In Go Pro (2013) Eric Worre teaches readers how to become a successful networking marketing professional. Thanks to its step-by-step guide and the author’s in-depth expertise, Go Pro is considered the Bible of network marketing.
TPM Strategic Audit: Tactical Persuasion in Predatory Systems
Go Pro is the definitive manual for Network Marketing (MLM)—a business model we generally advise against for our high-agency and ambitious readership. However, we maintain this review to understand the power dynamics and potentially manipulative dynamics of MLM (and as a warning for anyone interested in joining MLM organizations). Our readers can also learn from Eric Worre, an outstanding communicator.
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Main Takeaways
- MLM pitch is that network marketing is a dream job <— TPM’s note: Only for a very few people (many of whom are the founders)
- It takes effort, time, and commitment
- Never stop learning, but most of all, never stop applying it
Notes
About the Author:
Erico Worre is an American author and self-made man. He is a proponent of network marketing and teaches people how to be successful at it.
Introduction
Eric Worre says being a network marketer is an amazing job. It can actually be a dream job. But as for anything else, you must put in the work.
Worre’s Three Levels of Network Marketer
He says there are three levels of network marketers:
- Poser: want quick profit without time and effort investment
- Amateurs: they have some talent and will, but lack total commitment
- Pros: total commitment and drive to becoming the best they can possibly be
TPM Note: The ‘pros’ may as well consider putting that much work into their own business
Mechanics in MLM Sales Funnels
Worre breaks down the main sales work into these ‘seven skills’:
1. Finding Prospects
Professionals approach
- Write down everyone you know
- Write down everyone they know
- Add 1-2 persons a day
- Network with your recruitment goals in mind
2. Inviting
Think like a farmer more than like a hunter. Build trust and relationships: educate more than sell. Invite them to a presentation or to a seminar.
And invite your prospects in a way that’s easy to replicate so that you can invite a large number of people.
Eric Worre also has a few power moves tips to be used for phone and face-to-face invites:
- Be in a hurry – people are attracted to those who have lots going on
- ComplimentÂ
- Make the invitation
- If I were, would you? – ask if they’d try the product if you gave them one
- Confirmation #1 – ask when they think they will try it
- Confirmation #2 – confirm commitment “. So if I call you at X, you tried it, right?
- Confirmation #3 – schedule the follow-up
- Get off the phone – close the conversation
This is the formula that will book you prospect meetings, says Worre.
TPM Note: Common ‘hard selling’ tactics, and only works with outstanding products
“These are ‘Urgency Frames.’ By appearing busy, you artificially inflate your status and lower the prospect’s time to think. It may be effective with more naive and more passive (rather than assertive) people, but we don’t recommend becoming this ‘pushy’ type of salesman. And overusing it with friends harms your relationships.
Also, without outstanding products, this will not translate nearly as well to income.
3. Present Your Product
It’s never about you, it’s about the presentation. Here are four steps to a captivating story:
- your story
- what you didn’t like about your story
- how does your product/company rescue you
- your results and feelings
A quick win is to simply model your presentation on the successful people in your upline.
4. Follow Up
Eric Worre says the only reason for exposure is to set up the next one. It takes an average of 4-6 exposures for people to join but can take more than 10. So be patient… But persistent.
Some people won’t believe enough in themselves or in network marketing. Be empathic: explain without getting defensive.
The author proposes you use the feel, felt, found strategy, such as: empathize first, say about someone who felt the same way, and how they changed for the better with your product.
5. Sign’Em Up
Assume they will join, reassure them you will be there to help, and always have the documents ready.
Here are some questions:
- How much would you like to earn
- How much time can you commit to that goal
- For how long would you do it to get that income
- If I can show you plant to do just that, are you ready to start?
6. Help Them Start
Make sure they know all the best practices and that they know where to get all the information and products.
For a great start, you need to set the right expectations and give them some early wins. Here is what you should make clear to them:
- You’re there as a guide, but success is up to them
- Your task is to let them be independent of you ASAP
7. Attending Events
Do attend your company’s destination events. They are huge learning and networking opportunities and being around those who made it will give you all the motivation.
Eric Worre In Action: Power Dynamics
I recommend you listen to Eric Worre. The guy is a wonderful communicator and a smart man.
If you want to check out this interview he’s done with Larry King, it’s masterful.
Notice what he says to Larry King:
He turns the hard question on King and makes it into a compliment, thus getting off the hard question and buying goodwill at the same time. Masterful.
Criticism
On top of thinking that most -but not all- network marketing schemes are quasi-Ponzi schemes pushing average, over-hyped products, I think this is another huge handicap of this business:
Family and Friends Burner Lister = Lost Social Capital
I don’t like the idea of starting to pitch family and friends. They are obliged to listen to you because of your relationships, but let’s face it: you will annoy most of them.
Why would you want to bother the people closest to you?
Start with those you don’t know, and your family and friends will come to you once they see success.
But don’t start burning the people close to you (that’s my opinion at least).
Also, read here:
⚠️ MLM is NOT Entrepreneurship, It’s No-Salary Salesman
I don’t believe you can call network marketing entrepreneurship. Unless you started it, you’re not an entrepreneur.
And you don’t learn and you don’t earn like an entrepreneur does.
Instead, an MLM “Pro” is actually just an unpaid commission-only salesperson for someone else’s company. Real power comes from building the system, not being the most efficient cog in it.
It’s Only The Founders Who Benefit (IF It Succeeds)
It seems to me that most network marketing companies only really benefit the owners.
And you’re working for the founders’ benefits much more so than if you were an employee, so I don’t buy this idea of “being your own boss”.
I struggle not to see network marketing schemes as pyramid-selling organizations as great for the top… And terrible for the bottom.
You can still make lots of money, but I believe you still need not only all the skills and dedication but also an early start in the company.
Overpriced Goods
This is a question I’ve always had: how can you have so many layers of marketers all making money on the final product without the final product being overpriced?
My answer is that you can’t.
And if you want to be your own boss or be an entrepreneur, I would recommend you not to get into multilevel marketing.
PROS
The 3 Levels Examples
I liked the example of the 3 levels of people.
Good Sales Techniques
The sales techniques are a bit pushy at times, but it’s a good process that Eric lays out in Go Pro.
Lucio’s Experience With MLM
I have been approached a few times by random people who tried to “recruit” me to their teams.
Both of the guys who approached me acted like they were from a People’s Temple sect. They invited me to their seminars and pitched me products with “magical effects”.
They talked and plastered their Facebook walls about success and inspirational quotes.
They rambled on about “continuous learning”, but they all seemed to me they had little depth in their skillset, both in sales skills and in social skills.
Review
While we may actually recommend “Go Pro” to the few for whom networking marketing makes sense, we generally discourage MLM as a business option.
The network marketing model is a low-return business model where founders capture the vast majority of the added value while late joiners harm their closest relationships with often unwelcomed pitches.
This model also raises some ethical red flags and, from what I’ve seen in practice, it sometiems goes along with manipulation, low-level naive-self help based on ‘motivation’ and boosterism, and win-lose exchanges.
Read more here:
Read more summaries or get the book on Amazon
Go Pro Book Summary: Does Network Marketing Work?
A book on becoming a pro networking marketer
URL: https://thepowermoves.com/go-pro-review/
Author: Lucio Buffalmano
2.8
