Should You Sell The Sizzle Or Share The Steak In Network Marketing?
Hey, I desperately need your opinion. I just spilled my coffee while I was reading some of my older posts here (yeah, they’re that bad) and it looks like we’ve never chatted much about the difference between sharing and selling your opportunity.
What do you think, is there even a difference at all?
The Sale Ain’t Over Till They Buy…
On one side, you have people who believe that selling is the ultimate goal of all business in our industry. That you have to jam your throbbing foot in the door and start yapping away until somebody buys your air purifiers, spices, cosmetics, juice, pills, or whatever it is you’re selling through network marketing. That the sale is over when they drag you out of Best Buy, Walmart, or the local Chamber of Commerce screaming at the top of your lungs.
All Good Things Come To Those Who Wait…
On the other side, you have people who think selling is for losers and newbies. That you shouldn’t have to “sell” your product to anyone at all. You wait for them to read your articles, blogs, pay-per-click ads, or get referred by a friend. You give them your product on a free trial then wait for them to buy. I guess you could call it the wait and pray approach.
I Give Up…
Sure, I’m exaggerating things a bit, but I think what happens to many of us, is that you start off yelling, progress to selling, then give up entirely and start sharing with your friends. It just seems like a natural thing to do.
But then while you’re sitting on your keister waiting for people to buy, you see a rookie take off like a rocket ship sponsoring new reps like there’s no tomorrow. He’s selling up a storm. And admit it, it upsets you a little to see somebody with almost no experience do better than you. Because it seems like some people have all the luck.
But It’s Really More Like Riding A Bike…
Well, I don’t know about you, but I personally think it’s a matter of balance. I believe that all advertising and blogging even, is “salesmanship multiplied” like the old timers would say. However, I also believe that we have an outdated definition for that word -salesmanship.
I get a little sick to my stomach when somebody mentions the play “Death of A Salesman” By Arthur Miller because I think that depicts a complete lie of what a true salesman is. I’m also a little upset by how movies depict salesmen as pushy bastards who are only there to annoy us and steal our money. I think it’s a sign that the script writer has never actually had to sell anything other than scripts. Or if they did, they were not trained by a real professional.
Good Old Zig Ziglar…
In my opinion, a salesman is an assistant buyer, as Zig Ziglar would say. He or she is not there to ’sell’ in the movie sense, they’re there to share, but more importantly they’re there to help the buyer get what they want out of life. And I was wondering is you see things the same way.
Do you think selling is “the name of the game” in Network Marketing or should we all just sit on our keisters and share?
Talk to you soon,
Jason The “Better Networker”
The Jason Better Blog
P.S. Hey, have you used the “Facebook Share” button yet? If you like this post and would like to help your friends then click that little blue widget at the top of this post. Thank you.
51 Comments
Dave on January 12th, 2010
Great question, Jason.
I personally feel that the actual art and science of “selling” is rather easy. The more difficult skill is learning how to prospect properly.
When you can master the art and science of delivering the right message, to the right audience at the right time, then you don’t really have to “sell” at all; in fact, people will begin to beg you to let them buy from you.
I guess you can call it the ultimate in “attraction marketing” (although I am really getting sick of seeing that phrase).
Bottom line: Learn how to effectively prospect and selling becomes fun. You end up dealing with those people who truly see value in your products and services, and who ultimately become raving fans who want to buy and consume all of your “stuff”.
Now… How do we effectively prospect?? That’s an entirely different discussion I am sure you have coming down the pike…
Dave
[Reply]
January 13th, 2010 at 8:05 am
Hey Dave,
I think you’ve got things in order if
you look at it this way.
It’s easier to sell someone who wants
to buy in the first place. All you have to
do is show up. 
[Reply]
Scott Manesis on January 12th, 2010
Hey Jason,
I agree that it is a combination approach. For those of us who are internet savvy and have been around the block more than once, we are numb to spammy type of advertising and selling online.
The thing is not everybody lives online and spends the countless hours on the internet as those of us who do a lot of internet marketing do.
It depends on the environment. We know that on the internet people are not going to respond very well to “We have the greatest products and greatest opportunity ever” BUT out there in the real world that approach can actually have a fair amount of success.
I think the biggest thing is knowing your audience. If you know your prospect and their behavior, then you can figure out through testing what the best approach for that particular type of prospect is.
On the internet the ad that says something like ” Earn $2,000 dollars a month from home with just an internet connection and a computer” will probably not fair well.
