JohnValenty.com

I strategize and consult with various MLM company owners and team leaders on an almost daily basis. We often talk about this same topic. First, I’ll review their website and marketing collaterals. What I look for is whether they are breaking one of the fundamental relationship marketing rules, which is: communicating to customers and distributors in the same way and on the same marketing pieces. You see it often on so many company websites, tag lines and mission statements that we’re all desensitized to it.

An MLM company’s sales rely on the network to produce new customers and keep the ones they already have. That being the case, which group do you market to on your company website and collaterals; the customers or business builders? The answer is counter-intuitive.

Your company website should primarily market to customers only. By mixing your product message with your business opportunity, you are giving your customers the impression that your products are not good enough to sell without an MLM component. If your primary company website is trying to speak to both consumers and distributors, you are hurting your sales. Simply redirect 99% of your site’s marketing focus to competing with the most powerful brands in your company’s competitive space. You are not competing against other MLM products, but more so the premium brands on the web and retail markets. You have to do everything you can to ensure your product’s brand stands up to the best and is not diluted by an opportunity message.

So how do you promote your opportunity and attract powerful network marketers? The answer is to build quality product brands so pure that people are proud to recommend because they don’t appear to be fueled by greed or compensation plans. One fine-print tag line on your site will out promote most other business opportunities and motivate your sales team like never before:

“Our premium products are sold exclusively by authorized [your company name] distributors.”

For opportunity promotion, I recommend creating a stand alone opportunity site at yourcompany.net and make a single password that your sales team can use and give out to those interested in the opportunity.

John Valenty