Dialsession Guide 2014

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TABLE OF
CONTENTS
CONFIDENTIAL FOR INTERNAL USE ONLY
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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INTRODUCTION:
WELCOME TO THE
MODERNIZE
THE MESSAGE
PROGRAM
11
INTRODUCTION
1 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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* links to these documents can be

found at the end of this section.
CHAPTER - 1
11 INTRODUCTION
1 INTRODUCTION
BRIEF
INTRO
Thank you for investing in the Modernize the
Message (MTM) program for your market.
We hope you are excited to see where this
experience takes your ABOs and how it
transforms their language.
This process will break down language
so that you can see how the right
words translate to what your prospects
actually hear and ABOs will be there
to see it happen.
Weve compiled everything you need to know
about planning your MTM program in a single
place. Weve broken down the process, step
by step, so your team knows exactly how to
tackle every task needed to update, upgrade,
and rebuild your communications.
Generally speaking, the MTM program
includes a Dial Session, to deliver the MTM
experience to ABOs; a Language Survey, to
verify and expand language findings and gain
deeper understanding of prospects; a Written
Analysis, to pull the findings together; and
New or Updated Communication Materials,
for ABOs to adopt effective communications

approaches with prospects. The Dial Session
is MTMs touchstone experience. We call
its behind-the-scenes process of language
discovery and behavior change the Expose,
Break, Rebuild concept.
First, MTM will expose the gap between
what ABOs believe prospects should hear
and what prospects truly want to hear. It is
essential to show ABOs exactly where their
messaging needs help where they are failing
to connect in order to prepare them for a
new approach. Not only does the expose
phase show where your audience is, but it
shows what you are doing right and what you
are doing wrong.
Then, the break occurs. Breaks are how
you know that the process is working. In these
moments, ABOs stop holding onto what they
think works and they become truly open
to accepting and adopting what the program
shows them does work.
Finally, with ABOs primed to receive new
approaches, Dial Session can rebuild your
language, keeping what works and refining
your language with new insight. The Dial
Session will isolate your challenges, big-
picture questions, and long-term goals to build

a powerful communications approach that
delivers the answers and behavior change
your ABOs need.
We know that the Amway culture does not
always naturally provide the constructive
feedback ABOs need and want. While our
culture fosters success among every business
owner, opportunities for true feedback can
be too few. Thats why we are thrilled you are
starting your Modernize the Message journey.
MTM will give ABOs the feedback and support
they are craving and, done right, ABOs
can give prospects the Amway theyve been
waiting for.
Now is the perfect time for Amway Business
Owners to test, innovate, and strengthen
their message. Weve provided some of the
incredible feedback from distributors on MTM,
for a taste of the positive response weve
seen. We look forward to helping your team
complete the MTM experience, and we cant
wait to see you achieve success.
LETS GET STARTED!
THIS SECTIONS ATTACHMENT (CLICK HERE)
.DOC
FEEDBACK FROM DISTRIBUTORS ON MTM
INTRODUCTION:
WELCOME TO THE
MODERNIZE THE
MESSAGE PROGRAM
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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AN OVERVIEW
OF THE PROGRAM
11 INTRODUCTION
2
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
AN OVERVIEW
OF THE PROGRAM
2
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Let us establish an
important point from
the outset: You AND
NOT THE GLOBAL TEAM
will be in control of
your Modernize the
Message program and
its key decision points.
Our role is to advise and
facilitate.
This Playbook is meant to help you customize
the program for your market focusing on your
most pressing topics and challenges and
to provide the appropriate guidance once you
have completed your training with our team.
We know from experience that each markets
needs, challenges, and resources are unique.
Thus, as we provide sample materials or
documents for you to review, the goal is not
duplication but informed customization.
After your market has completed training

with the Global MTM team, this Playbook
should give you the necessary resources
and support to continue with your own MTM
program. Remember, this tried-and-true
process is designed to be dynamic. It is
flexible, it is reliable, and it will improve your
communications strategy now and in the future.
THE COMPONENTS
The MTM program consists of the following
components:
Dial Sessions, conducted with your
target prospects and with ABO leaders
participating
A Language Survey, fielded with target
prospects
A Written Analysis, synthesizing findings
from the Dial Sessions and Language
Survey
New or Updated Communications
Materials and training materials,
reflecting lessons learned and your
new lexicon
Given that you can customize the MTM

program to your markets needs, we will
provide recommendations for the ideal
execution of each of the above. Of course,
your market will have its own unique needs
and constraints, and you will need to shape
the program to your needs and resources.
As you evaluate your constraints, we
are available to help you prioritize MTM
components and weigh your options.
CHAPTER - 2
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
AN OVERVIEW
OF THE PROGRAM
2
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
A GENERAL TIMELINE
One of MTMs most important benefits is the
flexibility of the timeline. You can develop a
timeline that fits your schedule, and which
allows you to complete each component at a
convenient and steady pace.
Of course, as you now know, the Dial
Session is not the only component of the
MTM program. That said, be aware that it is
the one which takes the most planning and
preparation. It takes approximately three
months of planning ahead to successfully
complete a Dial Session and in fact we
recommend more time than this. You may
begin the planning process as far in advance
as is convenient for your team and for your
participating ABOs.
We have provided you three slides to help
you understand the full course of the MTM
program. These slides lay out the phases of
the MTM program in China. You will also see
the proposed timeline we have discussed
for each of those phases, as well as a brief
explanation of each of the experiences that
will comprise your program.
See the document titled *MTM Path to
Change to review this general timeline for
Chinas first MTM program experience.
THE NECESSARY FINANCIAL

RESOURCES
The resources necessary to conduct the MTM
program effectively are straightforward.
You need sufficient staff, engagement from
ABOs, and proper venues and technical
support to conduct a Dial Session. (We get
into more detail on each of these later in
the Playbook.) But before you consider the
logistical details, you need to consider the
bigger picture: your budget.
The MTM program allows you to build your
own combination of program components
based on what you need and what you can
afford. For some, that may mean twelve Dial
Sessions and two Language Surveys. For
others, that may mean three Dial Sessions
and no Language Survey.
It is important to know ahead of time that
the Dial Session can be the most expensive
component and the most important of the
MTM program.
Review our enclosed *Budget Overview as you
begin to formulate your mix of MTM program
components. This is a general approximation,

and costs will vary based on location, venue,
audio-visual (A/V) capabilities, and total
attendees (the most important influence),
plus other factors.
Remember to factor in the costs associated
with the communication materials youll want
to produce after you have completed your Dial
Sessions. Additionally, if a Language Survey
is considered, youll have to allocate money
for that as well.
CHAPTER - 2
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
AN OVERVIEW
OF THE PROGRAM
2
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
THE NECESSARY MANPOWER

We have created an overview of the staffing
needs required to facilitate a Dial Session
within the MTM program.
You will see that there are at least 6 roles
necessary for the Dial Session and MTM
program. Our team has dedicated more than
one staff person to each role, given the
amount of work required.
for which they will be responsible. Doing so

will prevent confusion and ensure smooth
execution of the program. Expect that this
group will meet weekly in preparation for the
dial sessions.
Review our enclosed *MTM Roles and
Responsibilities document to become
familiar with each staff persons program
responsibilities.
.DOC
.DOC
.DOC
You should assign staff members to each

role well before the Dial Sessions, so that
everyone knows the content and day-of needs
MTM PATH TO CHANGE
BUDGET OVERVIEW
MTM ROLES AND RESPONSIBILITIES
CHAPTER - 2
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
WHAT IS A
DIAL SESSION?
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
WHAT IS A
DIAL SESSION?
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Because you may not

be familiar with a Dial
Session, weve provided
a basic explanation of
what you can expect.
Here are the basic points
to begin conceptualizing
your Dial Session:
Discussion plus technology: A Dial
Session combines the guided discussion
atmosphere of a focus group with the
technology of Instant Response Dials
(which well simply call Dials for the
remainder of this Playbook).
Length: Typically, the average session
lasts for three hours. We recommend going
no longer.
Who We Hear From: We seat 36 target
prospects to provide us feedback and
discussion on what they think, feel, and
want to hear when it comes to a new
income opportunity. These prospects
are screened for age, gender, education,

employment, and openness to direct sales
and Amway, among other demographics of
your choosing.
How ABOs participate: All ABOs and staff
watch the discussion. A select group of
ABOs will also enter the front room with
the prospects to present to them and
receive direct feedback.
The Dial Session isnt conducted all by itself.
We have events before and after it:
Before: Before the Dial Session begins,
we conduct a 1.5-hour ABO Onboarding
session to explain what ABOs should
expect and how the evening will proceed.
After: After the Dial Session ends, we
conduct a 45 minute ABO Debrief to
discuss what ABOs experienced and what
we have learned.
In total, from the start of the ABO Onboarding
to the end of the ABO Debrief, the event will
last approximately 6 hours.
CHAPTER - 3
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
WHAT IS A
DIAL SESSION?
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
A BASIC LAY-OUT OF A
DIAL SESSION
The event takes place in two main rooms
in a venue.
The Prospect Room (Front Room): In
this smaller room, the moderator leads
prospects through discussion and
feedback. Feedback includes the use of
Dials, which provide second-by-second
digital scores (shown as moving lines on
a screen) in response to language from ABO
presenters and the moderator.
The Viewing Room (Back Room): In this
larger room, staff and ABOs are able
to watch the Dial Session directly via
televisions in this room.
WHERE DIAL SESSIONS

TYPICALLY TAKE PLACE
For a Dial Session to have its greatest
impact, it is typically conducted in a hotel or
conference center. Heres why:
Large enough for Prospect Room: Hotels

typically have well-sized comfortable rooms
to serve as the prospect room, where they
can comfortably accommodate 36-40
prospects plus the audio/visual staff and
technology which will need to be set up in
that room.
Large enough for Viewing Room: They also
typically offer adjacent rooms or large
conference spaces that can serve as your
viewing room, where you can accommodate
the ABOs who are observing, your staff,
tables and chairs for all, plus the television
screens and other technology and audio/
visual staff necessary for the viewing
rooms features to function properly.
Capable of hosting ABOs comfortably:
Lastly, hotels or conference centers are
an ideal location because they can often
provide the food and beverages and parking
necessary to host your 100+ ABOs.
The larger the hotel or conference center,
the more easily you will be able to include
more ABOs in the Dial Session. This is
ideal. With the right space, set-up, and
accommodations, the energy level of the Dial
Session experience can be similar to that of
an exciting event.
ABOUT THE DIAL

TECHNOLOGY: THE
PERCEPTION ANALYZER
The Dials which prospects will use to deliver
feedback are the critical part of the Dial
Session. The technology is simple and the
impact is immediate. Here are the basics:
What the dials look like: Each hand-held
Dial looks like a very simple video game
controller. It is slightly larger than a cell
phone, with a knob that turns from left
to right and a small display screen which
shows numbers from 0 to 100. Every
prospect gets one Dial to use during the
Dial Session.
How and when the Dials are used:
Prospects will use their Dials whenever
they hear from a Presenter or watch a
video. Each prospect will turn the knob on
his or her Dial to provide real-time scores
in response to every word, phrase, and
message they hear.
A score of 50 is neutral, which means
prospects neither like nor dislike what
they are hearing.
CHAPTER - 3
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
WHAT IS A
DIAL SESSION?
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
A score moving upwards closer

to 100 means the presenter is
incredibly persuasive, prospects
like the language they are hearing,
and the language makes them more
interested in the Amway business.
A score getting closer to 0 means
prospect do not feel persuaded to
consider the Amway business and
they do not like the language they
are hearing.
How the Dial scores are collected: The
scores from the Dials are sent in real-time
to a receiving device which is connected to
a computer program called the Perception
Analyzer. This program combines all of
the individual Dial scores into lines on the
computer screen. These lines resemble
the lines on a heartbeat monitor: the lines
move up and down as the prospects turn
the knobs on their Dials. Typically you
will see two Dial lines that represent your
prospects in the room for instance, one
line for each gender.
What the viewing room sees: The viewing
room screens will show the Perception
Analyzer screen. They will see a simple
graph of the moving lines, displayed along
with the live footage of the Presenter who

is speaking to prospects (from now on,
you will see us refer to this experience of
presenting as dialing or being dialed).
THE BASIC STRUCTURE OF

A DIAL SESSION
Every single Dial Session is different. Thats
why Modernize the Message works. However,
there is a standard structure which makes the
Dial Session effective.
Each session is divided into two main parts:
the first 45 minutes understanding prospects
attitudes and perceptions and the final two
hours spent live dialing.
Below is a more thorough overview of this
experience.
1. The First 45: In the first 45 minutes of
the Dial Session, you will establish and
discuss prospects opinions. You want to
build a foundation in order to understand
the prospects perspective on their lives,
the future, income opportunities, and
direct sales. Youll accomplish this by
discussing the first exercise (from the
Dial Session Exercises), talking about the

words and phrases that prospects isolated
as the most important, least important,
and the reasoning behind their choices.
You will also ask how interested they are
in joining a direct selling business before
transitioning to dials.
2. Live Dial Setup: For 15 minutes after the
foundational discussion, you will teach the
prospects how to operate their dials. You
will walk them through a sample live dial
and how to respond to video.
3. The Final Two Hours: Once the prospects
are ready, you will immediately introduce
ABOs to live dial. You will take two breaks
in between sets of live dials, with an
additional break to discuss one or two
additional Dial Session Exercises.
During this two hour block, the moderator
will guide the discussion between live
dials, asking prospects why a specific
ABO presenter resonated or failed to
connect. The moderator and ABOs can
take this information and try new language
approaches, followed by additional
feedback from prospects.
CHAPTER - 3
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
DETERMINING
THE GOALS AND
OBJECTIVES
YOU HOPE TO
ACHIEVE
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
4
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 4
11 INTRODUCTION
As you begin the

Modernize the Message
Program, you must
determine your own
high-level program
goals and objectives
for this program.
While this program has the ability to transform
your business opportunity messaging strategy,
it is most effective when the goals are outlined
and planned before beginning the process.
By outlining your key goals and objectives,
along with the topics you and your ABOs most
want explored, you create for yourself a simple
guide that will inform your Dial Session and
any steps which come after it. This especially
matters because the many details can
overwhelm even the best of teams.
The guiding thought process behind a Dial

Session involves the following:
Part 1: Determine which prospect segment
has the most potential for the future
Part 2: Uncover why your business
opportunity language isnt resonating with
these prospects
Part 3: Build new language that will engage
the target segment
Part 1 is typically completed well before the
Dial Session after all, this determines which
prospects you will recruit for the event. You
can determine your target prospects based on
you affiliates strategic business plan or long
range business plan, your past research, or
conversations with ABO leaders.
So why does this matter so much? Once you
know which segment is the most important
to reach, you can narrow many things:
Which city or cities to use for Dial Sessions;
how to design your prospect recruitment
specifications;
which ABOs to invite to the Dial Session;
what current prospecting materials to
collect as source material;
and many more.
Narrowing your focus will narrow the focus of

the ENTIRE project, in incredibly helpful ways.
Of course, it can be just as helpful to decide
that youd like to understand the general
population. What matters is not picking a
narrow subset of prospects, but making the
decision at all.
Part 2 is completed both before and
during the Dial Session: before the Dial
Session, you review prospecting materials
and communications approaches your ABOs
currently use with prospects. During the Dial
Session, your moderator asks prospects
questions about why certain language
approaches fail to persuade them.
Part 3 is completed during and after the Dial
Session: during the Dial Session, your ABOs
who present to prospects (we call this live
dialing) receive feedback on what words and
ideas work, and after the Dial Session, you
review dial scores and other materials in more
detail (as well as potentially field a survey)
to weave together your new communications
approach.
DETERMINING THE
GOALS AND OBJECTIVES
YOU HOPE TO ACHIEVE
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
4
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 4
11 INTRODUCTION
We have included some examples of the

objectives created by past markets, which
you may review as you craft your own
objectives. We recommend that you look to
Europes Key Objectives in particular:

*Key Objectives Example 1
Later in this Playbook, we will provide more

detail regarding how your project objectives
will inform content planning. For now, this is
the foundational thought process you need
to begin.
.DOC
.DOC
.DOC
KEY OBJECTIVES EXAMPLE 1
DETERMINING THE
GOALS AND OBJECTIVES
YOU HOPE TO ACHIEVE
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
4
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
LOGISTICAL
PLANNING
FOR A DIAL
SESSION
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

CHAPTER - 5
11 INTRODUCTION
After identifying
your program goals
and focus, you can
begin planning your
Dial Session.
Review the enclosed *Planning Timeline

for a sense of when and how to group your
planning steps for all three categories.
Consider setting up your own planning
timeline in this fashion, to organize your
steps and complete them in order of priority.
The enclosed *Dial Session Room

Requirements will tell you precisely what is
required for each of the two main rooms
(the Prospect Room and the Viewing Room)
for the event, as well as what will need to
be set up for each room.
CHOOSING VENUE
There are three main planning areas that

your team will focus on: logistical planning,
engaging ABOs, and content planning.
Earlier in the Playbook, we outlined the

basic lay-out of a Dial Session. We
recommend that you hold your Dial
Session(s) in a hotel or conference space.
Some considerations when you are
choosing a venue:
The enclosed *Dial Session Floor Plan

document provides a visual lay-out of each
room, indicating why your space must be so
large and how the items within each room
must be arranged.
While, ideally, the three will be executed

simultaneously, the logistics must be taken
care of first.
In this chapter, we have provided a
comprehensive set of checklists, such
as technical needs, floor plans, a general
planning timeline, essential supplies, and
others, all to help you plan and prepare for
Dial Sessions. We have addressed each
task in order of priority.
We recommend working through the checklists
to ensure that each task is completed before
arriving on the day of the Dial Session. These
checklists should serve as your go-to guide for
both planning and execution.
Room size
Number of rooms available
Layout of rooms available and their
locations relative to each other
Quality of venue
Accessibility of venue to your ABOs and
your prospects
The venue you choose should provide a

liaison who will serve as your host during
the session. This person should coordinate
and assist with day-of preparation and lastminute needs.
You will also be hiring a separate audio/
visual (A/V) company (which we explain in
more detail in an upcoming section). It is
important to provide the floor plans to the
A/V company as well, and to bring a hard
copy of these documents with you to the
hotel or conference space so that you can
confirm the rooms are set-up correctly.
LOGISTICAL
PLANNING
FOR A DIAL
SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 5
11 INTRODUCTION
Additionally, over the course of the evening,

it is essential to provide refreshments
to both staff and ABOs (in or near the
Viewing Room) and prospects (in or near
the Prospect Room). Hotels will be able to
provide food and beverages and this needs
to be considered in the budget.
Since Dial Sessions are long, and because
the sessions begin with an onboarding
session beforehand and end with a debrief
discussion afterwards, it is critical to
provide prospects, ABOs, and your own
staff with an opportunity to stand up,
stretch their legs by walking to a buffet or
beverage area, and refuel their brains and
bodies for the long event.
In recent Dial Sessions, we have provided
ABOs and staff members complete buffets,
which is an ideal choice for more flexible
budgets. Coffee and tea, along with light
snack food platters typically cheese,
crackers, fruits, and vegetables, or the like
are an affordable alternative.
Due to the length of our Dial Sessions, it is
important that everyone in the viewing room
and in the prospect room has access to
refreshments before we begin. This means
providing food and beverages for your

ABOs, your own team, and your prospects.
Place your prospects food in a different
location than your ABOs food, to prevent
prospect exposure to ABO conversations.
Typically, food is made available after the
ABO onboarding, before the Dial Session
begins.
AUDIO/VISUAL
REQUIREMENTS
We currently partner with DialSmith to
provide training and assistance in operating
the Dials and the accompanying Perception
Analyzer program. DialSmith is the creator
of the Perception Analyzer program and the
handheld Dials technology. As a result, the
DialSmith technicians are experts in how
to set up, use, and even troublesheet their
technology and program.
However, you will need to hire an additional
audio/visual (A/V) company to provide
additional technology and staffing.
This A/V company will provide items which
are critical to the smooth functioning
of the Dial Session, such as big screen
televisions, long cables to connect Dials

technology to televisions, microphones, and
even video cameras. They will also provide
technical expertise to set up this equipment
and operate it throughout the Dial
Sessions. Their technical contributions will
make it possible for the ABOs in the viewing
room to see and hear the discussion which
occurs in the prospect room. They will also
make it possible for the ABOs in the viewing
room to see the dial scores which the
prospects deliver via their handheld dials.
Your designated Tech Support or Dials
Support staff person will be the appropriate
person to coordinate details with the A/V
company.
Please see the attached *Technical Setup
Requirements document for a complete
checklist of the audio and visual supplies
required. Getting this right is absolutely
critical: this provides ABOs in the viewing
room with a clear video and audio feed from
the prospect room. Without this, the entire
event will be compromised.
LOGISTICAL
PLANNING
FOR A DIAL
SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 5
11 INTRODUCTION
We also recommend that an additional film

crew be hired to document the Dial Session.
The video output obtained from this film
crew can then be used for communications
deliverables and training. This film crew may
either be provided by the A/V company or
recommended by the A/V company.
TRANSLATION NEEDS
(IF NECESSARY)
You may be faced with two situations
in which professional translators are
necessary:

