Lance has trained hundreds of thousands of distributors around the world and has built teams in 40+ countries. He has provided consulting services for small start-up companies to companies that do hundreds of millions per year in sales. His passion for the industry comes from the relationships and friendships that last a lifetime.lanceconrad.com ››
James Yates: Alright, well a massive welcome to the Reignite Studios Podcast. I’m your host, James Yates, and I absolutely love this time every single week because we’re able to launch and lead through being able to connect and really develop our leadership styles from really learning from the best of the best. Here, we interview thought leaders, entrepreneurs and network marketing professionals that have absolutely gained a huge amount of success and today we have a really, really special guest for you. Mr. Lance Conrad is a network marketing industry consultant and multi-millionaire. Lance, I mean I don’t want to hype you up too much; you’re a bit of a legend with what you’ve accomplished in this industry. You’ve been the top recruiter in three different network marketing companies, you’ve also founded a brand within the industry and you’ve trained hundreds of thousands of distributors around the world in over 40+ countries. Lance is also being featured in the Network Marketing Times, he’s recorded all cast the MLM nation and also has been invited as a featured speaker for many companies in the MLM community. What I love about Lance is he’s very much a grounded guy when we connect and when we have conversations, we’re learning really the raw and the real stuff; there’s no fluff, there’s no hype with Lance. You’ve achieved the success and you’re out there now to share it with the world so Lance, a massive welcome to the Reignite Studio Podcast.
Lance Conrad: Thanks for having me; I’m excited to be here. I love how you called me a legend because I’m a legend in my own mind and then I step into the other room with my wife and my kids and they bring me back to reality where I’m lucky to be dad, right, so that’s the fun of this is we get to work from home and see the family a lot so…
James Yates: It sure is Lance and I guess to start off before we go into any of your journey; you have a beautiful wife and three kids?
Lance Conrad: Yeah, a wife of nineteen, almost twenty years. We’ve been together twenty years I guess. We got engaged sometime close to this twenty years ago and three daughters so a lot of estrogen in the house: 17,14 and 10 year-old girls and I am definitely the boss as long as I get permission from all of them I can do whatever I want. So yeah, family comes first. You know I say God first then family. I love network marketing because we make friends for a living and you know we end up becoming business partners. I always say that we become family and the friendships are for life and I think when people look at it from that perspective, you’re just growing your family, you’re growing your network, the relationships are forever and then we make better decisions and really, it can be a lot of fun where it’s not pressure-closed, stressed, business you know, it really should be about relationships and friendships–
James Yates: Yeah, absolutely.
Lance Conrad: — and what cool business that we’re in that we get to make those relationships all over the world and I’m grateful to be on with your network and your team today.
James Yates: Fantastic. Lance, welcome to the show, it’s great to have you on and I love the space we’ve already began in. I mean we’re talking about a world that’s becoming more and more aware and relationships have become- they’ve always been important but I think we really, really understand the underlying reason why they’re important now in business. Let’s talk about your story and where you came from so before network marketing, I understand you were a head hunter, talk to me about that.
Lance Conrad: Yeah, head hunter sounds really fierce. In some cultures, it might be. In the US that’s just slang for a recruiter. I found people jobs for a living and I was a technical recruiter so it was high tech professional software engineers, database engineers, all the way up to CTO’s, anything in the tech space which was kind of ironic because I can speak a good game in that space because I was in it for 10 years but I could barely turn on a computer; if I have a problem, I call one of my teenage daughters and say, “Come fix this,” but you know, the irony is I found people jobs for a living for 10 years and then for the last 10 years, I’ve been helping people get out of jobs, showing them you know what, jobs are sort of like not that cool; let me show you how we could free up and work from home and be your own boss and so yeah, that’s a bit of a 180 switch on that.
James Yates: Yeah absolutely. So how did you get involved in the industry of network marketing?
Lance Conrad: Yeah, so 2008, the economy in the US specifically was horrible. I had a company, ten employees, fifty thousand a month in overhead minimum and no receivables, all of a sudden, nobody’s hiring, none of the companies are hiring and I’m praying for a miracle, I’m looking for something. My mom was diagnosed with cancer so I’d just brought my parents from California to live with me, I got a wife, three kids, my parents, my mom’s dying of cancer, tons of bills, no revenue and I’m praying for a miracle and a friend of mine calls me up and I actually met- some of you know him, his name is Rob Sperry- he calls me up, he says, “Hey, let’s go do network marketing. There’s the skin care company, we’re going to go kill it.” He’s 28, I’m 33. I laughed at him, you are not the first person– he’d ever called network marketing and he can get a good response. You know, I laughed and said no. He called me back a week later and instead of asking my advice or my opinion, he did it with a lot more passion. “Hey, I’m doing this whether you do it or not, it’s taken off, it’s huge. You need come see it. I don’t even care if you do it or not, you need to come see it for yourself,” and I did and I sat down with an industry legend, somebody that had made a lot of money and for the first time, somebody was able to connect the dots for me. It wasn’t some voodoo industry, there was a business plan, there was step one, step two, step three, this is what we’re going to do week one, month one, Q1, year one and what I loved about this guy, he was a straight shooter. There was no fluff. He’s like, “Dude, you’re going to be the hardest working most underpaid person for like the next two years but then you’re going to live a life moving forward that others just dream of where you’re going to be one of the most overpaid people that you’ll ever meet. And for two years if you’re willing to make the sacrifices, I’ll train you, I’ll teach you, I’ll mentor you and it will be one of the hardest things you ever do but it will set you up for rest your life.” And I appreciated the candor. I’d been pitched and presented network marketing a ton, I had never said yes, I’d never joined any company, not even just for products or anything and I looked at this as a real commitment. I needed something. I was praying for something– I’ll give you the shorter version because it was really I think I threw it out for a while and so I jumped in and worked hard and I did. For a couple years, there were no breaks, there were no holidays, there were no birthdays, and there was nothing except building my network. But in my mid-thirties, I was able to take a few years and just retire and just be a full-time dad and just you know like be there for the kids all the time as they’re growing up and then school and all the different things that usually it’s the moms that go to and I was there with all the moms like what are you doing and people ask, “Was it worth it?” Absolutely! I mean the lifestyle, the time, freedom, the ability to do what you want when you want, yeah it’s worth working for.
