RANDY FRIED

I have three definitions of a leader. These aren’t the only three definitions. They’re not all- inclusive. These are just three definitions to give us an idea of what we are looking for.

The first definition I heard is from a man named Tracy Dietrich in Dallas, Texas. He says that leaders are professional students of the business.

In other words, leaders actually read the sales manual that came with their distributor kit. By this definition, everybody reading this blog post
would be a leader. We’re students of network marketing – always looking for new ideas and information.

Leaders listen to audio training tapes, read books, go to upline meetings and, whenever they can, they attend company conventions. You’ll see
leaders hanging around with the upline leaders hoping to pick up a good idea.

I like this definition. It makes it easy to spot leaders. Just go to any training meeting and you’ll see the chairs full of potential leaders.

Sounds good, but what is my second definition of a leader?

This definition is a little harder to explain but easy to observe.

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Imagine that you are dictator of your own country. That’s pretty good – you have your own army and you have five loyal generals. You also have
100,000 infantrymen. (Of course, the generals represent leaders and the infantrymen represent distributors in case you’re not following this
analogy.)

What happens next is that one night I sneak across enemy lines and attack your army. I use my pink belt in karate and go chop, chop, chop and I beat up all 100,000 of your infantrymen.

The next morning you wake up and you have five generals left. All of your infantry went home to their mothers for sympathy.

Now, here’s the important question.  With only five generals left, could you rebuild your army?

Of course you could. That’s the importance of leaders. When things go bad and everyone abandons the ship, you can still rebuild your organization if you have loyal leaders.

What if the opposite were to happen?

What if I were to sneak across enemy lines and kidnap your five generals? What would happen then?

The next morning, you wake up and all you have are your 100,000 infantrymen with no leadership or direction. They start marching in circles, firing inward, stepping in latrines, getting lost – it’s a disaster!

So as you see, generals are everything.

Some networkers build leaders. Other networkers are just busy.

That’s the difference why some networkers can work for a few years and finally retire from their business. These networkers focused all their
activity on building leaders.

The other networkers? The ones that were just busy? Well, they’re still busy.

If you’re not convinced that building leaders is important by now . . . well, you can save yourself some time by not reading any further.

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Don’t sell features or benefits.

Instead, base your sales presentation on your
prospect’s most pressing problem. Then you’ll have
your prospect’s attention.

For example, if you talk about the weekly bonus
checks, that’s a feature.

If you talk about the benefits of weekly checks
(not waiting until the end of the month, getting
your earnings quicker, instant gratification for
work performed, etc.) – you’re doing better, but
it still won’t rivet your prospect’s attention.

Try talking about your prospect’s most pressing
problem. For example, you might say:

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When we first start our network
marketing career, we are pretty
clueless.

We think our prospects’ decisions are
based upon … information. So what do
we do?

We give information-rich presentations,
read flip charts, have elaborate Power
Point presentations, hand out CDs and
DVDs, send our prospects to web pages
… and nothing happens.

Professional networkers know that the
first sentence out of our mouths is the
most important part of the presentation.
In my “live” Super Sponsoring Workshops,
I spend the first two hours just
explaining first sentence technology.

Think about it. Don’t you quickly judge
people consciously? And your unconscious
mind judges even quicker, based upon
programming.

* So what is the first sentence you use
to start your presentations?

* Which programs does your first
sentence access?

* What commands do your first sentences
send to your prospect’s subconscious
mind?
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