Now, take that same line and tell it to the guy who pumps gas down the road and say ” if I could show you how to make $2,000 a month extra from home with just a computer and an internet connection, would you be interested in that?” the response is going to be quite different.
Just my 2 cents.
~Scott Manesis
[Reply]
January 12th, 2010 at 12:52 pm
Hey Scott,
And you two cents is welcome indeed.
I think we’re more open to trusting someone
we can see face to face as opposed to online.
That might go a long way to explaining this effect.
[Reply]
LeShawn Fernandez on January 12th, 2010
Hi Jason
Selling is defintely the name of the game, because if we don’t make no sales than we will not make no money.
[Reply]
January 12th, 2010 at 12:54 pm
Good day LeShawn,
I agree, I just think that sometimes our definitions
of selling conflict with our purpose.
I remember how pushy and annoying I was when
I first tried cold calling prospects. Gosh, I’m glad I have
a different take on selling now.
[Reply]
tim wizba on January 12th, 2010
Jason,
If we ain’t selling, we ain’t livin’.
I think it’s the how we sell that makes the difference.
I think hard sell is out. More out than ever because everyone has experienced it and we don’t like it. Find me one person who says, “I like to be sold with the hard sell” I don’t think so.
I think the same goes for the evil twin of hard sell, “hard promotion”. I think most have seen it and don’t like it. They’ve been tricked by it and are starting to shy away even if it looks like hype.
Our approach needs to be informative, subtle, truthful and confident. With maybe a little uniqueness to stand out from the crowd a little.
[Reply]
January 12th, 2010 at 12:56 pm
Hey Tim,
I’m all for soft selling. It’s easier to do
than shoving products down people’s
throats… and a lot less stressful.
Sometimes I wonder if “high pressure”
bring out the cannon selling ever worked.
I mean, I’m reading Claude Hopkin’s “My Life
In Advertising” again, and if it didn’t work in
the early 1900s then I don’t see why people keep
on trying to do it now.
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Gary Dean on January 12th, 2010
Is the sizzle the feature or the benefit?
Is the steak the feature or the benefit?
In my “early years”, I sold cars, mortgages, home water systems, insurance and my managers always pounded home with “Always Be Closing” — ABC…
I used to get sick of those guys, but now, I realize that even with the softest nice guy approach, my goal is one thing and one thing only:
SELL MY STUFF!
No matter how I brand and package myself, even with the free series of videos, a free this or free that, a funded proposal, etc.
I am, at my core, being an ABC guy!
Aren’t you?
Period.
[Reply]
January 13th, 2010 at 8:03 am
Gary,
I totally understand the old ABC. I just
don’t understand why some people think
a close has to be done with a shotgun. lol.
In print, I’ll sometimes trial close about four or five
times.
And I guess, the valuable lesson here is… if nobody
sells anything at all then nothing gets done.
[Reply]
Jarmar Dupas on January 12th, 2010
Ultimately it comes down to getting your client believe your product/service will help them avoid pain or gain pleasure…
You’re approach to getting that done, I guess, would be considered your “sales technique”… maybe!?
If you ask the right questions and allow your client to answer ‘em then they’ll sell themselves so to speak…
Now here’s the gem… Once the sale has been made your product/service better be worth talking to others about… Hence the karate instructor with the hidden dojo that apparently was worth 30 minutes of time, curiosity, and energy just to find the front door! This is “new” sales/marketing at it’s best! LOL
Jarmar…………
[Reply]
January 12th, 2010 at 12:59 pm
Hey Jamar,
Man, that guy knows his stuff.
You know, I tried to sell him on
marketing himself “better” and he almost
laughed me out of his dojo.
Yep, even poor old JB faces rejection every
once in a while.
I think “30 minutes” was a slight exaggeration
but still… that place is hidden.
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Dan on January 12th, 2010
Great comments guys. I’m with Zig on this one, no one likes to have their arm twisted or put into a hammer lock until they buy or die and that’s how dealing with some people makes you feel.
Assisting someone into making a decision is the best approach and let them make the choice. They feel much better about the buying situation.
Just my 2 cents here.
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January 12th, 2010 at 1:01 pm
Dan,
I love how you painted a picture there…
“no one likes to have their arm twisted or put into
a hammer lock until they buy or die”
Love it.
