From Ruth and Ray's point of view, this was the true fulfillment of their dreams, because they heard their own words. Their own goals and fears were realized in the plan he proposed. Everything belonged only to them, not to Angie.
How Bruno cracked the tough nut
Bruno worked as an engineer. Among his colleagues was Jim. A year earlier, Bruno had taken up network marketing and realized that this occupation would allow him to get rid of the daily routine of engineering work. He wanted to expand his horizons.
Bruno mentioned "business opportunities" to Jim several times, but Jim's reaction was completely cold and distant. Jim's sister was doing "something like that" and tried to get her brother to work more than once. But he resisted, considering himself an engineer, not a merchant. He didn't feel like 'molesting his friends' at all.
Over coffee, Bruno showed Jim his card with a list of Primary Motivating Factors. Jim glanced at the business card, where under Bruno's name was written "MLM Network Marketing and Distribution."
Bruno. Do you know what network marketing is, Jim?
Jim. Yes. I already said that my sister does it. It's kind of like a pyramid, isn't it?
Bruno. Let me explain.
Bruno turns over his business card and shows Jim a list of Primary Motivating Factors.
Bruno. What's most important to you on this list, Jim?
Jim. Yeah... I guess the ability to do your own thing and help others.
Bruno. Why did you choose these goals?
Jim. I would like to work for myself, because I have been pulling this routine for twenty years. If I started my own business, I could help other people. I'm tired of all this fuss. That's why I became involved in the work of the charity committee.
Bruno. Why is this so important to you?
Jim. I have already said, the future promises me the same routine. Yes, you know it yourself, Bruno. I'm starting to think about retirement more and more often, and it's very sad. I would like to do something else, but at thirty-eight it is risky to do something new.
Bruno. What happens if you can't start your own business?
Jim, (uncertainly). I already said, the same routine awaits me. Guys our age often die from stress. If I had more time, I would join the parent committee of the school where my son studies. I could spend more time in my workshop and do what I love. I'm tired of other people running my life.
Bruno. Why does this bother you?
Jim. Because I would like to do something else. I would like to live more and work less. I would like to do what I really like.
Bruno. That's what network marketing is for. With it, you will have more time, more freedom. You can run your own business, help other people. And you don't have to start a new career. Let me tell you how it worked for me.
For almost a year, Bruno tried unsuccessfully to get Jim interested in network marketing. When he learned the secret of the Five Golden Questions, he realized that all this time he told Jim what he should do with his own life. The idea was Bruno's, not Jim's. The Primary Motivational Factors List and the Five Golden Questions allowed Jim to come up with the idea of why he should get into network marketing.
When Jim saw the business plan, he couldn't believe his own eyes. "Why didn't anyone tell me about this before?" he wondered. But everything is very simple. Everyone told him why he should get into network marketing. And no one invited him to talk about his own Primary Motivating Factors.
How to Convince a Dentist
This incident happened to me. Forty-four-year-old Frank was my dentist. He had a huge house on the coast, a luxury car and a lot of work. By conventional standards, he could be considered a successful man. One day I went to our mall and saw that he was sitting in a cafe. I decided to have a cup of coffee with him.
Allan. How are you, Frank?
Frank (without enthusiasm). Everything is fine…
Allan (with humor). Come on, Frank, you live on the beach, you have a lot of work and a lot of money - probably everything is fine.
Frank. This is life…
Allan. If you don't like your life, why not quit everything and do something else?
Frank. I doubt I'll succeed, Allan.
Allan. Why not?
Frank (instructive tone). Because I am a dentist and have always been a dentist. This is my profession.
Allan {interested). Hmm... When did you decide to become a dentist, Frank?
Frank. I came to university at the age of eighteen and decided to enter the Faculty of Dentistry.
Allan. Do you like being a dentist, Frank?
Frank (doubtfully). Not really, but I can pay all my bills.
Allan. Frank, if an eighteen-year-old student walked into your office and told you what you should be doing for the next twenty years, would you listen?
Frank (smiling). An eighteen-year-old boy has nothing to say to a forty-four-year-old dentist.
Allan. So you wouldn't listen to him?
Frank. Never!
Allan. Then why don't you?…
The conversation has reached an impasse. Frank stumbled. He never thought that a momentary decision made by an eighteen-year-old boy already controlled the course of his entire life. I realized the impact my question had on him, and I decided not to miss the opportunity. I reached into my pocket, pulled out my business card with the PMF list on the back, and placed it on the table in front of him.
Allan. Frank, look at this list. What is most important to you in life?
After some thought, Frank finally answered:
Frank. More free time.
Allan. Why did you choose this target?
Frank. I get up at six o'clock because the first patient comes to me at 8:30. I work until six in the evening, and all this time patients come to me who are not at all happy to see me. I never have time for myself, for the children. Even on weekends I'm too busy. Free time is what I really miss.
Allan. Why is this so important to you, Frank?
Frank (uncertainly). I have already said that my life is painted literally by the minute. I think I should have been a school teacher. Then I would have had free time and even holidays!
Allan. What do you want to say?
Frank. Dentistry is not at all what it seems at first glance. When I first decided to become a dentist...
For five minutes, Frank passionately told me about the trap he was in.
Allan. What happens if you don't get more free time, Frank?
Frank (desperately). I will spend the rest of my life in the waiting room. My kids are growing fast and they don't have time to interact with me. My wife says she can't stand the state I'm in all the time.
Frank's face turns pale and his eyes fill with tears. I thought he was about to cry. For the first time in twenty years, he said what he was boiling over.
Allan (delicately). Why does it bother you so much, Frank?
Frank doesn't answer. He can not. All this is killing him. He sits without moving or saying anything. I didn't squeeze information out of him. I don't think he would want to share with me. I came here to buy cornflakes, not to change my dentist's life.
Three months later, I went to see Frank in his office. The nurse told me that he was gone. On Monday, he announced to his patients that he was handing over the practice to a friend, while he himself was going on vacation. I didn't see him for about three months. A year later, I found out that he was engaged in trade and was very pleased. I don't know what's up
