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How Mary Kay Reps Can Grow their MLM Downline

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Multilevel marketing (MLM) is a strategy used by direct sales companies wherein members are encouraged to sell their products and services while also bringing in new recruits into the business. These new recruits become the distributor’s “downline” or network. In turn, they are also encouraged to make sales and recruit new members to earn money.

In this setup, distributors are paid a certain percentage of their recruits’ sales. Multilevel marketing gets a bad reputation because of illegal operations that run in a similar way, also known as pyramid schemes. But a lot of MLM schemes are legal and are operated legitimately, and that is what we are going to focus on as we discuss how you can grow your own MLM downline.

When it comes to MLM, there are two sides of the business: promoting the products and recruiting new people. You need to sharpen your skills at selling and recruiting if you want to succeed in this industry. Growing your downline involves a lot of hard work, and if you don’t get good at recruiting, you cannot grow.

Improving your MLM recruiting is all about establishing a system that works for you. Here we will talk about how you can grow your Mary Kay MLM downline.

What Do Mary Kay Reps Sell? About Mary Kay

Mary Kay is an American multilevel marketing company that sells cosmetics through distributors who are known as beauty consultants. This privately-owned direct selling company allows its consultants to generate additional income through commissions.

Mary Kay offers a wide range of cosmetic products such as makeup, skincare products, acne solutions, and fragrances. Mary Kay also has a men’s catalog.

The company started in 1963 with just over 300 consultants. By 1991, they already had 220,000 consultants. It is now one of the biggest direct selling companies in the world, with over 3.5 million consultants.

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Jump Start Your Mary Kay MLM Business with These Industry Leading Strategies

If you want your Mary Kay business to grow, here are a few strategies and platforms you need to try.

Know where your target audience “hangs out” or spends time IRL and online. Finding out how people are looking for opportunities via a search function like Google or YouTube (where the user is looking to extract data from a database) or being pushed a message onto them via discovery via hashtags on your social media feed—knowing where your ideal prospects spend time online, and how they learn or educate themselves as well as entertain themselves is essential. 

  • Instagram

Instagram is a photo and video sharing platform with over 2 billion monthly active users.  That is 17.6% of the world population.

Over 200 million businesses are actively using the platform to promote themselves. A significant portion of the Instagram user population is from the US, with 123 million users. Meanwhile, 87% of Instagram users are from outside the US.

51.6% of all Instagram users are male while 48.4% are female. It is more popular among younger demographics, with 31% of all Instagram users being 18 to 24 years old. In fact, 73% of US teens say that the best way for brands to reach them is through Instagram. 25% of US teens say it is their preferred social media platform.

In 2021, Instagram users spent an average of 30 minutes per day on the platform.

Needless to say, this is an incredibly popular social network that can help you grow your MLM downline if you can use it correctly. Instagram is all about influencer marketing and aesthetics. You need to understand your brand and identity so you can post relevant pictures that capture the attention of your leads.

It is especially useful for businesses that are in the fashion, beauty, health, fitness, and parenting industries.  But you can succeed on Instagram no matter what you are selling as long as you maintain a solid and recognizable brand.

Keep in mind that Instagram users do not appreciate seeing product post after product post. You need to create a page that revolves around the lifestyle that you are selling. That’s what makes them want to follow a brand.

  • Facebook

If you thought Instagram was popular, Facebook takes this to a whole other level, with 2.91 billion users as of 2022. It also has a high number of daily active users at 1.93 billion. Around 69% of US adults are on Facebook. However, almost 90% of all active Facebook users come from outside the US and Canada. India, Indonesia, and Brazil all have over 100 million Facebook users each.

56% of Facebook users are male while 44% are female. 1.7% of all Facebook users are on desktop while 1.59 billion use their mobile device. In terms of income, 75% of users with an income above $75k are on Facebook.

The largest demographic group on Facebook is between 25 and 35 years old, so you should use this social network if your target audience is within that age range. Facebook appeals to older users unlike Instagram. However, there is also a significant population of Facebook users who are between the ages 18 and 24, with 23.8% of the user population falling within that age range.

If you want to use Facebook for MLM, it’s all about content marketing. Attracting people to your brand and products is better than selling stuff directly on Facebook. Most people do not come to social media to buy things. Instead, you need to make them realize that what you are offering may be something that they need.

Do not push your leads away—pull them into your page using genuinely helpful content. This will also establish you as a thought leader in your industry, which makes it easier to gain people’s trust and recruit them into your downline later on. Bring value to your leads, optimize your profile to make the best first impression, and grow your downline authentically.