James Yates: It’s an amazing story because what I love about this is there’s a couple of things I picked up on immediately and number one was you were coachable, you know right from the outset and as you said, you worked with a guy that said, hey listen, work out for two years and you can set yourself up and at the same time, it sounds like you made quite a few sacrifices in those first two years to really get the vehicle off the ground.
Lance Conrad: Yeah. I usually tell my story– the raw, raw story as you know, I worked really hard, I went full throttle, my first check was $7,986 and you know I’m all in so I sell my business and I’m off to the races in one year you know I’m at the top rank of the company walking the stage, well, I left out a lot of details in that story and the details were yeah, my third month was December and December I worked 80 hours a week. I worked on holidays, I work on weekends, I was up until 12-1-2 doing meetings, right into the early morning and I didn’t hit my bonuses, I didn’t hit the front end so it was all residual and that months it was 300 bucks, a little over $300 you know, I was making less than a dollar an hour and now I’m a dad with three kids and my parents and no way to pay the bills and it was scary and so there’s ups and downs, there’s always a roller coaster. You’re building teams and having them fall apart or you know, having them ripped apart by another company comes through, having company sort of fall apart around you. Then there’s the big check and all of a sudden, you’re like back to square one and so there is blood, sweat and tears in this industry. It’s not always just roses and unicorns and fairy tales, there’s a long period of time I was putting 5000 miles a month on my car, I didn’t have much extra income, I didn’t even have barely enough to live on so I was living on you know, dollar hamburgers at McDonald’s because that’s what I can afford, you know I was building– even the money I was bringing in I was putting back into building and traveling and events and whatever else and so yeah, there were a lot of sacrifices that continue to be sacrifices and you’ve got to decide what will your commitment be? What sacrifices you’re willing to make? For anybody that joins this industry, you’ve got excuses, you’ve got problems. You know, right at the peak when I was really hitting my stride, my mom died and you know, it was like she was the cheerleader behind me who always told me anything in my life that I can do anything that I wanted. Well, within three- four days- I can’t remember exactly because we had the funeral in about four- five days, I was at a convention and I was doing meets and you know, some people said, “I’d never do that!” Well, yeah but there are sacrifices, there’s always excuses, there’s always a kid’s birthday, there’s always an activity, there’s always a dinner, a birthday, a death, a funeral, a wedding, whatever, the question is are you going to make excuses or are you going to make those sacrifices and are you going to get things done because at the end of the day, the world doesn’t care a whole lot about your excuses. You’re still going to have to pay your bills, you’re going to have to pay your mortgage, you’re going to have to feed your family, you’re going to still have to do the things to provide and those bills come up whether you do the business or whether you do your work or not and so people somehow think that this business is going to be different and they’re not going to have to make sacrifices, they’re not going to have to work and that’s just not true. It is an awesome business, it is an awesome career and it changes lives and I love that anybody can do it but because anybody can do it, most people won’t do it and they won’t make the sacrifices and they won’t make the commitment and they won’t you know, climb the mountain and put it all on the line and it doesn’t mean quit your job. I did that earlier on, I don’t recommend that, I never recommend that, I think it’s too stressful for people. It makes it less fun, it makes it you know, really a pressure thing but it does mean stop making the darn excuses. You know, start doing the work.
