Author: Dr. Alfred J. Santoro
Article source: http://www.articledeshboard.com/. Used with author's permission.
In reality, the answer to the question is a simple one...What are your goals and aspirations in life? Your answer determines what direction you will pursue. As Robert Kiyosaki states in his book, "Cash Flow Quadrant", there are only four real choices...be an employee, own a business in which you run the show, own a business system that gives you leverage so that you make additional income off of other people's efforts, or be an investor of your own money. Do you have the knowledge or the bank account to succeed in the last quadrant, as an investor? Most people don't.
The majority of people in this world live their entire lives in the first quadrant as an employee. They work for a paycheck and benefits. While they may perceive stability and safety, the downside is that there is usually little opportunity to make more income and there is always the risk of getting fired.
The second quadrant, owning your own business, has its benefits as well. I have been in this quadrant for many years, running a practice. As a physician I have the ability to make a very good living. However, if I am not in my office treating patients, I do not earn income that day. Now listen to this...
A while back I had a terrible injury to my right hand. It made practicing very difficult, and affected my ability to make a living. I knew, at that point, that I needed a Plan B or a safety net. I wasn't going to give up my practice, because I love what I do. However, I knew that an injury could happen at any time. I had to protect my family. I had to have a secondary income source that would not simply be another job. This is what I found out...
The third quadrant comes to the rescue! In today's world there are so many business opportunities out there. Everyone is touting their business as the best. In reality, I am happy they do so. Why would someone be in a business unless they thought it WAS the best? But here is where fact meets fiction. There are very specific issues that MUST be addressed when considering a business that gives you leverage, if in fact, the third quadrant will truely rescue you.
You must understand that it takes work. People who get into network marketing thinking that they will make a lot of money with very little effort are mistaken. It doesn't happen that way. One must have an action plan..namely, what research have you done on the company...does it have products or services that are needed by people on a repetitive basis and who are literally buying the services unconsciously? While not critical, are the services competitively priced? What is the company's performance and financial background? Do the leaders of the company have other successful experiences in the same field? Are customers of the company satisfied? Does the company reward their new associates in a generous manner? That would seem to cover most questions, don't you think? What about this......
How are you going to market yourself and your products? Does the company give you support? Are you going to simply talk to your relatives and friends? If you think that will be enough you are sadly mistaken. You will have some degree of success, most likely. However, your warm market will eventually dry up, and then where do you go? That is the CRITICAL issue..
You see, if all the questions that we just asked are answered in a positive way, unless you have an unlimited source of good leads and a way to pay for procurring those leads, you are doomed to failure. There are many lead companies who will gladly sell you all the names you desire. If, like most of us, you have gone that route, you know it is a slippery slope of spending a great deal of hard earned money. Consider alternatives in lead generation in which YOU have control. Let our past mistakes be mistakes that you don't encounter.
Be sure to do your research, as mentioned earlier. Work with a company that you, personally, will benefit from the use of the products or service. You will find that will add tremendous credibility to your presentations because you are first and foremost, a satisfied customer. Lastly, be open to alternative ways to promote your business. You will be happy you did. Feel free to contact me at my website if you would like to discuss specific issues you are having. Best of good fortune to you in all your endeavors.
Dr. Alfred J. Santoro has been in private practice for 26 years. He has a wife of 26 years and 4 children. He has had success in business because he is willing to work hard, and is willing to step out of his comfort zone in order to reach his potential.
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