  • LinkedIn

LinkedIn may not be as big as other social networking platforms, with only 810 million users around the world, but it is the biggest platform that concentrates on building professional and business relationships. It is the world’s largest networking event. There are over 690 million professionals on LinkedIn, meaning it is full of CEOs, entrepreneurs, professionals, and other decision makers in various industries.

LinkedIn has over 15 million open jobs—but it is not just for job hunters and recruiters anymore. It has evolved into an essential tool for B2B marketers and salespeople.

It goes without saying that this social networking platform is full of highly valuable leads for your MLM company. In fact, 50% of LinkedIn users say they are more likely to buy from someone they’ve engaged with on LinkedIn.

More than 74% of LinkedIn users are from outside the US. Speaking of US, 48.5% of LinkedIn users in the US are actively using the platform each month.

56.9% of LinkedIn users are male while 43.1% are female. As for the age demographics, 60.1% of LinkedIn users are between the ages of 25 and 34—which makes sense considering it is mostly used by the working population. However, it also has its fair share of millennials: with 19.2% of LinkedIn users being 18 to 24 years old.

LinkedIn is such a relevant platform in today’s professional landscape that 50% of all internet users with a college degree or higher are using it. We can say that LinkedIn is not only a social channel but a business channel.

If you want to grow your MLM downline on LinkedIn, you need to identify your target audience. LinkedIn works best when you focus on the best leads rather than casting a wide net. Identify the people who will benefit most from your products and services and then target that demographic.

Optimize your LinkedIn profile and start building your network. To make LinkedIn prospecting easier, you can use Kennected, which is an automation tool for LinkedIn that gives you a continuous stream of leads, connections, and appointments. With Kennected, you can send personalized messages and follow-ups automatically without spamming your target audience. Book a demo with Kennected today to learn more.

  • YouTube

YouTube is the biggest video sharing platform out there, with over 2.6 billion users around the world. The number of active users on YouTube reaches 122 million per day. People spend an average of 18 minutes per day on the video platform.

The total daily hours of video watched on YouTube is 1 billion hours. This is no surprise considering that there are 500 hours’ worth of video uploaded per minute and over 1 billion videos watched per day.

53.9% of YouTube users are male while 46.1% are female. 81% of US adults use YouTube. In terms of age demographics, 95% of 18 to 29 year-olds in the US use YouTube. 91% of people in the US aged 30 to 49 use the platform. Up to 49% of people in the US over 65 years old are using YouTube.

US YouTube users are also very active on the platform. 62% of YouTube users in the US say they visit the site every day.

With all the content that is being published on YouTube, it’s hard to stand out unless you already have an established brand. So to succeed here, you need to start building your brand by publishing your own videos on a regular basis.

Edit your videos to make them look professional. Keep them short and to the point to maintain your audience’s interest. Most importantly, cover topics that are relevant to your niche to attract your ideal targets for your MLM business.

  • TikTok

TikTok has proven that it is not just a passing trend and that it is here to stay. Like YouTube, TikTok is also a video sharing platform, but it is more focused on short form content. TikTok now has 1.2 billion users around the world as of 2022, and is now worth $50 billion.

There are 138 million monthly active TikTok users in the US.  57% of TikTok users are female while 43% are male.

This platform is mostly populated by younger users, with 43% of its global audience being 18 to 24 years old.  32% of TikTok users are aged between 25 and 34. In fact, only 3.4% of the TikTok user population is over the age of 55.

With its viral videos and popular trends, it’s easy to see why many people would spend so much time on the platform. The average TikTok user spends around 52 minutes on the app per day. 90% of TikTok users visit the app more than once a day.

The key to being successful on TikTok, whether you are a content creator or an MLM company is to get on the For You page. TikTok provides curated content based on what users like and engage with. So by making content that are relevant to your target audience’s interests, you will be able to show up on their For You page—the equivalent of the Facebook timeline—even if they are not following you.

TikTok makes it very easy for users to find and discover content that are interesting through the For You page. Even users who are casually scrolling through the app may find your brand’s videos. Hop on the latest trends and make your own version of popular videos. Don’t forget to inject some humor and insight so that viewers are more likely to follow you.

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Typical Recruiting Strategies for Most Multi-Level Marketing Companies

There are plenty of strategies you can try to boost your multi-level marketing company’s downline. But you need to strike the perfect balance when recruiting so you don’t push your leads away. Here are a few of the most common recruitment strategies used by MLM companies that you can try for yourself.

