By President of Sales & Marketing Tom Pinnock
For many years, I have written and spoken about the importance of communication and how it is the single most significant thing to master if you want to become a professional network marketer. After all, it’s what our business is all about. Reliv makes our amazing products, and it’s up to us to tell the world about them.
In my experience, there is no better way to present our products than to wrap it around a human being. When we talk about the Reliv difference and present it from our hearts, it comes off as it should — authentic. Good communicators tend to spread the word quickly and reap the financial rewards of this industry at rocket speed. However, after being in this business for as long as I have, I’ve found that new Distributors have a tendency to over-communicate or talk too much. If you see your neighbors skedaddling out their back door when they see you coming, you’re probably overdoing it. Or, if you’re “that someone” who brings a flip chart to Thanksgiving dinner and starts showing the compensation plan, you probably need to reconsider your tactics.
It’s impossible to become a great leader without being a great communicator. Notice I didn’t say great talker because there’s a big difference. To be a good communicator you must first become a good listener. That’s why God gave you two ears and one mouth. He expects you to listen twice as much as you talk. Good listeners are worth their weight in gold. They understand that they can never learn anything while they are talking. The key to being a good listener is to take a sincere interest in the other person. People enjoy talking about themselves and their families, and while they’re talking, it’s the perfect opportunity to gain invaluable knowledge — by simply listening. In other words, find out what people want and then go to work and help them get it. If this becomes your strategy, you will build an organization that stretches around the globe.
Many times, people will tell you that they’re unhappy with their jobs, or that they work too much, or that they don’t like their boss, or that they don’t have enough money to send their children to college. Such comments give you the perfect lead-in to talk about the opportunity available to them in Reliv.
Never forget that what you say is never as important as how you say it. If you’re excited, you’ll never go wrong. People are always attracted to people who love what they are doing. Learn to talk from your heart and not your head. People don’t care how much you know until they know how much you care, so never miss an opportunity to zip it up and listen! The greatest form of discourse takes place within a conversation, and not a lecture. And let’s also remember that good communication skills include letters, emails, and texts.
Most people have not been taught how to properly communicate the value of products and opportunity within our industry. Focus on the benefits 80% of the time and the details 20% of the time. Most people have this reversed. Talk in ways that personalize solutions:
• “My products can help you lose weight and feel great!”
• “My products can help you fit into your skinny jeans, sleep better and have more energy.”
• “My business can help you to retire early.”
• “My business can help you spend more quality time with your kids and be a hands-on mom.”
• “My business can help you quit that job you dread getting up for every morning.”
• “My business can help you make a real difference in people’s lives.”
In other words, sell the destination and not the airplane. People want to know what Reliv will do for them. The more personal and engaging the conversation is the more effective it will be. If you don’t develop meaningful relationships with others, you’ll never know what’s really on their minds.