TOM "BIG AL" SCHREITER (Part 1)
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A 31-year-plus network marketing veteran, Big Al is widely
acknowledged as one of the best trainers in the entire MLM


industry, the world over! An author of six books, four
tape sets, publisher of Fortune Now, keynote speaker and
workshop presenter, Big Al revealed his secrets to
creating prospects on demand - instantly!

Want to know how to prospect everyone you meet?

Then you won't want to miss this revealing interview - trust
me. You'll find out why disagreement will lead to your
ultimate success. Big Al truly "tells all" in this exclusive


eye-opener.
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CZ: Can you tell us more about finding those prospects?

TS: It's easy to find prospects if you know what
they're looking for.  And they're looking for something


interesting.  In this case, pictures.

But let's go back to the original question. The original
question is, "Hmm, how do I find good prospects?"

Here's the secret:  when I first got started in network


marketing in 1972, I talked to all my relatives and I was
banned from weddings and funerals.  And I talked to all my
friends and they wouldn't return my phone calls.

And I talked to my co-workers and they would walk on the


other side of the street.  And everybody I talked to for
the first 1 year and 10 months were absolute losers, jerks,
failures, no motivation.  They didn't want to do the
business, they hated network marketing, and you could not


believe the run of bad luck I had to have all those
prospects in a row all say no.

And here's what happened.

I changed what I said.

I changed what I did and some of these exact same
prospects all of a sudden became distributors and some even


became leaders.

Hmm.  The exact same prospects, two different behaviors.
So my question is, did it have anything to do with the
prospect or everything to do with what I said and what
I did?

And most people say, "Whoa, what you're saying then is,
prospects are neutral."

And this is a big statement, but this is going to prevent
a lot of grief.  Nobody told me this when I got started.

But prospects are neutral, even your worthless
brother-in-law.  Because there's always something somebody
could say or somebody could do that would change that
worthless brother-in-law's attitude and motivation.




Now, the odds of us guessing what to say and do for a
worthless brother-in-law might be pretty slim, but the
point is, people are neutral.

The biggest fallacy, the biggest mistake, is when people
get started in network marketing, they say they have to


find good prospects.  There's no such thing as a good
prospect.  All prospects are neutral and they don't become
a good prospect or a bad prospect until they meet you.

And when they meet you, they're going to decide in the


first 10 seconds or thirty seconds to either lean forward
and look for reasons to join.  Or lean back and look for
reasons not to join.

So that's the key.  If you think about your presentations
in the past, I'm sure you maybe gave a great presentation


and somebody who rolled their eyes and was playing with
the remote control and just didn't want to be involved at
all.  They mentally made up their mind, their decision to
join or not to join in those first 10 or maybe 30 seconds.


So what we need to learn is...
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===========================================================
TS: So what we need to learn is what we can do in the first
10 seconds or 30 seconds that's going to get people to lean


forward and look for reasons to join or lean back and look
for reasons why not.

Prospecting has very little to do with the prospects.
It has lots to do with what we say and what we do.

And because this is a big concept or a big jump, Chris,



is it okay if I give another example?

CZ:  Oh, please do.  Please do!

TS: Okay.  I want everybody listening to this to
imagine that you went to a company convention.  Now, we're
brand new, we're all standing at the back of the room,


that's where we stand when we're brand new and we're
mumbling.

We're saying, look at those people in the front of the
room.  Those people up there on stage.  They're
collecting awards, they're getting trophies, they're saying



the last 50 people they talked to joined.

I mean, those people are so lucky.  I mean, the last 100
people they talked to just happen to be millionaires with
gobs of cash just looking to join a network marketing


opportunity.  Those people are so lucky to find all those
good prospects.

Now, in the back room, all of us brand new people that are
saying, and we're so unlucky.  We can't believe how bad our
luck has been.  You know, that the last 100 people we talked



to just happened to be losing their job, losing their house,
going through divorce, lightning struck their cable TV,
knocked it out.

They're manic depressive, they're thinking about killing
themselves, somebody stole their dog, kicked their pickup.




The last 100 people we talked to just happen to be bad
prospects.  Well, we're thinking about that and saying,
now, that's pretty unlikely.  The real truth is that both
the people in the front of the room and the people in the



back of the room, us, we both talk to the exact same
prospects.

