A N A C T I V E L I F E S T Y L E M A G A Z I N E
VOLUME 3 NUMBER 10
on Network Marketing
THE EXCITING STORY
LORI CURRIE – “THIS IS A PEOPLE-BUILDING BUSINESS!”
MADAM CEO: LOOKING FOR
FREEDOM AND CONTROL?
NETWORK MARKETING IS THE TICKET
Publications Mail Agreement No. 40052703
300 Joseph Carrier, Vaudreuil-Dorion, QC J7V 5V5
John and Jennifer Brundage:
A Winning Connection
I’ve been a part of Immunotec for almost nine years now, very happy to
stay planted within a corporate niche where I can make a contribution, be
Table of contents
remunerated for it, and know that as long as I continue to perform, my
long-term prospects are excellent. But, every once in a while, I take a look FEATURES
at what our industry has to offer to women like me and I indulge in a 2 NETWORK MARKETING –
little fantasizing… THE EXCITING STORY
by CLIFTON H. JOLLEY, PH.D.
Recently, I attended a conference of the Direct Sellers Association and –
just like a girl – fell in love all over again with this industry we call network 5 DIRECT SELLING –
marketing. I’m a people person, and network marketing is all about people. What else excites WHY IT’S HOT
me about what we do? by NEIL H. OFFEN
I love the opportunities. Our playing field is level and with a very modest investment and a lot 6 LORI CURRIE – “THIS IS A
of elbow grease, an ordinary person who is living from paycheck to paycheck can realize financial PEOPLE-BUILDING BUSINESS!”
independence and make their dreams come true. Our glass ceiling shattered decades ago, and
a woman can take control of her life and be her own boss. And when she brings home the 8 MADAM CEO: LOOKING FOR
bacon, it’s a short walk to the kitchen from her home office. FREEDOM AND CONTROL?
I love the stories. Like the one about the burned-out school teacher who had to borrow the 10 GETTING FROM NO TO GO
money for his starter kit… and who has just finished an extensive addition to his charming century by CONNIE PODESTA
home not far from the Trent Severn waterway. Or the one about the cowgirl who lost her
13 NETWORK MARKETING:
farm… and now earns more in one month than most people make in one year.
YOUR OPPORTUNITY FOR
I love the values. Network marketers care about their world. Not only do they want to share PERSONAL GROWTH
our company’s innovative products, they want to make a difference in their communities by by JIM BRITT
investing their time and considerable resources into being a positive force for change. They
16 TRUE CONNECTION: JOHN
embrace the notion of cause marketing and want to be aligned with a company with similar core AND JENNIFER BRUNDAGE
values. Gratitude, Generosity and Giving Back are our buzzwords. Network Marketing is G-G-Great!
18 GROW YOUR BUSINESS WHILE
I love the personal growth that our industry affords. The person who thinks they “could never
EXPANDING YOUR HEART
do that” find out they can through unique personal and professional coaching and repeated
chances to leave their comfort zone and blossom into a dynamic entrepreneur. 20 APPLAUSE! MAKE TIME
I love the products. I’ve faced my share of health challenges and I’ll be forever grateful to a
charming Italian doctor with an inquisitive mind whose discovery found its way out of the
laboratory and into my life. And I am glad that the full complement of Immunotec products has
made me a healthier individual who has become proactive about being well and staying that way.
Our young people sometimes play a game called Bigger and Better. They travel our neighborhood,
trading small items for increasing larger, more valuable ones. The group that brings back the
biggest trophy wins. In this issue of Focus, you’ll meet people who have caught our vision and
run with it. I’m convinced that the stories of their lives becoming bigger and better will inspire
you to take a long, hard look at network marketing for yourself.
Cover photo of Lori Currie -
A Thousand Words: Photography by
Kathryn Stephens Heather Kearns
A N A C T I V E L I F E S T Y L E M A G A Z I N E
on Network Marketing FOR MORE INFORMATION ON PRODUCTS OR SERVICES
DESCRIBED IN THIS MAGAZINE, PLEASE CONTACT:
FOCUS Immunotec’s bonded cysteine dietary supplement is available
is published by Immunotec Research Ltd. in the U.S. as Immunocal® and in Canada as HMS 90®.
Editor: Kathryn Stephens Immunocal® Platinum, Immunocal®, HMS 90®, PNT 200®,
Prycena® Weight Loss System, Prycena®, and Prycena®
Contributing Editor: Andrea D. Taylor Thermal Action, Immunotec Research, and the Immunotec
logo are registered trademarks of Immunotec Research Ltd.
www.immunotec.com Publications Mail Agreement No. 40052703
Return undeliverable Canadian addresses to
Immunotec Research Ltd.
300 Joseph Carrier
Vaudreuil-Dorion, Quebec J7V 5V5
The statements made throughout this issue have not been
evaluated by the FDA or Health and Welfare Canada. The
products are not intended to diagnose, cure, prevent or treat
Printed in Canada any disease.
The Exciting Story
Is this model a “Myth”
or a Network Marketing Miracle?
EXCLUSIVE TO IMMUNOTEC BY CLIFTON H. JOLLEY, PH.D.
Starting a home-based business can be expensive, time-consuming, Although this description is typical of Network Marketing in
and risky… unless you’ve chosen Network Marketing with general and characteristic of Immunotec, it may sound like the
Immunotec! specifications for a perpetual motion miracle.
Getting started has always been a bargain, for the following reasons: A miracle it may be… but a myth it definitely is not. Because the
simple fact is that Network Marketing continues to be the most
• The cost of marketing to new customers is virtually zero.
successful and fulfilling home-based business model in the
• You keep the customers you acquire 30 to 60 percent longer world today precisely because of its renewable energy and resources.
than is the rule with other ways of doing business.
Last year in network marketing, over 140 million people helped
• This unique business model doesn’t require you to buy expensive to distribute in excess of $30 billion worth of products and
broadcast advertising or print media. services. This sales achievement was accomplished by a group
of mostly part-time independent distributors, working out of
• Many of the people in your sales organization who don’t actually
their homes. 79% of them are women, and those women sell
sell anything become some of your most loyal customers.
everything from nutritional supplements to legal services. The
• That strong customer loyalty grows to become a reliable stream sponsoring and sales take place largely face-to-face. In each case,
of residual income, which, is in addition to the renewable a distributor discusses their product and opportunity with a
income produced by the new members joining your sales and customer or prospect, and the meeting is focused on the
sponsoring organization. prospect or customer’s needs.