[Reply]
Rhonda Miller on January 12th, 2010
I think we all have a little bit of salesmanship in us, however, the reason most sales people struggle is b/c that’s all they try to do.
I believe the biggest sale we can make is selling ourself. Trusting relationships will make for re-sales and referrals. If someone trusts and likes you, they will talk about you and promote you. What better sales technique can you work on than the improvement of self.
Zig Ziglar is one of my all time fav’s. It’s kind of like when Zig talks, I listen.
Jason, I can see that you understand the relationship building in how you try to comment on everyone’s post, build relationships and put content out there that people will read and trust in what you have to offer.
Keep up the great work!
-Rhonda
[Reply]
January 12th, 2010 at 1:02 pm
Hey Rhonda,
Why thank you.
Just glad you dropped in and
took the time to comment.
I agree.
People like to do business with
people they know, like, and trust.
Plain and simple.
[Reply]
Ilka Flood on January 12th, 2010
Good Morning Jason,
Well ultimately we all want to ’sell’ something, that’s why we are here in the first place. However, it’s the way we do it that makes the difference.
Personally, I don’t like to be sold. I pretty much know what I’m looking for and I want to make my own decision of what (product, service or whatever) is right for me.
That’s the way I approach my prospects. I show them what I have to offer, give them all the information they need to make the right decision (for THEM) and they’ll make their own decision to ‘buy.’
I feel this approach cuts down on attrition too.
[Reply]
Rebecca Geiger on January 12th, 2010
I think of my self as more of a consultant. I am there to figure out what it is the customer needs and then direct them there.
I learned a very expensive lesson. Everyone including me has limitations about what they know and don’t know and sometimes you need someone to tell you what to do. When it is based on trust how can that be selling when I am asking (purchasing) their help.. whether it is advice or kool-aid.
[Reply]
Osman Quddus on January 12th, 2010
Hey Jason,
I think the comments are pretty unanimously in favor of the soft selling method vs the hard selling method.
No doubt a “sale” of a product or service of some sort must take place if anyone is to ever make money; the question is how to make that sale happen.
I can honestly say that, for the most part, this industry of ours is revolutionary in this aspect. The leaders in MLM/Network Marketing/Direct Sales have mastered the art of selling without selling.
Thanks for the post,
Osman
[Reply]
Deb Webb on January 12th, 2010
This isn’t (all) about selling but rather it’s about finding something that you believe in and allowing others to experience it for themselves.
Perfect example: I could sell a Honda CRX or a Volkswagon Beetle because I have owned them and I am well aware of their benefits, including a lot of room. I drive with great danes AND kids! If you can offer your prospect what they are looking for because you were once looking for the same thing, it’s not really a sale but a sharing of helpful advice.
[Reply]
January 12th, 2010 at 7:54 pm
Hey Deb,
Reminds me of something Frank Bettger
once said: “Do you believe it?”
He said that was the greatest test of
your sales pitch. Solid advice.
[Reply]
Mark Bullock on January 12th, 2010
Great article, you hit the nail directly on the head Jason. No matter what our business may be, there will be “selling” involved of some sort.
You mention a new person being very active while someone who has been in the business for a while is jealous of the “newbie’s” success. My take on this is that the new person has the excitement of his/her business and wants to show the world what it is all about. Sometimes those of us who have been in our respective businesses for a while become complacent and do not actively show ourselves with the energy that we should.
Dwayne also had a great point. Each of us need to find our own way or style of selling. Not every approach works the same for each individual, it all depends on their personality. Some can do the direct approach while others like Dwayne and myself enjoy the “assistant buyer” approach as he puts it. I love that analogy.
[Reply]
January 12th, 2010 at 7:56 pm
Evening Mark,
I think that’s absolutely crucial for sales
success too. If you’re excited about what
you have to say then it’s bound to rub off.
I like Dwayne’s point too. It’s not always what
works, but what works for your individual style
that matters.
[Reply]
sandra on January 12th, 2010
It all depends what your target market is. If you are going to do a health presentation, for example, you need to make sure that the people are interested in this area. If they are, you are likely to get sales, provided you build up a good rapport with the guests.
[Reply]
January 12th, 2010 at 7:57 pm
Hey Sandra,
And that’s where all good presentations
should start. With the market.
A point that’s worth repeating I think.
It’s one that I lose sight of from time to
time. 