And when the people in the front of the room, when they
talk to a prospect, the prospect is leaning forward, gobs
of cash, bolted in mind mail, they're drooling, they're just



wanting to join.  And we're saying, that just makes me sick.
Look at how they act with those leaders.

And when those people are talking to us, what are they
doing?  Well, they're leaning back, folding their arms,



rolling their eyes, playing with their remote control,
petting their dogs, and they're looking for reasons not to
join.

We have the exact same prospects; two totally different
behaviors.

And the behavior they have doesn't have anything to do with


them or it doesn't have anything to do with us.  And that's
what we need to do, is learn how to get prospects to lean
forward instead of leaning back.

And that's why, Chris, let's say you and I both bought 100



leads.  And you talked to those 100 leads and you know what,
five or six of those people said, man, it sounds good, let
me join.  I talked to 100 leads and everybody told me to
jump off a cliff.  What's interesting is maybe we have the


exact same 100 leads.

So the difference wouldn't be the leads.
The difference would be....

TS: The difference would be who talked to them, Chris.  What


you said, Chris. And what you did.
And that's the biggest truth in network marketing that's
hidden from the new person, nobody even gets it that
prospecting has little to do with the prospect and almost


everything to do with us.

CZ: You always hear, "Oh if it's good it will sell
itself and you just put the information in front of
somebody.

But these days, what you say to somebody can make -- not



just in network marketing, but in relationships,
friendships, and business -- everything, what you say, your
language, can really make a huge difference in the results.
So I think it's a really good illustration you just gave.



TS: I think if your first sentence is good, everything
else is going to work.  You can mess up your presentation,
you could forget the name of your company, it doesn't
matter.

If your first sentence is good, they are with you, they're



looking for a reason to join.  Of course, the flipside is if
the first sentence is bad, well, guess what?  Chances are,
no matter how good your presentation is -- it could have
three slides -- it's just not going to work.  So we have to



work on the first sentence to get people on our side, then
you have an audience.
So, Chris, where would you like to go to from here?

CZ:  Okay, well, what about just day-to-day people at
the grocery store.  People might scare off all their


family and friends pretty quickly.  Or they may have them
all in the business and they want to go talk to more
people and we're running into people at the movies, at the
mall.

What things do you start saying right then and there to


start creating prospects?

TS: I think the number one thing that we want to do
as a distributor is to avoid rejection.

I hate rejection.

I'm a nerdy engineer, I'll do anything to avoid rejection


and I think most people feel the same way I do.  So we'd
have to learn how to make approaches in conversations that
are rejection-free.

Let me cover a quick principle and then we'll do some
examples of how you can contact people rejection-free and


have it be a pleasant experience.

CZ: I'm ready!

TS:  So the principle you and I were talking about
before this conference call, it's called the "Big Al
Principle of Disagreement".

And it goes like this: In order to participate or take
control of a conversation, you must disagree with the
person talking.

In other words, there's no conversation unless there is
disagreement.  Because if everybody agreed, well, Chris,


you'd say something and everybody else would put their
hands in their pocket and go "uh huh, uh huh, uh huh".

Well, it would be a bland world, wouldn't it?
So we don't want to...

TS:  In other words, there's no conversation unless
there is disagreement.  Because if everybody agreed, well,
Chris, you'd say something and everybody else would put
their hands in their pocket and go "uh huh, uh huh, uh huh".



Well, it would be a bland world, wouldn't it?
So we don't want to get upset when people disagree.
It's their just way of getting involved in the conversation.

A quick example of that would be if I'm having a cup of
coffee with 12 mechanics and I say the 318 V8 engine by
Chrysler is the finest engine ever made in automotive
history, do you think all 12 mechanics are going to raise
their cup and go, "cheers"?

I don't think so.

They're going to say, "No, this one by Briggs and Stratton
is better".  Or "The Ford engine here is better".

They're all going to have a different opinion.

For them to participate, they must disagree. Now not violent
disagreement, but disagree.

Now for the ladies, let's say my wife, Susan, has a cup of
tea with 12 ladies.  And she raises a cup of tea and says,
the best place in the whole wide world to buy shoes is at
Montgomery Ward's.