Situation 1: When non-native speakers
are viewing Dial Sessions
Situation 2: When your moderator speaks
a different language than prospects
SITUATION 1: If you have non-native
speakers viewing the Dial Sessions, you will
need to hire at least two translators.
These translators will be stationed in the

viewing room, watching the same television
screens your ABOs are watching. They will
perform simultaneous translation for any
individuals who do not speak the language in
which the Dial Session is being conducted.
Typically one translator works at a time,

and the two translators trade places with
one another and provide each other breaks
throughout the Dial Session.
Typically these translators stand or sit in

a sound-insulated booth and speak into a
microphone which broadcasts into wireless
headsets worn by the non-native speakers.
Two translators will be required here, in
order to trade places with one another and
provide each other breaks throughout the
Dial Session.
SITUATION 2: If your moderator speaks a
different language than your prospects, you
will need to hire at least two translators.
These translator will be stationed in
the prospect room, standing next to the
moderator. These translators perform
consecutive translation to ensure that the
moderator and prospects can understand
each other. These translators will translate
what the moderator says to the prospects,
then translate the prospects comments to
the moderator.
NECESSARY SUPPLIES AND

THE WAR ROOM
We have found it helpful to have an extra
room available in which staff can keep their
supplies, meet for private discussions, and
print any last-minute needs. We call this a
War Room.
If this is not available, thats okay. You may
use a staff persons hotel room to serve
the same function.
Whichever set-up you have even if your
War Room is a corner of a hallway you will
need certain supplies to ensure the event
flows smoothly.
LOGISTICAL
PLANNING
FOR A DIAL
SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 5
11 INTRODUCTION
Your War Room must contain:

1. Pens
2.
Thick Sharpie markers
3.
Stapler and staples
4.
Tape (Scotch, masking, duct, packing

tape, and dispensers)
5. Scissors
6.
Advil or other headache medicine
7.
3 clip boards
8.
Extra SD cards for camera, flash drives
9.
1 external hard drive (to be used for

back-up material)
10. Stick-on name tags

11. Sticky note pads (x5)
12. Band-aids
13. Tissues
14. LOC wipes
15. A desktop printer
16. 4 reams of paper
The list above will ensure your team is

well stocked and your team is prepared to
respond to anything you may need.
A NOTE ON PRINTING: Try to do all of your
printing ahead of time. This will free you
to focus on other important details the day
of the Dial Session. For example, after you
complete the venue walk-through, you may
find that you need to print door signs or wall
signs to direct your ABOs to the viewing
room and your prospects to the prospect
room. Try to keep your War Room printer
available for these last-minute needs.
Later in this Playbook, we provide a list of all
documents you will need to print for the day
of the Dial Session. For now, all you need to
know is that there will be a lot to print!
.XLS
.XLS
.XLS
.PFD
PLANNING TIMELINE
DIAL SESSION ROOM REQUIREMENTS
TECHNICAL SETUP REQUIREMENTS
DIAL SESSION FLOOR PLAN
LOGISTICAL
PLANNING
FOR A DIAL
SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
ENGAGING
ABOs
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
6
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
ENGAGING
ABOs
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
6
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
ABO leaders play

one of the most
important roles
in a Dial Session.
Their participation
through live dialing
can take the program
from effective to
groundbreaking.
We recommend identifying and inviting the key
ABO leaders that you feel would champion or
invest in this program.
ABO leaders who participate will fall into two
categories. The first category is those who
are invited to observe. The second category
is those who are invited to present directly to
prospects and receive feedback during the
Dial Session (as weve already told you, this is
called Live Dialing).
This means that some ABO leaders will not

only watch the Dial Session, but also take
an active role in creating new language
approaches.
This second category will demonstrate to
their downlines that improvement is both
needed and rewarded. They must be willing
participants not required to live dial but
INVITED to do so and they must be open to
honest, critical feedback.
ABO leaders are the key to the success
of the MTM Program. For each of these
two categories of ABOs those who watch
and those who live dial it is helpful to put
together separate emails inviting them to
participate. These emails should explain what
to expect, how the process works, and what
they will get out of it.
A frank word of warning: The ABO leaders who
dial WILL be subject to true critical feedback.
It wont be mean-spirited but it will be blunt.
Sometimes it can be difficult for experienced,
successful ABOs to hear. Yet the goal of the
dial session is to encourage prospects to
speak openly and candidly with and to us.
As a result, an occasional ABO has a hard
time receiving the criticism but the VAST
MAJORITY are supported and encouraged by

all the viewing and participating ABOs. Just as
importantly, the vast majority come to see this
experience not as a difficult one but as an eyeopening one that motivates and re-energizes
them in their business.
Simply put: because some particularly
sensitive ABO leaders may be cautious or
anxious about participating, the materials
you provide to them should be affirmative,
informative, and encouraging. ABOs need
to know that they are not being judged, and
that Amway is by their side through this
journey. Through this journey, we are all
learning together how to improve our business
opportunity language.
We have included in this Playbook a Sample
ABO Invitation Letter that you can tailor to
invite your local ABO leadership to the Dial
Sessions. This letter should not only provide
the event details such as date and location,
but should also convince ABOs of the merit of
the experience.
CHAPTER - 6
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
ENGAGING
ABOs
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
6
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
We recommend that you provide ABOs the

enclosed one-pager called *What to Expect
at a Dial Session. This will provide ABOs a
clearer sense ahead of time of what the Dial
Session experience will be.
Questions That Have Been Asked in Past
Markets
Q. To mix or not to mix Lines of Sponsorship
(LOSs)?
A. We know that mixing Lines of
Sponsorship (LOSs) can cause concern
among ABOs and staff alike. In some
cases, before having participated in the
Dial Session event, LOS leaders will worry
that they will be competing with other
LOSs, or that they will have to waste time
listening to messages or approaches
which are not relevant to their own way of
doing business.
Thankfully, these concerns are almost always
unfounded. We feel that the benefits outweigh
their hesitations when it comes to mixing
LOSs during a Dial Session. Mixing LOSs does
not dilute their power or disenfranchise ABOs
from the system theyve joined. Rather, it can
actually excite them as they learn from each
other and feel a renewed connection to their

downlines and uplines.
Mixing LOSs can help foster the mindset of
a true learning experience that is focused on
the prospect, not the LOS or ABO approach. If
you find that some ABOs are pushing back on
this issue, remind them that the information
is non-LOS specific, and that it benefits
everyone who participates. You dont want
to force anyone to change but you also
have limited resources and may be unable to
host separate Dial Sessions for every single
LOS. Instead, you want everyone to join in
the mindset of embracing a common learning
experience.
Assure them that other markets have
expressed the same concern, and after the
experience, ABOs who attended from a variety
of LOSs all praised the experience and asked
for more and expressed essentially no
concerns about the mixed audience approach.
Q. How many ABOs should be invited to live
dial (in other words, how many ABOs can
enter the prospect room to present to
prospects and receive feedback during the
dial session)?
A. In previous Modernize the Message

programs, we have been able to
accommodate up to nine pairs of live
dialers/presenters in a three-hour session,
totaling 18 ABOs who have the opportunity
to present. Generally, each pair takes
about 10 minutes of session time to live
dial. While your team will want to maximize
time, you also dont want to squeeze too
many people in. You should choose the
number of dialers based on the balance
of dialing and discussion that your team
wants. Fewer pairs dialing mean more
discussion on specific topics of your
choice. To maximize the impact of the
experience on ABOs, we recommend 14-18
live dialers per session, but never more
than 18 individuals (or 9 pairs).
When Amway team members use the right
language to invite ABOs to live dial, the
response is overwhelmingly good. Most ABOs
will accept the invitation to participate, rather
than decline. While ABOs will naturally be
nervous, we will make every effort to reassure
them that it is not an assessment or test
in any way. Instead, it is a research and
learning experience. With the right approach,
nearly every ABO you invite should be excited
to participate.
CHAPTER - 6
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
ENGAGING
ABOs
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
6
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Q. How should you decide which ABOs

should dial?
A. While any ABO can live dial in your threehour session, it is important that you
choose ABOs that you feel will be effective
presenters. ABO leaders are the most
important group to invite to dial, because
they are the most experienced individuals.
Second, they have a powerful influence on
their downlines.
We do NOT recommend choosing
inexperienced ABOs over more seasoned
individuals. The more experienced speakers
are those who typically generate an
organizations focus, communications style,
even training materials. They are typically the
ones who serve as good examples to newer
ABOs, because they have accomplished so
much success. And, just as importantly, they
have typically been presenting to prospects
for so long that they no longer remember what
it was like to be a prospect themselves. They
are therefore primed to receive and remember
surprising lessons about what prospects
prioritize. This makes them excellent
candidates to both speak fluently on Amway
but also present meaningful opportunities for
critical feedback, to absorb and respond to
that feedback, and to convert it into longterm effective change in their own business
practices.
Q. Which questions will ABOs be asked
during the discussion?
A.
During each Dial Session, we will
ask ABOs more general questions than they
often expect. We have found that ABOs often
jump into discussions about the business
opportunity and the potential for financial
freedom before prospects even know the
Amway basics. Some examples include:
Why Amway?
How do I even make money and how does
this process work?
What does an ABO do?
What would I be selling?
What makes the products so much better
than regular store-bought products?
Ultimately, part of the goal of the dial

sessions is to move ABOs away from
motivational speaking at the outset of a
presentation. We have seen this in every
market: prospects need information first,
and too much motivation with too little detail
can in fact backfire on ABOs, rather than
enthuse prospects as ABOs hope. We often
find that distributors are laser-focused on
the opportunity, but in reality prospects
know little to nothing about the Amway
business itself. Prospects arent connecting
with these motivational messages because
they are unsure.
.XLS
.XLS
In part, these questions end up being

generated by the prospects themselves, as
we ask them what they would most like to
know next. This way, ABOs see that it is not
a corporate or affiliate staff team driving the
focus, but their target prospects.
SAMPLE ABO INVITATION LETTER
WHAT TO EXPECT AT A DIAL SESSION
CHAPTER - 6
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
RECRUITING YOUR
TARGET PROSPECTS
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
RECRUITING YOUR
TARGET AUDIANCE
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
As we have discussed
before, a Dial Session is
most effective when you
have identified your highlevel goals and which
prospects you most want
to learn from.
Before you can begin your Dial Session, the
right mix of prospects must be recruited to
attend and provide feedback. You may use
your own recruiter or an external market
research firm to help you find, screen, and
secure your prospects.
The goal in recruiting is to build a balanced
prospects group with an appropriate gender
and age breakdown. You should target
the income levels, education levels, and
occupations or outlooks you most want
represented.
It is also critical that you have enough

prospects secured for your Dial Session. We
recommend that you recruit and confirm 45
prospects for your Dial Session; then, the
day of the Dial Session, you should only
SEAT 36 prospects. This will allow you to
ensure you have sufficient prospects even if
a few decide not to show up that day. As an
added bonus, this will allow you to hand-pick
the exact mix you want in the prospect room
that day.
You may need to begin recruiting prospects
as early as one month before the day of
your Dial Session. At minimum, allow three
weeks for a successful recruit. Any less
time than this and you may experience
difficulty securing the prospects you need.
Prospects are paid a sum of money for their
participation. The amount will may vary by the
types of prospects you are recruiting. Consult
with your recruiter to identify the appropriate
amount of reimbursement for prospects.
Additionally, request that all prospects

arrive at the Dial Session at least 30
minutes before the Dial Session is
scheduled to begin. This will allow time
for prospects to fill out the Dial Session
exercises you will have for them, as well as
to enjoy refreshments, use the restroom,
and ask any questions they may have.
Because only you can determine the exact
criteria for your own market, you may review
the attached documents *Prospect Criteria
for Dial Sessions as well as the *Screener
for Prospects. The latter was used to recruit
prospects for Dial Sessions in Hong Kong
and may be a detailed starting point for your
own recruitment efforts.
.XLS
.XLS
PROSPECT CRITERIA FOR DIAL SESSIONS
SCREENER FOR PROSPECTS
CHAPTER - 7
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
PREPARING THE
MODERATOR
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
PREPARING THE
MODERATOR
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Now that youve made

the necessary logistical
arrangements as well as
prepared your supporting
materials for the Dial
Session, you have just
one key element left
to ensure the entire
experience is successful:
preparing a moderator.
SELECTING A MODERATOR
You might hope that preparing a Dial
Session moderator is as simple as hiring a
professional moderator and teaching them
how the dial technology work. In fact, it is
more nuanced.
Your moderator plays a unique role within

the Dial Session.
A neutral expert: The moderator is
perceived by your ABOs as an expert in
language and communications and human
behavior yet at the same time, your
moderator is a non-biased third party who
exposes prospect opinions and sets his or
her own opinions aside.
A credible outsider whos deeply involved:
Your moderator is credible to your ABOs
because he or she is not an Amway
employee yet at the same time, he
or she works closely with your team in
preparation to lead a Dial Session and
provide ABOs with a unique experience
that will have a major impact on how they
approach prospects in the future.
A non-biased challenger who is justified:
And lastly, your moderator is in a position
to challenge ABOs to improve how they
message to prospects in a way no one on
your own team can do yet he or she must
also walk the fine line of proving to ABOs
that the lessons learned in a Dial Session
are valid and that the prospects in the room
ARE representative of prospects at large.
As you consider how to select an individual

who can fill this unique role, we encourage
you to keep three important factors in mind:
FACTOR 1: A Dial Session is different than
a traditional focus group. Weve already told
you that the Dial Session is part research,
part experience.
It is research because as the moderator
is soliciting input and leading a discussion
to get feedback from prospects. You will
be learning directly from these prospects
for nearly three hours, and your moderator
must be equipped to keep prospects
feeling interested, engaged, energetic, and
valued for that full amount of time.
It is an experience in that it is a carefully
choreographed journey which both delights
and challenges ABOs. The experience of
presenting to prospects exposes them
to critical feedback and awareness of
their own potential for improvement, but
it does so in a safe manner. It also does
so in a way that is mindful of the need to
give each ABO equal time to speak and
receive feedback, to allow for all planned
participants to enter the room and have
meaningful exposure to prospect opinions.
CHAPTER - 8
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

11 INTRODUCTION
PREPARING THE
MODERATOR
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
A traditional focus group is almost entirely

research. During a traditional focus group,
the moderator has the luxury of being
focused exclusively on the focus group
participants. He or she does not have to
manage other personalities, interests, or
audiences. He or she is focused exclusively
on a small group of individuals typically 10
or less with little to no interference from
outside participants.
This isnt so for a Dial Session moderator.
You will need a moderator who feels
sufficiently comfortable executing a
research session, so that he or she then
has the ability to shift their focus to learning
how to manage the experience part of the
Dial Session.
FACTOR 2: A Dial Session is different than a

traditional training program.
In a traditional training program, the
moderator learns no new information about
what they are teaching their trainees. The
speaker or event leader who leads the
training session is imparting lessons and
guidance to trainees, and the content they
are delivering is prepared ahead of time. Yet
in a Dial Session, the moderator is learning
new information from prospects at the same
time that ABOs are learning from prospects.
The moderator doesnt know what prospects
will say, what they will want, what they will
want to hear from an ABO. And in most
cases, the moderator doesnt know the
ABOs who will be presenting to prospects.
This means the moderator cannot memorize
material ahead of time. He or she must
be prepared to draw out the lessons, not
teach. He or she must be prepared not to
interject personal opinion but to magnify
prospect opinions.
FACTOR 3: A Dial Session requires the moderator to manage TWO audiences at once
prospects and ABOs.
Now that you know the moderator is drawing
research findings from prospects as well as
carefully managing the experience of the
ABOs who watch from the back room and
who present, you can see what we mean by
two audiences.
THE PROSPECTS must be managed so
that they remain enthusiastic, continue
to be engaged, and deliver specificity
and clarity with each of the points of
feedback that they deliver. Equally
as important, the moderator solicits
feedback from all prospects. This
ensures our research findings are clear,
understood by ABOs who are watching,
and easily applied.
CHAPTER - 8
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

11 INTRODUCTION
PREPARING THE
MODERATOR
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
THE ABOS (who are observers as well as

participants) must be managed so that
they find the overall experience valuable
and credible, so they understand the
feedback prospects deliver to colleagues
who present, and so that they feel
encouraged (if they themselves present)
to absorb the feedback that is delivered.
The ABOs also should ideally remain
engaged and enthusiastic throughout the
process.
In our experience, the best moderators are
individuals who have a history of moderating
research experiences, rather than leading
training experiences.
Moderators who are in the mindset of

exploring and revealing other peoples
opinions can easily master the backand-forth way of questioning prospects
about language and communications,
and challenging them for more specific
feedback. In other words, they require less
training themselves in order to be adept at
the research part of the experience. This
gives them more mental freedom to focus
on managing the other audience the ABOs
and ensuring the event runs smoothly. It
also ensures they can run a smooth event
in which ABOs are quite pleased, while
simultaneously ensuring that the research
findings you need are actually delivered.
Individuals who have a background as
trainers may be focused on instructing ABOs
who enter the room to present rather
than simply facilitating the ABOs direct
connection with the prospects whom they
are there to understand.
Ultimately, having the right moderator

prepared in the right ways will make the
entire event seem like a seamless process.
Your moderator will balance the research
with the experience, manage both prospects
and ABOs, and have the presence of mind
to take direction or input from your team
throughout the course of the Dial Session.
Does this sound like a tall order to you?
We assure you that, having trained other
moderators, this IS an achievable end
result. What will make it so is selecting the
right individual with the right background
who is willing and eager to learn how
to execute the Dial Session experience
alongside you.
CHAPTER - 8
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

11 INTRODUCTION
PREPARING THE
MODERATOR
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
PREPARING YOUR MODERATOR TO FILL

THIS UNIQUE ROLE
Once you have secured the individual who
will moderate your Dial Sessions, you can
begin preparing them by first walking them
through each of the three major components
of your event the ABO Onboarding, the Dial
Session, and the Debrief.
Understanding the Flow of the Dial Session
As you walk them through the execution
of the Dial Session in particular, we
recommend that you first walk the
moderator through the attached Teaching
Run Sheet. This provides a timed breakdown
of each of the phases of a Dial Session.
1. Setting the Stage: Every Dial Session
begins with an opening discussion to
understand foundational opinions of
prospects. This may include the use of one
or two Exercises (from your pre-prepared
Written Exercises) to guide or structure
discussion around a topic such as feelings
on their current work situation or the
economy. This may last up to 45 minutes.
2. Instruction on Dials: It then transitions

to instruction on how to use the dials
properly. This concludes with a test live
dial in which the moderator speaks,
prospects dial their responses, and the
moderator discusses their use of the dials.
This typically lasts about 15 minutes.
Your moderator will be sufficiently prepared

such that he or she will conduct the Dial
Session with the use of a much simpler
Run Sheet, one which does not include
the underlying why or nearly as much
scripting. For now, the full example we have
attached is the best teaching tool.
3. Live Dials: Lastly, the Dial Session

transitions to the main event: the
presentations by pairs of ABOs to
prospects, called live dials. Each pair who
enters the prospect room will remain in
the room for about 10 minutes. During
this time, each ABO will be asked to
answer a question, in response to which
they speak for 1-2 minutes, and then
the moderator will solicit feedback from
prospects on how each ABO answered
their question and why.
Knowing How to Draw Out Findings from

Prospects
The Run Sheet we have provided offers an

explanation not only of how each of these
three stages is structured including
suggested scripting for how to transition to
each stage as well as what to accomplish
throughout it but also WHY each stage
occurs. In other words, this Run Sheet
provides the What and How as well as the
Why behind it.
We have attached a two-page document of

Suggested MTM Moderator Prompts. This
document includes suggested prompts
the moderator may use in a variety
of situations to draw feedback from
prospects in an appropriate manner being
sufficiently neutral, yet also probing to
better understand key moments as well
pushing prospects to be as specific with
Once your moderator feels sufficiently

comfortable with the flow of the Dial
Session, he or she will be ready to prepare
themselves to draw the right feedback
in the right manner from prospects. This
includes knowing HOW to ask questions
which get at language and communications
findings as opposed to merely foundational
opinions.
CHAPTER - 8
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

