Searching for the Cause
The many American books written on the subject of MLM all indicate that the biggest problem in MLM is the constant attrition of people. It appears that many people who join a MLM organisation stop after a short while. We wondered what the cause of that might be. We could not accept that the thousands of Nikken Distributors who ceased their activities during the past eight years in Britain and the other European Countries were all lacking in talent.
On the face of it the sale of generally good quality products and the building up of a marketing organisation does not appear to be too difficult. Everyone with a bit of common sense, enthusiasm and perseverance must be able to do this. Why is it then that so few Distributors are able to create a reasonable income?
All MLM authors are unanimous in their opinion that if a Distributor is not successful that this is purely due to a lack of vision and perseverance. We doubted this viewpoint and we made a completely different assumption. We assumed that the lack of success was not because of the people, but because of the marketing system. If that assumption was correct, what was then the precise reason why people failed? We started to look at Nikken’s marketing methods very critically. After a while certain matters became clear to us.
We arrived at the following conclusions:
- Nikken does not concern itself with sales but is predominantly interested in the recruitment of people
- The customers are primarily the Distributors themselves
- The Nikken products are not officially approved and also expensive. This combination means that the products are very difficult so sell to ordinary consumers.