Focusing on content creation is a low-leverage trap of 'posting and praying.' The most direct and effective way to build a sales pipeline is by actively engaging in two-way conversations with prospects, which creates momentum that passive content cannot.
Before teaching sales tactics, first understand a new rep's personal motivations. This intrinsic desire for a better future is the only thing strong enough to help them push through the inevitable pain and rejection of prospecting.
The most effective salespeople are not those with the 'gift of gab,' but those who master listening. Influence is created by asking questions that get prospects to reveal their problems, then using that information to create a value bridge to your solution.
New salespeople lack personal success stories to use as social proof. Leaders must proactively provide them with a library of stories about other clients or team members. These 'borrowed' narratives are essential for building a value bridge with early prospects.
A direct selling (MLM) business model exists because a network of people can build relationships and sell more effectively than automated online marketing. If a marketing ploy alone could drive sales, the human network would be redundant. This validates focusing on conversation skills.