In the first part of this article I tried to point out both the good side and the bad side of Network Marketing. Now you need to know what to look for in a NWM company, in case you want to investigate this business further. Much has been written on the subject -- usually with a long list of criteria you should check.

These lists, in my opinion, can be boiled down to two major categories. They are:

1. PRODUCT 2. COMPANY

The product should provide a benefit(s) for the user. It should be competitively priced and should be disposable/consumable. That is, people should use the product and replace it repetitively by buying another. Kleenex is the master example of this.

The product should be unique and not something to be found in retail stores or from other Network Marketing companies. The product should be something you would buy and use even if you were not making money by so doing. Remember, this is something you must become passionate about because you will be recommending it to others, maybe even to friends and relatives.

You must feel, with intensity, that this, whatever it is, will improve the well-being of people and that they should have it. In an issue of UPLINE magazine George Hartman said it well, "Always lead with the products. In my experience people who get benefits from the products are going do the business anyway. If you concentrate on people's results on the product, the money will hunt you down." So the product is all important and something you must take a good look at and even try before you commit.

The Company. Of all the Network Marketing companies that come on the scene 85% fail in 5 years or less. And, of these, most fail in the first 18 months. You would therefore be wise to pick a company that has been in business for at lease several years. Nothing is more upsetting and frustrating than to work hard to build up a residual income with a company only to have that company go out of business.

The company should have good management, should have a good pay plan, should pay on time and should offer a duplicatable business building system. It should provide good promotional material, including literature, at reasonable prices, technological facilities such as fax-on-demand, voicemail, conference calling and audio and video tapes.

The company should provide you with leads to recruit prospects and offer meetings where you can go to get help and encouragement. The person who sponsors you is called your "upline". All those you bring into the business will be called your "downline". Your sponsor should be someone you feel you can like, someone you can relate to and someone who is easily reached. You may find a company you like with a product you like but you don't quite like the person who wants to sponsor you. If this happens find someone else in the same program to be your sponsor. This is a business where personal relationships are important and can have a direct bearing on your success or failure.

Before you join a company ask the person who wants to sponsor you questions about the program. And, if possible, ask their upline the same questions. Do they like the pay plan? Are they paid on time? Are they making money? Has the product helped them personally? Ask them how long the company has been in business and about the management. Ask them all these questions because you are about to make a serious step. You are going to invest perhaps a small amount of money and a large amount of time and energy and you are not going to fail.

If you will do this, after choosing a good company with a superior product or service, your rewards can be unlimited. If you will give persistent effort and realize that success requires dedication and work you will not be disappointed. Network Marketing has been called "The Sleeping Giant" and six million Americans are now independent representatives of direct sales organizations. Many of these people are making more money and having more time to spend it than they ever would have believed possible. You can too!

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Dr. Vernon Brabham is an optometrist/entrepreneur in Marietta, Georgia. He has been studying the business of Network Marketing for many years and has been involved with several companies. He can be reached at VBrabham@mindspring.com and will try to answer any questions you may have. For a free audio tape on Network Marketing put Free Tape in the subject line.