Merchants of Deception (an Adobe Acrobat file @ 2.0 MB) has inspired me to tell my own tale: a one week experience in the world of multi-level marketing.
It was late 1993-early 1994. I’d just freed myself of working for a phony motion picture production company and several conventional job interviews afterward seemed to be taking me nowhere. New Jersey is a tough state to live in without a decent income so I had to find gainful employment and fast.
I answered an ad calling for “Management Trainees” for an outfit called “Healthy Lifestyles.” Normally, such a business name would turn me off immediately but the ad hit upon all the right words: paid training period, salaried pay, hyper-growth business, etc. I was instructed to drive down to Menlo Park, NJ for a group interview. Group interview, I thought? What the hell is that? I set aside my reservations and made the drive. After all, it was just an interview.
The Healthy Lifestyles office was contained in one of those two-story strip mall structures they place next to large malls, sort of off to the side. I later learned that it contained office space for only these types of businesses because rent was cheap and the space could be converted for a new tenant very quickly.
I arrived for the group interview early. They trotted me into this small conference area with a dozen or so chairs arranged like a grade-school classroom. A twenty-something inch television rested on a cart in the front of the conference room. Not long after, about six other people arrive and are similarly seated. Finally the interviewer, a dangerously fat man named Jack (name altered), arrived. He doesn’t speak about any “amazing opportunity” or “chance of a lifetime” crap because they probably figured out how turned-off people are to that shit.
Instead, Jack tells us the history of the business and what they do, in a very straight-forward manner. Then he rolls the TV cart forward a bit, switches it on, and pops in a videotape. What plays is a segment from what appears to be a cable channel show about money and investing. They go on to say that a big trend they’ve been seeing in the 90s is that of health-consciousness and how one of the most profitable investments are those involved with health improvement: gyms, spas, drug rehabilitation centers, and health-related consumer merchandise.
At no time did this cable show mention “Healthy Lifestyles” by name. If it did, then I would have been very suspicious. I thought to myself, “well hell, if they made that tape themselves, they spared no expense” as it looked very genuine. If hired, Jack said, our two week training period would begin. As promised in the newspaper ad, we’d be paid during this training period, but it would have to be minimum wage, as the company deemed this timeframe not only as your training time but also as a trial period: you’d have to test your mettle and prove yourself.
The “health-related consumer merchandise” was [wait for it]…health-conscious cookware, which is a fancy way of saying pots & pans.
So that you understand why I entered this craziness, I should stop and mention what my situation was at this time. I knew how sales worked and I also knew that the right person in sales could do very well for himself. I figured it’s a paid two weeks of training. And if I’m honest with myself, I really wanted to see if I could sell. I was a much happier, more adventurous person back then. I was far less jaded and angry, in fact, I was a fun and charismatic guy. So I was curious to see how I might do. So out of the seven people that sat through the interview, I think three accepted: me and two other doofi.
The rest of the day, they went over the features of the pots and pans. Basically, they were made of copper and stainless steel (like every other pot and pan on the planet) but the prices! Whoa daddy! The lowest price package was something like $1200 and that was three stupid pieces! I’m not kidding. They also sold china and flatware. I was never sure what made this china and flatware “health-conscious” but whatever.
Then they explained the economics, which revealed the multi-level aspect of this marketing. As a trainee, I would not get any commission which is fair because the salesman is the one doing the work. The salesman would get something like 25% of the package price. I think 20% went to the salesman’s trainer, 40% went to Jack the fatman, and the remaining 15% went to overhead and the actual cost.

They also tell me about leads. Just like in the movie Glengarry Glen Ross, they compiled lead cards that hopefully contained a person that was an optimum sales-target. I was informed that the best sales-target was employed single girls that live with their parents. In New Jersey (and the entire metro area) it’s not uncommon for children to live with their parents well into their twenties because rent is so damned expensive. The thinking behind this particular target is that they have some disposable income (living with mom & dad) and they were likely looking to get married soon so they’d need quality cookware/place settings.
Once my new employer found out that I had a reliable car, they paired me up with Dawn (name changed) because she had recently lost her driver’s license due to a DWI charge (I swear it’s the truth). Dawn was in her mid-thirties and had been with the company for a few months. She seemed a decent sort, very professional (for a drunk).
