the Myths of MLM, Part I:
The Myth of the Heavy-Hitter"
Weve heard the myth a thousand times and in as many different
The company places all the heavy-hitters under themselves.
keep the cream and leave us with the crumbs.
youre not the heavy-hitter then youre the heavy- hitters
only way spillover works is if youre under a heavy- hitter.
have all kinds of money to put into it.
you dont have tons of money youll never be a heavy-
youre not a heavy-hitter youre not going to make it
got your own to add to the list.
point here is that these statements imply that there is a state
of being in this business, a position one reaches when one becomes
a heavy-hitter, and that being a heavy- hitter or having a heavy-hitter
in our organization is necessary to succeed.
a business person and as such I have genuine business goals with
real financial milestones attached to them. But nowhere in my
business plan is there the milestone become a heavy-hitter. I
want to make a certain amount of money (a lot).
want to cultivate a certain number of contacts and marketing partners
(enough to do some of the work for me). I want to be sufficiently
knowledgeable about my craft (so that I can be a good sponsor
and trainer). These are all my legitimate business goals. Being
a heavy-hitter just isnt on the list. And Im willing
to bet its not on yours either.
a myth; an allusion to a state of being or a state of accomplishment
to which one can ascribe a label - heavy- hitter. I intend to
debunk the myth with fact.
start by saying that Ive been called a heavy-hitter; sometimes
as a compliment, sometimes with a hint of resentment, sometimes
in condescension. At no time has it ever been true. Im not
a heavy-hitter. Im a hard worker, yes.
focused and determined, Ive had some successes and Ive
had some failures, and some months I work harder than others.
I havent met all my financial objectives but Ive made
good progress. When all is said and done all I am is a hard worker
with a plan and a determination to see that plan through. Im
not a heavy-hitter.
the four years that I've been in network marketing I've tried
to mirror, right down to the dime, everything my sponsor does.
I buy as many leads at exactly the same time, promote the same
programs, provide the same quantity and quality of support and
communication to my downline as provided me, and every other manner
of duplication that I can. And I keep feeling like I just never
get the same results.
the fact is I cant mirror exactly what my sponsor has done
because I havent been at it long enough to do everything
my sponsor has done. I cant get the results of fifteen years
of experience because I dont have fifteen years of experience.
business is about the cumulative effect of work. Organizations
grow over time, loyalty grows over time, commissions grow over
time, and the experienced marketer evolves over time. We are all,
over time, becoming experienced network marketers.
fact is that those we label heavy-hitters are just the ones who
have been at it the longest. They have spent years building contacts
and earning the trust of their people by being helpful sponsors.
They can go into a new program and get a lot of people right away
because they already have many people who already trust them and
who will join with them.
some of the people who are thought of as heavy hitters have opt-in
lists that are very large. So when they join a new program they
immediately e-mail that opt-in list and build a downline very
those same experienced marketers can have success in one program
and completely bomb out in another program and the factors contributing
to their success or failure are exactly the same as the factors
contributing to everyone elses (like product and economy).
They dont succeed because they are heavy-hitters.
about sponsoring the so called heavy-hitter? What about the idea
that having a heavy-hitter in your downline is the only way to
succeed? In Lindas course she talks a lot about why it's
better to work at sponsoring a lot of serious people, whether
they are experienced or not. She explains very well how people
who will work and sponsor a few people apiece are worth any number
of so called heavy-hitters because its more than enough
over time to build a good income. And besides, sponsoring the
so called heavy-hitter is no guarantee that theyll seriously
work your program.
if youre not yet convinced that the heavy-hitter is just
a myth, if you still believe that you need to be a heavy-hitter
to sponsor a heavy-hitter consider this: no matter how heavy you
hit you don't sponsor a lot of people until you have something
to offer that makes people want to join under you.
experienced and successful marketer is going to join a program
under someone who has never sponsored another person and has absolutely
nothing to offer them. Why would they? They're experienced enough
to know that it is always better to join an MLM program under
a group of people that can add to what they have to offer. For
us, it's our support sites and our lead generating programs. What
is it for you?
a future article, The Role of the Media in Perpetuating the Myths
of MLM Ill talk about how the media perpetuates this myth
about the heavy-hitter and what some of the reasons might be that
we buy into their spin on it.
now Ill just leave you with this undisputable fact: the
heavy-hitter with a large enough budget and opt-in list to throw
at a new program and then do nothing more than walk away and rake
in the dough, isnt reality.
can spend your very last advertising dollar trying to find yourself
a heavy-hitter and you will have thrown it all away.
a myth. We would do well to eradicate the term from our collective
vocabulary. It is not a legitimate business goal. It is not a
measurable state of being or achievement. It is not a realizable
recruit. Its a myth of the business.
Darlene Loebel has been a full-time network marketer for the past
4 years. Along with Linda Bruton, she co-manages the MLM
Millionaire Training Systems website.