11 INTRODUCTION
PREPARING THE
MODERATOR
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
their feedback as possible. This will help

moderators draw out both language findings
and opinion findings, while also ensuring
ABOs walk away feeling they understand
what works, what doesnt, and how to speak
most effectively to prospects.
Of note: these prompts will also prepare
the moderator with appropriately phrased
questions or comments designed to dive
deeper into some of the critical feedback
prospects deliver. While this may be a new
and potentially uncomfortable experience
for ABOs, the handling of this critical
feedback is particularly important, as it is
just as important for ABOs to learn how
they can IMPROVE as it is for them to learn
what they are doing well. The moderator can
use these prompts to effectively balance
how they explore both negative and positive
feedback, and to ensure that ABOs are left
feeling the experience was overall positive.
Ensuring Sufficient Language Findings
Managing the Time
Your moderator may worry he or she is not

drawing sufficient language findings (specific
words or phrases that prospects like or
dislike) from the Dial Session. The prompts
included in the Suggested MTM Moderator
Prompts should provide all the approaches
they need to gather sufficient language
findings. And if they use the above prompts
in place of more vague opinion-focused
prompts, prospects will respond as they hope
by delivering the specificity the team needs.
As you review the *Teaching Run Sheet,

you will clearly see how important each
component of the Dial Session is, and how
important it is that each component be
executed adequately. This means that, for
the moderator, managing time will be of the
utmost importance.
Beyond that, reassure your moderator that

he or she has the backing of the bigger
picture: namely, the Written Exercises which
prospects fill out, as well as any potential
quantitative tools (a Language Survey)
which may be fielded. Both of these tools
provide specific language findings which can
be a back up to your moderator during
the session. Encourage your moderator to
become familiar with the full set of Written
Exercises so that he or she has a good
sense of what information will be available
to the team after the Dial Session ends.
For example:
If the introductory discussion goes
too long then the moderator may be
challenged to either race too quickly
through pairs of ABOs who are live dialing.
If the introductory discussion is too
short then the moderator and ABOs
may feel that they do not have sufficient
understanding of prospects in order to
interpret some of their critical feedback.
If the first pair of ABOs who live dial are
afforded more time than the Run Sheet
allots them then future pairs of live
dialing ABOs will have to be short-changed
on time which may cause the ABOs to
feel slighted or displeased with the overall
experience.
CHAPTER - 8
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
PREPARING THE
MODERATOR
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
If the last pair of ABOs who live dial are

afforded less time than the Run Sheet
allots them ABOs who are watching may
feel they dont sufficiently understand
why those live dialers performed as they
did, and they may be left feeling that they
do not have a better understanding of
prospects (which they were promised they
would have after this experience).
You can appreciate the impact: if the Dial
Sessions timing is not managed, then ABOs
may be dissatisfied and thus the moderator
will struggle for the rest of the session in
order to get back on schedule.
For this reason, we recommend not only
that the Moderators Run Sheet have time
stamps on it, but also that a large digital
clock be set up at the back of the prospect
room, facing the moderator, in a place that
will never be obstructed.
The clock should display whatever the

moderator most readily understands
whether that is clock time or a backwards
countdown from 3 hours to 0 minutes.
Whatever the format, the clock must be
easily read by the moderator, and it must
match the times they have written on their
Run Sheet.
Having a well-placed easy-to-read digital
clock will ensure the moderator stays on
track, ABOs each have equal air time, and
the overall experience is smooth and wellchoreographed.
THIS SECTIONS ATTACHMENT (CLICK HERE
.DOC
.DOC
SUGGESTED MTM MODERATOR PROMPTS
TEACHING RUN SHEET
CHAPTER - 8
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION
TOOLS TO
PREPARE FOR
A DIAL SESSION
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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CHAPTER - 9
11 INTRODUCTION
To conduct a Dial Session, here are the

These In-Market Key Messages are the
Weve already told you
major content components you will need to
CRITICAL resource for the language you
WHAT DOES A DIAL SESSION
create:
will test. We cannot stress how important
that the Dial Session has
these messages are to ensuring that your
EXPERIENCE
LOOK
LIKE?
structure that the first
Dial Session Exercise (Exercises)
dial session is customized to YOUR market
two rooms.
A Run SheetAt the Eaton Hotel here in Hong Kong, we occupied
and your
ABOs needs.
In one room, we had 35 research participants that we recruit45 minutes are generally
A Moderators
Guide
(Mod
Guide)
ed to meet very specific requirements about their interest in
Live Dial language
yourmoney-making
moderator opportunity, their
Part
of the
challenge in a language-focused
exploringfor
a new
familiar
with
discussion, and the latter
Amway, and a relatively even mix of men and women.
The
Dial Session
is predicting word choice
sessions
broke
out
like
this:
two hours are generally
These tools will be important drivers of the
opinions ahead of time, presenting word
discussion with prospects, from which you
choice or message options
WANTwhich
TOwill
a series of Live Dials by
can begin to understand what language
reveal prospects opinions,
and
anticipating
SEE WHAT
A
works
and
what
doesnt.
winning
messages.
ABOs plus feedback from NOT JUST TRADITIONAL FOCUS GROUPS
DIAL SESSION
IStheALL
the prospects.
In order to achieve this, youll need to
Thats where collecting
right ABOUT?
in-market
In order to make sure this structure is
followed, and to ensure that your ABOs
receive the findings they need and want
from this experience, it is important to
prepare many tools ahead of time which will
be used to inform and guide the discussion
throughout the Dial Session.
certain
which
will inform all
As collect
you can see,
thesematerials
sessions are
not just
of
the
above.
traditional focus groups which only had 3 hours of
discussion. No, instead we utilized a very advanced
human research technology called Instant
Response Dials. We invited about 15 to 18
Business Owners into the research room, two at a
time, to answer questions or try to make convincing
presentations to the prospects. And using a
As youwireless
have previously
read,
the
Key
hand-held
dial with a scale
of 0
to 100,
and Goals
your
puts
theObjectives
research participants
would
dial team
their response
to the
speakers
if what theyof many
together
will they
helpdialed
guideDOWN
the creation
heard
NOT resonate
with
them,
and UP
if what
DialdidSession
tools.
Your
goals
will
inform
they heard DID resonate. In short, we heard
which
topics
or
communications
situations
prospects tell us what matters most to them
you
would
most
to focus
on, and thus,
what
they
want out
of alike
business
opportunity
andwhich
we sawIn-Market
their second
by second
response
to
Key
Messages
to collect.
our messages every word and every idea.
COLLECT IN-MARKET
KEY MESSAGES
messages comes into play. Its about having

enough video and written materials to test,
with additional options available to cater
MONDAY NIGHT
to the prospects and the direction of the
We spoke to 35 research participants
discussion.
under the age of 30. Even mix of men
35
PEOPLE and women.
DIAL
UP to create newer, stronger
In order
IF YOU LIKED IT.
alternatives, it is essential that you collect

and test the language
you and your NIGHT
ABOs
TUESDAY
are currently using with prospects.
35
who were a mix of ages. Even mix of men

PEOPLE and women.
DIAL DOWN
IF YOU DIDNT LIKE IT.
WEDNESDAY NIGHT
35

who were mature, ages 40-65. Even mix
PEOPLE of men and women.
TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
The more options you can test, the stronger

and more reliable the results will be. This
language wont be used in the Dial Sessions
onlyit may also be incorporated into the
Language Survey.
Heres what we recommend:
Designate a specific staff person to
receive all in-market prospect-facing
materials.
Have this individual (or a team of
individuals) read through each item. They
should highlight or mark those messages
which seem persuasive, valuable, or
important messages that seem really
great as well as messages that might be
less effective with prospects.
Consolidate all of this important language
into one central document, with language
organized by type or topic.
Once this is completed, this document
or language library will serve as the
streamlined source of material for the
creation of the first important tool: the
Exercises.
Note: There are a few types of In-Market

Key Messages which are very important
to collect. They should not be LIMITED to
these types; these are simply the basic
types that must be included:
3. BUSINESS OPPORTUNITY MESSAGES:

At the core of every MTM experience
is business opportunity messaging. To
convince a skeptical prospect to join
requires the right amount of detail about
At the Eaton Hotel here in Hong Kong, we occupied two rooms.
the Amway business, alongside other
In one room, we had 35 research participants that we recruit1. FACTS: Facts
can
be
the
difference
ed to meet very specific requirements about theirfactual
interest or
in aspirational language. Collect
between a message
reaching
your
phrases,
exploring a new money-making opportunity, their familiar withkey words, or statements that
Amway,
and a relatively
Theto the sales and marketing plan.
audience and
a message
failingeven
to mix of men and women.
relate
sessions
broke
out
like
this:
resonate. We isolate and test your facts to
identify your most convincing data. These
We also recommend that you collect
may be facts about the number of ABOs
messages which appear most consistently
in your market or region, the number of
across your prospect-facing materials, if
products sold in market, how many ABOs
there are any common words, phrases, or
Amway has worldwide, or even how much
sentences like these.
money
Amway
has
paid
out
to
ABOs
in
As you can see, these sessions are not just
recent
years.
See the enclosed *In-Market Key Messages
traditional
focus
groups which only had 3 hours of
as an example of messages compiled from
MONDAY NIGHT
human
research technology
called Instant
2. PRODUCT
MESSAGES:
Product
various sources for testing.
messaging is an essential part of Amways
communication
highPEOPLE and women.
time, to
answer questionstoortest.
try to Amways
make convincing
quality to
products
are the
presentations
the prospects.
Andcornerstone
using a
IF YOU LIKED IT.
hand-held
wireless
dialtowith
a scale of 0
to 100,
of your
value
a potential
ABO,
and
the research participants would dial their response
you must be able to test your product
TUESDAY NIGHT
to the speakers they dialed DOWN if what they
messaging
alongside
facts
and
statements
heard did NOT resonate with them, and UP if what
about
business
opportunity
they heard
DIDthe
resonate.
In short,
we heard to
PEOPLE
and women.
prospects
tell
us
what
matters
most
to
them
formulate a complete, new language
what they
want
out
of
a
business
opportunity
strategy. These may be words, phrases,
and we saw their second by second response to
and statements relating to the types of
WEDNESDAY NIGHT
products sold, product quality, product
cost, or quality guarantees.

EXPERIENCE LOOK LIKE?
NOT JUST TRADITIONAL FOCUS GROUPS
DIAL UP
WANT TO
SEE WHAT A
DIAL SESSION
IS ALL ABOUT?
35
35
DIAL DOWN
35

TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
COLLECT IN-MARKET VIDEOS

Since dials are the main focus of a Dial
Session, it is helpful to have testable
language from videos for the prospects to
watch and respond to. In-market video can
be prepared ahead of time uploaded in
pieces into the Dials Perception Analyzer
program to be ready for prospects to view
and dial.
What constitutes testable language?
Long enough (but not TOO long): There
must be at least 30 seconds and no more
than one minute of continuous speaking
by a single person. If the clips are shorter
than 25-30 seconds, prospects wont have
enough time to engage and respond. If its
longer than a minute, they will get bored.
If you have a video that is longer than one
minute, dont eliminate it from the session.
Instead, break it into smaller segments.
If there is no natural pause, it is okay to
go past the 60 second mark, but it is very
rarely effective to go below the 25 second
minimum.
the moderator to direct the Dials technician

Good Quality: The video quality must
to play a particular video. (For example,
be clear. If the prospects cant see or
the moderator may say, Dials Technician,
hear the speaker or narrator, the video is
based on our discussion, I would now like
useless and will be dialed down. Look
to test Video 4. This book of numbered
for video that is clear and easy to watch,
transcriptions is typically separated into
so that the prospects
can concentrate
In one room, we had 35 research participants that we recruitchapters
on topic or video title.
on the language,
and
not
the
surrounding
ed to meet very specific requirements about their
interestbased
in
atmosphere.exploring a new money-making opportunity, their familiar with
Amway, and a relatively even mix of men and women.
Thehave not used Session Books
While we
sessions
broke
out
like
this:
You can test everything from Amway
in either Hong Kong or Russia, we have
advertisements, prospecting videos, or
included the *Session Book of Videos to
YouTube videos which prospects might
serve as an example for you, should you like
have access to. Anything that describes
to collect and prepare multiple videos for
the Amway business, in the markets local
your own Dial Sessions. This example from
language, is worth considering during the
Western Europe is much longer than yours
planning
process.
Try
to
find
examples
of
may be, as they had fewer ABO leaders
your
best
language
on
video.
scheduled to live dial.


human
research
technology
called
In some
markets
where
weInstant
have tested
multiple
videos,
we
have
created
a
document
called
a
Session
Book.
This
is effectively
small packet
witha the
presentations
to thea prospects.
And using
hand-held
wireless dial
a scale
of 0videos.
to 100, Having
transcriptions
forwith
each
of the
the transcriptions on hand will make it
easier
for resonate
your core
dial
heard
did NOT
withteam
them,to
andrecord
UP if what
scores
andresonate.
feedback
notes.
Additionally,
they
heard DID
In short,
we heard
prospects
tell us what
matters
most to
them
the Session
Book
numbers
videos
what
they
want
out
of
a
business
opportunity
according to their programming within
the Perception Analyzer program, and
serves as a quick common reference for
WANT TO
SEE WHAT A
DIAL SESSION
IS ALL ABOUT?
MONDAY NIGHT
DIAL UP
35

PEOPLE and women.
IF YOU LIKED IT.
TUESDAY NIGHT
35

PEOPLE and women.
DIAL DOWN
WEDNESDAY NIGHT
35

TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
TOOLS TO
PREPARE FOR
A DIAL SESSION
Now, lets review the Exercises that you

should include in your Dial Session. Every
set of Exercises includes, at a minimum,
the following five exercises:
Identifying Attributes and Needs: Using
individual words or phrases to describe
what prospects most want when it comes
to an opportunity to earn additional income
Comparing Facts: Factual statements
about Amway as a company and a
business opportunity; these should be one
sentence each
Testing Value Propositions: Statements
on the benefit of the Amway business
opportunity which are one sentence or
short paragraph
Describing Products: May test the best
words/phrases, sentences, or paragraphs,
or a combination of these formats that can
be used to describe Amway products
Examining answers to Tough Questions:

Statements which respond to prospects
tough questions about Amway; these
should be short paragraphs
1. ____ A better lifestyle

2. ____ A proven track record of results
3. ____ High-quality products

Look at the *Dial
Session Exercises, which
In one room, we had 35 research participants that we recruitwe also explainedintodetail
below.
This
set
4. ____
Better
meet very
specific
requirements
about their
interest
in work-life balance
of exercises is exploring
a stronga new
template
to
follow
money-making opportunity, their familiar with
Amway,
and
a relatively
evenand
mix of men and women.
as you customize
your
MTM
process
5. ____The
Commitment to the environment
sessions
broke
out
like
this:
content. Remember: customize the content
to your market by using your Key Messages.
6. ____ Excitement
For the first exercise, we recommend using
7. ____ Flexibility
NOT
JUST
FOCUS GROUPS
a general
wordTRADITIONAL
choice format to uncover
the attitudes and beliefs of our prospects.
is see,
the these
Attributes
As This
you can
sessionsand
are Needs
not just exercise.
Below
is
a
shortened
example
theofword
traditional focus groups which only had 3of
hours
discussion.
No,
instead
we
utilized
a
very
advanced
choice exercise from the set we have
human
research technology called Instant
provided:

Exercise
UNDERSTANDING
PROSPECT
time,
to answer#1:
questions
or try to make convincing
PRIORITIES
Please
readAnd
the
following
list.
presentations
to the
prospects.
using
a
hand-held
dial withexploring
a scale of 0atobusiness
100,
When wireless
you consider
opportunity, which of the below is MOST
important
to you?withPlease
indicate
your
heard
did NOT resonate
them, and
UP if what
TOP
FOUR
choicesInusing
a plus
they
heard
DID resonate.
short, we
heard( + ) sign
prospects
tell us
what matters
most
to them
and your
BOTTOM
FOUR
choices
using a
what
they want
a business opportunity
minus
( out
) of
sign.
8. ____ Freedom
WANT TO
SEE WHAT A
DIAL SESSION
IS ALL ABOUT?
9. ____ Ability to set your schedule
MONDAY NIGHT
10. ____ In business for yourself, not by yourself
35

11. ____ Independence
PEOPLE and women.
DIAL UP
IF YOU LIKED IT.
12. ____ Individual Success

13. ____ Low cost
14. ____ Low risk
DIAL DOWN
TUESDAY NIGHT
35

PEOPLE and women.
WEDNESDAY NIGHT
35

CRAFT DIAL SESSION

EXERCISES FOR PROSPECTS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
The above is a great example of how best

to gauge interest in Amway and discover the
obstacles you face when communicating
with prospects. In the dial session, you
can choose to either ask for tallies for
every individual word, or, to save time, you
can ask each prospect to review their top
choices, designate one of those as a top
winner, and report their top winner to you
vocally. You can adjust the question text
and answer options to reflect the unique
challenges and questions you have in your
market.
The question should be followed by a list
of 20 to 30 different words or phrases to
choose from. These should be a mix of
attributes of the business and prospects
possible needs or priorities. Please note
the above is a shortened version of the
typical word choice exercise: ideally, yours
will offer 20-30 choices, to account for
diversity and depth of opinion, rather than
only 14 choices. You should include a mix
of positive and negative words as response
choices to uncover what prospects view as
strengths and weaknesses.
This word choice exercise will serve as

a basis for discussion as the moderator
establishes the prospects baseline
opinions at the beginning of the Dial
Session.
Exercise #2: Please read the directions for

each part below.

PART A: WHAT TO CALL THE BUSINESS
OPPORTUNITY Which would you say

you are MOST interested in pursuing?
In one room, we had 35 research participants that we recruitFor the subsequent
exercises,
progress
Is itinterest
a(n)?
in Please pick your TOP TWO
from general toexploring
more specific.
Examples
choices.
a new money-making opportunity, their familiar with
Amway,
andexercises
a relatively even
mix of men and women. The
of the second and
third
include
sessions
broke
out
like
this:
questions like, Which would you say you are
WANT TO
SEE WHAT A
2. ____ Business
DIAL SESSION
IS ALL ABOUT?
3. ____ Career opportunity
MOST interested in? Is it? and Which of
the following statements makes the Amway
business opportunity MOST appealing to
you? Its about taking their attitudes and
beliefs a step further to find out how you
describe
what
they really
As can
you can
see, these
sessions
are notwant.
just Answer
options
to
the
first
example
include
traditional focus groups which only had 3 hoursearning
of
discussion.
No, income
instead weand
utilized
a very advanced
additional
starting
your own
human
research to
technology
business,
name acalled
few.Instant

Below,
you questions
will see or
examples
an
time,
to answer
try to makeofconvincing
appropriate
second
exercise,
which
digs
presentations
to the
prospects.
And using
a
hand-held
dial first
with aexercise
scale of 0to
to explore
100,
deeperwireless
than the
language options with regard to what words
or phrases
make with
the them,
Amway
heard
did NOT resonate
andbusiness
UP if what most
appealing
to prospects.
goal in Exercise
they
heard DID resonate.
In short,The
we heard
prospects
telluncover
us what matters
most
to them
#2 is to
the right
and
wrong ways
what
want out of joining
a business
opportunity
to they
characterize
Amway.
It may seem
very
broad,
but
it
is
critical
to
find
out how
to describe the business opportunity before

we explore any deeper into the subtopics.
1. ____ Business opportunity
4. ____ Part-time income opportunity

5. ____ Second job
MONDAY NIGHT
35

6. ____ Entrepreneurship
PEOPLE and women.
DIAL UP
IF YOU LIKED IT.
TUESDAY NIGHT
35

PEOPLE and women.
DIAL DOWN
WEDNESDAY NIGHT
35

TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
PART B: WHAT TO CALL INCOME

Complete this sentence: I am most
interested in earning ____ income.
Please pick your TOP TWO choices.
1. ____ Extra
2. ____ Side
3. ____ Additional
4. ____ New
5. ____ Second
6. ____ Independent

We can now move into more
you also have the time and the balance to
specific language exercises to determine
enjoy life outside of work as well. In the
which language approaches resonate and
direct sales industry, this is precisely what
which do not. This next exercise is the
youll find. [Quality of life]
Value Proposition exercise. Include your
current language
and new alternatives in
2. ____ You can improve your customers
In one room, we had 35 research participants that we recruitthis exercise. The
example
below
explores
well-being
and your own through highed to meet very specific requirements about their
interest in
the most effective
ways
to
convince
a
quality
products.
You can choose from
exploring a new money-making opportunity, their familiar with
Amway,
relatively even
The unique products designed to the
prospect to sign
up and
nota through
individual
nearly 500
sessions
broke
out constructed
like this:
word choice, but
through
fully
highest levels of customer satisfaction
arguments. What motivates them most:
which empowers you to custom design the
do they seek well-being, quality of life, or
right product portfolios for your customers,
income stability? What makes them find the
and for yourself. We all know that people
most value in Amway?
are happiest when they get the products
they want, need, and choose, and this
Exercise
#3:
EXPLORING
REASONS
FOR
catalogue of options positions you to deliver
JOINING
Please
read
the
following
options.
that. [Well-being]
discussion.
No,
instead
we
utilized
a
very
advanced
Which option is the MOST COMPELLING
MONDAY NIGHT
human
research
technologyearning
called Instant
reason
to consider
additional
3. ____ Your earning potential is up to you
income by joining a direct selling
no limits, no requirements,under
no catches.
the age of 30. Even mix of men
company?
Please
pick
your
TOP
TWO
How
much
you
earn
selling
our
PEOPLE
and products
women.
choices. to the prospects. And using a
is up to you. You decide how much time
presentations
IF YOU LIKED IT.
hand-held wireless dial with a scale of 0 to 100,
to devote, how many customers to speak
1. ____ You can enhance your quality of
with, and what products
to sell. YouNIGHT
can
TUESDAY
life
because
its
more
than
just
a
job.
make
this
a
full-time
job
or
a
side
job
and
We spoke to 35
research participants
who
were
a
mix
of ages. Even mix of men
Enjoying
is about
morewethan
whatever you earn, you get; we dont skim
they
heard DIDlife
resonate.
In short,
heardjust making
PEOPLE
andpotential]
women.
prospects
tell us what
matters
most
to them
more money
its
about
enjoying
how you
off the top. [Unlimited
earning
what
they
want
out
of
a
business
opportunity
spend your time, all the time. True quality
of life is achieved not only when you love
WEDNESDAY NIGHT
what you do to earn your living but when