This one-on-one marketing distinguishes
network marketing from other kinds of
persuasion to buy a product or sign up to
become a distributor, because in network
marketing the approach and presentation
happen in the context of an established
relationship. The currencies of this
exchange are trust and communication –
which may explain why the industry is so
dominated by women. The end result is
that sales relationships within network
marketing often develop out of or into
actual friendships. They can often survive
a complete change in the product line or
compensation plan, because they are
more of a connection between people
than a simple sales transaction.
2 f o c u s
— Network Marketing continues
to be the most successful and
fulfilling home-based business
model in the world today —
THE VISION OF NETWORK MARKETING we also are seeking affirmation. We want to know we are respected
How is it that an industry that doesn’t guarantee anyone a paycheck and appreciated; that we are working with a company and people
continues to inspire such sales and sponsoring enthusiasm and who share our values and are prepared to recognize and reward
such enormous customer loyalty? How is it that what started the effort we make and the success we achieve.
with women gathering in their homes to sell plastic containers
CHARISMATIC PRODUCTS, POWERFUL MOTIVATIONS
has become the new phenomenon of network marketing,
Products promoted through network marketing are often
attracting more than 175,000 new recruits a week in Canada
perceived to improve lives (strengthened immune system, more
and the United States alone? And person-to-person marketing is
energy, greater mental clarity, general improvement, and a sense of
growing even faster in places like Japan, China, and Eastern
well-being). As a result, distributors like us feel connected to a cause.
Europe, where the people are hungry for hope in the future.
Network marketing products and business opportunities engage us at
Income opportunity certainly is a strong element of the equation.
the deepest level of our dreams and most closely held desires. More
But something beyond money is driving and sustaining the
freedom, more money, and the chance to be our own boss, are a
growth of network marketing.
few examples of our hot buttons. And because we are engaged in
REWARD AND RECOGNITION the context of our own dreams, we work harder and longer to be
Network marketing rewards everyday people like you and me for a success. In the Network Marketing industry this is known as
sharing products and vision. People like us need the money, but someone’s “why,” and its focus can be anything from paying off bills
f o c u s 3
CONTINUED FROM PAGE 3
to bringing a spouse home from work or sending a child to college.
In no other industry is the language and actual work of personal development so prevalent. Network marketing has been described
as “personal improvement with a compensation plan attached.” This personal development takes the form of seminars, books,
tapes, personal coaching, and the constant setting and re-setting of goals. As author and speaker Jim Rohn says, “Formal education
will make you a living. Self-education will make you a fortune.”
Outside of network marketing, it is rare that anyone is approached with anything that sounds and feels this generous. Add to that
• Ownership is empowering: as an independent, your network marketing business belongs to you.
• Start up cost is low: the only required purchase is a “Basic Distributor Kit” sold at company cost.
• Internet automation makes managing your business simpler. Product sales can generate residual income that continues to pay
you month after month, year after year.
• The community of network marketing is affirming and supportive, particularly if you are interested in personal development.
FREEDOM BEYOND FINANCES
The fruits of Network Marketing can be sweetest when the freedom purchased has more to do with lifestyle than with finances. Not
just the financial freedom we all hope for, but the lifestyle freedom that comes when a business is built around a home. An 8-year-old
ballerina in Ohio expressed this best when she said, “Since my mom got started in network marketing, she isn’t too busy to come
see me dance.”
NOT a myth, Network Marketing is a generous and dynamic business model that is exploding old paradigms and affording freedoms
that can truly be called miraculous. What value is placed on freedom? From the perspective of that tiny dancer… it’s priceless.
4 f o c u s
Direct Selling –
Why it’s Hot BY NEIL H. OFFEN
Neil H. Offen is President and CEO of the U.S. Direct Selling
Association (DSA); the national trade association of the leading
firms that manufacture and distribute goods and services
sold directly to consumers. The Association’s mission is, “To protect, serve, and
promote the effectiveness of member companies and the independent business
people they represent. To ensure that the marketing by member companies of
products and/or the direct sales opportunity is conducted with the highest level
of business ethics and service to consumers.”
Within the past several years, direct selling as a channel of consumer Fourth, as a method of distribution, our industry provides customers
product distribution has been “discovered” by investment firms, not only with products and services, but also a high level of customer
venture capitalists, manufacturers, retailers and direct marketers, service that is valued in today’s society. It sometimes seems as though
both foreign and domestic. The press has also shown increasing retail has forgotten about the customer, but in direct selling, the
interest in our business from the business pages to the lifestyle customer is always the first priority. Dedicated sales representatives
section. At the same time, the sales volume of our companies has who know the product/service line inside and out are always available,
risen to new heights, some $30 billion in the United States and more and are also more in-touch with their customers because they can
than $100 billion worldwide. Likewise, our sales forces have grown place them in a social context that assists in providing excellent
dramatically, to almost 14 million in the United States and more customer service. It’s this exact ability to reach the customer on such
than 55 million globally… and I am not including our sales and a personal level that has resulted in many well-known retail brands
salespeople in China. exploring and choosing direct selling as a second distribution
channel. This is especially relevant as the traditional retail landscape
What factors can we identify that are justifications for this growing
is being permanently altered by the behemoth Wal-Mart and other
interest and appreciation of our industry? Let me throw out a
super chains like Target. Their demanding and huge purchasing
number of ideas based on my speculations.
power, the dependency vendors have on them, and their ability
First, the traditional attributes of being a direct salesperson to cut supplier margins to the bone are causing these firms and
remain in play. Being your own boss, setting your own goals, the their retailing competitors to look for ways to protect their
ease of entry and exit, the total lack of discrimination in the futures by trying the one channel that seems to offer them the
field regardless of one’s sex, race, age, educational background, ability to control their own destinies. That channel is direct selling.
physical condition or financial wherewithal, all resonate well
But perhaps one of the biggest keys to our success is each individual
with a population that is growing more and more entrepreneurial
seller – out in the field every day talking to customers, both
and more and more disaffected with jobs that offer no security,
established and new; describing direct selling to potential
no opportunities for growth and certainly no fun.