[Reply]
Toni Taylor on January 12th, 2010
I vote for the soft sell based upon a good relationship. I’d much rather do business with people I have a relationship with, rather than someone who is hard selling. I’ve actually lectured POS staff when they shift into hard selling halfway through a perfectly lovely relational style of transaction. Yes, sales are the name of everyone’s game, but it’s hard to get there if your clients, team mates are perpetually annoyed by heavy handed sales pitches.
Another country heard from,
Toni
[Reply]
January 12th, 2010 at 8:00 pm
Hey Toni,
I knew this salesguy who used to
cater to grocery store chains and he had
this down pat.
He would walk in and ask how the kids were doing,
talk to the owner, and build relationships over time.
I barely saw him sell anything at all but I knew he
was making a good living at it. He certainly wasn’t
hurting from the looks of things.
I think if he switched things up and tried the hammer
sell. He would have been tossed out the window by
some of the sour-faced managers he had to pitch.
[Reply]
Felicisimo Villamor on January 12th, 2010
To my mind there’s no separating the sharing from the selling. Rather they must be part of a continuous flow of marketing strategy that will culminate in a sale.
I analogize marketing to a game of chess. There’s the opening game where you introduce yourself, share. Then comes the middle game where you introduce your product and extoll it through your presentation or sales letter, Lastly comes the end game where the prospect becomes client
Between sharing and selling? No choice. Combine them or fail.
[Reply]
January 12th, 2010 at 8:03 pm
Awesome point Felicisimo,
I used to play Chess on the weekends
and the endgame was where I would always
lose my material advantage over a dumb mistake.
I guess, you could say that’s like blundering and losing
the sale after they’re already sold!
[Reply]
Peter on January 12th, 2010
Jason,
I love how you have “sold” us all on the idea to comment on your blog. So many great comments and excellent advice to boot. It wud seem to me that the vast majority of the commentators here all practise the graceful art of ‘attraction marketing’ which you cud easily argue is the best method of ’selling’. Now I am off to sell myself on the idea of taking the dogs for a walk before work!
[Reply]
January 12th, 2010 at 8:05 pm
Hey Peter,
And you have sold me on reading every word of
every comment you make Peter.
You sound like such a personable guy. What
kind of dogs do you have btw?
[Reply]
Jerome Ratliff on January 12th, 2010
Hey Dude,
I guess it’s how you look at selling.
But I do agree selling has everything to do with network marketing.
Some people don’t want to believe that but that’s exactly what they are doing, selling.
I prefer to think of selling as being the consultant who’s sharing with their client.
That’s my two cents.
Jerome Ratliff
[Reply]
January 12th, 2010 at 8:07 pm
Jerome,
Yep.
I guess, it’s just that people have
this “yuck” reaction when they hear
the word selling.
I’ve met a lot of people who insist they
do not sell at all…
I’ve always wondered why people think selling
has to be so slimy when it really makes the
world go round.
No idea.
[Reply]
Wayne Wu on January 12th, 2010
Hey Jas,
After reading through all of these comments, one thing’s for sure, the definition of “selling” is a very grey area.
I think all of us can definitely relate to the “rookie” taking off like a rocket. Well, if he really is a rookie, it’ll be interesting to see if he can sustain his downline in the long term or whether his attrition is through the roof!
My mentors all always tell me to “Build it once, and Build it Right” because you want this to be paying for your retirement, paying your children and your children’s children, right?
So for me, downline retention is very important. That means building strong relationships. And you can’t do that when you’re “hard selling” somebody.
Mostly, MLM is about helping other people. On the opportunity side, I agree with Scott Manesis – you have to know your audience. On the product side, always share it with people who need the benefits.
Cheers,
Wayne
[Reply]
January 12th, 2010 at 8:08 pm
Evening Wayne,
Isn’t that the kicker…
You spend all that time making the “sale”
and most people then proceed to ignore the
people they sold.
I’ve talked to people who say their uplines ignore
them completely. What a shame.
[Reply]
Mitcehll Dillman on January 12th, 2010
Wow, Jason what a day…
Just switching things up a bit and putting my creatives to work right out the gate in the a.m. to be more effective with my time 
I just wrote an article addressing how in the new economy, the two most precious commodities we have are time and information.
If we can discipline and manage ourselves in a way to effectively control our time while offering information to those that value it we have found success.
Sales should be about offering value to others by leading them to find solutions to problems they face. We each have the ability to create value by bettering ourselves and sharing what we’ve learned.
Make it a great night!
