by gg3 » Sun 25 Feb 2007, 08:20:49
As soon as I see MLM, I run in the opposite direction clutching my stomach.
At most there should be THREE levels in a distribution system: Manufacturer, wholesaler, and retailer. There are three possible business models here:
1) Manufacturers can sell to wholesalers, who in turn sell to retailers, who in turn sell to the public. For "wholesalers," you can substitute the term "distributors" if you like. The wholesaler or distributor's job is to maintain a decently large inventory, to enable retailers to maintain smaller inventories and thus be more responsive to changes in customer demand.
2) Manufacturers can legitimately sell directly to retailers, who in turn sell to the public. ("Wholesale to the public" is an oxymoronic term for this and should be an illegal (fraudulent) advertising claim. If the customer is an end-user, it's a retail sale.)
3) Manufacturers can legitimately sell directly to the public, for example Apple and Dell.
The first model is the most common, and it's the one I'm involved in, that Panasonic uses for its high-end PBX products. The retailer is a "certified systems dealer" (CSD) who has been appropriately trained by Panasonic, passed the exam, and who must be able to service what s/he sells to end users. My company is a Panasonic CSD, and I'm not going to spam the column here by posting our web link:-)
Under these legitimate business models, there is a clear demarcation between who is and who isn't in on the deal, and thus, who is biased and who is objective. If you ask me about a new phone system, you know I'm going to recommend Panasonic and offer to install it. If you ask your pal across town to recommend a new phone system, you can be quite sure that if they recommend Panasonic or any other reputable brand, they are not getting a fee or kickback for doing so: your friend's recommendation is objective.
With MLM, you can't trust what you hear because there are no objective parties: anyone can secretly be in on the deal, so anyone can have a bias, and it's impossible to tell who is what. And this in turn degrades the overall levels of trust in relationships. It's as if you had an old friend whose advice you could always trust, but now your old pal has suddenly been recruited to be a meme-replicator for a meme that does not care about what's good for you.
With the legitimate traditional business models, every stage in the system adds real value. The distributor or wholesaler is there to hold large inventory and be a regional point of contact for local retailers. The local retailers are supposed to be responsive to their local markets, i.e. to their end-user customers.
With MLM, you get all of these intermediate levels that add zero value to the transaction: they are merely meme-replicators. If my memetically-compromised pal signs me up for a solar system with Citizenre, would s/he be able to help me out if I needed a repair or a bill adjustment?
Here's are two legitimate business models for solar panel rentals:
One, a company sets itself up as a national brand and acts as a distributor: buys PVs from manufacturers, and sells them to local retailers who act as the company's sales agents and service providers, installing them for the general public. The end-users pay rentals to either of those two levels. .
Two, a company sets itself up as a utility and sells electricity to end users, via PVs on their roofs. In this case the company itself, i.e. the national brand, would have its own customer service center, and would have either employees or contractors in the local areas to carry out installations and repairs.
In both of these cases, the company itself, and/or its associated contractors who install & repair, would act in a sales capacity; and of course they would also pay for marketing expenses such as advertising and promotions.
The only remotely legitimate reason to go MLM is if you don't have the capital to conduct a legitimate marketing campaign. However, what that tells me is that a company is over-reaching: instead it should focus its smaller amount of capital on a smaller market area, develop that market, and then bootstrap into larger area coverage.
Bottom line is, by hook or by crook, MLM impugns reputations, erodes trust, and doesn't add value. It can make an otherwise-legitimate business seem vaguely dubious at best. And it can make an entire field of endeavor look sufficiently dubious as to drive out potentially legitimate participants.
Last but not least, in in MLM, very few people make decent money, including those who believe they're in early enough to make decent money. Big tradeoffs for small gains. Sucks, doesn't it...?