  • Build a list of friends and family

Some people are lucky enough to have many friends and family members that they can convince to join their business. But remember that you can’t rely on this. For your MLM company to grow, you need to develop a recruiting mindset.

You need to make friends wherever you go. The key is being able to recruit even strangers and casual acquaintances.

With that in mind, building a list with your friends and family is a good way to jumpstart your downline. You can expand it from there by connecting with mutual friends, colleagues, neighbors, old school friends, regular service providers, mentors, teachers, and members of your community.

Building your downline takes a lot of work, but everyone starts somewhere.

  • Attend BNI meetings

BNI, also known as Business Networking International, is a business referral organization founded by Ivan Misner in 1985. BNI is a good way for small businesses to get together and obtain referrals.

A BNI meeting typically involves a breakfast meeting with a local BNI chapter where you pitch your business and then set up one-on-one meetings with individuals within the group. The group can then work on getting referrals for one another.

Do take note that BNI has an annual membership fee. You also have to pay for breakfast in the restaurant you are meeting at. This recruitment strategy works fine for some companies, but it works best if you have a physical business with a mainstream niche. BNI is mostly for traditional small businesses rather than internet-based businesses and those with an unusual niche.

  • Build a network of referral partners

Speaking of referrals, you can try to build your own network of referral partners. Start by listing a few businesses that may serve as a strategic partner for you. Include businesses that you have collaborated with in the past.

You can then develop a referral system that makes it easy for you and your partners to generate referrals for one another. You can have clients fill up a form and provide their contact details.

You can also use your existing CRM system to capture this information so you can further support your strategic partner.

  • Post content on social media

If you’re still not promoting yourself on social media, you are definitely missing out. Just based on the few demographics we’ve listed above, most people are spending a significant amount of time on social media.

Establishing an online presence is a great way to get ahead of the competition. It has several undeniable benefits that you shouldn’t miss out on. Posting content on social media builds brand familiarity, which then helps you gain the trust of your target audience. If you continue posting high quality content, they will see you as a thought leader—which is exactly what you need to influence them to join your MLM downline.

In this digital age, content marketing is more important than ever. You can get discovered by new leads, build a following, provide value, and cultivate customer loyalty.

  • Talk about your product or service at every opportunity

In order to grow your MLM downline, you need to be the number one ambassador for your company and your brand. This means promoting your products and services every chance you get. But since you don’t want to push away your leads, recognizing the appropriate times to bring it up is an important skill to develop. Once you’ve mastered the art of promoting your company organically, you will be able to grow your MLM company with ease.

What Most Direct Sales Business Owners Are Doing Wrong

Most MLM business owners do it wrong. They come on too strong and assume that every single person they come into contact with is a potential sale or customer and they treat them with such reckless abandon that they end up burning family and friendships. Most of this could be avoided by proper sales training executed from the top of the direct sales organization.

Let’s face it: most direct sales organizations do not recruit professional salespeople. Some do, but by and large these are regular people who have no sales experience, have never been coached on the consultative approach, or social selling, or looping. Most new reps are so excited about the opportunity to change their life and the life of their family that they get overly zealous and often get angry when people don’t see the same opportunity and say “no”.

If you need further proof look at all the MLM fail screenshots online. The industry needs to educate and train sales reps in a way that encourages them to learn how to deal with rejection and how to remain positive without rubbing their friends, family and perfect strangers the wrong way.

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Frequently Asked Questions:

What is Network Marketing?

Network marketing is a business model that involves person-to-person sales by company representatives. This is often done with a work from home (WFH) setup. If you are in a network marketing business, you may have to build your own network of business partners or your own sales team that can help you generate and convert leads into sales.

While many networking marketing operations are perfectly legal and reliable, their reputation is somewhat affected by the existence of pyramid schemes. The latter is less concerned with giving value to customers through high quality products and more focused on the recruitment of salespeople who are required to pay for expensive starter kits or training materials upfront. It is important to note that not all multi-tier marketing businesses are pyramid schemes.

Network marketing appeals to people with strong sales skills who are able to create a profitable business even with just a modest investment.

What is a Downline Building Service?

Downline building services are gaining traction on the internet, similar to how MLM programs are becoming more and more popular. This is because the internet is an ideal medium for marketing. It’s free and it is used by everybody.

Downline builders have become a popular way to recruit people for MLM companies. Just as the name implies, MLM downline builders help you build your downline. It is a marketing plan in which prospects are placed after signing up. This marketing plan may have a different organizational structure from other marketing plans. But regardless of structure, most downline builders are free.

What is a Direct Sales Company?