James Yates: Absolutely so if I look at this whole initial journey to you know I guess where you’ve spoken up to, you know you’ve been under pressure within a corporate scenario, you’ve been looking for a solution, you found network marketing, you put everything on the line, you’ve worked really hard, I mean Lance, you must have had a pretty big vision when you first got started as well. Do you remember back to what was the– because I know you mentioned how you thought I could set myself up here but was there a specific here because you really went out there,
Lance Conrad: And I think this is the right question right there because if I’m talking to somebody new or maybe hasn’t you know, hit their goal, hit their check yet or wherever, you are on your career, it’s okay. Everybody started from zero, everybody started at one. I mean nobody jumped into this industry and had this huge downline just you know, gifted to them. You hear about those stories but usually that’s happened after somebody really has been successful and they somehow got a deal or whatever, it doesn’t matter. Everybody started at zero or one, new, and at the beginning, this is a storytelling business and my story was “Man, I was terrified, network marketing, I didn’t know anything about it, scared me. I didn’t like skin care, I didn’t know anything about it, it’s for girls and that scared me and I didn’t want to tell friends and family that I was doing network marketing or skincare. But when I got the vision, the game plan, the business plan, I knew where I wanted to be then I created my goals, I created my business plan, I created what I was going to do week one, month one, Q1, year one and at the beginning, I shared my goal and my vision and my story all in the future tense. So I just joined this company, we got this hot new product, it’s blowing up right now, I’m a guy talking to guys about this facial products. I wasn’t even now doing demos, I mean this was not product deal for me, it was a franchise business deal we’re going to make money and here’s the deal, we’ve got the hottest product, we’re in the fastest growing team, we’ve got a great mentor that can guide us and I’m going to be at the top rank of this company in one year and in that rank in that company made $500000 a year and I’m looking for people that I can take with me and I get it, I haven’t done it yet but I’m going to do it and I want you to come with me. I don’t want you to be one of those people that I left behind and so I told my story always in the future tense: this is the company, this is a product, this is the marketplace, this is my goal, this is how I’m going to get there and I’m going to help you get there with me. It was a future tense story. Now the funny thing is I got there in one year, 365 days to the day at midnight, I got to the top rank of that company. That was my goal, I worked, I bust my butt, I made a ton of sacrifices and I got there. My story didn’t change at all. I’d been telling that story you know fifteen times a day for 300+ days- I took Sundays off- for a year. Now all I said was I did it and I can teach you how to do it? But the story didn’t change, it just went from future tense to past tense and it went from now I can show you as opposed to now I can take you right with me. And so everybody, this is a storytelling business and people are like, “Man, I just don’t have a story. I just haven’t hit my stride, I haven’t made my check. I haven’t…” That’s okay, everybody started somewhere. You know, when I actually joined the business, I was in this nice Audi and it was all wheel drive, cherry-red, black windows but because I was driving so much, when I built my first business, I traded my Audi and got a Prius because I couldn’t afford the gas. It was $4 a gallon and I need to go 5000 miles a month so I built you know, this network/ this check/ this retirement income in a Prius so it wasn’t like I had a hot car, it wasn’t like I had a hot story, it wasn’t like– you know, I did it like everybody else, I did it with a lot of hard work but there are stories you need to be good at telling. I was good at telling my story, my story in the future tense: what I was going to do, you know how I was going to do it and where I was I was going. I was good at telling my company’s story, you got to know your company’s story and leverage your company’s story. A lot of you are in companies that have fantastic stories, great credibility, and huge history. You need to know that because it’s not about you and your credibility; your company’s credibility, your products’ credibility, what’s the science behind it? What’s the research behind it? You need to understand that story; you need understand your uplines’ credibility and leverage that critically. I was working with this guy that had done this and I sold that. In fact at the beginning when I didn’t have anything else, all I did was sell “Yeah, I know this guy and you need to meet him.” I mean I was a little bit more to it but I was– you need to be good at telling stories and using stories, your story, your upline story, your company’s story, your products’ story. You go to events to collect other people’s success stories. Other companies doesn’t matter if you can pick up stories from people that went rags to riches, the single mom with five kids, the professional that lost everything and built up in network– whatever that story is, those are the stories you need to draw from depending on who your audience is and we keep trying to sell skincare to the 25-year old guy that doesn’t have a wrinkle and doesn’t care about skincare and we forget that you’ve got to be talking with that audience, you need to understand your audience and create a story that fits their needs, that fits sort of their eyes.
James Yates: 100%, 100%. This is really, really relevant and I guess you know especially social media now, I mean stories travel very, very quickly as well. Do you have a particular structure in terms of developing your own story or is it literally just taking on the real and the raw stories and then just sharing it?
Lance Conrad: Yeah, so I like to follow other people on social media, I like to pick up other stories, I like to pick up stories that I can use to tell my business stories around so I frequently use sports stories. I use like Michael Phelps the swimmer from the Olympics, I tell a story. I can tell at some point– but I use stories that I can wrap my business story around because people will remember the story, they’ll remember the bullet points, they’ll remember the product, the direction, the goal if they can tie it to something other than just facts or science or numbers or whatever if all of a sudden they can sort of see themselves– you’ve got to remember, they’ve got to see themselves doing it. You know, at the beginning, a lot of people got, “I think you’re going to do it because you’re so committed and passionate and excited but I don’t think I can do it,” and so I had to get better at telling and sharing the story in such a way that other people could see themselves being a part of that story, having success in their own life, in their own family, in their own situation. So yes, I do believe that collecting stories from the industry, from social media, from events, from conventions, from your company events, from webinars, I would be collecting stories all the time because you just never know when you’re going to need that story for that person in front of you.
James Yates: That’s fantastic Lance, it’s such an important point around that relatability, isn’t it, so you’re going to meet so many different types of people with different visions, different background and if you know you’ve got a story bank already built up, it’s going to be much easier to be able to relate that back to that person that you standing in of at that moment. Let’s talk about– I know you’re an amazing recruiter and I know storytelling really fits this part of the recruitment element as well. I would love to really, I guess dive into– I had a little bit more here and what makes a good recruiter in the network marketing profession?