recruits; and most importantly, practicing the highest standards
Second, the breakdown of the nuclear family in our country and of business ethics as outlined in DSA’s Code of Ethics. It is
the isolation that modern society brings about, make our industry, through this ethical conduct that our industry will continue to
with its nurturing, caring, family orientation, even more attractive. grow and prosper. Each and every direct seller has a duty and
obligation to themselves, their company and the industry to
Third, our proactive program of image enhancement and
support and abide by these principles during every interaction.
reputation-building has begun to pay dividends. Our Fortune
magazine and USA Today inserts, our socio-economic studies, our Direct selling is in the right place at the right time, here in the
attitudinal research and other data collection efforts allow us to speak USA and in the other 170 countries in which our firms operate.
with clarity, backed up by hard facts. Third party validation is helpful You should be proud to be part of it. For more information about
to both our member firms and to their salespeople and distributors. DSA and the Code of Ethics, visit www.dsa.org.
f o c u s 5
Immunotec Distributor Profile
LORI CURRIE –
“This is a...
A Thousand Words: Photography by Heather Kearns
“People are everywhere and
everyone needs our product
– they just don’t know it yet!”
hen reflecting on her Immunotec career, Lori Currie One of Lori’s first distributors was Barrie White, whose wife
W thinks back to about 15 years ago, when she was married
and the mother of two young children. She drove a school bus to
Ferne was experiencing multiple health challenges, to the point of
being bed-ridden. Convinced that Immunocal/HMS 90 would
supplement the family income in her hometown of Barrie, help Ferne’s declining health, Barrie came aboard, and happily,
Ontario. The job worked well from the point of view that she Ferne is now leading a normal life! Today, Barrie is one of the top
was able to be there for her kids. Then she moved into direct two distributors in Lori’s group.
sales, party-plan division; earning a part-time income, garnering
Several years after becoming involved with Immunotec, Lori’s
a few trips for her and her husband, but realizing that being out
marriage ended in divorce. Finding herself a single mother, she
every night doing home shows was cutting into her family time.
continued to work at her Immunotec business part-time. As she
Following that experience, Lori answered an ad for a network knew it would, the income kept growing, and Lori decided to
marketing company where she met John Solleder and Wally Kralik. take some time off. Capitalizing on her success in the industry,
John’s mother had been put on Immunocal/HMS 90 by an she accepted an opportunity to work corporately for a network
American doctor. Impressed by her improved health, John marketing company as Sales Manager for the province of
learned more about the product and found out it haled from a Ontario and the Eastern Region. “The company and the money
direct sales company in Quebec. With his experience, he knew were great, but there was no freedom. It went against everything
he had to take a closer look. I believed in. I moved on to another company, working from
In 1997, the group took a drive to Head Office and met with home this time, but I still had no freedom.”
Dr. Gustavo Bounous and Chuck Roberts. Lori says, “I was “I was frustrated, but all the while my Immunotec income never
inexperienced, but even so, I knew if these people – who were went away; in fact, it was growing because of what I had started
already making serious incomes in the industry – saw something back in 1997. Then, my good friend, Fausta Magee became very
there, then I had to listen!” ill. I sent her four boxes of Immunocal/HMS 90 and told her
The rest, as they say, is history. Each member of that original not to question where it came from - just take it!” Lori says that
group signed-up and started sharing the products. Lori recalls, is exactly what Fausta did, and as a result, her health began to
“At that time, we would drive back and forth to Head Office; our cars improve, which seemed nothing less than a miracle! Lori,
filled with passengers, so they could see it for themselves. Everyone spurred on by her friend's dramatic turn-around, made a decision
that made the trip to Immunotec also caught the vision.” right then and there. She resigned from her job and went back to
6 f o c u s
growing her Immunotec business, where, over a short period of ask. Then tell them you will call back at the end of the box, and if
time, her income went to six figures. Fausta, so impressed by her they are satisfied, show them how to get it at cost (customer); get
rapidly improving health, was convinced she had to share the their own account – just like Costco – become a member! The
product with others, and became an Immunotec distributor! difference is, if you refer the people, the company will pay a 20%
commission (or referral fee as I call it).”
DREAMS CAN BECOME REALITY
In May 2006, Lori Currie reached Executive Diamond status. She Lori’s top two people came from product results and now they
says, “it is thanks to the great team I have. This is not about me, each earn a serious income! The third most successful member
it’s about my team; they are totally dedicated and believe so of Lori’s team is Elcid Ip, whose business is primarily selling
strongly in the products.” direct to customers.
As a result of her success with Immunotec, Lori is in the process “We need to listen to others – are they frustrated? Do they need
of building a new home – her dream home in fact – in the country. money? No time? Want to stay home with the kids? Ask them; if
“I will use the basement for weekly Immunotec meetings – some I can show you a way that could help you with all your issues,
are testimonials only – others are Business Opportunity meetings.” would you listen to a CD or watch a short DVD?”
In addition, Lori is putting her daughter, Candace (21) through the
“Someone,” says Lori, “believed in me at one time, more than I
University of Western Ontario with her Immunotec income. “As a
did myself. They taught me to not get discouraged – some will be
former school bus driver, I never thought this would be possible.”
interested and some won’t; even those you thought would be
Lori’s son Paul (23) also lives in Barrie, and is working full-time while great could quit! Ultimately, we want to see the team reach its
building his own business on the side. “Paul has the entrepreneurial goals, however big or small. This business works if you have
spirit!” boasts Lori with pride. patience, persistence, belief in the product, belief in the industry
(it is very important to get new people reading or listening to
Amongst Lori’s achievements is the freedom to play one of
material that will help their belief), BELIEF in the company, and
today’s most popular and elite games – golf! “Nothing like getting
last but not least – get people to HEAD OFFICE!
out on a beautiful day to play a round of golf with friends, meet
new friends… and sometimes customers,” notes Lori. “It’s great From her years of experience, Lori has these words of advice to
to have the time and flexibility to be able to play and I look pass on, “Your business can be built with a few business builders
forward to improving my personal game as well. At the end of and many product users. Remember, in a people-building business,
the day, I have found that the ‘19th hole’ provides a great way to the cream always rises to the top!”
meet new people who may be interested in my business and/or
Immunotec distributors Tim Ogilvie and Lori Currie prepare to play a round.