DIAL UP
WANT TO
SEE WHAT A
DIAL SESSION
IS ALL ABOUT?
35
35
DIAL DOWN
35

TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
4. ____ You have the flexibility to build the

income and the life that you want, on your
terms. This approach can free you from
working for someone else so you can earn
money on your own terms. Other jobs rely
on hierarchies, on bosses, on rules. With
our business, you sell the products you
choose, to the people you choose, in the
manner you choose. [Flexibility and life on
your terms]
5. ____ You can develop extraordinary
business skills through one-on-one practice,
mentorship, and training. Many other
jobs restrict your growth to the pace and
content they believe matters. When you
sell products from a direct sales business,
you have the chance to tap into the training
materials and development resources of a
large organization, with the autonomy of a
one-man operation. So you can develop the
sophisticated, marketable skills you seek at
the pace you want. [Develop business skills]
6. ____ You can join a supportive team of
other individuals doing the same thing.
Theres no replacement for belonging to a
nationwide network of successful, motivated
people who know what its like to do what
youre doing. With this opportunity, you
join a community of professionals whose

experience and mentorship is yours to learn
from. [Join a team]
not a statistic, its a statement. Instead,

try Globally, there are more than 3
million Amway Business Owners. Test the
financial, philanthropic, personnel, and
7. ____ You can achieve the income stability
any other relevant facts you have on hand
the Eaton Hotel here in Hong Kong, we occupied two rooms.
your current jobAtdoesnt
quite deliver.
to find the facts that prospects find most
In one room, we had 35 research participants that we recruitAlone, any oneed
traditional
job
brings
the
risk
appealing.
to meet very specific requirements about their
interest in
that you might exploring
lose oura income
whether
new money-making opportunity, their familiar with
Amway, and fails.
a relatively
even
The#5: BEST FACTS ABOUT AMWAY
you fail or the company
With
a second
Exercise
sessions
broke
out
like
this:
income that rewards you for your work
Which of the following facts regarding
with the backing of billions of dollars and a
Amway, a direct selling company, makes
salesforce of millions you can eliminate
you feel MOST POSITIVE towards the
your risk and trust that your earning
company? Please indicate your TOP SIX
potential isnt going anywhere. [Income
choices (with a plus sign, or +) and your
stability]
BOTTOM SIX choices (with a minus sign, or
).
Next,
we
recommend
that
you
always
discussion.
insteadAbout
we utilized
a very
advanced
include No,
a Facts
Amway
exercise.
1. ____ Amway produces and distributes
MONDAY NIGHT
human
research
technology
called
Instant
Facts should be both recent and relevant
over 450 unique, patented, and awardWe spoke to 35 research participants
to your country and audience. The question
winning consumer products of
exceptional
text
should
ask,
Which
of
the
following
quality.
PEOPLE
and women.
facts regarding
Amway, a
direct
presentations
to the prospects.
And
using sales
a
IF YOU LIKED IT.
hand-held
wireless
dial with
scalemost
of 0 topositive
100,
company,
makes
youafeel
2. ____ Amway holds over 1,000 patents
towards the company? Uncovering the
with over 700 additional
patents pending
TUESDAY
NIGHT
most
impactful
facts
is
a
vital
part
of
worldwide.
your
messaging
strategy.
Theheard
right facts
they
heard
DID resonate.
In short, we
PEOPLE
women.
prospects
tell
us
what
matters
most
to
them
can take an individual from prospect to
3. ____ Amway employs moreand
than
21,000
what
they
want
out
of
a
business
opportunity
business owner. Facts should be specific.
people globally.
For example, Amway is one of the largest
WEDNESDAY NIGHT
direct sales companies in the world is

DIAL UP
WANT TO
SEE WHAT A
DIAL SESSION
IS ALL ABOUT?
35
35
DIAL DOWN
35

TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
4. ____ Amway operates in more than 100

countries and territories in Asia, Africa,
Australia, Europe and the Americas.
5. ____ Almost every single one of Amways
products, as well as Amways sign-up costs,
comes with a 100% money-back satisfaction
guarantee.
6. ____ Since 1959, Amway has paid out
more than $47 billion in worldwide bonuses
and incentives to business owners more
than any other business in the direct sales
industry and Amway has never missed a
bonus payment.
Since we aim to test such a large number
of language options in every Dial Session, it
is unrealistic to discuss each exercise. We
recommend discussing the first exercise at
the outset of the session as a baseline for
the discussion, and discussing exercise two
when prospects, ABOs, and the moderator
need a break from live dials. Its unlikely
that the fourth exercise and beyond will be
discussed in a three-hour session.
After these exercises, you can get very

This document will prepare both the
specific, testing your existing language
moderator and the staff in the Viewing
Room, to ensure that your most important
against newly developed alternatives. One
questions are discussed and new language
of the most effective language exercises
is created.
is a statement vs. statement format.
the Eaton Hotel here in Hong Kong, we occupied two rooms.
Break down keyAtmessages
into one- or twoIn one room, we had 35 research participants that we recruitIt helps
ensure
that the moderator covers
sentence pieces
create
an alternative
ed and
to meet
very specific
requirements about their
interest
in
all
of
the
most
essential
topics that the
to test directly exploring
againstayour
existing
piece.
new money-making opportunity, their familiar with
Amway,
and a relatively
The
team agreed
upon ahead of time, including
Another language
exercise
option even
is tomix of men and women.
outfollowing
like this:
written exercises, video, live dials, and
ask prospects,sessions
Whichbroke
of the
discussion.
statements are MOST persuasive? followed
by five to seven paragraphs from which they
Most importantly, it will also ensure that your
can choose. While these exercises might
moderator manages time most effectively.
not be discussed in the Dial Session itself,
Managing time can be the most difficult task
they should be scored later and will provide
for even an experienced moderator. It is key
distinct
findings
that
can
be
incorporated
to ensuring that you are able to bring in your
into
a
report.
desired number of ABOs to live dial without
MONDAY NIGHT
having to cut ABOs short.
CRAFT THE


presentations to the prospects. And using a
We aim
to make
eacha scale
Dial Session
run
hand-held
wireless
dial with
of 0 to 100,
smoothly
as possiblethat
theas
research
participants
would dial their means
response
to the
speakers
they dialedwith
DOWN
what idea
they of the
entering
the session
a ifclear
heard
did NOT resonate
withtime
them,constraints.
and UP if what The
sessions
goals and
most effective way to do this is by creating
a Moderators
ahead
of time.
what
they want out ofGuide
a business
opportunity
MODERATORS GUIDE
WANT TO
SEE WHAT A
DIAL SESSION
IS ALL ABOUT?
35

We have included a PEOPLE
sample guide
to give
and women.
DIAL
UPidea of how it should look, what to
you an
IF YOU LIKED IT.
cover, and the general progression of a

three-hour Dial Session.
See the enclosed
TUESDAY
NIGHT
*Draft Moderators Guide as We
your
example.
spoke to 35 research participants
35

PEOPLE and women.
DIAL DOWN
WEDNESDAY NIGHT
35

TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
TOOLS TO
PREPARE FOR
A DIAL SESSION
CRAFT THE RUN SHEET

Where the Moderators Guide is critical
for PREPARING, the Run Sheet is critical
for executing. This is the simple one-page
document which lays out the structure of
the dial session, and provides an easy-touse quick-reference format by which to pace
your priorities with the time limits of the
Dial Session.
See the attached *Run Sheet Example. You
will see that it includes some basic details
including but not limited to:
Total and Target Times: A target amount
of time to spend on each portion of the
session, as well as a real-time target
time by which to begin the next step in a
Dial Session.
CRAFT THE MODERATORS
Slots for each step that has to happen:

LIVE DIAL LANGUAGE
A slot for each pair of ABOs who enters
the room to live dial, and slots for each
Modernize the Message is designed to test
exercise discussed or video tested as a
and develop
language based on ABO live
At the Eaton Hotel here in Hong Kong, we occupied
two rooms.
break between
live dials.
In one room, we had 35 research participantsdialing.
that we recruitAt times, prospects wont respond
interesttointhe ABOs presenting, scoring
favorably
Space for writing:
makes
it easy opportunity,
for
exploringThis
a new
money-making
their familiar with
their language consistently low using their
and a relatively
mixeach
of men and women. The
staff and theAmway,
moderator
to writeeven
down
dials. When ABOs language is consistently
broke out
question thatsessions
is selected
for like
livethis:
dial ABO
low-scoring, ABOs can become frustrated and
pairs, in order to keep track of what is
disappointed. Dial Sessions are meant to be
discussed.
an exciting learning experience for everyone
who participates, and a difficult audience and
Times for Onboarding and Debrief: This
lukewarm reception can hurt morale.
even shows the times the other events
andthese
end,sessions
to help are
thenot
moderator
As youstart
can see,
just
When two ABOs in the same live dial pair
consider
the
bigger
picture
the entire
traditional focus groups which only hadof
3 hours
of
score poorly in their dials, it is useful to have
discussion.
instead we utilized
a very
advanced
eventNo,
surrounding
the Dial
Session.
prepared live dial language
for the moderator.
MONDAY
NIGHT
The
moderator
can
first
allow
the
ABOs
toresearch participants
We
spoke
to 35
Key questions for the moderator to
under
theachieve
age of 30. Even mix of men
attempt to persuade prospects
and
remember:
The moderator
willconvincing
have many
and women.
time, to
answer questions
or try to make
high dial scores, and,PEOPLE
the moderator
can even
detailstotothe
keep
track of.
presentations
prospects.
AndThis
usingone-page
a
give
theIT.ABOs an opportunity to try again
IF YOU
LIKED
hand-held
wireless
dial withplace
a scale
0 to 100,
sheet
is a handy
toofinsert
some
after hearing feedback from prospects. Then,
particular points your team may want to be
TUESDAY NIGHT
if both dialing ABOs have still not achieved
sure
the
moderator
remembers
to
cover.
high scores, the moderator can
read this
prepared language toPEOPLE
test it as
a
comparison.
and women.

DIAL UP

what they want out of a business opportunity
WANT TO
SEE WHAT A
DIAL SESSION
IS ALL ABOUT?
35
35
DIAL DOWN
WEDNESDAY NIGHT
35

Please note: the Moderators Guide is

typically a PREPARATION and PRACTICE
document not a document the Moderator
will actually follow during a session itself.
It may be useful for practice Dial Sessions,
but not necessarily a real dial session,
given how big the document is. We reduce
the Mod Guide into a Run Sheet which we
will explain next.
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 9
11 INTRODUCTION
This language will demonstrate how great

language can make the difference between
mediocrity and true effectiveness. It
also gives staff the opportunity to test
certain words or phrases that they know
to be effective, by working them into these
prepared statements. And, it provides a
positive example to the ABOs in the room
and the ABOs watching. It will also bolster
ABOs confidence that it IS indeed possible to
achieve higher scores and to thus be more
persuasive with their target prospects.
It is especially important to prepare this
language ahead of time given that most
moderators will not be language experts.
This will enable the moderator to fulfill
the language expert role without having to
guess at how to best do it.
You should prepare live dial language
for the moderator for each of the main
questions you intend to ask live dialing
ABOs to answer. Your team will be better
prepared in the event that all ABO pairs are
flat lining and failing to achieve any high
scores. While low scores teach us as much
as high scores do, its important that we
use the opportunity to live dial to generate
successful language options for ABOs to
learn from and use in the future.
See the attached example of *Moderator

THIS SECTIONS ATTACHMENTS (CLICK HERE)
Live Dial Language. Note that the format
is easy to read, and the key words or
phrases which staff expected to score
IN-MARKET KEY MESSAGE
.XLS
well are denoted in bold. This helps the
Eaton Hotel here in Hong Kong, we occupied two rooms.
moderator ask Atif the
those
words in particular
In one room, we had 35 research participants that we recruitwere persuasive
to
prospects;
it also
helps about their interest in
ed to meet very specific
requirements
BOOK OF VIDEOS
staff who are watching
to
know
what
exactly
exploring a new money-making opportunity, their .XLS
familiar SESSION
with
a relatively even mix of men and women. The
drives the dialsAmway,
up orand
down.

sessions broke out like this:
WANT TO
SEE WHAT A
DIAL SESSION
DRAFT MODERATORS
IS ALLGUIDE
ABOUT?
Note: The moderator also needs prepared
language for when he or she is first
teaching the prospects how to use their
dials. This is called the Test Live Dial.
The moderator will want to read a prepared
designed
As statement
you can see, is
these
sessionsto
arecreate
not justvery
dramatic
moving
lines
on
the
dials ofscreen,
traditional focus groups which only had
3 hours
discussion.
No,
instead
we
utilized
a
very
advanced
with very high scores and very low scores.
human
technology
called Instant
The research
best way
to accomplish
this is through
persuasive,
empathetic
statements
followed
byquestions
outrageously
statements
time,
to answer
or try tofunny
make convincing
no one could
with!
presentations
to thepossibly
prospects.agree
And using
a
hand-held wireless dial with a scale of 0 to 100,
See the enclosed example of *Test Live Dial
Language.
It includes
language
read, as
heard
did NOT resonate
with them,
and UPtoif what
well
asDID
an resonate.
explanation
of the
template. You
they
heard
In short,
we heard
prospects
tell us this
what Test
matters
most
to them
may revise
Live
Dial
to reflect your
what
they want out
of aneeds
business opportunity
prospects
core
as well as their
sense of humor.
.XLS
DIAL SESSION EXERCISES
.PFD
.PFD
DIAL UP
.PFD
RUN SHEET EXAMPLE

MONDAY
35
NIGHT

PEOPLE and women.
MODERATOR LIVE DIAL LANGUAGE
IF YOU LIKED IT.
TUESDAY NIGHT
.PFD
35
TEST LIVE DIAL LANGUAGE

DIAL DOWN

PEOPLE and women.
WEDNESDAY NIGHT
35

TOOLS TO
PREPARE FOR
A DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
9
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
EXECUTING THE
DIAL SESSION
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
We have broken down

the Dial Session
execution into two parts:
Before the event begins
and the event itself.
By event we mean the 6 hours during
which ABOs are in attendance; in other
words, the ABO Onboarding, the Dial
Session, and the ABO Debrief.
On the day of the Dial Session, use each of
the checklists in this Playbook to ensure that
you have all of the necessary equipment on
hand, correctly set up, and ready for use.
In some cases, you may have access to the
venue the day or evening before your session.
In most cases, however, you will have access
beginning at 8 am or 9 am that morning.
Whatever the scenario, for the first dial
session in a new location, you MUST arrive at
the venue at least 6 hours prior to the start
of the event. This is the absolute minimum
amount of time in which you can finalize all
details and complete your setup
We explain each step. Then, at the end of

this Chapter, will see a page with a reference
for ALL the items you need that day both
printed materials and checklists to assist with
set-up.
BEFORE THE EVENT BEGINS

1. VENUE WALK-THROUGH AND
SET-UP CHECK
Always conduct AT LEAST one venue walkthrough with your core team attending, ideally
the day prior to the morning of your first dial
session at that venue.
We cannot stress this enough: the entire core
team should participate in the venue walkthrough. Not only will this enable everyone
to feel prepared for the days events, but
it will also benefit the entire team to have
every team members brainpower put to good
use, anticipating any logistical challenges,
answering unanticipated questions, and
responding to any last-minute needs that
may arise. You truly will need an all hands
on deck approach and you will need every
team member to understand the layout and
set-up to be effective.
While walking through the venue, conduct a

set-up check to ensure that each room has
the supplies you asked for, the set-up you
asked for, and the supplies or materials you
asked for. Use each of the lists and floor
plans we supplied in Chapter 4 the *Dial
Session Room Requirements, the *Dial Session
Floor Plan, and the essential supplies list to
be thorough.
Dont hesitate to request that A/V, hotel, or
facility staff make changes to accommodate
your needs that day. If you are not
comfortable with the physical arrangement,
it will be much more difficult for the
session to flow smoothly. Therefore, feel no
embarrassment requesting changes in order
to achieve the set-up that is just right for your
event.
Also use the enclosed *Day-of Check List
Divided by Roles & Responsibilities. This lists
tasks and responsibilities for the entire day.
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
2. TECHNOLOGY CHECK FOR PROSPECT

AND VIEWING ROOM
We recommend TWO technology checks, if
you can: one the day prior to the event (if
possible), as well as one the day of.
If it not possible to perform a technology
check the day before, then we recommend
that you insist the A/V team complete their
set-up by at least FOUR HOURS PRIOR to the
start of the ABO on-boarding experience. This
will give you ample time to then have them
assist in walking you through each audio/
visual situation you will be facing, to truly work
out and possibly correct any issues that
arise.
First, use the *DialSmith Technical Setup
Requirements document from Chapter 4 to
ensure you have all the items you need.
Then, use the enclosed *Day-of Equipment
Diagram to ensure the audio/visual equipment
in each room is properly hooked up to the Dial
equipment.
The A/V team should interface with your

Dials Technician and Technology Lead, and,
eventually, with your moderator (who will
assist in checking the audio connections
between the prospect room and viewing
room).
We must stress how important it is to have
your A/V team, your Dials Technician, and
your Technology Lead insist on a thorough,
structured audio check across the two rooms.
Having the right equipment is only half the
effort; the other half is ensuring that it all
properly functions to transmit audio and video
where it needs to be.
The enclosed *Pre-Dial Session Technical
Walkthrough list tells you precisely what
connections to check for proper functioning of
the video and audio technology. It will guide
you through a miniature rehearsal of each
event, to be sure the audio, video, and dials
connections work for the ABO Onboarding, the
Dial Session, and the Debrief.
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
3. PRINTED MATERIALS YOU NEED

Below is a consolidated list of all hard copy
materials you need printed before or the
morning of your Dial Session. This includes
the documents we have already referenced in
this chapter, as well as documents we have
incorporated in previous chapters.
Document Name
Approx. Number
to Print
To be used by
1.
Day-of Checklist Divided by R&R
10-15
Core team
2.
Dial Session Room Requirements

(from Chapter 4)
10-15
Core team
3.
Dial Session Floor Plan (from Chapter 4)
10-15
Core team
4.
DialSmith Technical Set-up Requirements

(from Chapter 4)
10-15
Core team
5.
Day-of Equipment Diagram
10-15
Core team
6.
Pre-Dial Session Technical Walkthrough
10-15
Core team
7.
Dial Session Exercises (your final version)
145
45 = Prospects
100 = ABOs & staff
8.
Moderators Guide (your final version)
10-15
Core team
9.
Run Sheet (your final version)
10-15
Moderator & Core team
10.
Moderator Live Dial Language

(your final version)
10-15
Moderator & Core Team
11.
Test Live Dial Language (your final version)
10-15
12.
Session Book (your final version)
10-15
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
THE EVENT ITSELF

(ABO ONBOARDING, DIAL
SESSION, ABO DEBRIEF)
Youve completed the set-up, youve checked
and rechecked your technology, and youve
printed all your materials. [Now its time for
the show to begin!]
1. ABO ONBOARDING
ABO onboarding must be a priority for Amway
staff on the day of the session. Its important
to outline what ABOs can and should
expect from the Dial Session, how they can
participate, and what the results will mean
for them. We want to help every ABO feel
engaged and invested in the MTM program by
showing them its potential impact.
This onboarding process is especially
important for ABOs who plan to present to
prospects (in other words, to live dial) during
the session.
The onboarding is conducted by two people:

the designated senior executive of the
market, and the Moderator. The senior
executive will speak first for approximately
20 minutes, covering the following:
Welcoming ABOs to the Dial Session
Explaining a brief history of the MTM
program
Emphasizing what ABOs can expect to
experience and learn
Introducing the Moderator
See the enclosed *MTM Affiliate ABO
Onboarding Presentation used by a senior
executive in Russia, for an example of what
your own markets ABO Onboarding slides
should include.
After the staff person speaks, the Moderator

will then present for the remaining hour,
covering some or all the following:
Why communication is so important
The ways in which many people can
interpret the same communication
differently
Why MTM is so effective in helping ABOs
connect with prospects
How the Dial Session is effective
Explaining how the Dial Session will be
structured
Introducing the basic tools they will see in
use during the Dial Session
See the enclosed Moderator Presentation
for ABO Onboarding for an example of
what moderator Tom Devries (of consulting
company Thoughtfull Design) has presented
in the past. Versions of this presentation have
been used in both Hong Kong and Russia.
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 10
11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
In the 30 minutes before the Dial Session

begins in other words, immediately after the
ABO Onboarding concludes members from
your core team responsible for confirming
that your Market Research Vendor is properly
checking in prospects, handing prospects
the Dial Session exercises to complete, and
seating them in the prospect room.
Important notes about checking in and
seating the prospects, which your Market
Research Vendor should follow:
All prospects should be checked in when
they arrive.
Once they have been clearly identified as
being on the Recruited list, they should
be handed a clipboard, a pen, and Dial
Session exercises.
Instruct prospects to complete the
Exercises on their own.
truct prospects to turn their cell phone

completely off, to use the restroom, to
enjoy food and beverages, and to be
in their seats with ALL THESE STEPS
COMPLETED by 10 minutes prior to the
Dial Session start time.
Once all your prospects are seated, a staff
person who is NOT the moderator should
speak to the prospects to help them become
comfortable in the setting, and to begin
to engage them. This warming up is a
step some popular talk shows use. It helps
prospects become more likely to speak up
and to speak candidly with the moderator in
the Dial Session. Without it, the Moderator
may have a more difficult time establishing a
rapport with prospects and engaging them in
energetic discussion.
See the attached *Script for Warming up
Prospects. The Global team used this script in
Hong Kong and Russia.
3. THE DIAL SESSION

