Modernizing the Message

Key Findings from

Dial Sessions

.PFD

the MTM Findings Poster

Overall
Recommendation

Overall
Themes

Distributors must change both their

message and how they communicate
it in order to relate to prospects.
Distributors need to determine what
about the Amway business will appeal
to each prospect personally, and engage
in a conversation about how Amway will
benefit them. While distributors need
to be relatable, it is not about them,
but rather about the prospect. Ask
questions, listen attentively, and offer
specific follow up to address prospects
inquiries and needs.

Prospects and distributors are

different. What prospects want
to hear is often different from what
distributors think they want to hear.
Distributors need to remember what
was important to them when joining the
business.
And, Amway needs unique messages
for unique audiences.

Common characteristics that lend

themselves to viable prospects
include:
(1) Overall optimistic attitude about life,
with the exception of
(2) desiring a change or current
dissatisfaction with ones
employment, and
(3) an understanding and willingness to
put in (long-term) hard work.

Remember: Be real, be realistic, and

build trust through engaging with
prospects. Its about them, and should
be a conversation. Help them imagine
the possibilities.
What worked 20 years ago does
not work today. Amway provides an
opportunity for extra income and
a better lifestyle, while offering
flexibility and a work-life balance.
You decide.

Selecet a country

United States

Australia

New Zeeland

United Kingdom

Germany

Italy

Taiwan

Malaysia

Thailand

Hong Kong

Korea

Russia

Copyright Amway Corporation 2014

United States

.DOC

the Report

Back

Industry & Macro Trends

Market Conditions and
the Amway Appeal
Americans of all ages and backgrounds
are struggling. For people who are
willing to work hard and stay focused,
Amway offers a way off the endless
treadmill and on to the road to success.
INDUSTRY VIEWPOINTS

Bad Press = Poor Reputation

Avons business model is transparent
and accepted as a multi-level marketing
company. There is no mystery in the
Avon equation. The Internet is filled with
glowing stories about Avons leadership,
charitable sponsorships, and place
on the stock market. To sum it all up,
Avons transparency breeds trust.

There are so many direct selling

companies in North America. Which
one to choose? Trust is key in
establishing a reputable MLM company.

AMWAY AWARENESS
AND FAVORABILITY

Amway Communication
Themes

Fav Unfav Unfam

Base

28% 0% 20%

Hisp. Eng. 32%

0%

27%

Spanish 38% 0% 25%

Men

31% 0% 10%

Emphasis on freedom still works in the

U.S, more so than in other markets.
It is about the money (at least at first).
Overcome skepticism through gaining
personal and Amway credibility-present the history with confidence.

Women 25% 0% 29%

25-30 24% 0% 33%
31-35 31% 0% 21%
36-40 22% 0% 16%
41-45 34% 0% 34%

Things to Emphasize
Priorities (+)
Freedom
Flexibility
More money
Stability
Control
Fewer hassles
More choices
More time
No worries
A sense of purpose/pride
Pride in what they do
Stability in their finances and life
Being their own boss
Owning their own business
Working from home

Segments
Most Appealing benefits of
owning own business
Flexibility/freedom- 47%
Balance- 26%
Control- 26%
Interested in finding a way to earn
more money, which would provide
stability and security in their lives. This
allows control of their time, their life,
and their future.
Words that Work
Freedom
You decide
Youre in control of your time and your
life
Flexibility
Financial freedom/security
Balance

Things to Avoid
Words that dont work
Wouldnt it be great to have a
business you can tailor to your
interests to achieve your goals, all
with help along the way? A business
with Amway gives you more ways
to generate income than any other
competitor. With an independent
business supported by Amway, you
can select the products you want to
use and build your business. You can
choose among world-class brands
covering 450 products in world
in the nutrition, skin care, weight
management, sports nutrition, and
home care categories. And through
this, you have the flexibility to achieve
your goals.
13,000 Employees all working for
you. You can count on 13,000 decent,
dedicated employees worldwide; all
ready, waiting, willing and able to
provide you with the answers, training,
service and support you need to
help you build your own successful
business.

Back

Quality of life
Work-life choices
Challenge = opportunity
Common sense
Imagine
Independence
Its not always easy
Never give up
No regrets
Security
The chance to succeed
Work=reward
Be your own boss
High quality
100% satisfaction guarantee

Gen y (U35)
Helping them create/build a better
future.
An opportunity to own your own
business and work from home.
Amway is fun, and a career
opportunity with Amway can provide
happiness.
Women
Lead with product and focus on lowrisk.
Amway offers a career that fits into
your family life, and enables the
opportunity to work from home.

Prop Points
I distribute a high quality line of
home, health and beauty products.
An Amway business offers hope for a
better life.
Concerns (-)
Trust

Appealing amway facts

and claims
A company that has been financially
successful for
more than 50 years

Prospects Frequently
asked questions
What do you sell?
What is the quality of products I will
be selling as a distributor?
How much does it cost to get started?

Skeptical overall

Company sells hundreds of high

quality and awardwinning

Risk

health, home and beauty products

How much do you make (monthly)?

Financial Loss / wont make any

money

Its brand is a household name

How long will it take me before I make

that amount?