TOOLS OF THE TRADE
Lori believes in having Immunocal/HMS 90
on hand at all times. “You meet people
everywhere – the hair salon, the gym,
coffee shop – you name it. People are
everywhere and everyone needs our
product; they just don’t know it yet.
When you find someone who wants to
do the business, sit down with them.
Depending on the person, you may tell them
that you are also looking for distributors –
do they know anyone???? They just may
say, TELL ME MORE! Offer your services
to host a couple of in-home meetings.
A Thousand Words: Photography by Heather Kearns
They can tell their friends that they are
going to start their own business and
would love their help to get things started.”
Follow-up is essential. Lori recommends,
“A few days later, contact the person and
ask questions such as, do you have more
clarity, are you sleeping better, etc. They
may not think of these things until you
f o c u s 7
Looking for freedom and control?
Network Marketing is the ticket!
Over the course of the last Anyone is eligible, but according to statistics from the Direct Selling Association
(DSA), based on data from 2003, 79.9 percent of the American direct selling market
decade, in the United States was female. Work At Home Moms – known as WAHMs – are taking the industry by a
storm, choosing direct selling as their occupation of choice. Millions of women have
alone, sales have doubled, turned their home-based passions into full-time jobs; earning enough money to support
their lifestyles or using these opportunities to supplement primary incomes.
nearing $30 billion with Time and again, the notion that women are becoming increasingly more successful
roughly 60% of Americans than men in the network marketing arena is being proven. Substantiated by words
from Martha Barletta’s book, Marketing to Women, one of her observations is that
purchasing goods or services women tend to put people first, providing a huge ‘upper hand’. She says, “Men, for
example, may be interested in widgets and gadgets of cars and high tech, while a
through direct sales. Out of woman’s eyes glaze over as she starts looking around for someone to talk to. What the
product means to the person who uses it is far more likely to seize her attention and
57 million people working hold her interest. Play your cards right. Just as in poker, cards with people on them will
beat cards with numbers on them every time.”
in this business worldwide, THE BALANCING ACT
4 out of 5 are women! Scenario: You are a fair and well-liked office manager. You treat your team with regard
and respect while facing, on a daily basis, the challenges of corporate downsizing;
reduced staff, increasing demands from ‘above’ along with proposals and requests coming
at you like unstoppable wildfires. School is out for the summer and it’s your turn to carpool
the group to camp again. Your husband is on his annual fishing trip and the dog is sick,
not to mention you have an important 5 à 7 and your dress is still at the cleaners!
Multi-tasking is the operative word these days, and cutting yourself into a slew of
microscopic pieces is not a viable option. In your quest to achieve harmony, balance
and peace-of-mind, you must be realistic; it’s only possible to please some of the people
some of the time. All the while – necessity dictates the need to earn those bi-monthly
paychecks; never losing sight of the fact that your income is an integral part of the
household budget and responsible for paying the mortgage and car payments.
Clearly, there is no way out. Or… is there another option? Women may have changed,
but life situations rarely do. One thing is certain – problems associated with working in a
corporate environment lessen, if not disappear completely, when working independently.
For all the bravado of the past few decades, it appears women at the executive level
have not evolved to either the title or salary level they aspired to as their corporate lives
progressed. The glass ceiling has not been shattered and generally speaking, while
women have made some gains, statistics show they are not much further along.
Throngs of females are abandoning ‘Corporate America’; putting their energies and
talents into smaller companies, self-employment or families in order to achieve their goals.
8 f o c u s
In an excerpt taken from the book, Don’t Think Pink – What Really Makes Women Buy,
(Lisa Johnson, Andrea Learned), the authors drive home a valid point, “Today, women’s
roles in society and their effects on the economy have greatly shifted, catching by surprise
companies also stuck in a time capsule, doing business as usual. Women have changed.
And, the rules have changed too.”
Women of the 21st century are discovering an ever-popular avenue of self-employment;
a way to work and stay at home. Network marketing. It offers freedom – freedom to
manage your home, family as well as where and when you work. A global and
economic powerhouse, the home-based businesses in direct selling creates $105 billion
in worldwide business every year; $30 billion of that in the United States alone.
Kim Klaven, MLM guru and founder of MaxOut Productions says, “It is about how people Why Women
use the product, which is something women tend to talk about. How do you actually use
it rather than how much horsepower does it have. Women are the ones who have been the
are Perfectly Suited
life-givers, the care-givers, the ones who encourage the others to take care of themselves.” for Network Marketing!
Does buying or selling in the comfort of a home environment sound enticing? Have • Network marketing is based on
thoughts of a fun and rewarding way to earn an income crossed your mind? Making relationships… and women can form new
money on your own time? Being your own boss? Freedom to enjoy your children and and lasting relationships with their eyes shut.
to accommodate their schedules without ruining yours?
• Word-of-mouth marketing? You’ve got to
If lifestyle, fulfillment and economic freedom are crucial to you – welcome to the world be kidding! Women wrote the book!
of person-to-person marketing! Network marketing relies on the simple power of real
• “Girls just wanna have fun.” Women lead
people and cultivates the natural human ability of sharing information by word of busy lives and network marketing allows
mouth; especially when it relates to improving the health of those around us. Bottom them to earn an impressive income while
line – enthusiasm sells. The power of person-to-person conversation lies at the very they are out living… not stuck in an office.
heart of network marketing.
• Women know that Super Woman is dead.
THE BUSINESS WORLD’S BEST KEPT SECRET! They want a real, workable alternative to
Network Marketing – the business of teaching, training and making a difference in being all things to all people.
other people’s lives, is as close to having your cake and eating it too, as anything offered • They may not be control freaks, but…
in today's world. For WAHMs searching for scheduling flexibility along with financial women want to control their earning
security, it provides important benefits to those yearning to be the driving force power and their schedules.
behind building their own business; developing residual income while paving the road to
• They don’t want to be bossy, but they
success and independence.
want to be the boss. Women are tired of
working hard to make somebody else rich.
• They are nurturers, par excellence. And in
DOES SUCH FREEDOM TRULY EXIST? an industry where a woman succeeds by
helping others succeed, the fit is like a soft
pair of Gucci’s on a freshly pedicured foot.
