Why Build Depth in Your MLM Business?
So, why should you build depth in your MLM business?
Wouldn’t it make more sense to build a large frontline of distributors? I used to think that myself, but boy was that foolish.
You’ve probably heard the phrase that width gives you profitability, but depth gives you security. That statement is true. Over the past 16+ years, I’ve learned that the real money in this business comes from depth, not width.
Yes, you need to personally sponsor some distributors yourself and build SOME width before building depth, but your major focus should ALWAYS be on duplication and building depth.
When you have a large frontline, you face a few problems.
First off, you can only effectively work with about five people at one time. I learned this lesson from the legend himself, Don Failla. If you sponsor too many people at once, there is no way you can effectively support them at the same time.
Next, when you are only focused on building a frontline, you won’t have much duplication in your business. People will more than likely quit the business just as fast as they joined the business. You will end up with a revolving door in your MLM Business.
You need to spend time with your new people to help them get started right and launch their business properly. Otherwise, they will quit in 90 days or less.
Finally, building a large frontline is simply not effective and efficient. Because of the high attrition rates, your job never ends. You have to keep recruiting large numbers of reps to replace the large number of reps who dropped out.
The answer to this problem is known as tap-rooting. This is the process of building ONE leg under each person you sponsor. You drive that leg as deep as you can as quickly as you can.
You do that until you find a few serious people in that leg who are willing to do the same thing. You might have to drive that leg 50 levels deep to find three good people, but once you do, that leg will be rock solid.
You should also realize that most top earners in our industry make 80 to 90 percent of their income from three or fewer legs, even if they’ve sponsored hundreds of people themselves. Most of my six figure earner friends make most of their income from just 1 or 2 legs.
The Bottom Line
The bottom line is that building depth is better and smarter than building width. Geometric progression kicks in when you build depth. You have more people you can work with and support. You also have better odds of finding quality leaders to work with. I hope that makes sense!
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