From Network Marketing Millionaire, Kosta Gara's New Book, Organic Networker®
I have been asked more times than I can count, “So, Kosta, just how do you decide which people to approach when it comes to building your network marketing business?”
My answer, “It doesn’t matter! You never know which prospect will pursue an organic networking opportunity with a vengeance.”
Diamonds in the Rough
Ever wonder why a high-quality diamond is so expensive? I once watched a PBS documentary on mining for diamonds. Although there are four basic ways to mine diamonds, to find a one carat diamond that will make it to Tiffany & Co., in New York, whatever method of mining is being employed, you would have to mine 250 tons of dirt to find one perfect diamond.
Do the math.
For you to pan for and find one high quality diamond, you would have to sift through one ton of dirt every day for 250 days. If you prefer to hire employees and purchase the equipment necessary to mine diamonds, it will cost you an average of $6 million per year to stay in business.
There are two distinct classes of diamonds. One is of industrial quality and ends up attached to the ends of drill-bits, grinding away at honing medical devices and other industrial products. The other is polished and ends up as—you guessed it–the high quality diamond at Tiffany’s.
When I agreed to go to my very first network marketing meeting, I was a university student who thought making an extra $1,000 a month sounded like a great idea. As I pulled up to the huge house where the meeting was being held, the long driveway was lined with gleaming luxury cars. I sheepishly parked my ancient Ford Escort on the street.
Once inside the home, I was introduced to four men wearing suits that were worth more than my car. As I entered the meeting room dressed in faded jeans, sandals, an earring, wild t-shirt, and long hair, I was definitely an industrial-quality diamond. My heart was pounding in my chest, but I acted as cool and confident as possible under the circumstances. I thought to myself: These people have money. Could I be successful like them?
I immediately understood that it was time to draw a line in the sand, zip my lip, listen, and become a young CANEI sponge. I listened intently for hours. Finally, it was after midnight, and the only people left were the meeting host and me. I was hooked! The host told me that if I wanted what he had, he would help me build a business, just like someone had helped him when he first started.
With no experience whatsoever, I signed up with the dream of making millions. I maxed out my credit card and borrowed money from family and friends to pay the enrollment fee. The products were delivered to my house about a week later.
Within 30 days, I had quit school and my job and was ready to make it big. The top leaders were doing well, right? Full of energy and enthusiasm, I started recruiting, and to me that meant recruiting any human being around me whom I could find breathing.
It looked good at first. My first month’s check was $2,800, and I was sure I’d be a millionaire in 12 months. Every night, I took new recruits to a meeting, loading up my car with as many people as it would hold. Within 90 days, I had signed up 96 distributors.
But, when it came time for my distributors to renew their annual membership for a second year, the only people remaining in my downline were my mother, my aunt, my uncle, and my sister. I paid their memberships.
What could have gone wrong? Why had all of the distributors I’d worked so hard to recruit and train just faded away? These were such important questions. Looking back, I wish that I could have had a blueprint for success, like Organic Networker, to follow during those early days.
I struggled with my early failures until I eventually realized that there are three different qualities of diamonds in network marketing—what I call the 3 Qs:
- Quantity Prospects
- Quality Prospects
- Qualified Prospects
Once I was able to differentiate these three groups, I was able to better focus my efforts.
The Quantity group is a massive target market. These prospects typically fall into the lower to middle-income bracket, own a small business, work in a service industry, or have a blue-collar job. A large group like this is always alluring to a new organic networker.
In fact, this is the group of prospects I focused on when I first started. I was like a tornado that tore through everyone in my path – from my family, to the mailman, to the barista in the coffee shop.
These individuals are recruited the fastest of the 3 Qs. This group wants to supplement their income and, given the proper motivation and leadership, may eventually replace it.
Because they are new to network marketing, they have a higher learning curve and require considerable support to get started. Their level of turnover will also be the highest of the 3 Qs, especially if they do not make money within the first 90 days.
In line with Organic Principle #10— Leadership, you will need to provide the in-the-trenches training and encouragement needed to keep them moving forward.
In general, the best way to guarantee success at recruiting is to follow the system the company has put in place. However, recruitment is a process that needs to be done organically to reap the greatest results. The organic system of recruitment means having a clear understanding of the 3 Qs and what will motivate members of each group to join your company.
The Quality group is composed of individuals we would call, accomplished business people.
The group members have achieved some level of success in their chosen fields or industries, either working for a company as a senior manager or self-employed and running their own business.
Quality group members demand the best and are willing to pay for it. They usually do more due-diligence before buying into your company. While some people feel this group is tougher to recruit, as an organic networker I will tell you that they are not.
Quality prospects can see the potential of network marketing, but they may not yet have the burning financial need to build a business. Organic Principle #7—Patience is important because, if you are patient with Quality prospects and take the time needed to get them to identify their personal, why, the payoff is usually good.
They are attuned to the organic process of setting goals and work methodically to achieve them, as they know that it takes time to build a business. Once they’ve made a commitment, they will leverage their professional credibility to solicit and attract high-quality prospects. An added plus is that they are already comfortable expecting to earn a seven-figure income.
This group is generally motivated by recognition and a sense of being important to the organization. Over the years, I have personally witnessed many millionaires join this profession for one important and organic reason: They wanted to be recognized as an important part of something larger than themselves.
I know a couple who had made their fortune in real estate before getting involved in my company. In fact, they had retired and planned on traveling around the world on their hundred-foot yacht. Ultimately, they were more excited about getting on the stage and being recognized for their efforts, than they were about the handsome bonus they were collecting.
The Qualified group includes seasoned, professional network marketers. These people have built a team in the past, are currently building a team, or believe it or not, may be looking for a new venture.