Lance Conrad: Yeah, so at the beginning, I did a lot of pitch-sell-close and I was closing a lot of people and I could teach a lot of you know closing tools and techniques and sales and I was trying to teach people to be me. I had a background in presenting-selling-closing-putting together deals. What I realized is that that didn’t grow and it didn’t duplicate as well as it should. It got volume and it got people on the door. I believe as a true networker, you need to look at it in terms of building teams and so it depends on what my goals are. If my goals are to just sell product and I’m out there doing demos and showing my product and selling the product, if my goal is to create a leveraged residual income then I’m looking for strategic partners and I tell people that. “Look, I’m looking for a strategic partner,” and you know in the US, I would do cities, states, countries and I would be looking for somebody to launch a city for me and to grow that state or that region for me or take me into a country and I’m looking in terms of vision of how we can build a team together. I don’t bring individuals into the network marketing, heck no! That just takes too long and it takes forever. What I do is I bring in partners that we can create market share with. Now you see I’m using more business language and business analogies that people can relate to that are not in this network marketing space but then I’m also setting the right expectations that they’re not just getting into this to be in the right spot and everything’s going to build which me. They’re looking at it as a partnership, building a territory, creating a market share, great creating a network that we can distribute our products, goods or services through and so when I bring people in and now, I’m looking in terms of how big, how fast can we grow their team, how quick can we create their story and helping them launch and so I don’t recruit a lot of people anymore. I recruit a lot of people through strategic partners so if I bring somebody on, I’m looking in terms of how many thousands of people can I build around them, growing with them as we launch a country, a city, a state, a marketplace together. So my philosophy has changed in terms of I’m not a mass recruiter but you bring in the masses through strategic partners.
James Yates: Well, I love that, absolutely love that, and so if you’re looking for these strategic partnerships, what then makes you the ideal person to partner with? What do you need to portray to attract these kinds of people?
Lance Conrad: Yeah, you need to have a plan. You know like for me, the only time I ever signed up- well I guess it’s a couple times now- but first time I signed up in network marketing is because the guy had a business plan. “Hey, this is step one, step two, step three, what we’re going to do, this is how we’re going to get there and this where we’re going,” and I can see like okay, that I can do. I had a business plan so whoever you are, you need to figure out what your plan is. Okay, work backwards. I’m going to be at that top rank at X date. Now, to do that, I need to work backwards and figure out what do I need to do in this next week. Forget your first week, your first week is today but I need to figure out what I’m going to do today, what I’m going to do this week, what I’m going to do this month and what I’m going to do this quarter to move forward towards that goal and if I’m doing that, then I start to share that goal with other people and whatever that is, maybe it’s I need to take four people to the top of this company so I sit down and show them my product, I show them my duplication model, I show what the top ranks make and then I show them how we’re going to get and we’re going to do it by hitting this rank in the next 30 days, whatever that rank is, every company is differently, is it three, who gets three; is it four, who gets four; is it two, who gets– whatever, it doesn’t really matter, you need to have a rank that you’re shooting for and that you’re going to help the person in front of you achieve. People aren’t scared in network marketing; everybody hates network marketing; that’s not true. Everybody loves network marketing. Oh, but I see people all the time “I don’t like network… no… You know they’re trying and this is terrible. Okay, tell me what principles of network marketing do people hate? I get to work from home, I get to be my own boss, I get unlimited earning potential, I get massive leverage and I get to create a residual income. No employees, no overhead, no accounts payable, no accounts receivable, all the benefits of owning a company but without the crap that goes along with owning a company because I’ve been an employee, I’ve also owned companies before this, people love those principles. Now, what they’re really saying is they don’t know how to do it. I don’t know how to do it so what you’ve got to do is understand your company plan and understand your duplication model and understand how well your product is positioned in the marketplace well enough that you can convey a plan to somebody in front you how they’re going to succeed. So we’re going to work together and create your story. So that would be the next piece that I would teach is I don’t recruit people, I recruit circles of influence. So let’s say I’m going to go in– I play basketball and in the place I played basketball, there’s a lot of successful people, there’s a lot of really good strategic partners. Great! Let’s say I was going to go talk to one of them about my networking business. Before I went in to talk to them, I make a list of the twenty or so basketball players and we play basketball and then I’d go talk to you James and I’d say, “James, I’m coming to you because you’re the most influential, you’re the most successful, you’re the most entrepreneurial… and we got this product and this company at this time and I think we can absolutely crash this in the marketplace. I think we can hit these ranks, I think we can do it in this period of time, my goal is to hit it in a year or whenever that goal is and I want to do it with you, I want to partner with you and here’s the deal James: If we do this together, everybody we know together, I’m going to put on your team so the whole basketball group that we have been playing with for the last eight years, whether I recruit them or you recruit them, I’m putting them on your team if you do this for me. If you don’t do this with me, I’m going to recruit them with or without you, I’m doing it anyway.” But see now all of a sudden you have something to lose, you see something to win. Hey, those basketball players are successful, a lot of them have owned businesses or do own businesses, and they’re really entrepreneurial. Oh my gosh Jeff would be amazing, can you imagine like of we got Brian in this, just incredible! So you’re starting to think of ways that this is going to work in terms of positive and then you get to be first and the rest of them get to go underneath you and all of a sudden creating that list of people that we know together, creates this value add of, ‘man, if you do this with Lance, if you did it with me and together we go talk to these other people, there’s a lot more credibility because now there’s more than one witness, there’s two witnesses. By the time we get back third basketball player on board, the rest of the basketball guys are going to sign up because they’re not going to want to get left out and so everybody you know gives strategic plans and markets and whatever, I still believe it’s you want to build teams through circles of influence. Now, the cool thing is through social media, we now are able to influence and make friends and create contacts faster and larger and at greater speeds than we ever have before. But for me, it does still come down to relationships and circles of influence. It’s just that, you know I started with an old flip phone that had ten names in it and now you just don’t need somebody that doesn’t have hundreds of friends online somewhere so it’s faster and easier now than it’s ever been.