A direct sales company is a company that engages in direct selling. Direct selling involves selling products directly to consumers in a non-retail environment. This means that the sale occurs elsewhere like at home, work, online, or any other non-store location.

With the direct selling approach, businesses can avoid the usual intermediaries in the supply chain, allowing them to provide direct value to their customers. Direct selling mostly relies on a salesperson’s ability to get in front of a customer and sell the products to them.

Multilevel marketing is actually one type of direct selling. Other types of direct selling include single-level direct sales, and party-plan sales.

Are MLM (Multilevel Marketing) & Direct Sales Organizations the Same?

There are many similarities between MLM and direct sales organizations. However, they are not exactly interchangeable because of certain nuances and differences between them. Direct selling is more of an umbrella term that includes all types of companies in the industry—and that includes MLM companies. As long as a business is selling directly to the consumers, it can be considered a direct selling company.

On the other hand, multilevel marketing is a business structure wherein the seller earns from direct sales and the sales of recruits. The MLM is a tiered structure consisting of independent sellers and recruits. This is what sets MLM apart from direct sales organizations. So while MLM companies are doing direct selling, it does not mean all direct selling companies are MLMs.

How Do I Improve My Downline?

When building a downline, you have to be the biggest ambassador for your brand. You need to be loyal to your company brand so you can lead by example. You can’t sell your products convincingly unless you’ve tried them yourself and seen their results. You should essentially be a walking billboard for your brand.

Next, you need to encourage your downline to attend group-wide meetings and conventions whenever possible. These events and venues where distributors can all get together are perfect for getting everyone motivated. It helps people stay focused on their goals. This ultimately leads to improved sales.

You also have to be there to mentor your downline. You can offer advice and give them some inspiration. Tell them all about the business tools you used to grow your own downline. Encourage them to seek more information from books and online guides.

This business is built upon trust. Building your network is not an easy task, but you will eventually reach your goals by nurturing your existing connections and attracting more people into your downline.

How Do I Grow My Mary Kay Team?

You don’t have to be a natural salesperson to get started with Mary Kay. But you do need to sharpen your social selling skills if you want to succeed and grow your business. Everyone has the potential to do so, but you need the right strategies to get the best results.

You need to put yourself out there and meet new people. Attend events and fairs to get more leads for your Mary Kay business. Try going to bridal fairs, county fairs, craft bazars, job fairs, school fairs, church events, mall events, birthday parties, etc. These events usually attract a large number of people. Attend them and take it as an opportunity to meet new people.

Be the biggest advocate for Mary Kay products. If you try the products, you can see the results for yourself and share them with others. People are more likely to buy from you if they can see the results. Wear the product and show it off.

Give your business card to anyone within close proximity. Hand out Mary Kay shirts and hats to attract attention or use Mary Kay stickers on your car.

You need to take your social selling to the next level if you want to find customers. Luckily, Mary Kay products are easy enough to sell because a lot of people want to use cosmetics in their professional and daily lives.

The real challenge is finding people with the same entrepreneurial spirit who are interested in joining Mary Kay. This will involve similar strategies—just pay attention to repeat customers and those who display genuine interest in this business opportunity. You will eventually find people to join your team.

How Can I Make My Mary Kay Business Faster?

There are many strategies you can use to grow your Mary Kay business faster. You can leave a catalog in the lunch room or dentist office. You can invest in proper advertising. You can host events and parties to bring people together.

But one of the smartest strategies you can use right now is capitalizing on social media. Everyone is spending time online these days. Just figure out where your target audience likes to hang out online and be there. Facebook, Instagram, Twitter, TikTok, and LinkedIn are all great choices.

Use digital marketing to reach more Mary Kay leads. Tell everyone about your business by posting on social media. Write a post on Facebook, make a TikTok, or upload a video on YouTube. Letting people know about your business is the first step towards growing your business.

You can also reach out to people personally. Start with your friends and family members, and then branch out from there. Try to get referrals from your satisfied customers. Soon you will be growing your own network of loyal customers who can potentially be recruited into your downline.

How do Mary Kay Reps Get Paid?

Mary Kay’s independent beauty consultants can earn money in two ways: retail sales and recruiting new members. You’ll find that this is standard for MLM companies. Mary Kay’s beauty consultants earn a 50% gross profit on all the products that they sell at full retail price. The company does not actually track the actual sales.

Consultants also earn commissions from recruiting new Mary Kay consultants. These commission earnings reflect the commission and bonuses that a consultant earns from the wholesale purchases of MK products by their team or unit. The bonuses can be 4%, 9%, or 13%, and they come directly from Mary Kay corporate.