Once the dial session begins, each member
of your core team will be stationed in specific
locations, to fulfill their designated roles.
Below we have laid out each of the six key
functions which should be fulfilled, in their
order of occurrence or start:
A - Team member(s) take notes intended
to inform the Debrief and Report
B - Language expert(s) support moderator
in Prospect Room
C - Project manager(s) prepare and escort
ABOs who will live dial to prospect room
D - Team member video records ABOs after
they are done presenting
E - Communications manager guides
overall flow of the Dial Session
F - Team agrees on top 5 key findings for
the Debrief
2. SEATING AND PREPARING PROSPECTS
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Below is a more detailed explanation of each

of these six functions:
A - Team member(s) take notes intended
to inform the Debrief and Report: These
individuals should be stationed at the back of
the viewing room. They should be seated at
a table where they can easily take notes on
their laptops or by hand.
Ideally, you will have at least one person
taking notes on key themes and findings
(typically your team members in charge
of developing the Report and/or other
communications materials, including your
language expert) and two people taking
notes on verbatim prospect quotes and ABO
speeches plus scores (typically your team
members in charge of market research, and
possibly a language expert). Key focus areas
for note takers to inform the Initial Report:
Key Themes and Findings: These notes

focus on big-picture themes or key takeaways in other words, the top 10 or 15
findings from the Dial Session. These
notes are often taken by hand, typically by
language expert(s), market researcher(s),
or other staff.
Verbatim Quotes: These are direct
quotes from prospects as they respond
to questions from the moderator, provide
their opinions, and deliver feedback in
response to ABOs who live dial. These
often take the following form of writing
down the question the moderator
poses, followed by a series of bullet
points recording each of the prospects
comments.
Look at this example from Hong Kong, from

the notes of one of the Global Teams note
takers:
WHATS ONE THING YOU NEED MORE
OF IN YOUR LIFE? WORD OR PHRASE.
(7:17 PM)
Change
Opportunities
Stability
Health
Money
Money
Richer life every aspect
(wider horizon in life)
More love and care
More challange
More ambition
Stable life
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
ABO Speeches Plus Dial Scores: This

is a near-transcription of what ABOs say
in their live dials when they present to
prospects. These should include the
dial scores they achieve throughout
their presentation. Ideally, one would
record live dial scores at the end of each
thought, phrase, or sentence; at the very
least, one should record live dial scores
when an ABO achieves a very high score
or a low score. This will enable your team
to review speeches after the session
has ended, to identify those speeches in
which ABOs language showed us what
works and what does not work. What
these notes may look like
Because note takers are writing quickly, their
notes are very likely to have typos or improper
grammar, as note takers rush to take down as
much information as they can. This is fine.
FIRST QUESTION FOR LIVE DIALERS: WHAT IS THE AMWAY BUSINESS OPPORTUNITY:
7:54 PM: LD#1:
7:56 PM: LD#2:
Amway is a manufacturer of many different

products, like a supermarket. 51/58 but
at Amway instead of supermarket, they
take products and bring them to us as
distributors 54/53 as a member you can use
your products and buy at distributor prices
55/56 and you get retail profit and build
business networks 58/58 but also become
members and company will calculate how
much you make and give you bonuses
69/62 as you do more work, you can bring
in more income 60/65.
Amway is where you dont need any capital

or risk 59/57 you just need to be a member.
At 380 if you like it, use products 63/59 but
all able to sell back to company 66/64 if
you use these everyday products and share
with others, you change hands 67/64 thru
sharing you can do this 67/64 and this is
our asset 68/67 and its fully able to pass
on 62/60 we accumulate a lot of assets for
next generation 70/70 also have a better life
71/71 dont need to invest a lot of capital,
can establish opportunities 70/71 countries
wiht 54 years of history 68/69.
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Note that the recording of live dial scores

always looks the same two numbers
separated by a slash (such as 67/72 or
41/35). When your note takers view the
dial lines on the television screens, they will
see two lines (such as one for women and
one for men) accompanied by those lines
scores. Below is how the screen will appear:
Your screen may list the numbers on the
left or the right hand side of the screen; it
depends on your Dials technician. Whichever
side the numbers appear on, your note takers
should ALWAYS indicate the top number first
and the bottom number second. This ensures
you can always determine which number
belongs to what group.
Ideally, the same person who takes down
ABO live dials plus scores will also the record
the key quotes from prospects as they
provide spoken feedback to ABOs regarding
their speeches.
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
A - Language expert(s) support moderator

in Prospect Room: When the dial session
begins, the language expert(s) should be
seated in the back corner of the prospect
room, behind the prospects, able to make
eye contact with the moderator. This person
(or team of people) will listen to the Dial
Session, take notes, and, when appropriate,
provide suggestions to the moderator for
additional questions to ask prospects, as a
follow-up to certain comments or in an effort
to ensure key language findings are clarified.
This person will also signal to the moderator
that the next pair of ABOs has arrived to live
dial, and they will deliver any notes from the
viewing room to the moderator. Lastly, this
person will provide support to the moderator
in the form of temporary moderating. This
will occur only when the moderator needs to
step out of the prospect room to discuss next
steps and strategy with the communications
manager. This language expert who sits in the
prospect room is ideally the same individual
who prepared prospects for the dial session
by warming them up.
Project Manager(s) prepar and escort ABOs

who will live dial to prospect room: About 30
to 45 minutes into the Dial Session, when the
moderator indicates to prospects that it is
time for them to pick up their Dials for the first
time presenting, the designated team member
should find and collect the first ABO pair that
will be live dialing. This team member should
escort the ABOs to the area just outside the
prospect room, so they are on hand when
the moderator calls for them to be brought
in. This team member can prep the ABOs by
telling them what to expect, what question
they will answer for prospects. This team
member may even prep ABOs for how best to
answer the question.
This team member is also one of the
connections between the Core Team in
the viewing room and the Moderator in the
prospect room, delivering notes from the
communications manager or others in the
back room to the moderator, to indicate to the
moderator what the Core Team believes the
next question for live dialing ABOs should be.
Team member video records ABOs after they

are done presenting: Once a pair of ABOs
completes their live dials, they will exit the
prospect room, and their immediate feedback
is incredibly valuable to your team. Have
a team member stationed in a quiet place
between the Prospect (front) room and the
Viewing (back) room. This staff person should
have a small camcorder, and they should
video record the ABOs each being interviewed
for just a few minutes. They should ask
for responses to a few simple questions,
providing their immediate thoughts and
feedback on the whole live dialing experience.
See the document titled *Questions for ABOs
Post Live Dialing; use these questions for the
post-dialing videos interviews.
This cycle of escorting ABOs to live dials, then
interviewing ABOs after their live dials, should
continue for every pair of ABOs who live dials.
Therefore, one staff person will spend almost
the entire session in between the rooms,
acting as escort; another staff person will
spend the session ducking out of the viewing
room in order to conduct the videotaped
interview.
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Communications manager oversees overall

flow of the Dial Session: During the Dial
Session, the moderator will be focused on
moderating the Dial Session. A team member
is necessary to oversee the flow of the
Dial Session. This person performs a few
functions. Most importantly, they provide the
key communication link between the viewing
(back) room and the prospect (front) room.
This person will monitor discussions that
viewing ABOs are having with one another
or with affiliate staff, and then alert the
moderator to focus on their priority topics.
This person will slip notes to the in-room
language expert to alert the moderator
to these priority topics. This person also
instructs the team member who is escorting
ABOs to the prospect room when to provide
specific preparation to the ABOs in advance
of their live dials. Ultimately, this person
will consider the bigger picture of the Dial
Session and will provide instruction to other
staff in order to meet the broader goals.
This function is typically fulfilled by the
communications manager.
Team agrees on top 5 key findings for the
Debrief: When the dial session concludes,
the Moderator will have a window of
approximately 10 minutes to meet with the
core team to agree on the major findings
he should emphasize in the ABO Debrief.

This window exists because the ABO Debrief
will be started by the same executive who
started the Onboarding. While this person is
beginning the ABO Debrief, team members will
be meeting in a room to discuss key findings.
Those meeting are the Moderator, the note
takers, the market researchers, the language
experts, and the communications manager.
4. ABO DEBRIEF
The ABO debrief should begin immediately
after the Dial Session concludes. You want
to show every ABO the impact that the live
dials and exercises had on their messaging
before they leave the venue. The Dial
Session and MTM are both about instantly
actionable results.
The goal is to provide both key insights and
specific language lessons that ABOs can
apply to their communications and language
choices the moment they leave the Dial
Session. While the final report takes time
to put together due to the combination of
results from a Dial Session and a language
survey, you can use the Debrief to deliver the
information as youve collected it.
Modernize the Message will be most effective

for ABOs if they are learning from each other
which means the Debrief begins with the
executive and then the Moderator asking
ABOs what THEY learned, observed, or
thought. The senior staff person leads this
for about 15 minutes, simply asking, What
did you learn? Then, the Moderator takes
over. After additional feedback from ABOs, he
will use the last 20 minutes of the Debrief to
review or summarize the 5 key findings your
core team agreed on.
At the conclusion, the Moderator will
mention that ABOs will receive a written
analysis with more information and detail
in the next few weeks.
And with that, you have successfully
completed a Dial Session!
CHAPTER - 10
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

11 INTRODUCTION
EXECUTING THE
DIAL SESSION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
.XLS
.XLS
.XLS
.PFD
.PFD
DIAL SESSION ROOM REQUIREMENTS (CH. 4)
DIAL SESSION FLOOR PLAN (CH. 4)
DAY-OF CHECKLIST DIVIDED BY R&R
.XLS
.XLS
.XLS
TECHNICAL SET-UP REQUIREMENTS (CH. 4)

.XLS
DAY-OF EQUIPMENT DIAGRAM

.PFD
PRE-DIAL SESSION TECHNICAL WALKTHROUGH
MTM AFFILIATE ABO ONBOARDING PRESENTATION
MODERATOR PRESENTATION FOR

ABO ONBOARDING
SCRIPT FOR WARMING UP PROSPECTS
QUESTIONS FOR ABOS POST LIVE DIALING
CHAPTER - 10
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10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION
AFTER THE DIAL

SESSION:
ANALYZING THE
COMPLETE FINDINGS
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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CHAPTER - 11
11 INTRODUCTION
With the findings you

have from the three
hours of discussion,
there are still additional
insights you can uncover
from the materials
your Dial Session has
produced.
Below is how we recommend proceeding with
fully analyzing these materials after each Dial
Session. Each of these steps are a crucial part
of continuing the MTM experience.
CLAIM AND CATALOGUE YOUR

MATERIALS
After your Dial Sessions you will have the:
Exercises: 35-40 completed exercises
collected from prospects chairs after they
have checked out and the ABOs have left;
Dials: Hours of dial lines from each ABO
pair who presented, delivered to you
by the Dial Session technicians within
approximately 24 hours (these are called
outputs and the lines should appear on
top of the video footage of the ABO who is
presenting);
Notes: Notes from designated note takers;
Video Footage: Hours of raw footage
of both the prospect (front) room and
the viewing (back) room, capturing both
prospect feedback during the Dial Session
and ABO feedback in the ABO Debrief; and,
Questions: A growing selection of new
questions you didnt anticipate, which
you may consider putting into a follow-up
language survey.
To begin, be sure you actually receive each of

the above items within the appropriate time
frame. The best way to do this:
Assign a note taker to collect and keep
the stack of prospects completed Dial
Session exercises (to ensure they are not
accidentally thrown away by venue staff
unfamiliar with their importance); and
Assign the Dials technician or Technology
Lead to receive the digital files or
external hard drive with files of the raw
video footage, and to process the dials
output.
AFTER THE DIAL

SESSION:
ANALYZING THE
COMPLETE FINDINGS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

CHAPTER - 11
11 INTRODUCTION
STAFF DEBRIEF
Just as it was critical for your ABOs to have
a chance to hear from one another, so too
is it helpful for your core team to have an
opportunity to exchange ideas and prioritize
findings together.
Some team members may have interpreted
certain findings or key points differently than
others. Each person may also have noticed
important details that were relevant to their
roles in the program. Gathering to discuss
the many perspectives whether informally
over breakfast the following morning, or
formally in a half-day session the next day
will facilitate a complete analysis and an
agreed-upon path forward.
One clarification: we do suggest a FORMAL
staff debrief after an entire citys worth of
dial sessions are completed (if, say, you have
chosen to conduct multiple dial sessions within
a city). The staff debrief is not necessary for
every single individual Dial Session, though
you may find it helpful for the first few Dial
Sessions you conduct.
However, after each individual dial session,

we DO advise that your team exchange notes
and gather video footage into one central
location AND that you agree on the five or so
most important, actionable findings from that
nights session. (These should typically be the
same five points that the moderator provides
to ABOs during the Debrief session.) This will
enable your staff to begin drafting an analysis
that reflects each sessions nuance; and it will
help your entire team to REFINE your findings
not just collect them after every dial session.
REVIEWING THE
SESSION MATERIALS
After ALL dial sessions are completed for a
city, and after your core team has had their
own staff debrief, it is time to conduct a
thorough review of the session materials.
There are four primary ways to review Dial

Session materials:
Reading and processing your team
members notes
Tallying and reviewing prospects collective
responses to the Dial Session exercises;
Rewatching dials outputs; and,
Rewatching the full-room discussion video
(if necessary).
Processing Notes: After a session, compare
each others notes to confirm your key
findings and to identify any areas where your
interpretation of discussion differed. Highlight
those instances in which prospect delivered
key quotes. Also highlight those portions of
notes where ABOs either performed very well in
their live dial or where their performance could
be improved.
AFTER THE DIAL

SESSION:
ANALYZING THE
COMPLETE FINDINGS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

CHAPTER - 11
11 INTRODUCTION
Tallying and Reviewing Exercises: We

recommend tallying the results immediately
after the group. Tally exercises by designating
a blank set of exercises as your master
document. Flip through each prospects Dial
Session exercise, note their answers on your
master, and accumulate the total answer
choice tallies for the full group of prospects,
for ALL exercises (not just the ones they
discussed in session). Then, enter these tallies
into a digital copy of the exercises which can
be shared with your team. See the enclosed
*Tallied Exercises for an example of how a final
report of Exercise tallies should look.
The most important results from the Dial
Session exercises come from a clear winner
or loser. When the results are close, its
difficult to decipher a finding. However, clear
winners and losers allow us to figure out
which language options appeal to the target
population and which do not.
Session exercises are a vital piece of

the post-Session puzzle. The exercises
represent the participants preconceived
attitudes and beliefs about Amway before
the discussion began. Knowing what
people think before they are given your
newly tailored language is essential. It
communicates where the audience stands
and what they think of Amway as a company.
Fast dips and spikes usually mean that

a particular word or phrase affected the
prospects. Consistently high (mid 70s or
higher) or low dials (below 50) will reveal strong
or weak overall language/delivery. Additionally,
when the lines split, you will learn about the
differences in the demographics you chose at
the beginning of the Dial Session (which are
represented by the dial lines).
Reviewing Dial Results: We also

recommend going through the dial outputs
to identify moments of high scores and low
scores. Use the note takers notes to help
you find these moments.
When you rewatch the dials, your goal is to

isolate the 4 best dials from each dial session
(which will point you to the most effective
approaches), as well as the 3 worst dials
(which will point you to the least effective or
even counter-productive approaches).
The most important dial results occur in five

different areas: when the green and red line
are significantly split, when the lines spike,
when the lines fall, when they are consistently
high, and when they are consistently low.
After the Dial Session, a set of outputs will
be delivered by the Dials technician. These
outputs will include everything which was
dialed both prepared videos and live dials
with the overlaid Dial lines. Those lines must
be analyzed, and a team member should look
for any of the above results in order to discover
the finding they represent.
These dials offer a wealth of information

for your team. There is almost always more
than meets the eye when reviewing a set of
outputs, and going over them again after the
Dial Session is a great way to catch those less
obvious findings.
AFTER THE DIAL

SESSION:
ANALYZING THE
COMPLETE FINDINGS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 11
11 INTRODUCTION
Rewatching the Full-Room Discussion Video:

This is helpful if you would like to recall how
a lengthy discussion proceeded. After many
hours of multiple dial sessions, it can be
difficult to remember what prospects really
said compared to what you THINK they
said. Additionally, rewatching this full-room
discussion video gives you an opportunity to
capture specific quotes from prospects which
help teach certain lessons regarding major
findings. Ideally, your note takers would have
each captured many of these specific quotes,
but if you need additional quotes, this is the
best source for finding them.
The typical next steps for Phase 1

(short-term) include one or a combination
of the following:
DISCUSSING NEXT STEPS
The typical next steps for Phase 2

(long-term) include:
Once you have completed a Dial Session,

you will find that an effective Dial Session will
create as many questions as it will answers.
These questions will fuel the next steps in
your program.
After each Dial Session, you should begin to
consider the best course of action for your
program. While the options for next steps are
effectively limited only by budget and time,
your first Dial Session can and should help
you determine the direction you want to take
moving forward.
Topline (Initial) Report: a quick-turnaround

written analysis to provide to ABOs while
the experience is still fresh in their minds
ABO-friendly Infographic Magazine-style
piece: This is a visually creative, less textheavy version of the Initial Report.
Powerpoint of Findings: This converts
the findings from the Initial Report into a
PowerPoint presentation your team can
use or distribute with ABOs.
Language Survey: Draft and field a

language survey, and craft a larger written
analysis following the message poll which
incorporates poll and dial session results
Additional Dial Sessions: Test new
language strategies among different target
prospects at additional dial sessions
Additional communications materials for
ABOs: Create and distribute additional
communications materials that would be
most useful to ABOs in the field
It is really up to your core team to decide, based

on your resources, which of these activities will
be available and feasible to pursue.
.XLS
TALLIED EXERCISES
AFTER THE DIAL

SESSION:
ANALYZING THE
COMPLETE FINDINGS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
THE INITIAL
REPORT-OUT OF
KEY LESSONS
FROM DIAL
SESSIONS
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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TO JUMP TO SECTION

CHAPTER - 12
11 INTRODUCTION
AFTER THE DIAL

SESSIONS ARE
COMPLETE AND YOU
HAVE TALLIED AND
REVIEWED ALL OF THE
DATA, IT WILL BE TIME
TO PUT TOGETHER AN
INITIAL REPORT-OUT
OF THE KEY LESSONS
LEARNED AND
INSIGHTS GATHERED.
Whomever drafts the report-out uses the list
of findings compiled from Dial Session notes,
Dial Session exercises, and videos to boil
the information down to the most important
insights. This initial report-out serves as a
reference document as you plan subsequent
Dial Sessions and/or a Language Survey.
By listing the significant insights from each

Dial Session in an organized document,
you will keep your MTM program and
your effort to construct an Initial Report
moving forward. For this initial Dial Session
experience in China, the Amway Global
Sales team will help to create and deliver
this document. Because Chinas team will
be crafting this analysis for future Dial
Sessions, we explain how you piece together
your own version of this report-out.
The write-up should be clear and concise,

summarizing the most important findings
while outlining the questions that the next
steps in the program should answer. The
results should include overarching themes,
an overview of prospects attitudes and
beliefs towards Amway, and detailed
language lessons uncovered in the Dial
Session to give ABOs targeted feedback
on their live dials specifically and their
messaging approach in general.
PULLING RESULTS TOGETHER

IN CONCISE REPORT-OUT
NOTE: While Amway Corporate will put this

report together for the initial sessions, your
team should also follow the same steps
to identify and list the relevant findings
in one place. Doing so will provide you a
mechanism by which you can check to see if
your interpretation and findings from the dial
sessions were accurate and precise enough.
You may cross-reference your own practice
findings against the Global Sales teams
analysis.
Dial Session-based findings, Dial Session

exercise results, and key Dial insights should
be translated into actionable items, such
as Avoid the phrase life-changing when
you talk to recruits, so that they can be
immediately applied to the ABOs prospecting
language. In general, non-actionable findings
are less useful, though we sometimes
include insights that focus on attitudes and
beliefs to depict to your prospect audience.
Please review the *Top Line Report for

an example of a report out which follows
three dial sessions from one city, with no
Language Survey data to incorporate. This
is an example of the more concise, dialsfocused findings report.
THE INITIAL
REPORT-OUT OF
KEY LESSONS
FROM DIAL
SESSIONS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 12
11 INTRODUCTION
ORGANIZING RESULTS
A - Where target prospects are coming from
When it comes to organizing your results,

you should start and end with the prospect.
Which of your results have a direct impact
on prospects openness to Amway? These
results should be the cornerstone of your
organization of the report.
One of the most eye-opening results that

