When pitching people face-to-face doesn’t work, you go online and start posting about the MLM all the time. You follow the formula recommended by the company: one post about the brand, then one about your family, then one about your lifestyle, then one about the brand again. But you notice that no one comments or likes your posts. Your follower count on Instagram has gone down. Finally, a friend DMs you and lets you know that a lot of people have blocked you on Facebook.
Multilevel marketing (MLM) is, strictly speaking, not marketing at all but a form of direct sales with special features, of which recruiting is fundamental. A person, recruited by the company to sell a product, earns commissions; if that person recruits others, this second layer is called the person's "downline." The person earns a cut on the sales of people in the downline, called an "override." But those in the second level may also recruit others and create their own "downlines." The first person in the chain gets an "override" from every level, however many there may be, although always less the farther removed the source is. Often recruits are required to purchase an initial "starting inventory" of the product. In many cases the MLM company will not repurchase this inventory or will do so at a very reduced price. These characteristics have caused MLM to be associated with pyramid schemes; and some technically are such schemes. Not surprisingly, reputable direct marketing companies and the associations to which they belong are continuously engaged in policing the field and in advocating legislation aimed at setting clear and unambiguous rules. The term "network marketing" is in part used because "multi-level" marketing has at best an ambiguous reputation.
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