James Yates: That’s a really cool concept. I mean obviously you know the word that always comes out when we talk about this ideal is really togetherness, you know. It’s really about helping to influence people through positive habits of action rather than you know, hoping that someone’s going to do something and I love what you said that you know, social media allows you to do it a lot faster, now at the same time, there’s quite an interesting scenario here because everything you mentioned here can allow you to leverage really fast. Is there a limit with social media or has the social media stopped a lot of people being able to still get into the real depth of the relationship the way you’ve just mentioned which is obviously you know the offline approach?
Lance Conrad: Yeah. So there are people that are better at it than– I’m an old school/ old dog network marketer, you know pick up the phone and call people. I believe that social media allows us to create contacts and create relationships and create friendships in faster, newer, better ways than we’ve ever been before but we still should be doing it from the context of creating those relationships. My pet peeve is getting hit on social media about somebody’s new company and you’ve got to join now and “Oh look at this link, it’s going to change your life!” And I’m like I don’t even know we were friends, right? You know it’s like but creating relationships, creating value for me at some point, if the rubber hits the road; it’s still picking up the phone and having a conversation. Now, I have a bigger list, I have a lot where relationships to draw from. I would not be calling people on my social media list that I didn’t already create some sort of relationship. I personally would try to connect with them, I try to create relationship, create value, create some sort of context or partnership or friendship before I would jump into “Hey, you should join my business, we’ll make a ton of money together,” or whatever that pitch is and so for me, social media is a way to make more relationships, more contacts quicker. I see it differently for me personally, I think a lot of people spend a lot of time online and think they’re working where working is presenting and presenting is getting on the phone, telling people your goal, your story, your product, your vision and asking them to come and be a part of that with you, asking them to join on a webinar, asking them to join in a meeting, they don’t have to sign up with you. I would not try to close people over the phone or over a call like this but I would ask them, “Hey, this is really big, it’s really important, I can see us doing something. I want to explain how we could do something really big with this and that makes sense but you need to watch this video first or you need to go to those webinar first o you need to come with me to this meeting first,” get him the information then talk about that partnership and that relationship and how you got to work together to hit your goals. For me social media is a way to create more relationships, I recruit through relationships.
James Yates: Love that Lance, absolutely. And so moving forward, let’s say five to ten years from now, does this same principle still stay as the founding principle, you know the relationship component, the way we know it right now or is advancement of technology going to push people away from that more or is it going to bring people together more, what do you think?
Lance Conrad: Yes, so I think relationships are always going to be a big part of network marketing so a couple things you can see in the industry. As we go more social media, I think your price points are going to drop a ton, I think large starter kits are going to start to drop down and huge monthly autoships are start to drop down to price points that people can swallow, buy or draw to you through a social media presentation as opposed to your neighbor that really pitched, sold and closed you so I’m getting away from $1000 and $2000 into smaller starter kits and smaller price points on products, I think you’re going to see a lot of that. I believe there’s a lot of people out there that can sell a lot through social media and through the internet and through email and through tools and what have you but to create a true team and to create a true family, there still needs to be the relationship component and so if you’re doing it all online, my challenge to you is going to be how are you bringing your teams together? What is it that’s tying them together? What is it that makes them part of this community or this family? It’s not that it can’t be done but it can’t be ignored because if not, people feel abandoned and they feel like they’re doing it on their own but if they’re now part of a group and part of a team that is bigger than just can you sell the next widget or can you sell the next service, they’re going to stay longer, they’re going to stick around for more, they’re going to want to be a part of it and you get these people that stick around long enough that they get the skills. They get their confidence, they get their story and they get good at it but if they don’t feel part of something bigger than themselves, they don’t get the skills. So social media is going to change our industry with a whole new generation that was brought up naturally networking, you know my kids grew up on Snapchat and Twitter and you know, I’d say Facebook but that’s for old people. [Chuckles] They grew up with social media and with networks and networking much faster than we ever did growing up. They’re going to find ways to use social media that’s never been done but it will still be about creating communities and those that do that well online are going to create checks that we’ve never seen in this industry before.
James Yates: That’s amazing and really, really cools insight as well and I guess you know the glue of the community and the culture really is your retention tool, would you agree?
