Who needs a specialist?

In yesterday's post, I wrote that I when want something done (or seek advice) I'd choose a specialist to help me over a generalist. The more important it is and the less I know about it, the more I want a specialist.

I define a specialist as an experienced and knowledgeable person.Of course there are degrees there.

So if I had a heart issue, I'd choose a cardiologist over a GP. For my grass, I'd seek out an ecologically-with-it gardener, not just someone who mows the lawn. And please - give me that excited and knowledgeable cell phone person in Circuit City versus someone who was called over from the copier department.

I feel the same about someone showing me a business I might go into. Or a product line they market that I would be putting my name behind too.

Give me a specialist, someone who knows their stuff. Someone who inspires my confidence.

Then I asked: Are you perceived as a specialist to your prospective customer?

This brought out some different points of view:

Do we really need a specialist to sell NM products? Doesn't that scare away new people? And shouldn't the products be so simple they need no explanation, anyway?

Isn't the idea from the upline to keep things "super simple"?

How much should a networker know about doing the NM business before approaching approach someone else?

Can you see the conflict between the consumer above and the recruiter?

The recruiter is looking to bring in as many distributors as possible (or sell as many bottles as possible) and the prospective customer is seeking the best solution to her problem. (The 'customer' can be someone looking for more income, or a product customer.)

The conflict:

Recruiters (and their companies) want to attract as many people into NM as possible. So they play to the lowest common denominator: It's easy, anyone can do this, everyone wants this product, it's scientifically proven just show them the science behind it online, or Just tell them how great it is, and bring them to the meeting, we'll get them in...

These are the NM recruiter's calling cards.

But are these the qualities a thinking consumer wants in a sales person? When you are looking for a solution to a problem, do you want to be helped by someone who basically tells you how great their thing is, how it's "proven" and if you want more info, go online here to this website or listen in on a sales conference call next week?

Not me. But there are exceptions. For example, when I don't have to ponder my decision...

1. Lila offers you a $5 energy drink to try, or a free sample of something. No big decision required, right? You just do it. However...

2. Then Lila asks you to sign up for a $75 monthly auto-ship. Do you say yes just as easily? Or...

3. Say you have a health issue you're working on. Someone offers you a supplement they say helps with that. They don't know much about it, they say, but "it works great and it's $125 for a month supply".

Do you just buy it?

Moral: The more pondering you do before you make the decision to buy or act, the more useful a specialist (a knowledgeable person) is. And many folks talk to others or check online for second opinions or options.

I like knowledgeable people who sell stuff. You?

But NM recruiters and companies have long been afraid to ask for anything but the initial order from their new recruits. They fear they won't bring in as many people.

Most NM companies and recruiters play to the lowest common denominator, as if the rep position were paying minimum wage - no knowledge required.

If you market products that require no second thought, your buyers won't need you to discuss it with them. They won't need you, either. They can go right online or to their local GNC. And countless students in my classes have reported just that. Their customer prospects went to buy online to buy after they talked to the rep. After all, what's the difference? Cheaper, too. And no hounding about the business, either.

Yes, sometimes if you give out samples, and someone loves it, there's always a chance they'll buy more. But for how many people has the free sample been a success? Most students tell me their 'sample recipients' suddenly disappear after they've received their freebies.

Here's my take:

1. If you're going to be in business for yourself to market a product or a business, shouldn't you know as much about it as you possibly can? And

2. Shouldn't you know as much as possible about the habits and preferences of people who would want your product, or who might do the business?

It's fun to get really good and be knowledgeable about something, think?

Next: What's a specialist? (No, not someone who spouts of scientific facts. Technobabble doesn't sell.)

Pity Party

"They came to make a difference and wound up with their butts in the butter." -Pity Party, Peggy Noonan in today's Wall Street Journal.

She's speaking of the current ruling class in Washington, DC. But it can easily be said of any ruling class anywhere, any party, any country. Actually, any business. Politics or, err, network marketing.

When you're going to pay extra...

for a product, say a new facial package, what kind of person would you rather have helping you? A specialist or a generalist?

How about that new nutritional program? Or how to use that movie camera? A specialist or a generalist?

How about how to make big money online?

A specialist? A generalist? Would you want to knowingly learn that from someone who's never done it before themselves?

When it's going to cost more than usual of either of two things I value - money or commitment - I agree with my friend Seth, I would always choose a specialist and feel safer spending my time or money.

What about you?

Turning the tables, as you present your more expensive health or beauty products, or your unusual business, do they see you as a specialist, too?

Surprise enemy #1.

Who doesn't long for success? Big success?

Two things we all know:

1. Most people have regular jobs, and stay in them for 40+ years.

Nearly all turn you down when you present the opportunity to have something of their own. Even something that could be big. (Why won't they see this? Waaaah!!)

2. Most networkers (and others trying a business of their own) don't stick long enough to give themselves the time make it big. (Much less extremely big.)

Here's the surprise culprit in both scenarios:

Instant gratification (ig).

Group 1: Too much ig.
Most folks are in the job for 40 years because they're hooked on ig. Not big igs either - little igs do it. So long as it's something everyday...

The muffin and latte on the commute to work, the pats on the back once there, the occasional chance to be heard, the little promotions along the way, the morning pastry cart, the water cooler chatter, the steady paychecks, the insurance, the possible pensions at retirement, etc.

None of these are "big igs" but they satisfy. They keep a person right where they are. Why change? It's not really that bad...

Group 2. Not enough ig.
The lack of those same little igs keeps the network marketer from sticking long enough to make it big.

When you're calling people, following up, running ads, playing endle