Network marketing provides the opportunity to…
• Girls value values. And they want to invest
• Chose whether you want to work full or part-time.
their time in a business that is value-based.
• Set your own financial goals and determine
how to attain them. • Women want to make the world a better
• Achieve the level of success directly relating place. Successful women in network
to your timetable. marketing are using their sizable incomes
• Network and socialize. to make a difference and impact their
neighborhoods and communities.
And is defined as…
The sale of a consumer product (or service), person-to-person, Women have learned to say no… to fitting
away from a standard retail location. These products and into someone else’s schedule, playing the
services are marketed to customers by independent game by someone else’s rules, to commuting,
salespeople, who are typically referred to as distributors, to juggling work and family, to having a boss.
representatives or consultants. Products are sold mainly And 44,000,000 women worldwide are shouting
through in-home product demonstrations, parties, or YES to network marketing.
one-on-one selling and on-line.*
(*From the Women For Hire website) f o c u s 9
Getting from no…
BY CONNIE PODESTA
A frequent speaker at network marketing events, Connie Podesta successfully
combines a 25 year business career with her skills as an actress and comedienne
to highlight the issues that affect every industry: corporate/business, healthcare,
and education. Entertaining and inspirational, Connie provides take-home content,
reminding audiences that the quality of one’s personal life directly impacts the
success of one’s professional life.
I am usually a pretty good judge of people and their intentions. And before we could get a drink at the bar, we were asked to fill
After all, I have been in the business of helping people communicate out a form about ourselves (really not a good sign). At this point
better for more than thirty years. But this time I was totally my husband asks the hostess, “What exactly is going on here?”
“taken in”. But I already knew the answer. WE HAD BEEN SET UP!!! This
was not a really sweet gesture by a new neighbor – this was
I had recently moved to a new neighborhood and didn’t know
intentional, purposeful manipulation to get us to sit through
any of my neighbors. One evening, as I was sitting outside on
an hour presentation about a “pyramid scheme” guaranteed (or so
my front porch watching the sun set, an attractive woman
the brochure said) to make us rich within months with a minimal
walked by with her dog. She stopped to admire my flowers and I,
investment so we would “never have to really work again”.
in turn, made instant friends with her pet. We began talking,
and talking, and talking. I really enjoyed meeting her and we My husband and I assessed the situation quickly, grabbed a
exchanged phone numbers. For the men reading this, I know plastic glass full of wine (which we so believed we had earned),
that the instances when you and another male stranger begin said “thanks, but NO THANKS!” and headed out the door. I felt
to immediately bond with stories about your families, friends, angry, frustrated, hurt and used.
weight, and clothes are few and far between… but with women,
Chances are almost everyone you and I know have had a similar
this does happen a lot.
experience. And that folks is exactly your biggest challenge in
About a week later, I received an invitation to a party at her network marketing: how do you overcome the “image” and
house. The invitation was simple, just stating that she was having often legitimate negative feelings people have about the network
a few friends and neighbors and would love my husband and marketing industry? How do you get past the abrupt “no
me to join them. She added a little handwritten note saying thanks, I don’t have any interest” and get to a point where you
how excited she was to get to know us better and what a great can show them another side to network marketing. A side that
opportunity it would be to meet some of our neighbors. Now includes well-established, reputable companies with impeccable
my husband, as you can imagine, was a bit sceptical. Just who is she? reputations and revenues in the millions, even billions. A side
Why would she invite us when she doesn’t even know us? What that offers legitimate, lucrative ways to add to their income or
other neighbors? To which I replied, “Oh, be a good sport. Don’t even replace their income. A side that allows them opportunities
be so quick to analyze everything. I think she just really liked to create relationships, make new friends, and offer valuable
me (a bit of my ego showing here) and wants to be friendly.” services and products at extraordinary value.
We debate. I win. We go. Uh-oh! I knew the minute we walked I must admit that for many years, I would not have been open
through her door that something was “different”. A slide projector to even listening to anyone discuss their “network marketing
was set up (not a good sign). We got name tags (not a good sign). opportunities” with me. I had my mind made up – it was a scam!
10 f o c u s
BUT… thank goodness I am confident enough to admit that product. They will feel, just as I did - angry, hurt and used. If you,
I can be wrong! In the past few years, I have had the incredible your product and company are reputable, then there is no need
opportunity to work with and speak to thousands of people in to play games; the product should sell itself. If you are not up
network marketing organizations. And not one of the companies front and honest, then why would I believe that anything or
I have worked with fit my preconceived notion of network anyone you represent will be honest?
marketing. These have been wonderful companies with some of
Two, let’s be real – there are many con-artists who have latched
the most honest, hard-working, and dedicated people I have
on to direct sales as an easy way to get rich quick; there are tons
of “scams” out there at this very minute. Therefore, you must get
But if you want to be successful in this business, you must be this piece out in the open right away. Say “I totally understand
totally aware of and understand that many, many people still how you feel. And you’re right – this is an industry where we
feel the way I used to feel. Therefore, you must be able and ready have to be very diligent about the company and product we
to help them overcome these initial feelings (some based on real choose. I did an amazing amount of research about this company before
events and people involved in the not-so-reputable companies I even considered becoming involved.” Hopefully, you have chosen
in this industry) and be open to at least considering that there a company where your research speaks for itself. A company that
may be a whole new, exciting and profitable side to network has been in business for quite awhile and has had at least 5 years
marketing that they have never even considered.
of solid earnings and growth; A company that has a reputation
Let’s then take a look at the top five “negative” responses you in line with your own core values and beliefs; A company whose
might get from prospective distributors or buyers and then product you not only use but totally believe in.
think about how we might change them into “positives”.
The company you choose should also be a member of the Direct
1. “IT’S A SCAM.” (I think this is the one I have used myself) Selling Association (DSA). Out of 1,000 direct-selling companies,
First of all, don’t ever trick or mislead anyone into coming to an less than 200 have been approved by the DSA because of its
event where your main goal is to introduce them to your business or rigorous standards, requirements, and year-long review process.
f o c u s 11
CONTINUED FROM PAGE 11
2. “I JUST DON’T HAVE THE MONEY RIGHT NOW.” 5. “I DON’T HAVE ANY EXPERIENCE.”
