Do prospects’ ears really work?

Do prospects’ ears actually work, or are they just for show?

Here is the “no” conversation that plagued my early career.

When I started network marketing 50 years ago, I wanted to be “Master of the Universe.” This was my chance to get paid what I was worth.

And yes, I got paid exactly what I was worth. Zero!

With the confidence that comes with ignorance, and a bit of amateur pride, the universe overpaid me by allowing me to earn zero. I assumed that network marketing was the only profession in the universe that didn’t require skills. That was a dumb assumption.

My conversations with prospects went something like this:

Me: “Hi.”

Prospect: “No.”

Me: “My name is Big Al.”

Prospect: “No.”

Me: “But don’t you want to--”

Prospect: “No.”

Me: “Well, can I at least tell you--”

Prospect: “No.”

How do amateur network marketers explain this? They don’t. They shrug their shoulders and say, “We are victims. Prospects are stupid. We’ll talk to someone else.”

That is why there is a difference between amateur network marketers and professional network marketers.

We can choose which group we want to be in.

The “insiders,” the professional network marketers, learn brain rules. What are brain rules?

These are shortcuts and tools that we use to control our brains. We want our brains to work forus, and not against us.

We can use these same shortcuts and tools to get our message past our prospects' natural brain defenses. Now our prospects hear our message. And isn’t that what we want? For our prospects to actually hear our message? To be able to give them one more option to improve their lives?

It doesn’t matter how wonderful our company video or presentation is ... if no one will look at it. We can’t help people if we can’t get through to them.

Want an example of one of these brain rules?

See if this is useful.

Brain rule: “People don’t want to change their minds.”

Does that sound familiar?

If we change our minds, we feel that we were wrong. Nobody wants to feel wrong. Plus, we have a strong bias against information that disagrees with our current beliefs. This is why we defend our favorite band or sports team; it’s called confirmation bias.

What is the solution? What if we want open-minded prospects who will say “yes” to our message? Simple!

If prospects don’t want to change their minds, then open with a question that has the “yes” answer we want.

Example #1: “Would you want to look at my part-time business?” (We can expect a negative reply.)

Example #2: “Do you hate commuting to work every day?” (Our odds of a “yes” reply are good. Our prospects don't have to change their minds to say “yes” to our question.)

Amateur network marketers who follow example #1 can expect massive rejection and no business.

Professional network marketers who follow example #2 will have lots of prospects to talk to.

This looks like fun. Before we move on, let’s do a few more examples of asking the right questions. Ready?

Example #1: “Can I give you a presentation on how you can get rich?”

Example #2: “My neighbor is earning a lot of extra money. Would you like to know how he is doing it?”

Obviously, Example #2 will get more prospects to listen.

Example #1: “Call your friends and relatives. Tell them how good our products and opportunity will be for them. Okay?” (Ugh, we can feel the resistance already.) 

Example #2: “Make sure to let your friends and relatives know first. You don’t want them to think you didn’t like them and wouldn’t even give them a chance. We don’t want to be embarrassed, do we?”

Example #2 feels better, doesn’t it?

Brain rules are not hard to learn. But if we don’t know brain rules, we will be victims for the rest of our careers.

We will struggle to find prospects, struggle to hold our prospects’ attention, and go bald from scratching our heads wondering why prospects don’t connect with us. Now that is an ugly career.

Top marketers use brain rules to communicate with us all the time. That is why we hear their messages. And that is how we decide if their message will serve us or not. We should give the same courtesy to our prospects.

Let’s take a look at another example of re-wording our message.

Imagine a salesman, who wants to help us save money by switching our utility service to his company, tells us:

“I want you to change your utility services to my company.”

Change? No, not for us. We don’t know this salesman. Our minds think, “What if the electricity fails in a storm? Would this new company fix the problem? What if we won’t save money, or there is some other trick? Will the new company drain out my old electricity and replace it with lower voltage that won’t work?”

A little re-wording could make a huge difference for our brains. Now imagine the salesman said:

“It takes a lot of time and effort to save money on our bills. But we can reduce our bill in only 4 minutes.”


These words made it easier for us to open our minds, lower our prejudices, and add one more option for our lives.

We have two choices for our career:

Choice #1: Watch our conversations bounce off our prospects’ foreheads, shatter on the floor, and then complain, “Life isn’t fair! No one wants to listen.” (Yes, this is a strategy, but it’s a poor strategy. Yet many amateur networkers use it!)

Choice #2: Learn some brain rules. Become a professional network marketer. Feel the power. Watch prospects listen. Get the bonus checks we deserve.

Excerpt from

Breaking the Brain Code

Easy Lessons for Your Network Marketing Career

Enjoy learning new and better ways to understand how we and our prospects think and act.