For the following day, Dawn told me to dress nicely and come pick her up at her place. I was to be the cabbie. So I arrived in the only suit I had and Dawn gave me a stack of blank lead cards. The lead card is printed to look like an entry form for a contest to win an all-expense paid vacation. One thing about the form that immediately reveals it as a sales tool is the question “What time of day are you generally home from work?”
I asked her what the deal was and she says, “we’re going trolling.” So we drove over to the nearby mall, walked into the food court, and handed the lead cards to young women, telling them it’s a raffle for a free vacation. Believe it or not, most of the time they filled it out with very little pushback.
Another very effective method of trolling is to go to a popular night club, give the manager a couple hundred bucks to let you set up a table in the foyer (after they’ve checked IDs) and single out all the young women to fill out an entry form for a big raffle later that evening. Again, most of the girls willingly filled the thing out. Yes, we actually did hold a raffle and yes there was a winner. I don’t know exactly what they won but I highly doubted it’s “all expenses paid.”
Yet another method of trolling involves partnering up with your local gas station attendant, promising him one of our coupons for a free camera and film for one year in exchange for handing out these lead cards to young women. You see, in New Jersey, there is no self-serve gas stations. The attendant has to pump it for you. It may not be that way today, but that’s the way it was in early 1994. I even found a cooperative attendant and gave him blank lead cards.
I remember they really protected those camera coupons because they were real; real in a sense that they were probably worth more than the vacation giveaway. So you had to sign them out and they’d keep track of how many you gave away. If your sales were below a certain mark, you weren’t allowed to sign out any more camera coupons. I don’t know where they got these coupons but they were useful tools.
So you see, I was really trying to make a go of it. I figured if I’m going to do it, then I’m going to do it using proven methods so I can give myself a chance to succeed.
Having a completed lead card filled out by some Jersey Girl is one thing. Setting up a sit (an appointment that could be a sale) is quite another. You have to call them up and make an appointment to speak with them and give them your pitch. That was the tough part. Of course, they had a way of scripting the phone call that maximized the likelihood of a scheduled sit.
So it came time to go on a sit with Dawn. Since she now had a way of getting around (me) she had a chance to make some money so I tagged along on three sits. The first and second sits were busts (no sale). The third sit was much more interesting.
We entered this girl’s apartment somewhere in central Jersey. I have no idea what her name was but we’ll call her Sue. Sue’s boyfriend was there with her. Let’s call him Larry. The policy on making a pitch to men was simple: don’t do it unless you have no choice. Involving men in the pitch was death in sales, I was told. But hey, girls sometimes have live-in boyfriends; there wasn’t much we could do about it.
Sue invited us to sit down at her dining table. Dawn set up her kit and went right into her spiel, first asking for a glass of cold water (which sounds like a harmless request but it plays an important part of the pitch as you’ll see later).
Dawn started by asking Sue what they generally eat for dinner, how much they spend on ordering pizza, how often they go to restaurants, etc. All the answers are being memorized by Dawn, of course, so they can be used to later close the sale. No matter what the answers to these questions were, Dawn had a way to twist them around, converting them into an argument in favor of a purchase.
Now realize that throughout Dawn’s pitch, Larry is seated with us. When Dawn asked Sue about going out to eat at restaurants, Larry waited for Sue to answer and then he pipes in with a story about the last time they ate out: how the waiter smelled funny, detailed stories about what they ate, what movie they saw, etc., which made Sue laugh. I silently wondered what this guy’s story was.
Then Dawn asked Sue to hold out her hand, palm up. Dawn placed the smallest pot on her bare palm. She then took the glass of cold water and poured it into the pot. This is designed to show how quickly and effectively the base transfers energy because the pot will immediately get cold. What the customer doesn’t know is that ANY pot or pan with a copper base will act in the exact same way. Copper is one of the best conductors but the average person on the street doesn’t know this. So they assume that THESE pots & pans must be extra-special!
When Dawn placed the pot on Sue’s bare palm, Larry got up, opened the dishwasher, picked out a pot, filled it with cold water from the tap, and did the test for himself!
I quickly realized that Larry was totally fucking with us! I have a very healthy sense of humor and even though Dawn was not very amused, it took about all I had to not bust out laughing.
Picture it: at the moment Dawn poured the cold water in the pot that Sue was holding, Larry was over by the sink doing the exact same thing. He’d say, holding his own pot, “Yeah, that is amazing. It transfers the cold very well!”