Independent beauty reps vary widely in terms of their income. It all depends on how much time and effort you put into the business.

Is Working for Mary Kay Worth it?

Working as a beauty consultant for Mary Kay comes with a number of benefits. For starters, it is a flexible business opportunity that allows you to earn some extra income on the side while working on your actual business or career. You can put in as little or as much effort as you want.

Mary Kay gives you an opportunity for independence. Dictate your level of commitment as well as your number of hours. This allows you to keep up with your other responsibilities while still earning some extra income.

There’s even the possibility of eventually earning a vehicle from Mary Kay. This is one of its biggest incentives for top independent sales directors. There are a few options including a Ford Mustang, Chevy Cruze, Mini Cooper, BMW 3 Series, etc.

On top of all these benefits, running your own Mary Kay business teaches you some valuable skills, particularly marketing, sales, networking, communication, and social selling.

Of course, direct selling is not for everyone. The challenge of selling products and recruiting people is too much for some people. But this business can be both rewarding and exciting.

What Company Owns Mary Kay?

Mary Kay was founded in 1963 by Mary Kay Ash. The company is based in Addison, Texas. Ash’s son Richard Rogers is the chairman. In 2006, Mary Kay’s president David Holl was named CEO.

In 2018, Mary Kay was the sixth largest network marketing company in the world according to Direct Selling News. They had a wholesale volume of $3.25 billion that year.

Can You Make Money in Mary Kay?

Mary Kay beauty consultants can make money through this business opportunity. This is because consultants receive a 50% general commission on every product they are able to sell. You also don’t need to hit a minimum purchase requirement to start earning Mary Kay’s top rates.

Mary Kay beauty consultants are able to trade inventory with other consultants in their region. Additionally, your downline can provide extra residual income. Plus, consultants also earn more commissions from online sales.

This MLM company is one of the most generous in terms of commissions. Do keep in mind that the 50% general commission is a gross revenue commission that does not account for business administration and marketing paid for by consultants. For example, Mary Kay consultants have to arrange for product delivery either in person or via the mail. Consultants also use samples to generate interest in Mary Kay products. These are ancillary expenses that come with running this business.

But overall, Mary Kay is a good source of additional income for those who want to try a direct selling business.

How Much Does it Cost to Join Mary Kay?

To join Mary Kay, you have to purchase the $100 starter kit. This serves as a way to keep your samples. It is also used for product demos and marketing. You will even gain access to your own Mary Kay website. On top of all that, you also get a product that you can sell.

Mary Kay does not give you a lot of obstacles to overcome before you can become one of their beauty consultants. Even the $100 starter kit is a solid investment that lets you jumpstart your Mary Kay business. It’s incredibly difficult to start a business from scratch with just a $100 investment. But with Mary Kay, you can start selling high quality products from a trusted brand.

Can Mary Kay Be Trusted?

Mary Kay is an MLM company, which means it suffers from the occasional comparison to pyramid schemes. But pyramid schemes are solely focused on recruitment. Legitimate MLM businesses have a product to sell, and in Mary Kay’s case, they offer high quality cosmetic products that people love.

Mary Kay does encourage its beauty consultants to recruit people, but that is not the main focus of their business. Building your own team is just a way to earn bonus income through commissions.

Mary Kay has been through a couple of lawsuits, but these were actually initiated by the company itself against individuals who have illegally sold their products.

This company is a leader in the industry, and now has over 3.5 million beauty consultants around the globe.

Can I Switch Teams in Mary Kay?

In the multilevel marketing industry, switching teams is not common. In fact, this is discouraged by most MLMs. The same can be said for Mary Kay.

Team switching in Mary Kay may be possible, but there is not a lot of information about it, and we can assume that it happens very rarely. Switching teams is not highly encouraged and very few MLM companies actually allow it.

How Do I Get Started with Mary Kay

People who want to join this amazing MLM business opportunity can sign up and purchase the Mary Kay starter kit. New consultants have to pay a $100 fee for it. They also have to sign a consultant agreement while being recruited by a current Mary Kay representative.

The starter kit includes makeup samples, brochures, and informational CDs. Consultants need to make an initial order of at least $200 worth of products within a month of signing the consultant agreement.

Just visit the Mary Kay website and look for the Get Started page. You will be prompted to enter your location by zip code. This will get you in touch with a Mary Kay independent beauty consultant. They will talk to you about the business and give you a consultant number if you want to proceed.

Visit their website for more information: https://www.marykay.com/en-us/sell-mary-kay

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