Lance Conrad: Yes, so the retention tool is the community: How do I belong? What happens if I’m not making money? Do I still feel like I’m getting value from the product, from my upline, from my family, from my team? Do I feel like it’s filling some gaps in my life in terms of personal development, in terms of community, in terms of you know, humanitarian service? What is it brings us together and fills those voids in my life that if I’m making money, I’m going to stick around but what about all these people that haven’t really broken through yet, aren’t making money yet, what is it that’s drawing them to your community? You’ve got to create that foundation; it can’t just be we’re all going to make money. We’re not all going to make money. A lot of people aren’t going to put in the work, put in the sacrifices so we’ve got to do things that they still feel like they’re gaining more value than what they’re putting out; spending and sacrificing.
James Yates: What would you say you would do if you had to start all over again? Is there anything that you would do differently? I mean obviously you’ve given us a great strategy here but maybe from the lessons that you’ve learned, are there anything you wouldn’t do that you have done and are there anything that you definitely would do as a newbie?
Lance Conrad: I wouldn’t quit my job to start network marketing, way too stressful. It was a lot of holy cow! Every sale was important and it was too much pressure. I would do it on side and then it’s a game and then it’s fun and it’s extra money and it’s future and it’s my retirement, it’s my I’m going to fire my boss someday and it’s a fun thing. So for sure, I never counsel people to quit their jobs; it’s a lot of pressure for them and their family but it’s also a lot of pressure for me as an upline. When I’ve had people quit your job, I feel like so many burdens to get them checks quickly and it’s not always a quick process. So I would definitely not have done that. I would definitely be looking to surround myself with great people; you’re only as good as your team and the better people that you start with, the faster your business is going to grow and I think one of the big things that happened is we always tend to recruit down like you know people we think will follow us or to listen to us and you know it doesn’t take too many generations and we’re all set and we’re all of a sudden like recruiting bums off the street and you know people that can barely put two pennies together and we’re saying okay get in, let’s go. Change your sights, go recruit up, look for the most successful people you know, look for the most entrepreneurial people you know. There are a couple of things that you’re going to find change as you launch your business or as you relaunch your business today. Those people already believe in a passive residual income, they already believe in a leveraged income, they already believe that they can do it, if they hear stories of other people that have been successful in that company or in that network; they’re like if they can do it, I can do it, I’m already successfully. Now the only thing you have to convince them is that they want to do it or that they should do it. You’re going to be surprised those people most people avoid and so they don’t get hit as much, they don’t get pitched as much, they don’t get presented to as much and all you’ve got to do, they already believe that they can do it now all you’ve got to do is convince them that they should do it, that they want to do it and it’ll be fun to do it like we should do it together so stop recruiting threes-fours-fives and start recruiting eights, nines and tens, go after people that are even more successful than you and your business will grow faster and so I would surround myself with really sharp people and when I do a launch, I bring in only a handful of people and I outline exactly what we’re going to do over the next 45 days and then we go and get it done and so now we launch, we execute in terms of thousands of people that we’re going to bring in and launch whether it is through organic growth or through bringing in networkers, whatever it is, we structure it, we plan it, we execute and we deliver it and that’s hard to do when you’re new, it’s harder to do when you’re figuring it out and so really at the beginning you’ve got to claw, scratch, you know fight for every scrap you can get and go build and go make it happen but it is worth it. What I tell you is it’s worth the sacrifices: it’s worth missing the birthdays, it’s worth missing the holidays, it’s worth doing the things that it’s going to take to get you financial freedom and so I’d take that into account, yeah go make your sacrifices.
James Yates: Really, really sound advice. I really love that, and look let’s have a really honest conversation. I mean I know you love to manufacture momentum and we’ve spoken really a lot about how to get into that by getting people started right. Is it as simple as just getting people started right or what we do after those first you know 60-90 days once we have a team engaged and launched?
Lance Conrad: Yeah so my goal is always to find somebody that I create a check, that I could create a launch, that I could create a story with and then what I want to do as quickly as possible after that 45-60 days is help them bring somebody else into their fold that they’re doing the same thing with and what you want to do is move them from students to mentor; from you know, Hey at the beginning as we go launch this, we are like 24/7 doing 15 calls a day, we’re going to partner go but it’s on the job training because when we’re done with this run and this launch and this check and this story, I want you to go take those principles and teach those to other people and so you do need systems to support the teams and particularly with social media, think teams are no longer like your backyard, they’re all over the world. You need to have webinars, you need to have trainings, you need to have motivational calls like you know, things that you and your teams listen to that keep people part of the community, that keep people fired up, keep people from depression and “Oh, this will never work,” and all the stuff that sort of creeps in when nobody is around and it’s just me in my house and it seems really small. You need to have that community but you also need to push you out and give them the chance to lead and so especially at this point of my career, if I never had to go on stage again, it would be great. Everything I do is about helping other people become the star and become that leader and promoting them and getting them on stages and getting them in front of communities and getting them that credibility and that is true leverage is when people are saying, “Hey, I want Jeff’s team.” Jeff is somebody I sponsored but everybody’s looking at Jeff as the leader. I look at that as a total win because that’s true leverage, they’re not looking to me for all the answers, they’re looking at Jeff, right, so that really should be your goal is to be producing superstars.