At this point, Dawn was shooting daggers at Larry but he could tell that I was enjoying the show. If something is funny enough, all my best efforts at suppressing laughter fail miserably.
Dawn’s not stupid; she knew this sit was probably a bust. So she went to wrap things up with the close. One of the most effective closing methods is to do the “Ben Franklin Close” which, this particular evening, went something like this:
Dawn: You remember learning about Ben Franklin from grade school?
Sue: Yes.
Larry: He invented that wineglass musical instrument thing and Mozart actually wrote music for it!
Dawn: (ignoring Larry) would you say Ben Franklin was a smart man?
Sue: Sure.
Larry: I’ll bet I could beat him at hang-gliding
Dawn: (turning red with anger) if Ben Franklin had a difficult choice to make, he’d take a piece of paper, draw a line down the center, and write the “cons” on one side and the “pros” on the other.
So Dawn did exactly that: jotted down all the “pros” of owning our pots & pans. In the “cons” column, there’s only ever one item: cost. The cost was taken care of with the handy payment plan, blah blah blah, which took care of all the customer’s “cons.” So they’re left with no choice but to make a purchase, or so the theory goes. Larry got up from the table and went into a bedroom behind me. I was paying attention to what Dawn was saying when suddenly a photograph gets shoved in front of my eyes. I pull focus and see that it’s a guy hang-gliding down a mountain.
Larry: That’s me hang-gliding in Colorado this summer.
That was all it took for me to completely lose it. Anyone that knows me knows that when I let loose a big laugh, I do it with my whole body. Before Dawn and I left, Larry confessed to us that he had been a salesman before and that he hoped there weren’t any hard feelings. I felt like I just made a good friend but Dawn was super pissed! No sale.
Keep in mind that all this happened in the span of one week. The final straw for me was the sales conference.
The regional manager, Mr. Smiley, was coming down from the city to give us a little pep talk at the conference hall of a nearby hotel. The entire New Jersey sales force of about fifty was there and they were all talking about how Mr. Smiley liked to give away $100 bills during his conferences. I wasn’t sure what they meant but I didn’t like the looks of things when he finally arrived.
Mr. Smiley was one of those five-foot-eight-inch guys with perfect hair, big gaudy rings on his fingers, a goofy tie clip with a dollar sign on it, matching cuff links, and dressed like a gangster-wannabe. Ack! Everyone jumped out of their seats clapping when he approached the dais.
He launches right into some motivational speech that you’ve likely heard before, every once in awhile asking us, “are you fired up?” which everyone but me replied, “FIRED UP!” jumping up out of their seats whilst doing so. The one who jumped the highest & shouted the loudest received a $100 bill.
I was disgusted.
The conference continued with the usual get-out-there-and-sell garbage. Toward the end, everyone was standing at attention hoping he’d ask the magic question “Are You Fired Up?” so they could jump up and collect their money, like some retarded Pavlov experiment. I was standing too but only to avoid the scrutiny that would have come my way had I been sitting.
I didn’t jump nor was I fired up. What I was doing was plotting my departure from this craziness. But I had some unfinished business: I promised that gas station attendant a camera coupon but I had been there for only a week and had no sales at all. Earlier during the conference, I spotted some camera coupons in Dawn’s briefcase. When the conference ended and Mr. Smiley was talking to Jack the fatman, all the Menlo Park people gathered together in a corner of the conference hall.
This was my chance to make a break for it yet still allow me to keep my promise to the gas station guy. I walked quickly up to the group, looked at Dawn, tilted my head toward Jack and said, “Hey, Jack said he needs a camera coupon.” So she handed me one, I exited the hotel, got in my car, and drove directly to the gas station. I got out of my car and my guy was there looking a little disappointed. He said, “I’m sorry man, out of all those cards, I only have two filled out.” “That’s OK,” I said, handing him the coupon. “Here’s your camera.” He thanked me and I drove away.
I never saw any of those people again and, predictably, I never saw any paycheck for that week. But it’s perfectly alright. What I took away from that experience was far more valuable than a week’s worth of minimum wage. Between Larry and Mr. Smiley, I learned that it’s all just so damn meaningless & silly and that only a certain type of person can excel at sales. It’s the type of person that loves money above all things, including dignity. Not unlike an Amway distributor.
Humor, Personal | 6 Comments »