Heroes, Helpers, and Haters

First things first…

Disclaimer: I do not claim to be an expert. This is not gospel. I leave the gospel to Matthew, Mark, Luke, John, and Paul. However, I do feel that you will get some value out of what I have to share here.

When marketing a product or service, you need to clearly identify your niche - target population. Some people say that everybody is a potential customer or business builder, and that thinking is flawed. Successful business people focus on one or at most, very few specific target groups - niches. According to the recent best-selling book The Long Tail, the secret to success is to sell more of less to a very specific group of buyers — a niche.

More on this at a later date. I just wanted you to have a taste of it to prepare you to understand some of the language and reasoning in this article.


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In your network marketing career, you're going to come across 3 types of people: Helpers; Heroes/Heroines; and Haters.

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Let's examine these three types…

Helpers are people that look up to you and feel that it is an honor and a privilege that you asked them to assist you in some way. These people generally look up to you for one reason or another. Perhaps you have a job position, a particular social status, or a bank account balance that they desire and respect. Whatever the case may be, they are always willing to help.

Here is a good way to ask a Helper to assist you by referring customers to help you grow your network marketing business:

[HELPER], I really need your help with something. I market a product/service to [YOUR NICHE] that helps them to [BENEFITS TO THE NICHE]. Who do you know who would be interested in learning more about a product like that? I would really appreciate any and all help.

Here is a good way to ask a Helper to assist you by becoming a business builder - join your team:

[HELPER], I got something to show you. I'm putting a team together and I'd like for you to be part of it. What we're doing is working with a company that markets a product/service to [YOUR NICHE] that helps them to [BENEFITS TO THE NICHE]. I need you to review this [TOOL — DVD, CD, recording phone overview, magazine, brochure, website, etc.) and let me know by tomorrow if you'd like to join our team, okay?

There are also Heroes/Heroines. Heroes/Heroines are people that you look up to for the same reason that a Helper looks up to you. These are people like a good teacher, your doctor, lawyer, accountant, a respected business person that you know, etc.

Here is a good way to ask a Hero/Heroine to assist you by referring customers to help you grow your network marketing business:

[HERO/HEROINE], I know that you keep a busy schedule, but can you please do me a favor? I market a product/service to [YOUR NICHE] that helps them to [BENEFIT TO THE NICHE]. Who do you know who would be interested in learning more about a product/service like that? I would really appreciate any and all help, and any referrals you send my way will be given the utmost customer care. I will not embarrass you or let you down.

Here is a good way to ask a Hero/Heroine to assist you by becoming a business builder - join your team:

[HERO/HEROINE], I really respect you and your opinion. I know that you keep a busy schedule, but if you would be so kind as to squeeze in 15 minutes to review a [TOOL — DVD, CD, recorded phone overview, magazine, brochure, website, etc.). I'm looking for people that are interested in earning extra money from home in their spare time, by telling other people about the product/service explained in in/on the [TOOL]. Please let me know when you can get back to me on this, okay? I really appreciate your help.

Now, they may be interested themselves, but don't approach them that way as there may be an ego situation going on. They are your hero/heroine, remember? What could you offer them. Also, do not let their less than favorable opinion about your company, and/or its products/services get you down. If you have thoroughly researched your company, and there is a lot of positive press, and/or it is positioned in a growing industry, don't worry about it. Hey, they don't know what they don't know.

Finally, let's talk about Haters. Haters are your peers — family, friends, neighbors, and coworkers. These are your warm market contacts. When dealing with your warm market, remember Napoleon Hill's words from pages 140-141 in his book Think and Grow Rich: "Close friends and relatives…often handicap one through 'opinions' and…ridicule…meant to be humorous. Thousands of men and women carry inferiority complexes with them all through life, because some well-meaning but ignorant person destroyed their confidence through 'opinions' or ridicule." Hmmm… Why do our companies and sponsorship lines tell us to go after our warm market? They talk about Napoleon Hill's book all the time. Didn't they read this passage from his book? Hmmm…

Anyway…

Your job with Haters is to inform them. This group is called Haters because they are the ones most likely to knock the average person out of the box. The key here is to not ask them directly for anything - it is not about them.

Here is a good way to ask a Hater to assist you by referring customers to help you grow your network marketing business:

[HATER], I started a business where I market a product/service to [YOUR NICHE] that helps them to [BENEFITS TO NICHE]. Who do you know who would be interested in learning more about a product/service like that?

If they say something slick, which it is very possible that they will, your response should be, "Well, I wasn't asking YOU. I was asking who do you know who would be interested in learning more about a product/service like that."

Here is a good way to ask a Hater to assist you by referring business builders to help you grow your network marketing business:

[HATER], I'm looking to make a change in my financial status and the quality of my life. I recently started my own business where I market a product/service to [YOUR NICHE] that helps them to [BENEFITS TO NICHE]. I'm looking to assemble a team to help me spread the word about this product/service. You may not be interested in this, but who do you know who would like to earn extra money in the spare time by helping to spread the word about this company? I have a [TOOL — DVD, CD, recorded phone overview, brochure, website, etc.) that I'll give to them. So who do you know that would like to learn more about this?

So as Kim Klaver teaches, go pick a niche, and go for it. I'll give you two examples how to identify a niche for your products/services.

Felicia Richardson, Independent Associate with Pre-Paid Legal Services told me that one of her target niches/ideal customers are single moms in the Bronx. So, her "quick pitch" sounded like this: I market a service to single moms in the Bronx who would like to protect their family for less than the cost of a bottle of water a day. Who do you know who would be interested in learning more about a service like that?

I'm an Independent Distributor with Send Out Cards. One of my target niches customers are insurance agents. So my "quick pitch" sounds like this: I market a service to insurance agents that helps them to triple the amount of referrals they currently receive. Who do you know who would be interested in learning more about a service like that?

Folks, I sincerely hope that this helps you get more customers and business builders. I look forward to learning from you all, and I am committed to sharing with you. That is what the Network Marketers Alliance is all about.

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All the best to you and your business.