James Yates: Really setting yourself up with the right systems and the right mentality really from the start as well and I would say systems are duplicable and tools are interchangeable and I do see with the social media world- I know we’ve been speaking about that as well- a lot of people are throwing the tools out but actually don’t know where to put the tool in the system so the system obviously becomes the vital component and as you’ve heard from Lance, obviously the system can manufacture momentum as well. Lance, let’s ask you a really honest question. I mean look, everyone doesn’t like doing stuff. You’ve just mentioned that if you don’t have to be on stage, hey listen, that’s fine, right? What else don’t you like doing but you know you still do because you know it gives you the results?
Lance Conrad: Good question. Okay, so cold calling I’m not a big fan of. I love talking to relationships and more market and I always look to make friends. I make friends for a living. If we hit it off, then I talk about becoming partners and that’s when we become partners and then it becomes a relationship for life and the friendships are forever. So I do look at it differently than maybe where I started where I’m looking to create friendships and relationships. Three-way calls, I didn’t like them at the beginning, I probably still don’t like them now a ton but they’re a really important part of our business. It’s that validation call, that third party, they didn’t just hear it from you, they heard it from you and somebody else who tends to be the expert or what have you so get good at it, get comfortable with it, find ways to introduce them that are less awkward but you know, doing three-way calls at all hours: early in the morning, late at night, as you do more international in middle of the night, you know, the three-way call aspect. I think the stage stuff and being on in front of thousands of people sort of are cherry on top. It’s kind of fun, it’s kind of of rush you know, to get out and hyped up the crowd and get people excited but it’s really what you do in the dark that gets you out there in the light and so it’s what you do behind the scenes. How many calls are you making? How many presentations are you making? [00:39:28] and chart all these things. How many presentations do you need to make to find somebody that says, “Yes! I know my stats, I know my numbers and then I up my stats to achieve my goals,” and so I know hey, if I do ten calls I get three meetings, if I do ten minutes, I get three yeses so I need to do twenty calls to get three yeses. From those three people, I’m going to launch two successful teams, I’ve got to get busy making those twenty calls and so I’ve charted, I’ve tracked, I’ve measured and I do it you know, even now when it’s time to run, I run around the clock and I’m obsessive about it. I’ll get up early and get on calls, I’ll stay late and do calls, I’ll travel across the country, I’ll travel around the world to do meetings if I feel like I have the right partner, the right team, the right relationship and that means you know, leaving the family for a while and making those sacrifices and not being there for you know some of the events that happened when I was retired and so everybody’s got to make sacrifices to make their dreams come true.
James Yates: I love that and you’ve got the two components of sacrifice because you’ve got the sacrifices of the distractions that can stop you and you know it could be as simple as you love TV and you’ve got to stop that; to some people that’s a major sacrifice, right? For others it might be that they don’t catch up with their friends but at the same time, what you’ve also mentioned is you’ve got to also do things that you don’t necessarily like doing all the time because that’s also going to get you there so there’s two dimensions of sacrifices that come in.
Lance Conrad: Yeah, picking up the phone and making that a call is a scary thing for just about anybody. What are they going to say? How are they going to respond? What if they say no? Get over yourself, it’s not about you; they’re not saying no to you, they’re not saying they don’t like you, they’re just saying they don’t want to join your business so in short you’ve got to take that with a grain of salt that you’re going to get a lot of rejection, successful people in our industry have had more rejection.
James Yates: Absolutely, and you spoke about knowing your numbers, that’s something we really drive home a lot, you know really being clear on not only your plan but also you know, your conversions and the numbers that you’re doing all the way from how many people are on the list all the way through to how many people are enrolling? It’s important to know because then you can speak from experience and you can share that knowledge with others as well. Speaking about knowledge, you’re also a great consultant. You work with some companies that are looking to grow their businesses and I guess you get to see a lot of the in-depth behind the scenes of where this is all going. Now, we spoke about network marketing, where it’s going to go in terms of social media but if you’ve got any other insights just from where you’re positioned at the moment, are there any changes you feel like they’re coming on just from your hands on experience in that space?
Lance Conrad: Yeah, I think the industry is changing a lot so I know I’m jumping around a lot. On the social media, I think people that are able to create the community in the social media aspect are going to do things we’ve never seen before. In the company’s space, companies that are able to create a community online, that are going to be able to create a brand and connect with people through social media, are going to do things that we’ve never seen within this industry. I think what you’re seeing is a little bit more transparency, companies are going to have to get better, products are going to have to get priced better. Amazon is maybe our biggest threat and our biggest competitor because it’s exposing companies for overpriced, overhyped products. We’re going to have to get better products at better price points at better value proposition because if not, I think they’ll get your product 60%, 60 cents on the dollar on Amazon right now or Alibaba or whatever and I could get a knock-off for 30 cents on the dollar but I can get your exact product being resold usually for a lot less money and so you’re going to find companies are going to be looking for products, goods and services that have such a high value proposition people would buy them even if they’re not making money, they feel like the product is worth more- or the service, product or the service depends on what company you’re in- the service/ the product is worth more than the spend. So even if I didn’t make money, it’s a win because I wanted it anyway, right? That I would buy– I think you’re going to see more and more companies go away from a forced autoship, I believe it should go away. If you have a product or a service that is so compelling, so dynamic, so strong, people should want it, not obligated because it fits some box on a com plan or whatever and so smaller starter kits I believe is definitely here to stay. Forced autoships, I’d like to see companies start to feel strong enough about what they’re offering that they don’t require them. And then companies are going to have to find ways to connect with their audience– should be finding ways to connect with their audience better than they have. They’ve sort of always left it in the distributor’s space. The companies that do this the best look at the distributors as their job is to recruit and our job on the corporate side should be to reteam to create the trips, to create the community, to create the upsells, to create the marking campaigns, to create that space so that when you as a networker bring in a team, you’re not spending all your time trying to replace everybody you’re losing. So the companies that are doing really well are doing a great job of retention. The companies that struggle- even if they get some momentum, they lose it- are the companies that are losing them out at the bottom as fast as they’re bringing them in and you can’t outrecruit that retention problem. You know, I won’t point out names but there are a lot of companies we’ve seen go wow, have huge success stories and then absolutely crash and if they’d focused more on the value exchange, the retention, that community, yeah their companies would have crushed it.