Prymaid scheme
Unfulfilled promises
Expensive products

Accredited by the Better Business

Bureau
The company has paid out more than
$30 billion in
bonuses and incentives to its
independent business
owners since its founding
Financially sound company that is debt
free

What do you do in a day?

(Why) Isnt Amway a pyramid scheme?

Russia

.DOC

the Report

Back

Industry & Macro Trends

Market Conditions and
the Amway Appeal
While Russians are quite mixed on
where they feel the country is headed
as a whole, most, especially U35, feel
more positive about their personal
outlook.
65% would change their jobs, driven
by desires of being rewarded for hard
work and wanting to advance.
Any opportunity must result in a better
lifestyle, and providing stability is
needed in order to gain prospects
confidence.

INDUSTRY VIEWPOINTS
Amway has a favorable to neutral
impression among most propects.
Other companies, led by Avito, are
higher on favorability; however Amway
outpaces other direct selling industry
competitors including Avon, Oriflame,
Faberlic, and Herbalife. 32% say they
would consider Amway specifically.
Being self-employed appears to be
the best way to phrase this type of
opportunity, with a key outcome being
additional income.
20% interest in starting a direct
selling business

AMWAY AWARENESS
AND FAVORABILITY

Amway Communication
Themes

Favorable: 49%
Neutral: 38%
Unfavorable: 10%
Unknown: 4%
Awareness is high among prospects
at 96%, with favorability also relatively
high. Women are more favorable than
men. Amway is in the middle of the
pack when comparing against other
opportunities; but against other direct
selling competitors Amway generally has
higher favorability.

Things to Emphasize
Priorities (+)
A better lifestyle will be achieved by
prospects if they can be assured of
an opportunity and a future with more
stability, for both their day-to-day
schedule and in the long-term.
Both additional income and spending
more time with their family are
important. While taking on another
part-time job is desireable to achieve
part of this, being self-employed or
working on the side are seen as
opportunities to achieve both.
If an opportunity provides these
things, prospects can imagine the
possibilities of building an Amway
business.

More pessimistic about the way

things are going in Russia.
More likely to perform full-time
home duties, and not work outside
the home. However, women are
more open to getting a part-time
job and would like to work from
home to make additional income.
Would like the additional income
for vacations and extras.
While they are somewhat
uncomfortable of selling, they are
still more favorable toward the
Amway opportunity (as well as
Avon, Oriflame, and Faberlic) and
more likely to consider being a
distributor. However, women are
also likely to consider selling crafts
and performing financial services.
Seeking a better lifestyle (now)
and work-life balance, while
making a stable additional income,
which will help improve their quality
of life. Along the way, they need

Back

This stability will allow prospects

to achieve a better lifestyle, which
ultimately results in a better work-life
balance and more time with friends
and family.

Segments
Most Appealing benefits of Words that Work
owning own business
Stability
Stability- 37%
A better lifestyle
Work-life balance- 21%
Better work-life balance
Building a business that will give you
Better quality of life
more time to spend with friends and
Profitable
family- 20%
Additional Income
Financial freedom- 20%
Financial freedom
Prospects would like an opportunity
As many or few hours-- you decide
that gives their schedules and their
Spend time with friends and family
futures the stability they are currently
Opportunity to steer your future
lacking in their lives. They feel this
Imagine the possibilities
stability will afford them a better workReward for effort
life balance and time with family.
Business Owner or Representative
Mentor (instead of upline)
$43b. in bonuses
900 scientists and 65 R&D labs
Internet selling
High quality products

Segments
Women

Prospects are divided on seeing Amway

as additional income or as full-time
income. In either case, having a
profitable opportunity with secure
returns is important, as this provides
the much-desired benefit of stability,
both now and for the future.

to be rewarded for their effort and

would like to learn new skills.
While high quality products are
key, making sure they are efficient,
effective, and environmentally
friendly is also important.

Gen y (U35)
More optimistic about their
personal futures. However, more
feel they cannot advance in their
current jobs. They are somewhat
more open to starting a small
business.
Having fun and developing their
skills to seek job advancement
and personal growth are more
important in an opportunity, as
compared to those over 35. It is
not just money that is important to
them.
Seek results with the backing of
competitive products in a business
opportunity. They are enticed by
an opportunity that is the worlds
largest which is available in over
100 countries.
Would like to be called an Amway
representative.

Things to Avoid

Prop Points

Words that dont work

Appealing amway facts

and claims

Control
Network sales
Network marketing
Team atmosphere/culture of
teamwork
Culture dedicated to success/ proven
track record of success
A history of success
Culture dedicated to success
Try for yourself
Sales agent
Upline
An American company
Award-winning products
Concerns (-)

Stability- 37%
Work-life balance- 21%
Building a business that will give you
more time to spend with friends and
family- 20%
Financial freedom- 20%
Prospects would like an opportunity
that gives their schedules and their
futures the stability they are currently
lacking in their lives. They feel this
stability will afford them a better
work-life balance and time with
family.
Prospects Frequently
asked questions

Risk of market saturation (35%)

Are there any start-up costs?

Large upfront costs (28%)

What are the minimum

requirements to get paid?
How much money do you make?

Lack of business experience (23%)

Making the money they expected
(20%)
Failure (20%)

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