CHAPTER 5
SPECIALIZED KNOWLEDGE, PERSONAL EXPERIENCES OR OBSERVATIONS

The Fourth Step toward Riches

“Knowledge is only potential power. It becomes power only when, and if, it is organized into definite plans of action, and directed to a definite end.” ~ Napoleon Hill, T&GR Chapter 5

“Formal education will make you a living; self-education will make you a fortune.” ~ Jim Rohn

Much was made in this chapter of men without formal educations, like Henry Ford and Thomas Edison, who went on to fame and fortune by applying the principle of specialized knowledge. I personally believe in a formal education, and encourage my children to get one. I also believe in continuing education. I just recently acquired my Master’s degree about three years ago, after spending almost twenty years in pursuit of my bachelor’s degree. Who says you can’t cram 4 years of education into 20?

That said, I am a strong believer in self-education, in learning what one wants and needs to learn to achieve specific goals, or put another way, acquiring specialized knowledge. This is especially true after embarking on this network marketing journey, where I have so much to un-learn before learning the skills I need for success in this network marketing industry.

So just what specialized knowledge does this industry require? Do you need to become an expert on your particular business, be it health and nutrition, weight loss, mobile applications, travel, legal services, etc.? The company’s leadership, products and compensation plans? Or Network Marketing in general? Yes I admit it would be helpful to know how to effectively market to your network or circle of influence. And if you wanted to expand that circle then you might need to learn sales and advertising skills, internet marketing, blogging, Search Engine Optimization, mobile marketing, and the list goes on.

According to Mentoring for Free founder Michael Dlouhy, if you are in the network marketing industry then your business is People. And that instead of trying to learn and employ sales skills, you should focus on building relationship skills. His mentor, Tom ‘Big Al’ Schreiter, is in agreement. Big Al says that there are only three reasons why anyone would join your business and they have nothing to do with the company, product or compensation plan. Those three reasons are:
1) They know you.
2) They like you.
3) They trust you.
I think it is safe to assume that you need to have a relationship with someone in order to develop know, like, and trust.

So it stands to reason that if our business is people, then we need to get smart about people, not as huge group, but as individuals. One of the primary relationship skills that we learn here at Mentoring for Free is called our Colors Training where we learn how distinguish between the 4 basic personality types and then how to tailor our presentations to those meet their needs, that is we learn to discipline ourselves to speak the language of the person we are talking to.

The skill required to distinguish the personality types is one that we are all born with, but which I am guilty of not using very much until lately. That is the skill of listening. People will tell you who they are, what kind of a person they are and what they want or need if you will just listen. So many of us in this industry start out trying to memorize scripts, totally focused on what we need to say to make a sale. One mistake we often make is only listening for ways that we can make that person fit into a particular category for our goods or services. Sometimes the person we are talking to is trying to tell us everything we need to know to make a sale to him, but we can’t wait for him to shut up so that we can pounce and shove him into the category that meets our needs (to make a sale) instead of his need.

If we slow down and listen carefully, seeking a deep understanding of what that person’s needs are then we can more effectively address their needs. There is an old saying that goes, people don’t care how much you know until they know how much you care. Zig Ziglar famously said something to the effect that if you help enough people get what they want, you will get everything that you want. Well you will never know what they want if you don’t listen to them. Don’t worry about what you are going to say. Michael calls this being in the NOW. Focusing on the person, in that moment, and forgetting your own agenda. Besides if you rush and don’t find out about all of a person’s needs, you can leave money on the table by only meeting a portion of the person’s needs.

I am not saying that it’s not important to know about your company and all of that. But I am reminded of Andrew Carnegie in this chapter not knowing much at all about the production of steel, but he had a mastermind group who did have that knowledge. And I remember Henry Ford’s desk with the electric buttons that he could use to summon a specific person to get the knowledge he required to make a decision. Sometimes it is just as good to know where to get information or where to refer a person to. I am just saying, keep the main thing the main thing. If you really want to go places in this business, then you gotta learn about people and how to help them get what THEY want.

Peace & Prosperity,
Reggie Liggins
Beaverton, Oregon

P.S. Let me know if you are interested in finding out more about the Colors Training. Anyone affiliated with Mentoring for Free can help you with that. Trust me, that training is a Game Changer!

To see other lesson plans head to 30 Day Mental Cleanse.

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Reginald Liggins is an internet marketing trainer and coach who resides outside of Portland in Beaverton, Oregon.

Reginald can be reached at: regliggins@gmail.com

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