James Yates: Absolutely, very good insights as well and I think for all of you listening in, there’s so much wisdom in this conversation. We’ve really covered a lot of ground today Lance, it’s been really amazing to get you know really into the foundation of how you’ve built your business but at the same time, everything you’ve mentioned is so transferable again if you’re building online, offline, combination of both, everything Lance has mentioned is really the foundation of network marketing so that’s really a great topic for what we’ve covered today. Lance, I guess to finish off with one last question, I mean you’ve already made a major impact in this industry with a variety of angles that you’ve been contributing but at the same time, how do you want to be remembered for a legacy perspective? How do you want your impact in network marketing to be remembered?
Lance Conrad: Interesting question. [Chuckles] You know, I do look at it is I hope to– in all relationships, people come back and say Lance, worked me fairly but he went above and beyond, at the end of it all, I think the relationship is more valuable than the dollar. I’ve walked away from really lucrative deals that I felt like were not the right place or the right fit or the right whatever and so if I could help this industry move forward, I would help it get younger, I would help it get more social media friendly because this next generation is going to do things that we can’t even imagine yet because they’re going to be using tools and technology in ways that we haven’t even thought of yet and I will be looking at products with really good value, great value exchange, great price points especially as we go online and start using more online marketing tools, we need price points that fit that marketplace better and that’s not you know $1000-$2000-$5000 products, those are products that people look and say I’ll buy it but you know, you don’t need somebody to give you three testimonials and two product demos; no, I see before and after and I want to buy it and so I believe making it younger, more fun and more social media friendly, I’d love to be able to bring some of that to this industry. I’d love to get away from forced autoships.
James Yates: I love that, thank you so much for taking the time, Lance, to share your wisdom and I look forward to many more conversation and I’m sure our audience does as well in terms of really getting into your head further and really understanding what is going to benefit us all as an industry moving forward so thank you so much for jumping on. Are there any final words that you’d like to share?
Lance Conrad: Yeah, there is. I’ll tell you a story: I just watched a documentary on Mt. Meru and it was this unclimbable mountain in India that nobody gets called the shark skin, the top of Mt. Meru in India and 21 professional teams from all over the world have attempted it and 21 failures. This guy that was considered the best climber in the world attempted it twice, the first time with his mentor, they didn’t get very close, the next time was with his Dream Team, they got 100 yards from the top of his unclimbable mountain. It is hard to climb this huge mountain, it’s 21000 feet, the oxygen’s gone and once you get to the top, you have to do a thousand feet of just sheer straight up through granite and just unclimbable conditions, subzero -20 degrees and you’re camping out on the side of this cliff like it’s just not climbable, he got 100 yards from the finish line and he had to go back. They were out of food, they were out of time, it was going to be night and they were going to die and he did third time, Conrad Anker, and he climbed Mt. Meru and he did the undoable, the unclimbable. He checked that off his list and they were just so triumph, they were just so excited– I don’t care how many times you’ve attempted to climb a mountain, I don’t care how many times you’ve been in network marketing, how many times you’ve failed, I don’t care. What I can tell you is keep trying, keep climbing and getting to the top is totally worth it. And the truth be told, this guy that finished it and got to the top, the first two times were experience so that by the third time, he knew which mistakes he’d made in the past, he knew which equipment to bring, he knew how much food he needed, he knew things that he couldn’t possibly have known the other times. I don’t care what your failures are, use them as fuel to do something bigger and better this time and you can climb your Mt. Meru in your business. You can have that breakthrough, you can get check, you can get on that stage and you can be successful and I can tell you the triumph of being on top is worth a climb. It is really fun and it is an exciting business and it’s worth doing so don’t give up, don’t quit, keep learning, keep growing and you can climb that mountain and James, thanks for having me today, thank you all for listening. Make it a great day!
James Yates: Thank you so much Lance, I look forward to working with you again very soon and that’s the end of our show today, guys. Make sure you tune in next time for plenty more interviews and also insights to our profession and in the meantime, get out and wear your own greatness. We’ll talk to you very soon, thanks so much.
Lance Conrad: Thanks.
Thanks so much for listening to the Reignite Studio Podcast with your host, James Yates, online at reignitenetwork.com. We’ll catch you next time.