ABOs can learn from is where their prospects
are coming from. Often times, you will find that
ABOs and Amway staff in general can forget
what it feels like to be a skeptical prospect.
You lose perspective because you believe in
the value and the quality of our products and
the Amway business opportunitybut your
prospects do not necessarily know enough
about Amway to agree.
It may seem difficult to rank and organize

the results when everything seems relevant
and important, but maintaining a filter
that questions the findings impact on the
prospect will help you determine where
that finding should be in your report-outs
throughout the process.
Your most basic organization, for every Dial
Session, should be:
Where your target prospects are coming
from
How ABOs current approach helps and
hinders success
Key Lessons for a more effective approach
Common Communications Tips
Each Dial Session and each report-out

should start by discussing target prospects
attitudes and beliefs and end by gauging the
impact our language has on those opinions.
You need to uncover where our target groups
are coming from, as well as what questions
they have about Amway.
B - How ABOs current approach hinders
success
In the report-out, you must also emphasize
how ABOs current approach helps as well
as hinders success. Deliver not just praise,
but also the truth about what elements of
their communications are not helping them.
For instance, we have found in other markets
that ABOs are focusing on and emphasizing

the wrong aspects of the Amway opportunity
when speaking with prospects. In addition,
we have also seen that ABOs do not always
directly and satisfactorily answer the
questions their prospects ask them.
When ABOs talk about financial freedom
and the business opportunity, prospects
find themselves asking, What IS the
opportunity? and What would I be selling?
Modernize the Message is about taking a
step back and showing ABOs what prospects
really want from their messaging. They dont
want platitudesthey want to hear about a
business and about products that they can
believe in.
While most of your report-out should focus
on the prospect, it should also include
instructional findings that highlight issues
within ABO messaging. ABOs are Amways
front lines of communication, often providing
the first impression of Amway as a whole
to a prospect. Thats why its vital that their
current approach be optimized to encourage
joining, not hinder it.
THE INITIAL
REPORT-OUT OF
KEY LESSONS
FROM DIAL
SESSIONS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 12
11 INTRODUCTION
C - Key Lessons for a more effective

approach
After uncovering the target prospects
attitudes and beliefs, and outlining how
the ABOs current approach is hindering
success, you should highlight key language
lessons that allow for a more effective way to
communicate with your Amway prospects.
You have established the prospects
baseline opinionand what ABOs are
doing wrongbut you also have to address
what they are doing right. As you move
through the report-out, the next section
should detail the language improvements
that were established in the Dial Session.
These actionable language lessons should
be followed by examples of the existing and
improved language to show ABOs how their
language has been strengthened.
D - Common Communications Tips
While every Dial Session has its own set
of unique results, our Global Sales team
has found a few communication tips
that are nearly universal. These common
communication tips are unlikely to become
out-of-date or apply to only certain parts
of your messaging. They will provide

widespread, lasting results. These insights
should be included in the report-out to allow
for constant language improvement after
each Dial Session.
Some frequently-applicable communications
tips that have been relevant in practically
every market (and which you can see in
past analyses from Hong Kong, Russia, and
Western Europe) include the Why, Therefore,
So That approach, the Dont convince,
connect finding, the need to reflect
prospects goals and aspirations, and how
critical it is to Give prospects the FACTS.
Please see the enclosed *Report Out for an
example of a more in-depth, lengthy findings
report, which accounts for numerous dial
sessions over three countries in Western
Europe, as well as a survey across those
three countries. If you complete a survey in
your market, your Report should resemble
the above. If you do not complete a survey,
your report should resemble the Hong Kong
report.
.XLS
.XLS
TOP LINE REPORT
REPORT OUT
THE INITIAL
REPORT-OUT OF
KEY LESSONS
FROM DIAL
SESSIONS
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
PREPARING NEW
OR UPDATED
COMMUNICATIONS
MATERIALS & FINAL
THOUGHTS ON
LONG-TERM IMPACT
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 13
11 INTRODUCTION
PREPARING NEW
OR UPDATED
COMMUNICATION
MATERIALS
After your Dial Sessions and your language
survey, its time to use your results to
prepare new or updated prospect-facing
materials based on what was uncovered
during your MTM program. These materials
can include everything from new PowerPoint
presentations or training materials to
updated communications strategy for your
staff to follow.
If possible, keep ABOs informed as you
prepare these materials, so that they can
anticipate the new tools you are creating
and eventually integrate them for their own
organizations.
Preparing your materials is the culmination of
the entire Modernize the Message program.
These materials will take the findings and
lessons learned and apply them to your
ABOs resources.
Ideally, you will also find that ABOs request

for you to review their existing prospect
presentations. This is a great opportunity
to provide ABOs direct assistance in
ensuring their in-field materials reflect the
most effective language possible and the
strongest approaches for putting Amways
best foot forward. [This is the greatest form
of flattery you can receive following the MTM
dial sessions: to have ABOs seek you out for
your constructive critical feedback regarding
their language.]
Your team can distribute the MTM reports

and findings to ABOs, helping them adopt
enhanced language approaches into their
day-to-day running of their Amway business.
While suggesting specific materials is
impossible before the program begins,
consider examining your communications
documents with the purpose of either
updating versions of these or creating new
pieces altogether when the program is
completed.
See the attached *Communications

Deliverables slides for visual examples of
communications documents which have been
created for other markets based on MTM
findings.
In particular, you can integrate MTM results

into helpful tools that ABOs can use to learn
how to communicate more effectively. These
tools include easy-to-digest visuals and
convenient how-to pieces that they can share
with other ABOs in their organization.
A - Comprehensive overview of possible

pieces
In the past, the Global Sales team has

produced:
The areas in which you can apply your MTM

findings are endless. You can use your Dial
Session results and language survey data on
nearly every piece of your communications
materials, from blogs and other social media
sites to prospect recruitment handouts and
larger-scale advertising.
Communications tips flashcards

Brochures
Training videos
Revised Starter Kits
And others.
PREPARING NEW
OR UPDATED
COMMUNICATIONS
MATERIALS & FINAL
THOUGHTS ON
LONG-TERM IMPACT
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION

CHAPTER - 13
11 INTRODUCTION
In addition to building a set of digital and

print assets that ABOs can reference as
they shape their own communications,
MTM findings also facilitates the creation
of training videos. The Dial Sessions will
produce hours of examples of words and
approaches that work and dont work that
affiliate staff can share with their ABOs.
Affiliates can share applicable video to
help ABOs who were not present at the Dial
Sessions to benefit from the MTM program.
In past markets, our Global Sales team
has also created a newspaper-style
communications piece for ABOs, which has
been distributed with much success. This
is an easier-to-read version of the post-Dial
Session report-out, including infographics
and more concise dial session findings,
designed to help ABOs adopt the MTM
program reports insights into their work.
B - Final Thoughts on Long-Term Impact

Modernize the Message is designed to
do more than provide a selection of new
communication materials and a new
vocabulary for your ABOs. This process
will impact more than just your marketing
strategy. It will change your language
perspective for the future. You can apply your
Modernize the Message learnings to every
presentation, every brochure, and every
conversation with a prospect.
More importantly, your ABOs will learn new
and more effective ways to approach and
communicate with prospects. As you work
through MTM, you should continually return
ABOs focus to what the prospect wants,
needs, and aspires to. Remind ABOs to
use this lens during their meetings and
presentations to connect with prospects
instead of trying to convince them.
Along with new strategic potential, increasing
ABO engagement generates incredible longterm value for your team. Your markets ABOs
will see your team as even more supportive
and helpful to them than ever before.
Modernize the Message fosters involvement

on every level, aligning new business
owners, ABO leaders, LOSs, global staff,
and affiliates across the world. Better yet,
ABOs develop an enhanced perspective after
being a part of this program, seeing the
importance of finding the right language and
listening to their prospects. By encouraging
their continued engagement, you can
continue to improve the language of Amway
and reputation in your market.
Thank you again for your participation, and
congratulations on completing this exciting
endeavor.
.XLS
COMMUNICATIONS DELIVERABLES
PREPARING NEW
OR UPDATED
COMMUNICATIONS
MATERIALS & FINAL
THOUGHTS ON
LONG-TERM IMPACT
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW

TO JUMP TO SECTION
CONTACT
Please let us know if you have an questions:
JD Osman, Global Sales jd.osman@amway.com
David Granger, Global Sales david.granger@amway.com
FOR INTERNAL USE ONLY

Amway Corporation 2014, All Rights Reserved.
11 INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK TAB BELOW TO JUMP BACK

TO CORRESPONDING SECTION
ATTACHMENTS PAGE
CHAPTER - 1
INTRODUCTION:
Welcome to the Modernize the Message Program
11
INTRODUCTION
Feedback from Distributors on MTM
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
This personal experience is much better than theory.
This is great training because we rarely have more time than this to
talk to people.
Maybe, when weve been in Amway so long, we havent paid attention to what strangers want to know about Amway!
It was good to see that if you speak from your heart, people will
listen.
Knowing what prospects are thinking in their minds makes it easier for me to work with them.
This process is like an X-ray. It shows us whats inside our prospects minds.
This is wonderful because we arent learning from teachers we
are learning from each other.
This helped me learn why prospects say no.
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 2
An Overview of the Program

MTM Path to Change
MODERNIZE THE MESSAGING
PATH TO CHANGE
OUTPUTS ACTIVITIES PURPOSE
EXPOSE
BREAK
STEP 3
REBUILD
Understanding prospect a/tudes
Evaluate current language
Partner with LOS Leaders
Prospect needs & wants
Measure reac=ons
Find eec=ve communica=on
LOS landscape
Brash honesty tough love
Share results / Reevaluate results
Current approaches
Evidence of need to change
Build beIer materials
Build empathy
Change communica=on
STEP 4
REINFORCE
Become the new norm
Teach to new ABOs
1. Workshop
with staff
Date TBD-Prior to
the Dial Session
2. Announce China
Modernize
Message Program
to ABOs
4/15/2014
NYC Diamond
Invitational and 5/22/14
at ADAC Meeting
3. ABO Onboarding
8/2-8/11/2014
4. Dial Session
5. Message Poll
8/2-8/11/2014
Pilot-3 cities, 6
dials
(3) Guangzhou
(3) Beijing
Process starts:
9/1/2014
In field week of:
TBD
Validate new language

Survey(s)
LOS Material Review
Aliate Material Review
Ethnographic Research
Onboarding presenta=on
Focus Groups

Prospect expecta=ons
Business opportunity landscape
Gaps
Similari=es and dierences among
LOS approaches
Analysis of aliate materials

Language Explora=on Survey
Live Feedback small sessions
Online Dials mass par=cipa=on

Analysis of what language works
and what doesnt.
Valida=on survey
New language recommenda=ons
LOS consulta=ons/coaching
New messaging report out
Training events
Workshops

Templates for customiza=on
Cer=ca=on program
Educa=on program
Recommend suggested language

Audit Program

Ongoing training and tools to
support

One on one consulta=ons

More relevant materials
Improved pitch
Easier to recruit

4. Initial
Report-out
8/19/14
Updated: 5/22/14
OVERVIEW
PROCESS KEY:
Focus group setting with 6 prospects moderated by
an external local professional at a vendor facility
Focus groups help us understand motivations,
drivers, and constraints for considering a money
making opportunity
Focus Group Explore attitudes towards income, community,
friends/family mixing with business, trade-offs
Workshop
Introduce affiliate and prepare for the modernized

messaging process
Review existing messaging tools and assets
Collaborate with the team on whats needed in market
Introduce ABOs to the modernized messaging process,

reassure them Amway and our partners understand the
business and have the research expertise and
knowledge to help them succeed
Prepare ABOs what to expect at a dial session
ABO / IBO Leverage this forum to ask questions to better
understand their business challenges and the overall
Onboarding
economic climate
Connects ABOs to the research, helps earn buy-in
Helps ABOs understand prospect attitudes and prospect
needs and wants relative to the business opportunity
Teaches ABOs what language works and what language
doesnt work
Impact- ABOs get to witness it with their own eyes and
hear it directly
Dial Session
(Qualitative) Measure prospect reactions
Demonstrates the need for change
Validate new language
Online survey 90+ questions

Validates new language and learnings culturally
Provides accurate language; where ABOs need to go,
what language they should use, and how to get there
Message Poll Combined with the dial session findings provides
most accurate and effective language
(Quant)
Live ABO presentation of both the dial session and

Message Poll results
Venue types are Achievers, LTS and ABO
Conferences
Demonstrates the value of the research information,
Field High Level engages the field and encourages subsequent
participation
Report-Out
Prepares and excites them for further learning
training and education
ABO workshops with Platinum's and above

Teach ABOs how to create opportunity messaging
that connects with prospects
Provide a communication tool box that contains
everything ABOs need to effectively implement what
Education and they just learned
Integrate new language in all ABO and prospect
Training
facing touch points
Critique and review ABO business opportunity

materials, plan presentation, website, etc. and
recommend improved language
Critique and review affiliate business opportunity
materials, plan presentation, starter kit, website, etc.
Ongoing Material and recommend improved language
Review
DRAFT
5. Complete
Development of
ABO MaterialsContent
Qtr. 4
6. Dial/Message
Poll Report-Out
Qtr. 4*
(*Including Message Poll
Survey)
6. Education and
Training
Foundational
with staff and SRs
Qtr. 4/Qtr 1
7. Ongoing Material
Review
2014 - ongoing
STEP 2
STEP 1
CHINA PROPOSED RESEARCH - PHASE 1:
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 2

Budget Overview
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
1 Dial
Notes
Venue (including set up, hostess staff)
15,000
Two rooms needed at venue. One for dial session front room set up to accommodate 40 people, control table and front Stage area.
Second room for staff and distributors to view session back room. Back room should accommodate 50 - 80 people. Plan on 8 Ada staff
members
Refreshments *
5,000
Every market is different. Some serve full buffet meal for distributors while others have light snacks. Consider if a break will be provided
for dial session participants and if refreshment will be needed.
Audio visual equipment
8,000
Should include on-site technical support for set up and duration of dial session TV sets, microphones, SI booth, headsets
Audio visual to record Dial Sessions
2,000
Venue for Staff workshop and Staff debrief (2 days)

Recruiting & incentives as well as screener development, logistics
management
options: affiliate office (no cost); hotel $3,000 - $5,000 per day
12,600
Moderator
tbd
Translators
1,500
Dial Equipment
Project Total
tbd
Recuit 45 to seat 35
$1,500 per translator per day (need minimum of 2 translators per dial session)
Budget Overview for an Average Dial Session - Cost Estimates
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 2

MTM Roles and Responsibilities
March 27, 2014
RESPONSIBLE FOR:
ADA
Sponsor/Manager
Executive Alignment and Communication
Kristin
Whalen
Program Manager
MTM Program Oversight Leads: Process Development, Affiliate Liaison-Communication, Core Team Task Delivery, Budget,
Schedules, Metrics, Vendor, Contracts/SOWs, Moderator, Translation, Coordinates Venue (if not a research facility)
Deb Rogalke
Management of Business
Opportunity
Oversight of all Business Opportunity Tools and Assets Generated from MTM Research (Dial Sessions, Message Poll, etc.).
Leads Messaging Development-Written Exercises and Surveys.
JD Osman
Communication
All Touchpoints: Web, Digital, Video and Print
Tools and Assets Development

Language Expert
Documentation of Insights in the Moment: Dial Session, Onboarding and Debrief Content. Key Learnings of all Aspects of
the Experience.
Market Research Management Liaison of all MR Activities with Business Opportunity Team: Ada and Affiliate. Oversight of MR Vendor and Translators,
Coordinates Venue (if it is a research facility)
Moderator
Leads/Facilitates the Staff Onboarding Workshop, Distributor Onboarding Presentation, Dial Sessions/Distributor Debrief
and Staff Debrief Workshop
Dial Session
Oversight of the Dial Session technology, programming and software including video output of the dial scores.
Technical Support
Lindsay
Hanson
Susan Leen
Tom Devries
Cara Bixel
David
Granger
DialSmith
Vendor
Optional
ACCL
DESCRIPTION
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 4
Goals and Objectives
Project Description:
Amway has been in business in Europe for over 30 years. In that time
the messaging around the business opportunity has evolved with both
the company and the Amway Business Owners (ABO). However, until
now, there has been very little done to fully understand how people
react to the language used by the company and ABOs, and as a result,
some of the words that are part of our everyday Amway language
dont really appeal to people outside the business. Worse yet, it might
even scare them away.
The goal of the Modern Messaging for Amway project is three fold.
First, it is to gain a deeper understanding of prospect concerns, fears,
needs and desires. Second, is to leverage this new knowledge to
shape, through communications and training, how Amway and ABOs
talk about the business opportunity. It will essentially modernize the
messaging we use to talk about the current business opportunity. Finally, this same insight will be used to shape the business opportunity itself
to ensure what we bring to the market is relevant and meets the needs
of opportunity seekers in Europe.
Sponsoring in Western European markets is extremely low (particularly in Germany where only 1,500 new applicants are received each month)
The Amway business opportunity does not attract younger people
in many W. European markets
The manner in which current ABO leaders present the Amway
experience is not attractive to younger people in particular
What:
Partner with Dr. Frank Luntz to understand prospect fears, needs and
desires, so that Amway can improve both its messaging and its offering. Amway will leverage this understanding to optimize the messaging
regarding the current business opportunity and provide training to our
ABO leaders on how to deliver that message. Furthermore, this insight
will be used to modify the business opportunity to ensure it is a solution
to target prospects (25-35 year old males)
Objectives:
Understand prospect fears, needs and desires
Migrate ABO messaging to align with prospect insights
Why:
Amway must understand what elements of the current business
opportunity prospects are responding favorably or unfavorably,
so that our messaging can be optimized
Amway also needs to understand what it is prospects seek in a
business opportunity, so that our business opportunity can be
modified to meet those needs
Improve sponsoring success by helping ABOs better understand

prospects
Improve Amways reputation by creating more modern corporate
and ABO messaging
Key Objectives Example 1
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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CHAPTER - 4
1 INTRODUCTION
11
INTRODUCTION
1. Conduct qualitative and quantitative research to understand

prospect/opportunity seeker needs
2. Leverage Frank Luntz in person to deliver training to ABOs at
company and ABO events (focus on Research Findings and
Leveraging Words that Work)
3. Develop a communication platform to deliver key messages
derived from research, and to maintain an ongoing communications with ABOs regarding sponsoring
4. Provide tools to ABOs that enable to share words that work
with their groups
5. Upgrade existing Amway communication materials to incorporate key learnings from research
6. Deliver online and in person training to support ABOs who
wish to upgrade their own materials for presenting the Amway
materials
Next Steps:
1. Confirm objectives of the overall Modernizing the Messaging
Program. GC/KW
2. Add detail and timing to the deliverables calendar and specify
content chapters, media required for delivery and timing.
JDO
3. Work content plan into European Comms Plan. IG/MH
4. Develop communication briefs for each deliverable. KWs

team, approved by GC/IG
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PROGRAM
5. Map out training support required (instructor led and webex)

GC/AB
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SESSION
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44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
6. Confirm plan to leverage Frank at LTS and dates in between

(for Trainer & DR training and possibly Spain). GC/KW
7. Confirm the plan for use of video production days (Chinese
specific footage, etc.) and incorporate into the video deliverables as EU Strategy requires.
Budget:
$350,000
Assumptions: Ada to provide base English communications for Europe to translate and implement and European budget to be divided
between Sales Support and Training based on final communication
strategy
Tactics:
EXECUTING THE
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10
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DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 4
1 INTRODUCTION
11
INTRODUCTION
4. Provide tools to Distributors enabling to share words that work with their
groups
Project Description
Amway Hong Kong has been in business for 40 years. Over the years the
messaging around the business opportunity has evolved with both the company and the Amway Distributors. However, there has been very little done to
fully understand how people react to the language used by the company and
Distributors. Consequently, some words that are part of our everyday Amway
language may not really appeal to people outside the business or prospects.
In other words, there is a message gap between prospect expectations and
reality. We need to identify relevant and relatable message with the respective
target prospects.
5. Enhance existing Amway communication materials to incorporate key learnings from research
1. Understand what elements of the current business opportunity prospects

are responding favorably or unfavorably, so that we can optimize our messaging
2. Understand what needs prospects seek in a business opportunity, so that we
can modify our business opportunity to meet those needs
3. Improve sponsoring success by helping Distributors better understand prospects and their needs
4. Improve Amways reputation by creating more modern corporate and Distributor messaging
Tactics
1. Conduct qualitative and quantitative research to understand prospect needs
2. Deliver training to Distributors at company-sponsored meetings and leverage
words that work
3. Develop a communication platform to deliver key messages derived from
research, and to maintain an ongoing communication with Distributors on
sponsoring
Objectives
6. Develop online and in-person training to support Distributors who wish to

upgrade their own materials for presenting Amway materials
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WHAT ISISA A
WHAT
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DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 4
1 INTRODUCTION
11
INTRODUCTION
Overview
The Modernize the Message Initiative is about word by word, phrase
by phrase, sentence by sentence finding what WORKS and what
DOESNT.
KPIs
- New ABOs surveys through all channels and their reaction to
new Amway messaging
- Responses/feedback from Leaders
The key thing for starting the project is our understanding that the
world around us has been changing every day. It causes significant Tactics:
changes in everything, what is connected to our global business goals
- To conduct qualitative and quantitative research to understand
and strategy. Thats why we should make our language also more modprospect/opportunity seeker needs
ern, more appealing and, finally, more selling for our consumers and
partners. This language should reflect modern reality, making our tar- ABOs workshop to help them to understand the process of diget audience, including the opportunity seekers more loyal to everyal-sessions
thing, what Amway could offer them.
- To provide dial-sessions for ABOs from different cities and leverage words that work
Objectives:
22
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WHAT ISISA A
WHAT
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4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
- Retention< sponsoring, recruitment rates (increase/decrease)
- To develop a communication strategy and to revise materials in

terms of results got from all actions
- To upgrade the messaging and make it more relevant for recruitment of new ABOs and current ABOs retention
- To analyze the results and report to our Leaders, who could help
to promote all this for their groups
- To make messages more appealing in terms of direct selling

