Kudos to Kim Klaver for describing (in this post) the horrible feeling of being used and abused by often times well-meaning, enthusiastic business builders. We forgive because we know these same people under normal rational circumstances (fewer pressures and time to think) would be abhorred at these techniques… I’m guessing most of us ladies don’t buy in - hence the sky high dropout rates.

Maybe I’m too sensitive, but I don’t even like being referred to as a “lead” much less contemplating the idea of “closing a prospect”. For crying out loud, we’re thoughtful individuals not just an idea on a paper or a hurdle to obtaining a commission!

I am convinced that, even in network marketing, a healthy business must mean a healthy customer base, so this is my favourite paragraph from Kim’s post: “Talk to us instead about how to get long term customers and a good partner or two over the next 3-5 years. So we can be ready to do it. And then be there - in case we need you.”

Keep singing your song Kim. I’m with ya!

Actually, the title of Guy Kawasaki’s post is “The Art of Evangelism”. He talks about how it is apparent that the word “evangelist” is now commonly used in the mainstream as a job title.

Guy gives 10 points that cover the fundamental principles of evangelism and really, I think it’s an instructive list for anyone who wants to build a business on referrals and viral marketing.

To summarise, the steps are:

1. Create a cause.
2. Love the cause.
3. Look for agnostics, ignore atheists.
4. Localize the pain.
5. Let people test drive the cause.
6. Learn to give a demo.
7. Provide a safe first step.
8. Ignore pedigrees.
9. Never tell a lie.
10. Remember your friends.

Actually one company I know personally that facilitates and encourages its distributors to implement the first 8 steps is Send Out Cards. Of course the last 2 steps are personal decisions each distributor has to make.

Whatever business you’re in, practise all 10 steps and you should draw a crowd.

Mr Kalashnikov: They’re reliable, easy to use and low-maintenance

I’d think this is a half-decent USP for a commodity like an umbrella, and most people won’t know that the USP had violent origins. For those who do know though, Seth Godin makes the point, Fame does not equal brand.

Even if the move is successful at generating massive controversy, when all the buzz is over in the customer’s head and they have to make a choice, the brand still has to engender enough goodwill so that customers will buy - or at least not leave a bad taste.

Question is, what will the brand be built on long-term? Kalashnikov and his rifle?