The Four Types of People in Network Marketing

I was listening to an old Amway CD the other day.

I used to be a distributor in that company.

In fact, it was my first network marketing company.

I still listen to a few of their motivational tapes from time-to-time, since I find them inspiring and helpful.

On this particular CD, the speaker was a new Emerald in the company (probably a low six figure income earner) and he shared his philosophy about the four types of people in network marketing.

I really enjoyed the information and figured it would be cool to share it with you.

I’m not going to copy what he said.

I’ll just put it in my own words.

He described the four types of people in network marketing as:

  1. Leaders
  2. Leaners
  3. Lovers
  4. Lightweights

To be quite frank with you, I had never heard of this concept described this way before.

I do realize that everyone in our industry is different, but this information is pretty much spot on, based on my own experience.

What I want to do in the paragraphs below is share a brief description of each category.

Let’s get started.

Just to clarify, these “terms” describe the “actions” of people in the business.

It does not describe the morals, values or ethics of the people involved.

And just because someone doesn’t achieve success or build a big team doesn’t mean they aren’t a good human being, nor does it mean they are a loser.

The first category, and the most important one, is the leaders.

A leader is someone who takes responsibility for their own business, normally from day one.

They are a doer, a leader and an achiever.

They take the bull by the horns and run with it, right out the gate.

They are results oriented.

They are people of action.

They appreciate you as their sponsor, BUT they realize that it’s their business and it’s their job to build their own business.

They will build the business with or without your help.

These are the ACES that you are really looking for.

These folks will be your key leaders who are responsible for most of your team’s growth.

In my humble opinion, this represents no more than about one to two percent of your entire team, if that.

The second group of people in network marketing is the leaners.

These are people who only work when you are around to coach them and help them.

They might have good intentions and WANT to build a big business of their own, but they don’t really have the grit, motivation or desire to take the bull by the horns and run with it on their own.

They’re motivated when you around, but once you go away they are off to the Witness Protection Program.

Basically, these are the folks sitting around thinking about building a big business, but not doing anything to actually make it happen.

This group of people probably makes up about twenty to forty percent of your organization.

The next group of distributors is the lovers.

These are the people who do nothing but take up your time.

They want constant coaching and support, yet they do NOTHING to grow their own business.

They are busy getting ready to get ready.

They are nice, genuine people, but they are high maintenance and do not possess the drive or work ethic to build a big business.

If anything, they just want your friendship and/or attention.

This category of distributor probably makes up ten to twenty percent of your team.

the four types of people in mlmThe last group of people in your network marketing team are the lightweights.

This group represents the majority of your team.

Most of these folks never even get started.

They don’t go on auto-ship.

They don’t sign up new customers.

They don’t sponsor new distributors.

They don’t participate in training.

In essence, they don’t do ANYTHING.

They lack vision and give up very easily and very quickly.

Once again, they are good human beings, but they don’t really belong in any type of business.

They do not have the guts, intestinal fortitude, courage or persistence to build a successful business of any kind.

They think short-term and don’t last more than 90 days in the business, if that.

This group of people makes up about 60 to 80 percent of your team.


Once again, all four groups of people are good human beings.

This description simply highlights their ACTIONS in the business.

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My Thoughts

I truly believe that not every leader starts out as a leader.

People can change.

I know I wasn’t a leader when I first started in the industry.

A lot of people INITIALLY lack the skills and belief, but if they are mentored properly they can become a leader and doer.

On the other hand, some people will never change categories, no matter what you do to help them or teach them.

Obviously, you want to look for leaders, but you must also realize that MOST of your volume will come from the other three groups of people, so they play an important role in your team.

That being said, most of your GROWTH will come from your leaders.

Just keep that in mind and you spend your time with people accordingly.

I think you should taproot everyone and build depth under everyone.

Any category of network marketer can lead you to a good leader.

In most cases your best leaders will show up deep in your organization.

Final Thoughts

There you have it folks.

These are the four groups of people in network marketing.

What are your thoughts on this subject?  Do you agree or disagree?

Why or why not?

What category are you in?

I’d love to hear your thoughts.

Leave a comment below to let me know what you think.

Have a great day.

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Chuck Holmes


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