Amway business opportunity in Russia
- To implement the new messaging in all communication channels and keep going further with all this
- To increase sponsoring and make our current ABO more business builder
- To develop special training program for Distributors and help

them to implement changes
- To increase Amway credibility for people

- To increase the number of Young Adults (up to 35 y.o.) penetra- Budget: $ 125 k
tion into Amway business
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT

ATTACHMENTS PAGE
CHAPTER - 5
Logistical Planning for a Dial Session

MTM Planning Timeline
Task
MTM Program Steps
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11
12
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20
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19
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INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
20
Program Pitch and Buy-In

*Informal conversations with market staff and/or leaders
*Formally present to market staff and/or leaders
*Market staff attend/view other markets research experience (optional)
Defining Key Goals of the MTM Experience
*Identify desired research targets (prospect segments)
*Present broad estimate of costs and general info on program financing
*Narrow down to desired reearch locations
*Dicsuss specific budgetary constraints & MTM Team recommendations
*Finalize research locations and dates
Logistical Planning of Dial Session
*Book venue
*Book translator(s)
*Book AV company
*Book film crew (if necessary)
*Arrange for field staff to assist (if necessary)
*Arrange for on-site materials/resource capability (printing needs, etc.)
*Communicate necesary rooms arrangement to venue
*Recruit in-market credible spokesperson for ABO de-brief kick-off
*Choose & invite in-market ABO leaders to attend
*Choose ABO leaders to dial
Content Planning of Dial Session
*Collect in-market language resources from market - brochures, presentations, etc.
*Collect in-market pre-produced videos from market
*Craft interview questions; have market film interview videos with key ABOs; collect videos
*Craft written exercises using in-market materials
*Select, cut & burn interview video footage for dial testing
*Create & finalize staff on-boarding presentation
*Create & finalize ABO on-boarding presentation
*Sketch out ABO debrief experience
*Agree on division of roles/responsibilities
*Draft moderators discussion guide with additional word choices to discuss/explore
Execution of Dial Sessions
*Confirm all on-site set-up needs
*Confirm catering plan
*Confirm AV/Tech set-up and audio quality
*Confirm translator preparedness
*Confirm material preparedness (exercises, video, on-boarding presentation)
*Confirm division of roles/responsibilities
Post Dial Session
*Prepare & distribute Early Findings Report out to market staff & ABO attendees
*Prepare & distribute Key Take-Aways presentation to market staff & ABO attendees
*Prepare & distribute user-friendly infographic/edutainment piece for ABOs
Execution of Message Poll
*Draft message poll based on dial session results, with in-market language sourcing
*Edit & finalize English message poll draft based on market feedback
*Finalize message poll in language
*Field message poll in language
*Finalize delivery format of message poll results
Post Poll (Final Deliverables)
*Prepare & distribute initial topline data
*Prepare & distribute Final Written Analysis & Language Dictionary
*Prepare & distribute edutainment/create infographic reflecting poll results & language recs.
Materials Review & Generation (Language Implementation)
*Review & recommend changes to in-market corporate presentations & materials
*Review & recommend changes to in-market ABO presentations & materials
*Recommend & create innovative in-market tools/assets
*Review overall materials strategy & recommend refinement
Metrics
*Craft & administer pre-dial session survey to participating ABOs
*Administer post-dial session survey to participating ABOs
*Select KPIs from existing list of KPI options?
*Create and implement any new KPIs deemed appropriate by market?
Ongoing Project Planning

Weekly market calls & status updates
Coordination with Outside Consultants
*Arrange for catering
10
10
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11
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KEY LESSONS FROM

DIAL SESSIONS
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FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 5

Dial Session Checklist

Updated 6/19/2014
Venue Description
Specifications or Considerations
Comments
Front Room
Prospect Room
Able to seat 36 people theater style, with aisle in the center
Space in front of the room for moderator and 2 ABO presenters
ABOs will address prospects
1- 32 TV and table for TV
For the moderator to view dial feedback
2 Easels and Flip Charts placed in the front of the room with markers
Used for Dial Session exercises
1 - 55 or larger TV and a table positioned at front of room OR screen/

projector
Used if videos will be shown to prospects so they can view
1 table (6 to 8 foot) at back of room, with 3 chairs
Used for Dial Session equipment and

technicians
1 table to the side of room
To hold water for prospects
1 stationary camera with operator
Provides ability to observe prospects

during Dial session in the viewing room
2 handheld microphones
Used by ABOs when they present
Audio Mixer
1 clip on microphone for the moderator
Critical
Room needs to be wired and set-up with microphones, so Back Room

(viewing room) can hear moderator, ABOs and prospects
Critical: Need enough mics to cover

room
Rooms must be available for set up at least 6-8 hours prior to Dial Session Length of time depends on the capabilior 4 hours prior to ABO on boarding
ty of the A/V company
Venue
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 5

Viewing Room
Suggested room set up would be tables in classroom style (rectangular

tables not round) to accommodate ABOs
4 - 60 or larger flat screen TVs positioned around the room (large screen Critical: Used to view Dial Session activities in the front room
at front of room would be ideal)
Will also be used for

ABO onboarding
Headsets for translation
All observers and staff. Must have range

for both Front and Back Rooms
Table at back of room for Ada staff (with power source nearby is needed)
Small table at front of room for laptop and projector
Used during ABO onboarding
Screen at front of room
Used during ABO Debrief
Audio Mixer
2 - 3 SI booths for simultaneous translation (placed in back of room)
One for English to in country language, one for in country language to

English
Rooms must be available for set up at least 6-8 hours prior to Dial session
or 4 hours prior to ABO on boarding
Note:
Front and back rooms should no more than 200 feet (60 meters) apart
Smallest front (prospect) room dimensions: 26 x 30 (780 sq. ft.)
(7.92 x 9.14 meters (72.39 total meters))
Back Room
[for ABOS
and staff to view Dial
Session]
Able to accommodate 60 - 80 people (dependent on market needs)
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 5

Food & Beverages
Beverages available throughout the onboarding and dial session for viewing room (water, tea, coffee suggested)
Staff
Debrief
Meal provided for ABOs after onboarding session served prior to start of
Dial Session (ideally set up food outside the viewing room). Food to be
determined by affiliate to meet needs of ABOs
Refreshments for Staff debrief
Meal provided for Staff debrief (if needed)
Meeting room for
Staff debrief (onsite
or offsite)
Set up in U shape for debrief day after last Dial Session (assume minimum
for 20 people)
Need projector and screen (2 easels/flip charts with markers)
Miscellaneous
Printer/Copy Machine all in one unit
3 - 5 power strips (multiple power or electrical outlet device)
3 walkie talkies to be used by staff
Extra cables (type and length to be determined) - HDMI
Gaffers tape (amount needed to be determined)
War Room at hotel ( Staff room where copier and supplies are stored)
* Note some items are repeated on the DialSmith Technical Specifications
Ability to print a 14 page document and

make 150+ copies at one time (need
high-speed)
Needed when electrical outlet is not
near equipment
Light refreshments for prospects if Dial Session is in the evening (assume

40 people)
Beverages if break is provided for prospects during Dial Session
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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CHAPTER - 5
1 INTRODUCTION
11
INTRODUCTION
Dial Session Floor Plan

FRONT (Prospect) ROOM
FLOORPLAN SET-UP
BACK ROOM
(Observation)
FLOORPLAN SET-UP
Build-in screen & projector
Small Moderator
table computer
Build-in screen
(show Questions / DVD)
32" TV show result
only for the moderator
Classroom style
for 60-100 persons
2 Easels, Pads & Markers
Water
station
Coffee
Break
Station
Buffet
Station
Option 1
Long table (1.5' x 6')

for 3 persons
TV
Camera
SI Booths
Reception table
for 2 persons
Buffet Station Option 2
TV
Reception table
for 2 persons
1: Need space with chair for respondents to fill out survey.

2: Need space to set-up light meal sandwiches & drinks for
respondents when they arrive.
TV
Easles & Pads

Markers
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AN OVERVIEW
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THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 5
1 INTRODUCTION
11
INTRODUCTION
Technical Setup Requirements
22
AN OVERVIEW
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THE
PROGRAM
Dial Session - DialSmith Technical

Setup Requirements
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
(All of the requirements listed below are the responsibility of the hotel facility or A/V company)
Front Room (Prospect Room)

ITEM
Projector/Screen OR 50 (or larger) flat panel monitor on stand
Public address speaker system for laptop audio
Small audio mixer for laptop audio (if required for the above)
24 - 32 flat panel monitor on stand
Video camera on tripod (operated)
Wireless LAV Microphones for moderator and translator
HDMI video patch from camera
Directional Microphones to adequately capture room audio
Audio mixer for all Microphones in front room
Wireless handheld Microphones

Microphone stand
19 to 24 flat panel monitor
Power extension cord at Amway tech table
Power strip at Amway tech table
XLR audio patch from mic audio mixer
QUANTITY
NOTES:
1
HDMI video input. Please provide remotes.
1
Audio feed to come from XLR patch on the Amway Rack
1
1
HDMI video input
1
HDMI 1080p video output
2
For moderator and translater
1
To Amway tech table
A/V COMPA- Need to clearly capture voices of all 35 - 40 participants. This is manNY to RECOM- ditory and directly impacts the success of the program.
MEND
1
3
1
Two audio outputs - 1 for Amway tech table and 1 for Viewing Room.
The audio from the front room microphones should only be heard in
the back room. No microphone audio should be heard by the audience in the front room.
Backup for directional mics HDMI video input
1
1
1
To Amway tech table
Updated: 7/2/2014
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 5
1 INTRODUCTION
11
INTRODUCTION
Technical Setup Requirements
ITEM
Projector/Screen
50 (or larger) flat panel monitor on stand
QUANTITY
NOTES:
1
HDMI video input
2-4
HDMI video input (quantity depends on the size of the
viewing room)

HDMI Splitter
Video Switcher
Public address speaker system
1
2
1
1
Audio mixer

Audio mixer for all Microphones in back room
1 box x 1000 of raw CAT6a Solid wire cable
A/V company must provide all cable runs
Must have HDMI and VGA inputs

Mix of audio feed from back room and front room
2
2 or More Quantity is dependant of size of audience
1
1
Required if rooms are more than 100 apart (used with Amway provided HDMI extenders and carries video signal from front room)
Back Room (Viewing Room)
22
AN OVERVIEW
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AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT

ATTACHMENTS PAGE
CHAPTER - 6
Engaging ABOs
Sample ABO Invitation Letter
You are cordially invited to attend a presentation and participate in a

unique live dial session featuring instant response dial technology. For
over 20 years, this dial technology has been used for research around
the globe, most recently in the United States, Australia, Western Europe, Hong Kong, and Russia with Amway ABO Leaders.
The ABO presentation and dial session schedule is as follows:

ABO Onboarding Session:
5:00 PM 6:30 PM
Break/Dinner:
6:30 PM
Dial Session:
7:00 PM 10:00 PM
ABO Debrief:

10:00 PM 11:00 PM
As we have discussed previously, this dial session is part of our Modernize the Message Program. The goal of the program is to provide
you and you organization the best communication tools possible to
truly connect with prospects in every conversation. We will connect you
directly with feedback from your prospects, so you can know exactly
what they think, need, and want to hear from you to make the Amway
business most appealing.
Please plan to arrive 15 minutes early.
We invite you to be one of approximately 18 local ABOs taking part in

the LIVE dial session. Each participant will be asked to provide concise, two-minute responses to a question related to the Amway Business. You will enter the prospect room with one other ABO, and the
total time for your pair to present and receive feedback will be no more
than 8-10 minutes. You will have the opportunity to present to a group
of 36 prospects who are neutral or positive toward direct selling and
Amway. You will be able to see the results on a screen in real time and
see how specific words and approaches are received by the prospects.
Please find attached the Word document which outlines What to Expect at a Dial Session for more detail.
(See attached file: What to expect at a Dial Session 03.19.2014.pdf)
Beverages and light food will be provided in between the Onboarding

Session and Dial Session.
Location:
Hotel xxxx, Address xxxxx, City
Phone Number: xxx-xxxx-xxxx
The meetings will be held in the ______ Room and _____ Room. Both
rooms are located on the xxx level of the hotel.
Parking is very limited, so you are strongly encouraged to take public
transportation or a cab.
We are excited to host this unique event and we look forward to your
participation.
Dear ABO:
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 6
Engaging ABOs
What to Expect at a Dial
Session
What to expect at a Dial Session
How has your life changed since you became an Amway ABO?
Explain to us what a "typical" day in the business looks like - how does it all WORK?
What would you tell a skeptic here in the room today - one who thinks Amway is just some sort of
pyramid scheme?
Many people who get into this business do NOT succeed; why do you think that is?
What is expected of a new ABO when they sign up?
How do you explain to the new ABO what the job entails?
Each participant is given a wireless device about the size of a smartphone. A dial (calibrated from 1 to
100) sits at the devices center. The participants use the dial to evaluate and judge each response. Their
reaction is recorded and measured in real time.
The prospects respond second-by-second, phrase-by-phrase by turning the dial. The system integrates live
data, segments it demographically and displays it to the back-room audience as a series of trace lines
along with the video. The moderator follows up with probing questions to understand why participants
react the way they do.
These focus groups are effective because they use more than just technology. The three hour sessions
are twice as long as traditional focus groups, so you have time to dig deeper. The sample size is two to
three sizes bigger than a traditional focus group, so that your conclusions have finer detail. The select
participants are recruited using dozens of data points, ensuring the most accurate focus group sample
possible.
It is not about who tests well and who does not; it is about isolating the very best language throughout the
ENTIRE process, so that we can find the very best language to use moving forward.
The most successful groups are led by a moderator who
Has an in depth understanding of distributors and the Amway business.
Understands the questions prospects and the general population will have.
Extracts data to provide a better learning experience to distributor leaders, giving them immediate
and actionable feedback.
Uses a direct approach with distributor leaders. This is extremely effective in helping them see the
need for change.
For over 20 years, the instant response dial technology has been used for research around the globe. For
each focus group, upwards of 35 participants are recruited - potential ABOs (prospects) - to participate in a
comprehensive three hour session. During the session, ABOs are invited to the front of the group (in
singles or pairs), to answer general, but fundamentally important, questions about WHAT they do, WHY
they do it, and HOW they do it. For example:
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 7
Recruiting Your Target Prospects

Prospect Criteria for Dial Sessions
Hong Kong Dial Sessions
March 4 - 6
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Criteria for Prospects
Age
A. Under 25
B. 25 - 40
C. 41 - 55
%
50%
50%
50%
Current Employment Status

A. Employed Full Time
B. Employed Part time, 30 hours or less per week
C. Full Time Homemaker
D. Full Time Student
E. Not Employed looking for work
Retired
%
33%
33%
33%
33%
33%
0%
Income Level
Please provide relevant income ranges to include
15.000 to under 19.999 HKD per month
50.000 and over HKD per month
%
10%
20%
20%
20%
20%
10%
Education Level
Completed some high school or less
high school graduate
Completed some university
University graduate
Advanced degree work
5%
50%
10%
30%
5%
Household Situation
Single, no children living at home
Single with children living at home
Living with a partner, no children at home
Living with a partner with children living at home
Married, with no children living at home
Married, with children living at home
20%
10%
20%
10%
20%
20%
Day 1: A + B
Day 2: B + C
Day 3: A + C
Day 1: A+D+E
Day 2: A+B+C
Day 3: A+B+E
Please let us know if these are

correct. We will recruit a mix of
education levels
Indicate if you want to recruit

more singles, married, or just
recruit at good mix
Please indicate if you wish to have the same criteria (demographics) for each Dial Session
DEMOGRAPHICS
Gender
%
Male
50%
Female
50%
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK
BELOW
TO JUMP BACK
Click
tabTAB
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to section
ATTACHMENTS PAGE
CHAPTER - 7

14-002292-01 Dial Sessions Hong Kong
March 3-6
Ipsos Hong Kong

Screener for Prospects
RESP ID #
CHILD #
RECRUITER
DATE
1 INTRODUCTION
11
INTRODUCTION
EDIT
CHECK
ENTER
LETTER
METHODOLOGY:
Conduct three, 3-hour dial sessions recruiting 45 to seat 35 per session.

SPECIFICATIONS:
Recruit a good mix of gender per session
Recruit a mix of 18-60 year olds per session as specified below:
o Session one: a mix of 18-35 year olds
o Session two: a mix of 26-55 year olds
o Session three: a mix of 40-60 year olds
Standard security; no past six month participation
Mix of household situation
Mix of employment as specified below
o Session one: a mix of full time employees, full time students, and not employed/looking for work
o Session two: a mix of full time employees, part time employees (30 hours or less per week), full time
homemakers, and retirees (no more than 6 per session though)
o Session three: a mix of full time employees, part time employees (30 hours or less per week), not
employed/looking for work, and retirees (no more than 6 per session though)
All respondents must be interested in earning additional income/entrepreneurial opportunities
All must be interested in earning additional income via non-traditional methods
All to be neutral or favorable to direct selling companies
Mix of income and education
All must be creative and articulate

Monday March 3rd 2014

8:00am
Access to room/setup

9:00am-3:00pm
Workshop (Lunch 12:00-1:00)

3:00-5:00pm
ABO On-Boarding/Snack

5:00-7:00pm
Break/Dinner (5:00-6:00)
Dial Session One
7:00:-10:00pm

10:00-11:00pm
De-brief/Snack
Tuesday March 4th 2014

3:00-5:00pm

5:00-7:00pm
Dial Session Two
7:00:-10:00pm

10:00-11:00pm
De-brief/Snack
Wednesday March 5th 2014

3:00-5:00pm

5:00-7:00pm
Dial Session Three
7:00:-10:00pm

10:00-11:00pm
De-brief/Snack
Thursday March 6th 2014

9:00am-2:00pm
De-brief (Lunch 12:00-1:00)
Name _____________________________________________ Length of Screening Interview____________

Address ______________________________________________ Email Address_________________________

Home Phone #__________________ Work Phone #_______________________ Cell Phone #_______________

City
___________________________________ State _____________________ ZIP _____________

Hello, Im __________ from __________. Were conducting a market research study and Id like to ask you a few
questions. Please be assured that no one is trying to sell you anything and that no one will contact you as a result of
your participation in this study. Were only interested in your opinions.

1a. RECORD GENDER

Male ........................................... 1

Female ........................................ 2

RECRUIT A GOOD MIX OF GENDER PER SESSION

1b. May I have your age please? (IF HESITATES) Are you (READ LIST)

___________

ACTUAL AGE
17 years or younger ................................ 1 TERMINATE

18-25 ...................................................... 2

26-35 ...................................................... 3

36-39 ....................................................... 4

40-55 ....................................................... 5

56-60 ....................................................... 6

61 years or older ..................................... 7 TERMINATE

RECRUIT A MIX OF 18-60 YEAR OLDS PER SESSION AS SPECIFIED BELOW:
o SESSION ONE: A MIX OF 18-35 YEAR OLDS
o SESSION TWO: A MIX OF 26-55 YEAR OLDS
o SESSION THREE: A MIX OF 40-60 YEAR OLDS

2a.
Have you, yourself participated in a market research interview in the past six (6) months?

Yes (ASK TOPIC / HOW LONG AGO) ................... 1 SEE BELOW

TOPIC: _____________________
No ......................................................................... 2 RECRUIT

HOLD RESPONDENTS WHO HAVE PARTICIPATED IN A MARKET RESEARCH STUDY IN THE P6M

2b.
Are you, yourself, currently scheduled to participate in any market research studies at [COMPANY] or any other
company?