This is based on the stories (most of them true) of friends and family who You are selling all the time. You “sell” your spouse on the idea
have been encouraged to “invest” hundreds or thousands of dollars that you need a new couch. You “sell” your teenager on the idea
for product upfront, only to find out they can’t sell it all. Assure that they need to clean their room. You “sell” your friend on the
them that this practice is illegal and not at all what good network idea she is dying to see a movie that you want to see. We are
marketing is about. Most companies have a very low start-up always selling: our ideas, our beliefs, our favorite vacation spots,
cost; most, less than $100. Ask them, “Where else could you a restaurant we loved, a book we just read. Think of how often
begin to start your own business for that little money?” you tell someone about something you really believe in or enjoy
with the goal of trying to convince them to go to that movie or
Also, unlike most people beginning a business, you have so much
read that book or even vote a certain way. And you especially do
back end start-up support, no overhead, and an established
it with your family and friends because they are the ones you
name with the marketing and PR already included. Pretty good
most care about. Selling is easy when you believe in what you
deal considering most new businesses require the new owner to
do all that themselves and usually without any advice or help.
You have chosen a fantastic
3. “NO ONE REALLY MAKES ANY MONEY.”
industry – full of challenges,
First of all, be very honest and realistic about what you mean
new ideas, opportunities,
by “making money”. Although many people are looking
and yes, even risks. But
for that “get rich quick” scheme, the quality people
that’s why it’s fun.
you want to work with realize that there is no easy way
I love being
to make money. Let them know that the rewards of
in business for
network marketing, like any job, depend on how much
myself. No one
time and effort you wish to contribute. If they are just
can lay me off,
looking for some supplemental income, then in many
I can’t get fired,
cases, one to two hours a day may be enough time to
and I make my
meet that goal. If, however, they want to quit their job
and replace their income or retire on this income,
then their results will match the effort, time and
dream. I know
hard work invested in making that happen.
it certainly is
4. “I DON’T HAVE ANY CONTACTS. And, I mine. I absolutely
DO NOT want to bother my friends love what I do.
and family.” Don’t you?
Let them know you so understand. You
didn’t want to be cramming your business
down the throats of family and friends either.
First, remind them that their best road to
passive income comes from keeping
their customers happy and excited
about re-ordering products and services
you’ve already sold. Also, these
customers will be telling others about
you all the time. As a speaker, I have
relied on my audiences to tell others
about my presentations. Most of
my “sales” comes from word of
mouth, not by me going after
new customers. It’s much
more fun to do your job so
well that new customers
come after you.
12 f o c u s
Your Opportunity for Personal Growth
BY JIM BRITT
Seems so long ago now, but my life was once very different than it of my own. Up until that time, I had pretty much been told what
is today. I was unhappy, unfulfilled and unsuccessful financially. to do all my life. “If you work eight hours a day, five days a week,
I would get up. Go to work for eight hours. Come home; have a I’ll give you a paycheck on Friday.” And, “If you stay long
beer or two, a bite to eat, watch some television, go to bed and enough, I’ll give you a paid vacation…,” and so on.
sleep for six or so hours and get up the next day and do it again.
I learned very quickly that the person you become determines
Then, by chance, one evening I was introduced to the network what (and who) you will attract in life. I discovered very quickly that
marketing industry. The very next day I found myself in a business if I wanted a different result I had to become someone different.
f o c u s 13
CONTINUED FROM PAGE 13
The reality is that most people live their lives in sleepwalking
mode; not knowing or caring one way or the other. They get up.
Take care of their obligations. Eat. Sleep. And start all over again the
next day. They think that they have no effect on their environment
or circumstances. I know because I used to live that way too.
Several important steps to living your dream are:
1. Decide exactly what it is you want in life… in your
2. Create a plan of action.
3. Take action.
4. Decide what it is that you need to change about yourself to get
you from where you are to where you want to go.
Jim Hawley, former school teacher, finds success in Network Marketing
Take a look at any of the Immunotec top achievers; Sandi Walper The first step is the decision. Without that, nothing works. Most
was a farmer, Jim Hawley – a school teacher, Wally Kralik was day-to-day decisions don’t need action plans, the more complex
in retail, John Solleder – a college student and Jim Spencer – a or important the decision, the more an action plan becomes a
photographer. Each one of these people had to become someone useful tool. There are some decisions, however, that absolutely
require a carefully developed action plan, like the decision to
different to achieve the level of success they have attained.
start and build a successful Immunotec business.
I found that you can never attract or accomplish more with the
SEPARATE THE ACTION FROM THE DECISION
same personality, attitude and thinking that got you where you
Remember, the action plan follows the decision. The plan is the
are right now.
process that brings the decision into reality, but it’s not the decision
When I came to network marketing, I was a young man with too making itself. Just because you write something down on your
many responsibilities, too many bills and not enough vision. I plan doesn’t mean you will accomplish it. A firm decision comes
lived my boxed-in life just like all of my pals, working hard, making first. For instance, you may have decided to sell your home, move
someone else rich and just hoping to make it from paycheck to to California, and buy a new home. Your action plan will determine
paycheck. Today, my wife Joanna and I make our home with our the steps you take to sell your home, locate another, and move, but
family in a little piece of heaven called Grass Valley, California. the decision to move came first. Your plan follows the decision.
We live in a multi-million dollar home with luxury cars parked A clear plan provides a way to think through, map out a solution,
in the garage. We enjoy the good life with friends who have and identify the things that have to happen to make your dream
discovered what it means to reach for the stars… and touch them. a reality. An action plan is built on at least four things:
On the outside, I’m pretty much the same guy I was forty years ago. 1. Understanding the problem you want to solve.
Sure, my hair has grayed a little and I look a little more mature, 2. Setting a goal.
