According to an article by Ferny Ceballos, Chief Marketing Officer, with Elite Marketing Pro (also friend and mentor ?), if you believe that if you just had enough prospects, leads, sales, or recruits, your problems in building your network marketing business online would simply go away, you’re on the wrong track.
Although it seems reasonable that in this case, more is better, a lack of leads, prospects, sales, or recruits is NEVER the real problem!
So, what is the problem? To start with, we all focus on the symptoms and not the underlying problem.
In his book, The Road Less Stupid, Keith Cunningham, regarded as one of the foremost authorities on business mastery, talks about how to separate problems from symptoms.
When talking with entrepreneurs, Cunningham asks them to identify the biggest problems or obstacles they face.
Most entrepreneurs listed “problems or obstacles” like…
• No clarity regarding the target market
• Market is competitive
• Not enough prospects
• Not enough customers
• Customers not buying enough
• Poor lead conversion
• Lack of referrals
• Lack of repeat business
• Lack of differentiation
• Lack of competitive advantage
• Poor messaging
Network marketers might say their problems or obstacles are things like…
• There’s no engagement on my page
• I’m scared to take action because I don’t know what I’m doing
• I’m not growing my subscriber list
• I have a lack of prospects or lack of leads
• I’m not effectively building a relationship with my followers
• I’m not finding new recruits, new people to join my team
• Facebook is not approving my ads
• My Facebook posts aren’t converting
• I’m not converting my leads into sales
Does any of this hit home?
Based on Cunningham’s book, these things are NOT your real problem!
Instead, they are the symptoms of your problem.
It’s easy to get caught in a trap when you can’t separate the problem from the symptom.
It seems when you describe a problem as a statement, it persists.
Your mind accepts it as a fact, as reality.
And if your mind sees it as reality, it’s not likely you’ll find a solution.
Here’s a diagram from one of Cunningham’s favorite teaching tool… a simple drawing
The “gap” is the distance between where your business “is” and where it “ought” to be, and it’s also the symptom of the problem most business owners think they’re experiencing.
So, how do you measure the distance between the “is” and “ought” lines?
Spoiler Alert: The real problem you’re trying to solve is HIDDEN.
See that big black dot in the diagram above, that’s the obstacle that’s getting in the way of your achieving your goals keeping you from “what is” to “what ought to be”.
And here’s the kicker, YOU need to find out what that obstacle is, and fix it!
It’s not always easy to find the big obstacle, so how do you go about getting this obstacle out of your way?
First, you must define what your “ought to be” looks like.
Once you’ve defined clearly what this looks like to you, it’s time to ask yourself a series of specific questions about the challenges you’re facing.
And how you state these “problems” is critical.
So, if you say things like…
• “I lack referrals”
• “I lack leads”
• “I lack sales”
• “I lack conversions”
This then conditions your mind to accept these statements as a fact, as reality.
The first recommendation is to NOT state these as facts!
Cunningham recommends reframing statements into three specific, fundamental questions to identify the root of the problem so you can move forward.
The questions will help get you unstuck and give you more clarity on the root of the problem.
For example, if lack of leads is the symptom, you might ask yourself…
“What are the possible reasons or causes I’m noticing that’s creating my current level of leads?”
Then answer the question as thoroughly as you can… list every reason you can think of.
• What needs to happen?
• What specific actions need to take place on your part?
• What results do you need to produce in my business for the gap to close?
For example, ask
“What needs to happen for me to generate 25 leads in the next 30 days?”
And the last question…
“What is happening, that if stopped, the symptom would narrow or disappear?”
This is the final question because it’s a little bit more difficult to attack.
There actually may be something happening that is negatively affecting your business.
Example: Maybe you’re procrastinating, and if you stopped procrastinating, you’d get more leads and make more sales.
Sometimes the answers will be obvious; sometimes you’ll have to dig a little deeper.
Have these questions handy, so that when you’re dealing with a particular issue, you’ll know how to get unstuck.
Example: If you’re attempting to do prospecting and lead generation on Facebook and you aren’t seeing the results you’d like, now you know how to approach finding an actionable solution, instead of just saying, “this doesn’t work.”
1. Get very specific about the result you’re looking for (what “ought” to be)
2. Ask the above three specific, fundamental questions to help you dig deeper into the actions you’re taking (or not taking)
These questions are not emotional but rather historical, or data-gathering, questions… They’re meant to help you discover answers and information that might be useful.
Some of that information is not going to come from observation, your metrics, or anything like that. It’s information that will only come from asking and answering these questions honestly.
Again, ask yourself…
1. What are the possible reasons for the symptoms I’m noticing?
2. What isn’t happening, that if it did happen, would cause the symptom to either narrow or disappear?
3. What is happening that if it stopped happening, would cause the symptoms to narrow or disappear?
If you’d like more help asking effective questions and becoming more resourceful so you can move your business forward… then I highly recommend joining Elite Marketing Pro Insider.
Elite Marketing Pro is a global community of over 100,000 active network marketing entrepreneurs in more than 100 countries who share a common dream: do what you love, earn unlimited income, and work from anywhere in the world by building a “lifestyle business”, through the latest online network marketing strategies. Founded by three entrepreneurs with a passion for economic independence, Elite Marketing Pro provides targeted education, training, and mentoring programs for people who are ready to leave behind the network marketing strategies of yesterday and move into the 21st century and become a DIGITAL NETWORKER!
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