Karina O’Dowd describes an average day selling for an MLM as similar to that of an influencer. A lot of time is spent “creating content” and posting it on social media to attract customers
, which found that at least 99 per cent of MLM participants lose money. “I’ve seen [the maths] and it makes sense to me,” says O’Sullivan.“I’ve certainly never seen any MLM company present any evidence that his stats aren’t true.”
MLMs have “plausible deniability” when it comes to targeting women, explains O’Sullivan, as the practice can technically be described as salespeople targeting specific recruits, and not the company. In her research O’Sullivan has also found a number of examples that show women’s vulnerabilities are often exploited as a means of recruiting them.
“I understand why they didn’t buy [the products], because they were way too overpriced,” she says. “I was advertising them thinking, how can I sell mascara for €26? It was a good mascara, but I just didn’t think it was worth that.”, says that by the time she reinvested in more products to sell, she hadn’t made a profit either. But the 27-year-old believes if she had worked harder and committed more time and effort to selling, she would have done.
Martin, in her conference presentation, said that in the previous four years she had interviewed many former MLM reps and “without exception” they had all lost money, including one woman who was considered to be “successful”. Once people buy into the opportunity sold by MLMs, they are often made to feel like quitting would be a failure and that their “negative mindset” is holding them back. This is underlined by in-your-face positive language deployed by MLMs. For example, the most expensive product pack for one company is called the “Overachiever Package”.
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