InterNetworking - Networking with Networkers

“InterNetworking,” as defined by Wikipedia, “involves connecting two or more distinct computer networks together into an internetwork (often shortened to internet) … to allow traffic to flow back and forth between them… The most notable example of internetworking in practice is the Internet, a network of networks running different low-level protocols.”

In the Systems Approach to Marketing, ‘internetworking’ is defined as a network of network marketers, each running its own ‘protocol,’ or network marketing opportunity. The internetwork is both symbiotic and synergistic at once. Networkers enter a mutually beneficial relationship that creates an enhanced combined effect. The networkers have the ability to market valuable products and services to each other, while simultaneously generating energy through shared knowledge and resources.

Most traditional MLM organizations are unilateral in their network. The people in the organization are intentionally “protected” from outside influence that may disrupt the marketing activities designed by the parent company. However, as is well known, most corporate strategies lead to a very low retention rate in the sales force. Anywhere from 70 to 80 percent of the new associates fail to achieve a level of success that will keep them involved for more than three months. Such turn-over is not usually seen as a serious problem from the corporate perspective, because as new associates are brought into their system, they bring a fresh supply of “warm market” prospects.

One reason for this failure rate is that corporate marketing strategies are not the most effective approach for individuals seeking success in network marketing. Corporate marketing materials like magazines and DVDs are an excellent tool for mass distribution of information to the public at large. They reach prospective clients that may not otherwise be reachable through traditional advertising channels. These campaigns provide the company with very high exposure at virtually no cost. Sounds perfect!

However, the view from the independent associate’s perspective is quite different. While the marketing materials may add a very professional touch to their advertising efforts, the materials result in low to moderate exposure at a relatively high cost per exposure. At this point, most network marketers become frustrated and disillutioned, and seeing no other alternative they quit.

Thinking “Outside the Box…”
By internetworking with successful networkers, individuals gain different perspectives on marketing their products, services, and opportunities. They are informed and empowered to think outside of the box and develop strategies that are the most effective for their own success, not simply that of the corporate office.