your skincare line that is a hydration miracle. It moisturizes without stripping pores and makes skin feel silky smooth. It’s loaded with nourishing ingredients that will heal and improve her complexion, too. 

When you tell her about the product, do you just tell her about the product or do you explain how the product can solve her problem? 

Her initial concern was that her skin was dry. With that problem in mind, she likely went to the store to purchase products that deal with dry skin. However, she’s likely not thinking about the other effects of dry skin on her complexion, such as the products causing her skin to dry out further, more noticeable lines and wrinkles and loss of nourishment. Indeed, she just wants to tackle the main issue at hand.

However, as a network marketer with the heart to serve, you’ll explain the benefits beyond her initial concern – dry skin. You may explain that some products only serve to make the problem worse or may cause other issues, such as clogged pores and pimples. Then, you’ll likely explain that you have a product that can help and then delve into all the benefits of using it. This is probably before you even mention the name of the product! 

You’re in the business of building relationships and solving problems

There are network marketers out there who are just selling products. They try to sell their products to anyone who will listen. Often, as a result, people stop listening and start avoiding them. Those who just sell products also abide by traditional methods of selling. You know, those tone-deaf, harsh methods that end up alienation far more people than they convert. Instead of creating advocates, they’re burning bridges. 

“If there was a problem, yo I’ll solve it.”

-Vanilla Ice

To paraphrase the wise words of the philosopher Vanilla Ice, when your current or potential customers have a problem, it’s up to you to solve it. Often, this is with your products. If they have a problem that you feel your products or services can fix, then it’s up to you to educate them on how they can. Think of it as your opportunity to share your knowledge and expertise with your favorite people. This is your time to shine! Take that spotlight and wow them with your knowledge of the issue they are facing and how your business can help. 

What if your business can’t solve the problem?

As much as you’ve love to solve every problem your network faces, there are times when even your business isn’t the miracle they need. However, you’re in the business of relationships, right? Chances are you know someone who can help them, whether it’s a sales professional you’ve used before or it’s another network marketer whose business can solve their problem. 

For example, let’s say someone in your network is complaining that they’re so busy that they just don’t get the time to eat a proper meal during the day or that they’d love to get in shape in a healthy way. If you’re in the business of skincare, you may not have a product that can help them. However, you may know of another network marketer in your network whose in the business of diet and fitness. In this case, you’re not selling them a product at all; however, you are solving their problem by connecting them with someone who can help them. While making this connection may not add to your sales bottom line, it will serve to build your relationships with the person in your network as well as the network marketer you’ve connected them with. 

Building your sales business one relationship at a time

This is an important distinction to make as you connect with people and build your network. So many people have been burned by network marketers who only care about making the sale that, unfortunately, people may try to lump you in with them. However, when you explain that your intention is to help them, you’ll find their guard drops. Once they know you mean more to them than a sale, they’ll be more open to talking to you about your business and the industry. 

Get the conversation started

One of the biggest hurdles relationship-focused network marketers face is starting the conversation with potential customers. They don’t want to sound like they’re selling, so they struggle to find a natural way to turn the conversation to talking about their businesses. 

Luckily, Teamzy created the short 7-lesson video course, The Art of Creating Conversations that Convert. You’ll get all the tools you need to start talking to anyone and everyone about your business in a way that conforms to your business values. The tips and dialogs are sure to cure any awkwardness you may feel as you build your network. Click here to learn more.