3. Taking action.
but I’m still the same tall drink of water that worked in a factory
4. Creating a plan for your own personal development.
and squeezed himself into an old rust bucket for the drive home
at 5 o’clock. What transformed me from just “one of the guys” In order to break through your current circumstances to the
into a successful businessman and acclaimed speaker and trainer? next level you have to focus. When faced with a fear you have to
The personal growth opportunities afforded by network marketing! learn to let it go and move past it, realizing that each fear
encountered and conquered is another step in your personal
I’ve trained over 1,000,000 people in my career and if I were to
development. And the great thing about our type of business is
ask them if they wanted to make a difference in the world around
that most all personal development comes from contact with
them, most would probably answer with an emphatic YES!!
other people. So if you want to grow fast, simply talk to more
But often I hear people say, “You know I don’t really have much people… faster. And always remember that you miss 100% of the
influence on people. How can something that I do affect the world prospects that you don’t talk to. And, you also miss 100% of the
around me?” The truth is that, in building your Immunotec business, personal growth each experience will offer.
you come into contact with all kinds of people everyday and you do I remember the day I signed up to begin my new business. I was
make a difference. Just think about it for a minute. If you were in focused, determined and willing to confront my fears – which
contact with maybe 5 people a day, and they each connected with were many – head on. And from that day forward, I cut my own
5 people a day, who in turn each connected with 5 people a day, path in life instead of doing what others or society expected of me.
and so on, wouldn’t you have a great impact on the world around I started going to training over and over, listening to different
you? And that same world would have a great impact on you! people, sifting through information, talking to people and making
14 f o c u s
lots of mistakes along the way. But with each
encounter, with each mistake, I always – and still do
today – ask myself, “How did I do it, and how could
I have done it better?” I wanted to learn from my
successes and my failures.
Those I left behind in the factory and some family
members predicted my failure. They were all a part
of my development and part of what drove me
toward success. I made a decision that didn’t allow
for retreat! No one was going to stop me!
Perhaps the most important realization that an
individual can make in their quest for personal
growth is that there is no single formula that defines
the path to personal success. We all have different
goals and priorities, which mean that different
activities and attitudes will make us feel good or bad
about ourselves but all have the potential to move us
to the next level. In my opinion, network marketing
provides the very best vehicle for personal growth
and financial success for the average individual.
We also have different natural strengths and weaknesses
that are a part of our inherent personality type and
we have a different idea of what it means to be
successful. Self-knowledge is one common goal that
will help everyone achieve personal success. Ask
yourself, “What do I need to change about myself to
get where I want to go? What skills do I need to
develop? What sort of person do I have to become to
have all I want?”
So many people are hung up on somebody else’s
idea of what it means to be successful, and they are
unaware of what is truly important to them. If you
spend your time and effort trying to meet somebody
else’s idea of success, and ignore or belittle any
conflicting messages from your own psyche, then
you will find yourself exhausted, unhappy and
lacking the success that is available to you. Realizing
what is truly important to you will be your major
step towards achieving personal success.
As you learn about your own personality and the
personalities of others, you will become empowered
with an understanding of why people react differently
in different situations and understand people’s
behaviors that are different from yours. These
insights will be extremely useful and powerful to
you as an individual when building your business.
Take action! Let the personal growth opportunities
and focused training offered by network marketing
and the Immunotec opportunity be your ticket to
f o c u s 15
Immunotec Distributor Profile
True Combining their individual talents, John and
Jennifer Brundage share their strengths to
Connection: build their business as a whole.
In Life and Business
John and Jennifer Brundage use the word ‘connected’ frequently zone. However, as our knowledge of the products grew, we
when describing who they are. They are connected to each other couldn’t help but tell others about the benefits. From there, a
spiritually, through their family, their community as well as business began to evolve.” It wasn’t long before they found
their team of distributors and their many clients. Prior to their themselves sharing information and testimonials. At the beginning,
connection with Immunotec, both had careers as school teachers it was just one-on-one explanations to individuals who had
in Barrie, Ontario. shown an interest. Later, small group meetings developed, and
The Brundage duo became acquainted with Immunotec six from that came the confidence to address larger groups – even
years ago. Having each lost a parent to cancer, “We were looking responding to invitations from various local organizations.
for something to protect and strengthen ourselves and our loved John and Jennifer note, “With unparalleled products such as
ones,” explains John. After attending a presentation by Immunocal/HMS 90 and Immunocal Platinum, it’s easy to go
Immunotec distributor, Barrie White, the Brundages realized forward with confidence, no matter who you are approaching.
this natural approach to better health suited them. Add to that The latest CDs and DVDs are ideally suited to presenting these
their own independent research and an evening listening to the products and the business without having to be a science major or
words of Dr. Jimmy Gutman; the couple was convinced and began a business school graduate.” An important fact they have come to
to take Immunocal/HMS 90 – sharing it with their family. realize, “As teachers, we know that lessons are often easily forgotten,
At the time, both were teaching school and had no designs (nor but stories are frequently remembered and re-told. Consequently,
time, they thought), to start a business. “Selling was not part of a repertoire of powerful testimonials has proven to be an effective
the plan,” says John, “and was decidedly out of our comfort tool when sharing the benefits with potential customers.”
A Thousand Words: Photography by Heather Kearns
Jennifer and John Brundage
16 f o c u s
A Thousand Words: Photography by Heather Kearns
THE COUPLE APPROACH SUCCESS STORIES
“We always,” says Jennifer, “work as a team. We did so from the start The Brundages agree that, “Success comes from a team approach
when this was a part-time thing and we most certainly do it now that – individuals bringing their own skills and strengths to the
it is a full-time business. We constantly share ideas, thoughts table. But the real energy and momentum comes from the
about changing our approach and learning new strategies.” turbo-charged effect of a purpose-driven team working together.
While each works to develop their own strengths, in turn, they We have been fortunate to develop a great team with hard working
combine their individual talents towards a common goal of people who are productive and ethically sound in their methods,
building their business as a whole. “We do all our presentations as well as being fun to work with. Diamond status and a
together; taking turns speaking, questioning and listening. We President’s Award are rewards for solid individual work and the
have done this so often, that now, we pretty well know what the support of a strong team. A large, well-established customer base
other is thinking or is about to say!” They organize their week has always been a key component of our business, and loyal,
and divvy-up their phone calls according to who feels they can repeat customers with a high rate of retention, makes for a
best handle them. Notes John, “We offer each other constructive steady residual income.” In addition, John and Jennifer believe
criticism and are constantly working to fine-tune things.” another key element for real growth is identifying and supporting
PROMOTING THE BUSINESS
John and Jennifer state, “We realize that we are working The Brundages summarize, “Be prepared to ‘course correct’
with a first-class company, which really paves the way for when what you are doing doesn’t achieve the desired results.
successful promotion of the business.” They openly extol the Appreciate and make use of the information and business tips
virtues of Immunotec’s principal businessmen and always point from successful people such as the excellent input from fellow
out the company’s long-term plans for growth and solidarity. distributors like Jim Hawley and Wally Kralik. Always be willing
“With scientific backing from world class researchers like to learn, listen and to ask effective questions.”
