The Secrets of Customer Attraction: Hunters and Fishers
Many years ago, I wrote and published “The 7 Reasons 95% of Network Marketers Fail and How to Solve Them.”
Since then it has been read by thousands of people, so I wanted to share it with you.
REASON #1
THEY CAN'T SELL
There are two kinds of people in network marketing:
1. Hunters
2. Fishers
5% of network marketers are hunters.
95% of network marketers are fishers. THE HUNTERS
Hunters prefer the thrill of the “hunt” and approaching prospects first.
Hunters are the people with natural charismatic personalities; the extroverts, the sales pros, the dynamic people that others are magnetically attracted to.
Hunters are generally the most successful in MLM; the top 5%.
Hunters have great selling skills, speaking skills, leadership skills, and people skills, and that’s why they do so well with hunting techniques.
Hunters think that everyone else in MLM should think like a hunter too, and they seem unaware that most people in the world are not hunters.
For example, hunters see the task of writing down a list of family and friends and calling them about their MLM opportunity as an easy thing to do.
Making a list of family and friends is an old hunting method that has been used in the MLM industry for 50 years.
Hunters love to hunt, so making a list of family and friends, people they know, feels comfortable for them.
However, making a list of family and friends and calling them makes fishers feel very uncomfortable, because
fishers don't like to approach their family and friends, or anyone for that matter.
Hunters don’t really understand that 95% of the people in their organizations are fishers and need a different approach for building a successful network marketing business.
Many hunter personalities with whom I’ve shared this information now realize they need to promote a fishing system to help the 95% of people who struggle.
THE FISHERS
Fishers prefer a system where the prospects approach them first.
Fishers typically have reserved, quiet, shy personalities and are usually introverts, analytical, "nerds", and hate the idea of rejection.
Fishers love to sit in a boat and cast their fishing line into the water with an attractive bait to lure the fish.
The fisher is contented to just relax until the fish starts nibbling on the hook, chomps on the bait, and gets hooked.
After the fish is hooked on the bait, the only work for the fisher to do is reel in the fish.
Since 95% of the people in network marketing have a fisher personality, they prefer to have a system that attracts interested prospects to them first.
Once the prospect “bites the hook” (responds to an advertisement or does the approaching first), a fisher feels comfortable reeling the prospect through the rest of the selling process until the prospect has enough information to make a buying decision.
5% HUNTERS VS. 95% FISHERS
Most of the successful people at the top of network marketing companies are hunters.
They are the natural leaders and movers. They are good at what they do; however, it is difficult for 95% of the people to duplicate hunter characteristics, hunter personalities, and hunter skills.
Hunters have been working very hard to turn fishers into hunters for the past 50 years, only to find that 95% of the people quit or become inactive.
Hunting techniques are taught by the hunters in meetings, conference calls, webinars, training meetings, books, manuals, CD's, and DVD's, but the hunters don't see any problem with it.
Since then it has been read by thousands of people, so I wanted to share it with you.
REASON #1
THEY CAN'T SELL
There are two kinds of people in network marketing:
1. Hunters
2. Fishers
5% of network marketers are hunters.
95% of network marketers are fishers. THE HUNTERS
Hunters prefer the thrill of the “hunt” and approaching prospects first.
Hunters are the people with natural charismatic personalities; the extroverts, the sales pros, the dynamic people that others are magnetically attracted to.
Hunters are generally the most successful in MLM; the top 5%.
Hunters have great selling skills, speaking skills, leadership skills, and people skills, and that’s why they do so well with hunting techniques.
Hunters think that everyone else in MLM should think like a hunter too, and they seem unaware that most people in the world are not hunters.
For example, hunters see the task of writing down a list of family and friends and calling them about their MLM opportunity as an easy thing to do.
Making a list of family and friends is an old hunting method that has been used in the MLM industry for 50 years.
Hunters love to hunt, so making a list of family and friends, people they know, feels comfortable for them.
However, making a list of family and friends and calling them makes fishers feel very uncomfortable, because
fishers don't like to approach their family and friends, or anyone for that matter.
Hunters don’t really understand that 95% of the people in their organizations are fishers and need a different approach for building a successful network marketing business.
Many hunter personalities with whom I’ve shared this information now realize they need to promote a fishing system to help the 95% of people who struggle.
THE FISHERS
Fishers prefer a system where the prospects approach them first.
Fishers typically have reserved, quiet, shy personalities and are usually introverts, analytical, "nerds", and hate the idea of rejection.
Fishers love to sit in a boat and cast their fishing line into the water with an attractive bait to lure the fish.
The fisher is contented to just relax until the fish starts nibbling on the hook, chomps on the bait, and gets hooked.
After the fish is hooked on the bait, the only work for the fisher to do is reel in the fish.
Since 95% of the people in network marketing have a fisher personality, they prefer to have a system that attracts interested prospects to them first.
Once the prospect “bites the hook” (responds to an advertisement or does the approaching first), a fisher feels comfortable reeling the prospect through the rest of the selling process until the prospect has enough information to make a buying decision.
5% HUNTERS VS. 95% FISHERS
Most of the successful people at the top of network marketing companies are hunters.
They are the natural leaders and movers. They are good at what they do; however, it is difficult for 95% of the people to duplicate hunter characteristics, hunter personalities, and hunter skills.
Hunters have been working very hard to turn fishers into hunters for the past 50 years, only to find that 95% of the people quit or become inactive.
Hunting techniques are taught by the hunters in meetings, conference calls, webinars, training meetings, books, manuals, CD's, and DVD's, but the hunters don't see any problem with it.
It’s not a coincidence that 95% of the people in network marketing are fishers and traditionally there is a 95% failure rate in network marketing.
It’s the fishers who struggle the most. Fishers are the majority and they will try hunting methods for a short time before they quit.
A fisher will get started with hunting techniques if that is what they have been trained to do, but 30 to 90 days later into the process of using hunting skills, about 50% of the fishers have quit or by default have become customers of the product.
Isn’t it better to build and teach a system that the majority of people, the struggling 95%, can do successfully and not just the top 5%?
Fishers need a system that will attract and pull interested prospects through a series of steps until they make a decision to buy.
WHY HUNTERS NEED TO PROMOTE FISHING SYSTEMS
Hunters naturally use and teach systems that rely upon their personal sales ability.
Even if you’re a seasoned MLM pro, you can be sure that 95% of people in your organization will not be able to duplicate what you do.
Network Marketing is a business of duplication. Hunters need good fishing systems in place to help all of the fishers in their organizations have the right tools.
© Copyright 2017 Al Johnson
Al Johnson is a customer attraction coach for business owners, entrepreneurs, direct selling professionals, and marketers since 1989.