Do you think all 12 ladies are going to put their hands
over their purse and go, "uh huh, uh huh, uh huh"?

I don't think so.  I think they'd say, "Oh no, this place


has a white sale".  "This one has twice a year".  "This
one has Italian leather".  "This one has a bigger
selection".

You go to Office Depot, Home Depot, wherever these shoe


things are bought.  They're going to have a different
opinion.

But knowing that people disagree, let's imagine, Chris,
that I am your worthless brother-in-law and we're sitting
down at Thanksgiving dinner and we're sitting across the


table from one another.

And you look at me and you say, "Hey, Big Al, you
worthless brother-in-law, you have a lousy job, a real
loser job.  You need a great opportunity with my business".

Now, in order for me to participate or take control of this
conversation,

I must disagree.  So what am I going to think, Chris?

CZ:  Well, you'd have to defend that so you'd have to
say how great your job is.



TS: Yeah, yeah.  This is a great job.

CZ: Wonderful.

TS: Yeah, wonderful.  I know I only work one day a
week, but, you know, if I'm sick that day, I have the whole
week off.

It's wonderful and they don't pay me much, but I don't have


to worry about taxes.  It's a great job.  Now does that
sound like somebody who loves their job?

Yeah.

Does that sound like a prospect?

No.

But if Chris were to lean across the table and understand


the "Big Al Principle of Disagreement", he would have
said, "Hey, Big Al, worthless brother-in-law, I bet you
have a terrific job.  You only have to work one day a week,
you get all that free time off.  It must be wonderful that


you don't even have to pay very much income tax".

Now, for me to participate, I'm going to have to disagree.
I'm going to say, "No Chris, no, it's terrible.  I only
work one day a week.  I don't earn enough money for food.



I never can go out.  This is terrible.  I just wish I had
a better opportunity".

Now does that sound like somebody who loves their job?

No.

Sound like someone who'd be open for an opportunity?



Yes.

Both examples on the exact same person.  But just because of
what Chris said and just because of what Chris did, it
either created me into a good prospect or a bad prospect.

So when we get somebody and we say, we have this terrific


opportunity, it's wonderful.  If they are to participate in
the conversation, what must they say?

Great, isn't it?

No wonder all these people are resisting us.  Once we see
how this works, life gets a little easier.




CZ:  I started trying that on people yesterday actually.
I was just playing around with people that are, some of the
people even that are already in the business and in my team
and asking them what do they do.



And as they started telling me that, I said "Oh really, I
heard that's a great way to make a lot of money, you know".
[laughs]  That was a line I learned from you and it was
funny.  They're like "Oh, well, it's okay."  They have to



disagree.  So it was a great way for them to get fired up
again, realizing what they're sitting on.

TS:  And once we learn this, we can make sponsoring
and contacting and approaching almost...
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===========================================================



TS:  And once we learn this, we can make sponsoring
and contacting and approaching almost rejection-free.

TS:  Understand that most people are going to disagree.
All you have to do is figure out what you'd like them to


say.  And it sounds simplistic, but that's how things work
in the real world.  Don't blame me, I don't create this, you
know, I just report it.

CZ:  I'm curious, how did you come across this concept
and where did you learn it?  Is this a trial and error thing


you started to discover?  Where did you discover all this?

TS:  Well, this is from my Level 2 trial and error days.
There's actually three levels of participation that people
go through in their network marketing business.  I didn't


know this, most of us don't know this when we get started.

Here's the first level of participation:
1)  People join, they sit at home, watch TV, don't do
anything and hope things change.  Now, if you're listening


to this conversation, you probably think, wait a minute, I
have somebody like that in my downline.  Well, I'd have to
say, yeah, you're probably stealing some of mine.

I do, too.  [laughs]
So a lot of people get started, they buy the kit, do


nothing, hope things change.  People at Level 1, well, I
just hope they enjoy the cable TV.

Level 2:
2)  Level 2 is called "trial and error".  Now, I got started
and had one year and 10 months of absolute failure.  For one


year and 10 months nothing happened for me, I was in "trial
and error".  I tried a lot of things that didn't work.  Very
unsuccessful, very frustrating.  It hurt, it was painful
rejection.