Dr. Gustavo Bounous and Dr. Wulf Dröge, we can promote the
This mutually supportive, grounded couple offers some final
products with total assuredness – a huge advantage for Immunotec
words of wisdom, “If you wish to move in the direction of success,
distributors.” They strongly recommend accommodating,
you must stay connected, keep communications flowing and
encouraging and supporting all your new distributors. “Newcomers
whatever decisions you make, choose only those actions which
want to feel connected, so we share with them the support offered
will allow you to maintain your integrity.”
by the Distributor Support department and the back-up offered
by Dr. Jimmy Gutman and Dr. William Code; who are frequently
out on the lecture circuit. This way, along with our local support
John and Jennifer Brundage –
activities, they never feel alone or left out of the loop.” a winning connection!
f o c u s 17
18 f o c u s
Successful businesspeople know that a large measure they serve. The direct selling industry believes in
of their success can be attributed to the strong promoting ‘good values’ amongst its member companies.
relationships they work so hard to build and maintain In fact, at a recent Canada-wide industry conference,
every day. For the past 20 years, business leaders have cause marketing for direct sellers was an important
increasingly recognized the value in a new kind of and well-received topic of discussion.
relationship; one based on the realization that
Cause marketing isn’t new to Immunotec; as you
companies can and should play a valuable role as
know, one of our core values is ‘helping others’. And
‘citizens’ in their own right, by using their money and
as an Immunotec distributor, you are in an excellent
influence to support worthy causes. And, as the
position to add cause marketing to your array of
community comes to recognize and value the good
business-building tools through support for Head
work being done by their ‘corporate neighbors’, they
Office-sponsored programs like the Casa Immunotec
very often respond with increased support for the
Project, Special Olympics, and On the Tip of the Toes
business, and more key relationships are created.
Foundation. More information on how you can lend
American Express was the first company to try this your support to this very worthy cause is available
idea back in the early eighties. Over a period of several by contacting Immunotec’s Distributor Support
months, American Express donated a penny to the department. The other option is to select a not-for-
Statue of Liberty restoration fund each time one of profit organization in your area – one with a special
their cardholders charged a purchase. The result: relationship to your life perhaps – and find a way to
several million dollars were raised for a very good help the organization achieve its goals.
cause, and the company benefited from positive
The key to success in your own cause marketing
publicity, consumer goodwill and increased sales.
initiatives is to approach the not-for-profit organization
The term used to describe this type of business activity as you would any other new business relationship. Do
is cause marketing, and the extensive work being done research on the organization and its cause in advance,
in this area by thousands of companies of all sizes is and be prepared to make a brief, clear proposal as to
having a profound impact in many sectors of society. how you can work together in a mutually beneficial
In 2005, for-profit businesses spent more than $1 billion fashion. Although it is not mandatory, drawing a link
sponsoring not-for-profit causes in the United States between your products and the cause makes a more
alone. Private sector support of this magnitude coherent statement about why you chose to support a
enables important work to be done, especially in particular organization, and can have a positive effect
an era of increased competition for dwindling on your efforts.
Remember: generating visibility for your business is
As an independent businessperson, you already know
part of the cause marketing process. Visibility can take
just how important strong relationships are to the
many forms, from on-site posters during a live event,
health of your business. What you may not have
to Web site mention, recognition in the organization’s
considered is that – just like the larger companies –
newsletter, mention during a radio interview, etc.
you can make a valuable contribution to your
Make sure you find out in advance what sort of
community, and derive the same benefits as your
visibility you can expect; cause marketing done properly
more high profile corporate neighbors.
is a win-win proposition. You’re entitled to receive
The network marketing industry is an environment in credit in exchange for your efforts and when you do
which the idea of ‘making a difference in your you’ll feel great for two reasons:
community’ has special resonance because network
1. For supporting a worthy cause.
marketing businesses – more so than many others –
are woven right into the fabric of the communities 2. Because you built your business while doing it.
f o c u s 19
Consistent, enthusiastic recognition is a feel-good edifier that effective leaders use to
motivate their teams and foster ever-deepening group loyalty and mutual support.
Whether you offer informal, verbal recognition, or choose something more elaborate,
such as presenting an award in front of an audience, being recognized for a job well
done has long-lasting, positive benefits.
Like the stay-at-home mom who toils long, thankless hours for often intangible
rewards – no one ever thanks her for the superb job of cleaning out the fridge – the
home-based entrepreneur is most successful if he feels like his efforts are noticed and
appreciated. Person-to-person marketing understands this need and structures its
compensation plans around pin programs and public events that celebrate success at
every level and regularly reward incremental business growth and personal development.
Are you a group leader who wants to be effective in your praise? Keep these ideas in
mind the next time you want to lead the applause:
A key element to effective recognition is recognizing the person immediately following
their achievement. Remember that delayed mention is similar to a belated birthday
card; viewed as an after-thought it loses the intended positive impact.
Review the specific details of the person’s accomplishment and tie-in the impact their
efforts had on customers and the rest of the team.
In order for recognition to be effective, it must be earned.
Your voice should be upbeat and genuine. Positive body language is essential, so be
sure to smile, make eye contact, and always make certain you know how to pronounce
the person’s name!
The most important asset in today’s competitive and challenging business environment
is loyal, hard-working people. Always bear in mind, effective recognition goes a long
way to accelerate motivation and improve performance down the line.
20 f o c u s
MAKING A DIFFERENCE IN THE WORLD
BY PROVIDING WILDERNESS THERAPY
FOR TEENAGERS LIVING WITH CANCER.
Show off your business.
Show off your values.
Each time you buy an Immunotec bracelet, you help
young people living with cancer regain hope and courage.
Call 888 917-7779 to order yours today.
of Your Life!
Find freedom and financial security
“The best-kept secret of the business world.”
– FORTUNE Magazine