Often people start in network marketing with great enthusiasm and high hopes of achieving success. Yet, after varying lengths of time, they often quit the opportunity and are disillusioned. This article will explore the factors that often lead to failure. Then, some solutions will be offered to address these.

Sometimes motivation is only momentary and easily deflated. As soon as the new recruit starts to experience objections or rejections, the drive to action quickly fades and they stop all activity. Rather than work their way through their feelings of not being able to cope with these setbacks, and growing from the process, they choose to quit.

In today’s society, so much is expected and available instantly. Consequently, there are unrealistic expectations generated about what is required to achieve success. When new recruits realise that they will have to work and wait for results, and that success will not occur overnight or tomorrow, they often lose their desire to work the business and instead peruse the next “get rich quick” opportunity.

Then there are those who want to change the system as they know better. They have a tendency to not listen as the sponsor is explaining how to succeed and learn from the mistakes of others. Instead, they know best and make subtle changes to the plan that makes it hard to duplicate. When their efforts don’t translate into the success they think they deserve, they blame the plan and quit.

Another situation of concern is where a recruit has a poor sponsor who either doesn’t teach the recruit, or provides part or incorrect information. The new recruit, full of enthusiasm proceeds to implement what has been taught and doesn’t get the results expected. Sometimes the recruit will not recognise that they have a poor sponsor and after some time will quit because they have run out of money and motivation.

In each of the above situations, the common factor or cause of failure was that the person quit the business. So what can you do as a network marketing leader to address this problem within your group? There are a few things you can do that may help. The first and most important is to lead by example. People are most likely to duplicate what you do, rather than what you say. So you need to ensure that your actions match your words.

The next area to focus on is building the dream – that is, why the person is in this business. Usually it is not because they think it is the best product that they have ever used. Instead it is because of what the business can give them in the future – usually more money for a better lifestyle and more time to spend with their family and friends. This should be continually worked on to maintain the motivation to get through the difficult times that each of us do face.

Which means that we should also acknowledge that there will be difficult times. Too often a rosy picture is painted. All progress, both in business and in life, involves going through difficult periods and then coming out the other side with things learned and achieved. It always should be shown that an investment now is required for the future benefits we are aiming to achieve.

As leaders, we need to develop the ability to be able to distinguish those who have genuine ability to grow and be a success in the business compared to those who are just the “get rich quick” type or the “know it all” type. The bulk of our energy to teach and develop our recruits should go into those who will respond and grow their business. There are times when we will get this wrong, and we need to cut our losses and move on when this occurs.

At all times, we need to ensure that we are teaching our recruits what works. We should share with them a system that can be duplicated, with consistent successful results. As we learn of improvements to our success system, we need to share these also. We should not be afraid to learn from our recruits either. Through their efforts we may learn important improvements that can be implemented across our organisation.

Through our own leadership and efforts, we exhibit that persistence and ongoing learning and development are keys to our future success. Through helping those who share the same desire to improve and grow a business while improving their life, we will all share in the success that we are aiming for.