MLM: An Important Marketing Truth: Retention Beats Recruiting
By Jeffrey A. Babener
Excerpted from Network Marketing: What You Should Know, Jeffrey Babener, Legaline Publications
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The First-Year Hurdle
The lesson to be learned is clear: work hard to get your distributors past their first-year hurdle. This pays off. New recruits beget new recruits. You will benefit from a multiplier effect when you bring in lots of new recruits. It's a bit like compound interest. Conversely, if you can't retain your new distributors, you have to run fast just to stay in place. At one point it was noted that at Discovery Toys, it was expected that the annual attrition rate for new distributors would be between 50 and 60 sixty percent, which isn't unusual for such companies. It's like being on a treadmill. But you can slow the treadmill down by convincing more of your new recruits to stick with the opportunity.
Since the cost of obtaining a new distributor versus retaining an existing one is probably similar to the costs of recruiting and retaining customers, then making your first-year distributors happy makes great financial sense. In short, hang on to what you've got! It's one of the best investments you can make in your future.
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