Why Network Marketers Should Emphasize Their Own Expertise Over Company Opportunities
Network marketing is a common and evolving business model. However, in the rush to build a network and grow a business, many network marketers make the mistake of focusing on promoting their opportunity rather than their own expertise. This approach can be counterproductive and may even discourage potential members from joining. Here’s why emphasizing personal expertise is crucial for long-term growth in network marketing.
People Join People, Not Companies
The heart of any successful network marketing business lies in relationships. People join network marketing not because of the company or the opportunity, but because they feel a connection and trust with the people behind the opportunity. When prospects evaluate network marketing, their initial interest is often sparked by the people they already know or are familiar with. A study by Nielsen revealed that 80% of consumers trust recommendations from people they know—they don’t just blindly follow corporate marketing messages.
Building Authority Over Promoting an Opportunity
For lasting and sustainable growth, network marketers should prioritize building their own authority and expertise in their niche. This involves creating valuable content, building a loyal email list, and consistently providing value to their audience. When you position yourself as an expert, people are more likely to join your network when they see the tangible benefits you bring. This shift in focus from the opportunity to your own expertise aligns better with the underlying psychology of human behavior.
The Flaws in Focusing on the Opportunity
Network marketers who heavily promote the company or the system often run into several issues. For example, companies frequently change their compensation plans, leadership, ownership, and even product lines. Maintaining enthusiasm for a product that is constantly evolving can be challenging. Imagine investing years in promoting a skincare product only to leave the company for another one, starting over from scratch. This inconsistency makes it difficult for members to stay committed and may even lead to burnout.
Self-Promotion Versus Promoting a System
Another common pitfall in network marketing is the misalignment of expectations. Network marketers often try to sell a system rather than themselves. They emphasize that the system will work for the prospect, de-emphasizing the idea that they are selling themselves. While it’s true that members need to sell the opportunity, the focus should be on the network marketer’s personal success. This approach makes members feel that their success is based on their performance, not on the system. If the network marketer successfully applies the system and demonstrates results, members are more likely to believe in the opportunity.
A Better Way: Aligning Success with Expertise
A more effective strategy is to frame your expertise as the driving force behind the opportunity. Offer value, build trust, and nurture relationships. Here’s how:
Focused Content: Create high-quality, actionable content that demonstrates your expertise and provides real value to your audience. This could be blog posts, videos, webinars, and social media updates.
Email List Nurturing: Build and maintain a robust email list through valuable offers, exclusive content, and personalized communication.
Community Engagement: Actively participate in online communities and forums related to your niche. Answer questions, share insights, and build meaningful connections.
Results-Driven Approach: Show tangible results and success stories. People are more likely to join a network when they see concrete examples of success.
By focusing on building your own authority and expertise, you create a sustainable and rewarding network marketing business. Your commitment to providing value and demonstrating your own success will attract the right kind of people who are looking for reliable, expert guidance, rather than just joining a system.
Conclusion
Network marketing can be a highly successful business model, but it requires a strategic approach. Instead of emphasizing the opportunity, prioritize building your personal brand and expertise. This approach not only aligns with the natural human tendency to trust and follow those we know and respect, but it also provides a more sustainable and rewarding journey for both you and your potential members.