I didn't earn any money.  I hate trial and error.



And that's how I learned a lot of these things was by going
out and doing them.  But the difference is being a nerdy
engineer with no social life, I simply recorded what
happened.

And being somewhat of a scientist it's pretty easy to see



trends in your recordings after a while and say,
"Oh oh, this is happening consistently."  There must be a
reason and that's how I came up with a lot of these things.

Hopefully, everybody listening to this is at Level 3 in their


network marketing business...

TS: Hopefully, everybody listening to this is at Level 3
in their network marketing business:

3) Level 3 is people that want to do the short track. They



want to find out exactly what to say and exactly what to do.
These are the leaders or potential leaders.

Now there's nothing wrong with trial and error.  You're
going to have a lot of people in your group doing trial and


error.  They're going to do it their way and that's great.

They're going to make great distributors, but when people
finally decide to find out exactly what to say and exactly
what to do, they take the shortcut, those are the people at



Level 3.
And that's the quickest and easiest way to learn.  You've
got to learn from experience, but why can't it be somebody
else's experience, right?

But people at Level 3 say, hey, we found out that Big Al


got scar tissue all over his body for doing this, therefore,
maybe we shouldn't.  And that's Level 3.

I like dealing with people at Level 3 because they're more
fun, they're moving ahead, and they don't have as much scar


tissue. So that's how I picked it up, Chris.

CZ: And would you say those are probably the most
coachable people then, too, that you're working with?

TS: Definitely.  You see, people at Level 1, if you try



to coach or invite them to meetings, they're going to have
to stop watching television and that's going to irritate
them.  And, of course, waste your time.

If you try to coach people at Level 2, they're still doing


trial and error.  They have their own ideas on how to do it
and you're just going to irritate them, and that's rude, and
waste your time.

People at Level 3 are pretty easy to recognize.  These are
the people that want to learn what to say and what to do.



Here's how you recognize them:  They are the people that go
to the company training sessions.  They hang around their
sponsor, trying to find out good ideas.  They go to the
library, the Internet, maybe research their product,


service, or opportunity to get more ideas.

They listen to tapes in their car or recordings in their
car.  Or they read books.

So people at Level 3 are the ones you should...
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TS: So people at Level 3 are the ones you should concentrate
your time on, just so you're not being rude to people at


Stages 1 and 2.

CZ:	So...what do you see as the leader's day-to-day
operations in a network marketing business?  Day-to-day
methods.  What's the life of a leader?

TS:	[laughter] Okay.  All right, the life of a leader



[laughs].  Let's rephrase this, okay Chris?

CZ:	Go ahead [laughs].

TS:	As a leader, what activities do leaders do on a day-
to-day basis or what is their life like?  I would say, a
leader understands that his whole mission is to create three


or four good leaders.  

That's it.  

So your whole effort focuses on those.  Now certainly, you
will support your distributors to the extent they want to be
supported and usually that's not very much.  So you have


plenty of time to focus on building leaders, which is self-
development and teaching them the skills.  So your day
should be very, very simple.  Which is, supporting and
creating leaders in your group.

Now, if you don't have much of a group, well, then of
course, you're going to spend more time prospecting so you
have enough candidates to choose from to help people become
a leader.  One problem a lot of people have is they sponsor


a couple of people and try to make them a leader.  That's
probably the wrong way to go.  

Chris and I were talking earlier about the leadership test
that you give ordinary distributors so they understand how


to be a leader.  If they have a potential to be a leader.
Well, once you give somebody a leadership test, then you
know who to work with.  Most people don't have enough
candidates.
	
The way I like to look at it is this, I'll say to my


potential leaders, "You need to build a group.  Lots of
people so you can choose some potential leader candidates
from it.  So imagine for a moment that you were single and
are going to get married.  And I gave you a list of two


people.  Or I gave you a list of 2,000 people.  So which
would be better for you, a list of two people or 2,000
people?"

You say, "Well, 2,000 people."

And I say, "That's exactly it.  What you want to do is make


sure that you have enough people to choose from.  

And that's why we build a business, but our day-to-day
activities are building leaders and making them successful."
===========================================================


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