They thrive on the organic process of building a business from the ground up. Of course, these experienced networkers usually bring with them an enormous group of followers from their former or existing venture.
The turnover rate of this group is quite high, and their departure can generate great disappointment in the company they leave behind.
The good news is that once Qualified individuals are locked in to your business, the only thing you need to do is to get out of their way and let them grow and expand their business. These powerhouses have the ability to grow a business tenfold in a very short period of time. Their passion for the organic process to success can also create enormous momentum across the organization.
Considered the high producers, Qualified prospects will demand much more personal recognition and business perks than the other two groups. Their requests will run the gamut, from wining-and-dining to additional on-going bonuses, up to and including major recognition incentives.
While you will find and develop leaders from each of the 3 Qs, most often the finest diamonds are mined from the Qualified group.
What you want to keep an eye out for are the Qualified prospects.
I call them, REAL (Realistic Experienced Aggressive Leaders).
You can identify leaders that are REAL by asking the following questions and measuring their answers against the guidelines provided.
- How long have they been in the industry? A minimum of five years and an average of fifteen years is the standard.
- How many network marketing companies have they represented? Anything more than three companies over a decade is too many.
- How large is the group they have built in their most recent company? This one depends on the type of compensation plan. In a usual Breakaway or Uni-level, the ratio is 1:10 as compared to Binary. So, if a Breakaway or Uni-level leader has a decent-sized group of a few thousand active distributors, an equivalent Binary leader should have 20,000 to 30,000 distributors in their group.
- What are their financial accomplishments? An average income for a leader in this profession is $10,000 a month. Anything less is considered, leader-in-making. Remember, the key to financial success comes from long-term commitment, not short-term hits. This means you measure what they average over a twelve-month period and not their biggest paycheck.
- How long ago did they achieve those numbers? I always suggest that you look no further than the last three years, unless someone has left the profession within those years. Note: Leaders in the Binary world should be expected to show much greater financial achievement than other comp plan producers. Once again, $10,000 a month in Uni-level is equivalent to $20,000 to $30,000 a month in Binary.
- What is their ability to duplicate and replicate their successful leadership style? This involves Organic Principle #10—Leadership and includes the following:
- Their system in place for duplication
- Their relationship with their top leaders
- Their fan base within their downline
Now that you are familiar with the 3 Qs, let’s close this chapter by identifying a less-appealing group that could have a detrimental impact on your business. These individuals are what I refer to as, the Serial Network Marketers. In the Q-world, we would describe them as, Quick-to-Leap!
These network marketers take great pride in joining any new company they see as more exciting than their present or old company. They typically jump ship to the next greatest company in the world after just a few short months. Will they build in your business? Not likely.
Will they attract other distributors to your business? Yes, but beware.
They will attract other serial network marketers. Will they become a good referral for you? No, because their reputation for being quick leapers and their subsequent lack of credibility in the profession could potentially do much more damage to your organization than the short-term volume they might produce.
Quick-to-Leap distributors are looking for the easy pot of gold at the end of the next rainbow. They take great pride in their association with many companies and have loyalty to none. Few members of this group ever achieve a reasonable level of financial success. You would be well advised to avoid recruiting them.
The key to successful recruiting is to build your business with a good mix of Quantity, Quality, and Qualified members. While there are exceptions to any rule, about 99 percent of all of your prospective recruits fall into one of these Q-categories.
By adhering to Organic Principle #11—Respect and recognizing the strengths, weaknesses, and motivations for all three Q-groups, you’ll know what to expect from them and what they will expect from you.
With the right blend of positive, motivated Quantity, Quality, and Qualified distributors, you will be rewarded with a productive blend of team members dedicated to the organic process and driven to succeed.
With that said, I want to thank my friend, Ferny Ceballos for allowing me to provide this training for you today. This blog post is only a tiny fraction of the step-by-step mentoring I provide in my new book, Organic Networker®, which reveals exactly how I built my multi-million dollar network marketing organizations, spanning 30 countries and how I've helped 36 regular people, like yourself, become network marketing millionaires.
This book literally has everything I know about building 7-figure organizations. There's nothing else to buy. No seminars. No courses. This is the world's first network marketing bible, providing a detailed blueprint for building a 7-figure network marketing business in 5 years or less.
It is my gift to an industry, which has been so very good to me. Enjoy!
To your success,
Amazon.com Review of ‘Organic Networker' by Ferny Ceballos:
“When I got started in network marketing, what frustrated me the most, was the lack of step-by-step strategic training in my company and organization. Like Kosta, I was an engineer by background, and desperately sought a skill based and strategic and predictable approach to building in network marketing. I eventually convinced myself that this type of approach didn't exist in the traditional belly-to-belly network marketing world, which is why I eventually learned how to use internet marketing to build my business, found a strategy that worked for me and have been financially free for over 8 years.
“Years later, I met Kosta, learned about his amazing success and discovered that he had an engineering background and I wanted to read his book. He gave me an advanced copy and just as I suspected, his approach to network marketing was drastically different than anything I had ever observed in traditional offline networking.
“It was methodical, it was strategic, it was practical and it was predictable – exactly what I would have expected from someone who depended less on hype and more on systems to create growth and duplication in his organization.
“Does Organic Networking take a lot of work? YES. Does it require that you have discipline? YES. Does it require that you sacrifice? YES. But it also gives you the best possible shot at becoming successful, in a timely and predictable way, as opposed to spinning your wheels with no results. He's mentored 36 millionaires in network marketing, so results speak for themselves!
“You owe it to your business to get his book!”
— Ferny Ceballos