| MLM Success: The Downline Principle |
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By Marige O'Brien, Copyright© 2006
For years MLM marketing has been the awkward step-child of sales, both online and off. Misunderstood, misjudged and mistreated, it has never been allowed to realize its full potential.
The basic premise for multi-level marketing is an efficient way to train a large marketing force by offering them one-on-one training and support directly from the marketer who brought them into the business, i.e., their direct "upline."
As an incentive for this, the upline marketer earns a portion of the commission on their sales. This should be motivation enough to prompt this upline to be generous with their time and efforts. This is how the system is supposed to work. In theory.
However, this theory is sorely tested and often fails altogether when put to the test. This happens for several reasons:
1. Uplines do not realize the value of their downlines
2. Uplines are not prepared to support downlines properly
3. Downlines do not realize the value of a supportive upline
Complicating this, some companies intercede, attempting to bridge the gap. But in doing so actually thwart the whole MLM process. Simply put, there's a lack of communication between the individuals, due to a lack of understanding of how to fully appreciate the MLM system.
That is, the upline marketer should realize that, when his downline succeeds, he succeeds. Because when his downline makes a sale or gains a sign-up, he receives a commission; when his downline brings in their OWN downline, his downline grows, too. Therefore an upline should be prepared to help that downline, to offer information and practical advice and support. And, most of all, they should be prepared to initiate this.
But one obstacle that begins the trouble is when uplines, themselves, are new to marketing and are not prepared for this responsibility. They also do not understand the value of this yet, nor do they have the confidence to take on this extra "chore."
As a result, many marketers start out "orphanned" and,lacking the guidance and support of a generous mentor, must struggle on alone. Should they endure (and not give up), they tend to develop a very competitive, secretive attitude. As a result, like children learning from poor parents, they, in turn, ignore their own downlines, fulfilling the cycle. Even more so, when they do happen to encounter a helpful, responsive upline, their attitude tends toward petulance and anger-- just like any other neglected child would be.
And, like any victim of an abusive childhood, they seal their fate of being forever forced to make their own sales rather than enjoy the bounty of a healthy, productive downline. Because, until an MLM marketer learns to work with their upline and downline, until they realize that THIS is the crucial element, they fail to grasp the most essential key to its success: of teaching, sharing and helping others.
By doing this successfully and sharing all their knowledge with their downline, a marketer empowers that downline, guaranteeing their success. And, most of all, by one marketer showing their downline how to empower the next generation, they are passing on that success-- and ensuring the foundation of their downlines' continued growth.
In a perfect world, a marketer should only have to sign up three or four other marketers, train them thoroughly and, in doing so, watch as those three or four find their own three or four, who each find their own three or four, etc., etc. That's the ideal.
But, in reality, uplines and downlines have trouble communicating. . . they don't speak, for all kinds of reasons. Uplines are afraid to share their knowledge because they feel they are giving away their best secrets to the competition. Except a downline is NOT a competitor, but a business partner.
Downlines, too, don't always agree with their uplines or don't want to do the work they have been instructed to do. They don't say this to the upline. They just ignore them instead. Uplines abuse their own downlines, spamming them with upteen offers a day, but never responding when a downline has a question or a problem. They don't work with their downlines to find affordable solutions, they encourage their downlines to "spend, spend, spend" thinking this is the way to make money. But all they do is scare their downlines away.
MLM marketing really can be equated to a parent-child relationship, including new marketers having sign-ups too quickly, which is like teenagers having children. As with this, and especially because it's encouraged in marketing, it's important for an upline to expect to help their downlines' DOWNLINE, for several "generations."
Of course, all this can be changed at any time, by any marketer, anywhere. The key is to make a serious commitment to supporting your downlines, of working with them and insisting that they work with you. But an upline must also respect their downline, both for what they are and what they are not.
Here are some tips for practical support in action. These are things an upline can and should do in order to support their downline and guide them to success. When someone becomes a marketer's downline, they are honoring that marketer by showing them that they trust that marketer. In return, that marketer should honor that trust.
CONTACT THEM
As soon as they join send them a "welcome" email. This can be done efficiently by having a standard, pre-written email ready to send to them and should include practical advice to help them get started right away, including the suggestion that they save that welcome email for their OWN downline. But it should also be followed up with a personal email, one that establishes a rapport with them. This is a new business partner, one who looks to you for guidance. Honor that.
SUPPORT PAGE
If you have a website, create a support page that can act as a concise explanation of the program's benefits and offers practical support in the way of free advertising information.
NEWSLETTER
Put together a REAL newsletter, meant only for your downline, and include the tips you would never otherwise divulge. If this seems like "giving away secrets to the enemy," then it is important to realize that your downline is not the "enemy" but are more like your children. Would you make your own children learn everything "by themselves?" Would you send your children out into the world without everything you could offer them?
ACTIVELY COMMUNICATE
Encourage communication and establish a personal rapport. This makes you approachable when they are having trouble and allows you to help them through it. Do not limit this to email, especially in today's questionable email environment. If possible telephone or use any one of the Intant Messaging programs offered. This is an ideal way to keep in touch with each other. When downlines do contact uplines, the uplines should make time to respond in a positive, helpful manner. Never ignore a downline.
If either party has scheduling restraints, let the other know what those are.
TEACH THEM
Teach them everything you know, don't hold back. And, again, help their downlines if they need it. Like a parent helping their children in the real world, an upline should do all they can to make sure their downline succeeds.
Of course, some people sign up then abandon their business, never returning emails, never making sales, etc. It happens, for a variety of reasons. But it is GREATLY reduced when an upline utilizes the methods mentioned above. There is no point in dwelling on these situations. Simply focus on those that do respond and move on. Some people just don't understand the concept. Save your energy for those who do.
Over time, the result will be a healthy, active downline that continues to grow. Endlessly.--mo
About the Author
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Marige O'Brien (Tracker Mo) actively works as a writer,
web designer and internet marketer. Visit her website, Tracker Mo's Den (http://www.trackermo.com), for her
latest recommended business opportunities, etools and articles.
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