Don Failla is my personal mentor and one of my business heroes. He’s also my upline. I have learned so much from his training and teachings over the past several years. Of all the people in the industry, I think Don’s teaching is the most practical and easy to implement. His ideas are simple, yet revolutionary. In fact, they’re so simple that most people ignore them and brush them off.
His book “The 45 Second Presentation” is quite perhaps the most beneficial book in the world to the new network marketer. If I was only going to give one book to my new team members, this would be the one. Anyone can read this book in a couple of hours and understand what they need to do to build their network marketing business the right way.
What I want to do in this post is share some of my favorite quotes from his book. Each quote is in bold and italics. At the end of each quote I will also provide my own two cents.
# 1 “The secret to the system we teach is not to talk. Talking is your worst enemy. The more you talk the more your prospects think they cannot do what you are doing.” When you are talking to someone, the prospect thinks you are trying to sell them. And since most people don’t like to be sold something, they’ll probably brush you off. Be a good listener, rather than a good talker. Let the tools do the talking and selling for you. Learn how to ask questions and listen. You have two ears and one mouth for a reason. Use them in that proportion. If possible, get your prospect talking and let them sell themselves on the idea.
# 2 Time is the number one excuse people make for not getting started. You have to show your prospects how they can work smart, and invest five to twenty hours per week to build their network marketing business. If they think the business will take over their life, they won’t do it! You should also show them how the business can free up their time by getting rid of their job in a few years from now.
# 3 Don’t try to sell the world on your program yourself. Remember that network marketing is building an organization in which a lot of distributors all retail a little. Don’t be a salesman and go out and sponsor hundreds of people personally. If you want to do sales, do direct selling, but that’s not what network marketing is all about. Instead, sponsor a few people and help them succeed. Start working in depth as soon as possible and keep repeating this process over and over. It’s smarter, easier, and more profitable to build depth anyway.
# 4 You must explain to your people that if they truly want to duplicate themselves, they have to be at least three levels deep; only then are they duplicated. You have to sponsor someone, help them sponsor someone, help their new team member sponsor someone and then help that person sponsor someone. Once you’ve done that you are duplicated. If your organization is only one or two levels deep you haven’t duplicated anything.
# 5 Most people who have made it big in network marketing don’t have a sales background. Salesmen can sponsor a lot of people, but they will rarely duplicate that in their group and build a big team. Most of their people will quit within 30 to 90 days because they didn’t get the help they needed, and as a result, the salesman will have a revolving door in their network marketing business. From personal experience, I’ve found that TEACHERS are the people who do the best in our industry. This really is a teaching business.
# 6 Network marketing works best with products that are consumable. Ideally, you want products that people can use up every month and need to reorder. This is much better than one time sales or big ticket sales. The residual money is in the repeat orders, not one time purchases.
# 7 When you sponsor someone have him consider the first two to six weeks in the business as his training month. The next month will be the starting month. Give your team members realistic expectations. Let them know they will need to go through a learning curve and learn the ropes of the business before they can expect any type of positive results. Tell them there is an “orientation” or “indoctrination” period where they learn the basic skills they need to be successful.
# 8 You can’t really expect to see visible results until you have gone down at least four levels deep. It takes time to build a foundation properly. Rome wasn’t built in a day. You have to start driving depth before you will find your real leaders. The deeper you go, the more profitable you will become and the more leaders you will find. Adding depth also gives you added security in each leg of your team.
# 9 Most people are fearful about trying to start and build a business of their own. Ask any 100 people on the street if they want their own business and most people will tell you NO. That’s one of the reasons I am product oriented. You should tell people there is a business opportunity involved and also tell them that you will be their coach and will help them get started. I like the concept of getting someone as a customer first, and then upgrading them into a wholesale buyer or business builder.
# 10 Display to your people that when you call, you are calling to help them, not to check up on them. The last thing you want your team members to think is that you are their boss. They already have a boss at their job. Instead, be an encourager and uplifter. Show your people that you care about them and want to help them, not that you are checking in with them to see how much money they made you. It’s true, people don’t care how much you know until they know how much you care.
# 11 If you want your business to be a successful business, you now know that you have to find five serious people to sponsor. Five is the magic number in this industry. Keep personally sponsoring people UNTIL you have five people who REALLY WANT to build a big business and are coachable and willing to do the work. Don refers to these as your “gold ships.” Once you’ve found them, you will need to shift your efforts and spend most of your time helping them build their teams.
# 12 When you have five serious people, you should be spending 95 percent of your time working with them, 2.5 percent of your time servicing the customers you have from your friends, and 2.5 percent of your time planting seeds. Manage your time wisely if you want good results. Spend most of your time in depth. This locks in your reps and gives you long-term profitability and security.
# 13 You need to help the people you sponsored support their people. Don’t sponsor someone and abandon them. Work closely with your people and help them. Not everyone will want your help, but make sure everyone has their initial training and your continuous support. 95% of your team will need hand holding and a lot of support.
# 14 There isn’t anything that will motivate people more than to have someone under them doing something. Light a fire in the basement and everyone above them will be excited. When you have someone building a business big, on the 10th level of your team that will help motivate all of the people on the 9 levels above them! That’s why you should always work in depth at the bottom most point of your team.
# 15 If someone tells you they will give it 30 days to see how it goes, don’t waste your time. You can’t dig your foundation in thirty days. It takes at least six months and normally much longer. You can’t build a successful business of any kind in less than a couple years. What you are looking for is serious people who are committed and willing to work hard. Avoid the person looking to get rich quick without doing any work.
# 16 Some people in network marketing get discouraged after only a few weeks. Don’t set your people up for failure. Give them realistic expectations about what it takes to succeed in the business. Don’t use hype or promise overnight success. Be honest with people.
# 17 To be really successful in network marketing, you must teach someone else to be successful. This is a teaching business. Sponsor and teach are the two most important words in our industry according to Don. And he is right. Your goal is to transfer your knowledge to other people as quickly as possible, so they are independent of you and can build a successful business of their own.
# 18 In network marketing you can’t see your income until you have laid your foundation there as well. It takes time to build a good foundation. Your foundation is all of the people you sponsor AND your five leaders. After you’ve found your five leaders and you have a bunch of customers, you will start to see the fruits of your labor.
# 19 How far down group should I work? The further the better. Never stop working in depth. Always work at the bottom most points in your organization. That’s where you will find your new leaders and that’s the best way to keep everyone else on your team motivated.
# 20 When you sponsor someone you get to go to work for them. Your people do not work for you. Your job is to work for them and help them get started right. Make sure you invest your time helping your people build their teams. Be a servant leader. Act as if you work for the people that you sponsor.
The “45 Second Presentation” is a masterpiece and it’s a must read for any network marketer. It’s loaded with awesome, yet practical tips on how to build a successful network marketing business. Most importantly, it’s written by a guy who has been there and done that and has one of the biggest teams in our industry. I suggest you order a copy of the book for yourself and everyone you have personally sponsored. It’s a great way to teach people the right way to build their network marketing business.
What are your thoughts? Have you read the “45 Second Presentation?” If so, what do you like about the book? Leave a comment below to share your thoughts. I look forward to hearing from you.