Mitchell Dillman
[Reply]
January 13th, 2010 at 7:54 am
Morning Mitchell,
I was just listening to some
old Jim Rohn recordings and he
said something along the same lines
So you’re in good company.
He said it’s our obligation to learn and teach
what we learn to others. It’s how we stay competitive
as a nation against the world.
[Reply]
Michael Cole on January 13th, 2010
Hi Jason,
Hard sell, soft sell, or share?
Too many marketers think that selling is a battle of wills, last one standing wins.
Still others think that the first 9 no’s don’t count.
The best form of marketing is to educate your prospect on how your product or service can benefit them, then quietly lead them to where they can buy.
Do this right and you can have people lining up that desperately want to buy your stuff. Better still, treat them right and they will buy over and over again.
[Reply]
January 13th, 2010 at 7:59 am
Michael,
Sometimes I look at some of the
advice out there and wonder where
it came from.
Like the nine no’s don’t count line…
I always thought it was best to get
nine nods of approval instead.
Hah, but then again. I never paid much
attention to know. I’ve been told I ignore
that word a fair bit.
[Reply]
Jack Shea on January 13th, 2010
I disagree and believe this is where a lot of the MLM and Network Marketing companies and reps have gone wrong.
I have been in the industry for over 15 years and have sold a lot of products and have found that the biggest challenge for my business associates is they don`t like to be sold and they don`t like to sell.
I am starting my career over in the Network Marketing Industry and I will be doing my best to not sell.
I will be teaching a simple strategy that anyone can use and succeed with and not have to be concerned about selling.
I will not even mention the vehicle I am using until my prospects complete a certain number of steps and understand that the system is what is going to get them where they want to go.
I have found that I need to go back to teaching people how to Network and not worry about selling.
[Reply]
January 13th, 2010 at 10:42 am
Hey Jack,
(Jack Shea that is, there’s quite a few comments here.)
I think that’s part of finding out what works
best for ourselves.
I’m actually grateful that you have the strength
of character to disagree. I fear that a lot of people
are afraid to speak up for what they believe.
Thank you.
[Reply]
Gary Dean on January 13th, 2010
No matter how soft or slow you make your pitch, I still say your “End Game” is to sell something.
Period.
For many good reasons, people hate the word SELL.
SELLING leaves an acrid, bile taste in their mouth and an adverse knee jerk reaction.
Moses had to “sell” the 10 Commandments to his errant followers. That’s called preaching.
Our founding fathers had to “sell” the constitution. It’s called debate.
I personally don’t have a problem with preaching or debate. It’s just how you look at the End Game.
But the fact is, until there is a “sale”, nothing happens. No members in your organization. No money in your bank.
You DO want to make money don’t you?
My end game is to make money, and I understand the steps involved and I know how NOT to hammer my future prospects with my biz opp too soon or too heavy.
Again, it’s all how you look at it.
It’s still selling.
[Reply]
Richard Walsh on January 14th, 2010
When I had my construction business I always held the position that they needed me I didn’t need them. This enabled me to walk away at any time from a prospect and that attitude not only got me more sales but got me clients that trusted me and my judgement and therefore left me alone on the project and didn’t stand over my shoulder questioning my every move. I had a funny little rate card I would give them it read “job price $xxx if you watch it’s double if you help it’s triple. It always got a smile or a laugh but set a good precident.
[Reply]
January 14th, 2010 at 7:01 pm
Hey Richard,
I love it! There’s no greater
human urge than the need to change
another person’s writing…
Forget who wrote that, but your rate card
reminded me of it.
[Reply]
Hi J
Selling is definitely the backbone to network marketing. As you know there are many different ways to sell. Its down to the individual to find the best way which works for them.
I like the “assistant buyer” approach. The customer has a general idea of what they want and I just help them make the best decision for them. Which sometimes means that its not always best for them to buy right now, but I’ll still be here for when they are ready.
Dwayne
[Reply]
January 12th, 2010 at 10:55 am
Good Morning Dwayne,
I think that’s it. We all bring
our own personal spin to things.
Around here, there’s a karate instructor
who absolutely refuses to sell or advertise
at all.
In fact, his dojo is practically hidden. I knew where
he was and It still took me 30 minutes to find the door.
But business is booming for him. His style is
old-school expert indifference.
The funniest thing is, if you quit and go to his
competitors, he will never, and I mean NEVER
take you back.
This guy is nuts.
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