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| William Francis speaking in one of many Synergy Seminars in South East Asia |
Dear Synergy Friends,
My name is William Francis and I've been a Synergy member since 2003. Today I’m
blessed with good Health, Time & Financial Freedom as a result of working
the Synergy business. I wish for you to receive the same blessings in Synergy
as soon as possible. In this article I wish to share with you a key component
of my belief system. I call it The Miracle of Retention. It may appear to be
too simple, but do not underestimate the power of its simplicity.
You see, I used to think that it was okay to lose 1,000
members every month if more than 1,000 new members join my organization each month
to replace the ones that leave. That erases the deficit and seems to be fine, but
it’s a poor solution.
Over the years, several of my members who do not have large
downline organizations discovered that it is possible to thrive financially each
month. Their focus is Retention. They are able to retain customers who
just want products and distributors who desire a second income. Before they
shifted their focus to Retention, they used to struggle because of the high
fall-out rate. Many worked the Synergy business for more than 5 years and
focused on aggressive sponsoring, but could never cope financially. What’s sad is
that we genuinely have a great parent company that has been around for 40 years, is totally debt free and financially very liquid. Our products are
amongst the best in the world and Natures Sunshine is listed 42nd of the top 100
Best corporate citizens of America .
Synergy is her prime vehicle to advance this great company into a Billion
dollar giant and leave a legacy. What more can you ask of this great
company.
As I worked with these distributors, I discovered that the ‘silent
killer’ was ATTRITION. The opposite of which is RETENTION, which embraces the “Synergy
For Life” culture. Many prospects join as a result of genuine excitement based
on the testimonies of individuals who have succeeded. The cliché; “These guys made
it, so can you” is true, and “If you just follow the System you’ll get there”
is also true. The key here however is keeping the people in Synergy for life
once they come in.
The 5 dollar question is; how do you plug up the attrition
leak. The answer is simply, you cannot. I realize that no amount of convincing
will make a person adopt the “Synergy for Life” commitment. Perhaps this story will
help you understand better. I spoke with a hotel manager and remarked that his
counter staffs were very pleasant & helpful. I asked him how he trained
them. His curt answer was, he didn't He simply looked for people who loved to
smile & recruited them.
Similarly, you cannot over convince a member to stay a customer
or distributor for life. You simply have to search out the ones who are
obsessed with Health & Time Freedom and are self-disciplined to pursue that
obsession for life and leave a legacy. The first person that must make this
commitment is You. Yes you. Otherwise don’t expect anyone in your organization
to embrace “Synergy for Life”.
As a strong believer in systems, I will say that I find many
systems fascinating, highly spirited and extremely effective in bringing people
in. I do not however find them very effective in retaining members if the chief
obsession is monetary success. This is because the high attrition is usually a
direct response to a Lack of Results. If after many years of consistent hard
work, the member still doesn't achieve the financial results to sustain his/her
family’s monthly expenses, no amount of motivation will substitute the pain of
many years of financial struggle with no results. Time & Financial Freedom
usually belongs to the many few who made it by keeping their troops intact. Hence
if we can just shift the focus from rapid sponsoring to rock solid Retention we
can buck the high attrition trend.
The leader who looses more people than he can bring in will
continue to struggle until the equation is reversed. The majority would be
better off keeping a job whilst working the Synergy business.
I have deliberately painted an average person’s reality of
the mlm industry rather than single out the super networker who overcomes all challenges.
The question therefore is, how then are we to navigate the treacherous waters of
an mlm opportunity? Let us first accept the reality that it is okay that not
everyone will make it, even though everyone is given equal opportunity. The more
important issue is to institute a culture where people’s primary satisfaction lies
with the benefits they receive from the products first & their association
with this great company. Happy customers stay. Hence I would like to promote a
healthy ratio of ten happy customers to one hardworking distributor. The customers
should have no desire for a second income. Their only motivation is good health
and the desire to share this with family & friends. They are the people who
already have money from other sources & are happy with the benefits they
get from taking the products & the service they receive from the
professional distributors.
So folks, may I suggest that you temporary shift your focus
away from the difficult task of sponsoring new distributors if that is bugging
you right now. Focus instead on the members & customers that you already have.
Make a special effort to strengthen their endorsement of our company and ask
them to recommit themselves to “Synergy for Life” this month. The legacy you
leave behind will outlive you when you achieve the dream. Therefore you must
outlast the limiting beliefs that hinder your progress. Having happy members will
lift up your spirits & your heightened joy will attract the same positive
people to you. Do this now and you’ll see your energy soar like the eagles.
I’m Synergy for Life
William Francis
Presidential Executive 2008
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