Yes .............................................. 1 TERMINATE

No ............................................... 2 RECRUIT

NONE TO BE CURRENTLY SCHEDULED TO PARTICIPATE IN A MARKET RESEARCH STUDY

3a.
What is your current employment status? Are you.? (READ LIST AND MARK ONE RESPONSE)

A full-time employee ............................................ 1

Working part-time ............................................... 2

Laid-off / looking for work ................................... 3

A stay-at-home mom ........................................... 4

Full time Student ................................................. 5

Retired ................................................................. 6

MIX OF EMPLOYMENT AS SPECIFIED BELOW
o SESSION ONE: A MIX OF FULL TIME EMPLOYEES, FULL TIME STUDENTS, AND NOT
EMPLOYED/LOOKING FOR WORK
o SESSION TWO: A MIX OF FULL TIME EMPLOYEES, PART TIME EMPLOYEES (30 HOURS OR LESS PER
WEEK), FULL TIME HOMEMAKERS, AND RETIREES (NO MORE THAN 6 PER SESSION THOUGH)
o SESSION THREE: A MIX OF FULL TIME EMPLOYEES, PART TIME EMPLOYEES (30 HOURS OR LESS PER
WEEK), NOT EMPLOYED/LOOKING FOR WORK, AND RETIREES (NO MORE THAN 6 PER SESSION
THOUGH)

3b.
Which best describes your household situation? (READ LIST AND MARK ONE RESPONSE)

Single, no children living at home ........................ 1

Single, with children living at home ..................... 2

Living with a partner, no children at home .......... 3

Living with a partner, with children at home ....... 4

Married, with no children living at home ............ 5

Married, with children living at home .................. 6

RECRUIT A MIX OF HOUSEHOLD SITUATIONS PER SESSION

Ipsos Understanding UnLtd.
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
CLICK
BELOW
TO JUMP BACK
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tabTAB
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to section
ATTACHMENTS PAGE
CHAPTER - 7

3c.

Where are all the working members of your household, including yourself, employed previously employed by, or
retired from? Any others?
1 INTRODUCTION
11
INTRODUCTION

Self
Spouse
Other
Other
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
Company

Position

Type

3d.

4.
IF ANY HOUSEHOLD MEMBER IS RETIRED, LAID-OFF OR UNEMPLOYED, RECORD PREVIOUS EMPLOYER

AND POSITION. CHECK ALL COMPANIES AGAINST THE PAPER COMPETITIVE LIST. IF ANY NAME APPEARS
ON LIST AT 3C OR IS REFUSED, THANK AND TERMINATE.
Are you or is any member of your household currently employed by, previously employed by or retired from
any of the following types of companies?

Yes
No
An advertising agency or public relations firm
1.1
A market research firm or marketing department within your own firm
2.2
New or media such as television, radio, or a newspaper
3.3

TERMINATE IF YES TO ANY OF THE ABOVE
I am going to read you a series of statements please tell me whether you agree completely, agree somewhat,
agree slightly, disagree slightly, disagree somewhat, or disagree completely.(READ EACH STATEMENT AND
MARK ONE ANSWER)
STATEMENT
Agree
Completely
Agree
somewhat
Agree
slightly
Disagree
slightly
Disagree
somewhat
Disagree
completely

6
I am often looking for new

1 ways or opportunities to
1
2
3
4
5
earn additional money
I am looking for a new

opportunity to earn

6
2 additional money that is
1
2
3
4
5
different from things I
have done in the past
I would be interested in

an opportunity where I

6
3 can sell products or
1
2
3
4
5
services directly to
customers
I would be interested in

an opportunity where I

4
1
2
3
4
5
could interact more with
6
others in a positive way
The best opportunities for

earning addition money

5
1
2
3
4
5
are ones that yield more
6
than just financial rewards
Like life, the work you do

should be about having

6
1
2
3
4
5
good experiences along
6
the way
Pursing new ways to earn

7 money should be a fun
1
2
3
4
5
6
and exciting experience
In the past three years I

have pursued a new way
6
8
1
2
3
4
5
or opportunity to earn
additional money

ALL RESPONDENTS MUST AGREE COMPLETELY OR SOMEWHAT AGREE WITH STATEMENT 1; MAX OF NINE
PER GROUP CAN SLIGHTLY AGREE
ALL RESPONDENTS MUST AGREE COMPLETELY OR SOMEWHAT AGREE WITH AT LEAST ONE OF
STATEMENTS 2-4; MUST NOT RATE ANY OF STATEMENTS 2-4 AS DISAGREE SOMEWHAT OR DISAGREE
COMPLETELY
09/11/14
Page 3
5.

6.

7.

Which of the following, if any, would you be willing to consider for earning additional money. (READ LIST AND
SELECT ALL THAT APPLY).

On Line Selling ............................
1

Direct Selling (Herbalife, Amway, etc.)
2

Real Estate .................................
3

Other ..........................................
4

None of the above .....................
5

Please indicate your impression of companies that engage people like yourself to sell products directly to
consumers. These would be companies such as Herbalife, Infinitus Company Limited, Mary Kay, Malaleuca,
Nu Life, Nu Skin, Nutrilite, USANA, Amway, Etc. (READ LIST AND RECORD).

Very favorable ............................ 1

Somewhat favorable .................. 2

Neutral/Not Sure ........................ 3

Somewhat unfavorable .............. 4

Very unfavorable ........................ 5
ALL TO BE NEUTRAL OR FAVORABLE TO DIRECT SELLING
Please describe the most beautiful place you have ever been or seen. Please tell me what it looks like, what it
smells like, and what it feels like. Please be as descriptive as possible. (RECORD)
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

8.
ALL MUST BE WILLING TO CONSIDER DIRECT SELLING (CODE 2)
ALL RESPONDENTS MUST BE CREATIVE, DETAILED, AND ARTICULATE IN THEIR ANSWERS. THE
RESPONDENT SHOULD BE ABLE TO EASILY EXPRESS THEIR THOUGHT VERSUS SAYING I DONT
KNOW. RESPONDENTS SHOULD BE ABLE TO ANSWER THE QUESTION FREELY WITHOUT RECRUITER
PROBING
RECRUITER: CHECK-OFF ALL THAT APPLY:
O ANSWERS SPONTANEOUSLY
O VERY SURE OF SELF
O ENTHUSIASTIC
O CARRIES ON A GOOD CONVERSATION
O DOES NOT HAVE SPEECH PROBLEMS (I.E., STUTTERS, SLURS WORDS,
O ACCENT IS TOO DIFFICULT TO UNDERSTAND, ETC)
Which of the following best describes your average monthly income per capita? (READ LIST AND MARK ONE)
Under 14.999 HKD per month
50.000 and over HKD per month
RECRUIT A GOOD MIX PER SESSION
1 TERMINATE
2
3
4
5
6
7
ALL RESPONDENTS MUST AGREE COMPLETELY OR SOMEWHAT AGREE WITH AT LEAST ONE OF
STATEMENTS 5-7
ALL RESPONDENTS MUST COMPLETELY, SOMEWHAT, OR SLIGHTLY AGREE TO STATEMENT 8; IF DISAGREES
PLEASE CONTINUE TO SCREEN AND HOLD.
HOLD RESPONDENTS THAT FALL OUT ON THE ABOVE QUESTIONS, BUT QUALIFY ELSE WHERE
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
CLICK
BELOW
TO JUMP BACK
Click
tabTAB
to jump
to section
ATTACHMENTS PAGE
CHAPTER - 7
1 INTRODUCTION
11
INTRODUCTION

9.
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
What is the highest level of education that you, yourself, have completed? (READ LIST)
Some high school ................................................ 1 TERMINATE
High school graduate .......................................... 2
Completed some university ................................. 3
University graduate ............................................. 4
Advanced degree work ....................................... 5
Refused ............................................................... 6 TERMINATE
ALL RESPONDENTS HAVE AT LEAST HIGH SCHOOL EDUCATION; PLEASE RECRUIT A GOOD MIX

DIAL SESSION INVITATION
We will be conducting group interviews with other consumers like you at ____________________ (FACILITY ADDRESS)
on _________(DATE) at _________(TIME). The discussion will last approximately 3-hours and you will be paid $______
for your participation.

Would you be willing to participate in this group discussion?

Yes .............................................. 1

No ............................................... 2 TERMINATE

(IF YES) Id like to stress the importance of your participation in this survey. A map and confirmation letter will be
mailed to you. If you find for any reason you cannot attend the discussion, please call us at [PHONE #], so we may make
other arrangements and still meet our obligation to our clients.
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT

ATTACHMENTS PAGE
CHAPTER - 8
Teaching
Opening the Discussion:

Challenging prospects to be more specific:
So what did you think?
Yes, but what words or phrases did they say that make a differ So, remember I am here to learn the words and phrases that
ence to you?
make the Amway business more appealing to you that make
I hear that you found their speech appealing but what lanyou more likely to consider joining. I asked you to listen to his/
guage did they use that made it so good? I need your help to
her words and phrases. Does anyone have any words or phrasunderstand specifics.
es to provide that you heard which you found persuasive?
Showing ABOs that individual prospect comments apply to the enIdentifying what doesnt work:
tire group:
Did they say or do anything that you felt was pushing you away
Raise your hand if you agree with what they said (to get group
or making you feel uncomfortable?
think)
Did you feel there were any times when you dialed down?
Does anyone else feel this way? Raise your hands.
What was the most frustrating thing they said?
Who agrees with this? Raise your hands.
Drawing out what works:
Determining prospects PRIORITIES:
What words and phrases connected for you?
You have now told me that two words/phrases/ideas are very
How could the speaker improve?
important. But which is MORE important? Raise your hand if [A]
What did they say that was meaningful to you?
is more important? Now raise your hand if [B] is more import Can you define any moments where you found yourself dialing
ant?
up/down?
This person talked about [CONCEPT A]. Yet you told me about
Were you looking for any other specifics?
15 minutes ago that [CONCEPT B] also matters very much to
What types of information did you want to hear?
you. If you had to choose between JUST A or B which would
What was missing from their response?
you rather this person mention? You HAVE to choose just one
What do you remember from their response?
everyone has to vote. I want to know which matters MORE to
What was the most important thing they said?
you.
Is this even important?
Did they say something especially important?
Did they capture your attention? How?
You dialed up when they said [WORD/PHRASE]. Is there an even
better word for that? Help me find the best language for this.
Suggested MTM Moderator Prompts
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 8
Teaching Run Sheet

On-Boarding: 2:00-3:00pm
Break before Session Begins: 3:00 - 3:30 pm
Dial Session: 3:30 6:30 pm
Run Sheet
a. 5 minutes: Welcome.
PURPOSE: Establish yourself as independent from Amway; provide
reassurance to prospects that there are no wrong answers.

Let me explain why you are here:

1. NOT here to recruit; only to learn from you

Want to hear from each of you today; there are no wrong answers, we

want to hear from you, understand what you are thinking and feeling

There may be instances where I will call on you specifically
b. 10 minutes: Warm Up & Basic Opinions
PURPOSE: Gain command of the room and establish pattern of involvement from many
prospects; gain understanding of prospects life circumstances to help establish a way
in or potential need for Amway: what is their pain point in life? What would they like
more of?

Word

or phrase to describe your life situation? Your life, work, etc.

1. Call on people if necessary
2.Please explain what you mean by that.
3. Ask about current work situation if have not gotten enough
from life circumstance
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
c. 10 minutes: Exercise 1
PURPOSE: Establish what language and concepts connected to the business opportunity are most meaningful to prospects; establish that moderator will call on any prospect
at any time; you are exposing back room to the fact that prospect priorities are different
than Amway ABO priorities.

Review your top choices. Of those top choices, if you had to choose
JUST ONE which would it be? Please circle it. Now, Id like to hear from
you which did you choose? Please tell me the number and the word.
(Keep a tally for discussion)
3:30: Opening Discussion & Dials Set-up (45 minutes)
11

1. Gather single word/phrase choice from prospects, going across
each row

2. Pause after first row, then second row, etc., to discuss patterns
and why

3. After, have prospects hand exercises to end of row for someone
to collect
d.5 minutes: PRE-discussion opinion question (scale of 1-10, how likely to consider
joining Amway)
PURPOSE: Understand prospects starting point before hearing from ABOs; show ABOs
that prospects are skeptical and not yet informed.

Explain the scale: 1 = not at all likely, 10 = extremely likely

If you had to choose, right now, based on what you know what

ever that is who would be a 1? (raise hands;

count and write down on easel) Who is a 2? (etc.)

Ask: why so many of you between 4 and 6?

Thank you. Well return to that at the end of our session.
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 8
Teaching Run Sheet
a. 15 minutes: Prepare for dials. Ok, now pick up your dials

PURPOSE: Train prospects how to properly use dials for rest of session, including turning the dials to respond to every word or phrase as they hear it; capture demographic
information digitally for later analysis; show back room who prospects are and how
prospects will rate ABOs
Prompt 3 buttons on bottom do not work, turn dial to answer hand take hand away,
scale for each question may change

First, we need to capture some basic information about you. Turn your

dials to the appropriate answer for each of the following questions. (read

screen behind you)

1. Date of the dial session, gender, age, etc.

Great. Now, were going to switch how we use the dials. The scale on

your dials has automatically adjusted, to show 0 to 100. Well be using

the dials like this for the rest of the evening.

1.You turn your dials to give us second-by-second feedback, to

tell me what YOU think of what you hear, as you hear every word,
phrase,
message.

2.0 means you hate what you are hearing and it isnt persuasive

or convincing to you personally at all

3.50 is neutral its not appealing or convincing, and its not un

appealing or unconvincing

4.100 means you love what you are hearing, and it is incredibly

persuasive and convincing to you personally

Now lets try something. I want you to feel comfortable using your dial

to rate a response without having to constantly look at that display which

shows the numbers. So, everyone set your dial to 0, and then, without

looking at the display, I want to follow my directions

1. Turn to 30 to 100 to 70 to 10 to 90 and now
to 50.

Good. Now lets try a practice thats similar to what youll be

responding to the rest of the evening. Everyone please set your dial to

50 before a speaker begins. Everyone at 50? Good. Now, begin dialing in

response to me now (read Test Dial script and follow script prompts)
PURPOSE: Demonstrate that prospects will use the full scale if what is said impacts
them both positively and negatively (to prepare ABOs for critical scores)

Good! Please repeat after me:

a. I will not wait until the end of the sentence.

b. I will not wait until the end of the phrase

c. I will react to every word and phrase I hear
PURPOSE: Establishes an informal social contract that will keep prospects using full
range of dial

1.Excellent. Youre ready. Now lets bring in the first pair of speakers

youll deliver feedback to using your dials.
Run Sheet
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 8
Teaching Run Sheet
a. 15 minutes: Pair 1: What is the Amway business?

PURPOSE: Solicit honest feedback from prospects while managing ABO pride; (If ABO
performs poorly, begin by discussing what he/she did well if ABO performs well, begin
by discussion how he/she could improve.) Draw feedback on general concepts and messages as well as word choice and phrasing; show prospects that you demand and will
ask for more specificity beyond just I really liked that. Also teach prospects that you will
call on people if they dont volunteer, that you want to hear from different people every
time, and that you want every prospect to have a chance to speak.

Speaker #1 goes (2 minutes or less)

1. Observe the lines: look for high points and low points. Jot

down words at each point.

2. When you dialed down what did they say that caused you to

dial down? What words/phrases did you hear that you did not like?

3.When you dialed up why? What words/phrases did you hear

that caused you to dial up?

4.Whats missing from his/her answer?

Speaker #2 goes (2 minutes or less)

1. Same questions

2. AFTER BOTH

a. So whose answer did you like better?

b. Did they even answer the question?

c. Any advice for them for how to do better?
b.15 minutes: Pair 2: What does an Amway business owner do?
c.15 minutes: Pair 3: Tell me about the Amway products.

a. 10 minutes: Now that youve heard a little bit about Amway,

what questions do you still have?
PURPOSE: Show to ABOs that even with a basic introduction, prospects STILL want
to know more about products and about making money, that they have specific and
practical questions. Also gives prospects a chance to have more buy in to the evening,
because you can then choose the next questions based on what most of them say they
want to hear about or better understand.

INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
5:00: Break for Discussion (10 minutes)
5:10: Live Dials Round 2 (30 minutes)

a. 10 minutes: Pair 4: question to be determined during
Dial Session
Question provided to Moderator by XX

b. 10 minutes: Pair 5: question to be determined during
Dial Session

c. 10 minutes: Pair 6: question to be determined during
Dial Session
Run Sheet
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 8
Teaching Run Sheet

Run Sheet
5:40: Break for Video (10 minutes)
PURPOSE: Provide ABOs an opportunity to have a small mental break from the monotony of listening to many presenters; provides moderator an opportunity to step OUTSIDE
the room while prospects watch the video footage, so that moderator can confer with
team staff regarding how the session is going, what additional topics should be explored,
and how to best use the remaining time in the session to cover desired issues.

a. 10 minutes: POST-discussion opinion question (scale of 1-10, interest in
Amway)
6:20: Wrap-up (10 minutes)
PURPOSE: Return to that baseline spread of opinions you took down at the beginning
of the session on the easel. This shows ABOs how important it is to provide the right
information with the right language many prospects will have moved up 1 or 2 spots,

a. 1 minute: Now were going to do something a little different. First, put and a handful will have moved up 3 or more and it also shows them how they still face

down your dials. Now, please stand up to stretch! Youve been sitting a
a skeptical crowd. Yet it also shows them that there is real potential to connect if they

long time. Lets take 30 seconds to just stand at our chairs, stretch, move CAN get it right.

around, and get the blood flowing again.

Put down your dials. I want us to return to that question from the very

b. 3 minutes: Good. Now pick up your dials again and please use them to
beginning of our session.

respond to a video youre going to see. This video will have a lot going on
Now that youve heard more about Amway and about direct selling, Id

images, music, speakers. Please just respond to the LANGUAGE you hear
like to ask this same question again: on a scale of 1 to 10, how likely are

not the quality of the images or the music.

you to consider joining Amway?

Those of you who went DOWN at all, if any why?

c. 5 minutes: So what did you think? Were the messages in this video

Those of you who moved up to an 8 or higher why did you go that high?

effective? Lets discuss.

Those of you who only moved up one or two spots why? What

additional information do you still need to consider joining Amway?
5:50: Live Dials Round 3 (30 minutes)

a. 10 minutes: Pair 7: question to be determined during Dial Session

b. Thank you! Leave your dials on your chairs and check out at the desk


where you checked in.

b. 10 minutes: Pair 8: question to be determined during Dial Session

c. 10 minutes: Pair 9: question to be determined during Dial Session

6:30 - 7:30 pm: Debrief Discussion
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
In-Market Key Messages

Amway Corporation
Amway became the first company to successfully introduce the

concept of direct selling to Hong Kong.
Amway advocated the establishment of the Direct Selling Association of Hong Kong (HKDSA). As one of the founding members, Amway dedicates to maintaining a high standard of business ethics.
Amway Hong Kong management assumes leading official posts in
HKDSA.
Amway Hong Kong is actively involved in a range of charitable, recreational, cultural, sports and environmental protection activities.
Amway operates in more than 100 countries and territories with

over three million independent Distributors.
Amway is one of the worlds largest direct selling businesses, with
sales of US$10.9 billion in 2012.
All Amway products come with a money-back guarantee testimony to Amways ongoing commitment to quality.
Amway produces unique, patented and award-winning consumer
Amway Business Opportunities
products of exceptional quality.
Amway Corporation offers more than 450 quality consumer items,
People all over the world have used Amway business opportunity
including health and fitness products, cosmetics and skin care
to achieve their goals and enrich the quality of their lives and the
products, personal care products, Home Tech and home care prodlives of others.
ucts.
By sharing Amway products and the business opportunity, you can
Amway was thinking green long before the world woke up to the
build a sales network to earn stable income.
fact that our environment is in need of protection. As far back
Amway provides a fair and performance-based business opportuas 1959, when it began manufacturing biodegradable products.
nity that allows a high degree of freedom. You have the flexibility
Amways first product, L.O.C.TM Multi-Purpose Cleaner, was one of
of working part-time to supplement income or building an Amway
the first cleaners on the market to use only biodegradable surfacbusiness into a full-time career.
tants.

When your business qualifies at a specific level, you may be invited
Amway has been a pioneer in concentrated formulae that reduce
to the all-expenses paid overseas seminars where you can share
the amount of packaging materials needed.
business ideas with other Distributors while travelling around the
Amway has made good use of recycled materials in packaging.
world.
Amway maintains the highest standards in product safety evalua When you build your Amway business, you acquire presentation,
tion without testing animals.
financial management, training and leadership skills that help to
NutriliteTM grows, harvests and processes its own plant concendevelop your potential.
trates using environmentally friendly and biologically sound meth
To inspire your business ideas, successful Distributor leaders from
ods.
around the world will be invited to share their successful stories.
Amways unique business plan offers the best opportunity for Dis Amway provides business opportunity for the new generation to
tributors to start an independent business and build a profitable
enhance self-confidence, knowledge and expand social network.
and fulfilling career.
Tools to Prepare for a Dial Session
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
Once your business reaches a new level, Amway will recognize your
achievements in different ways.
Unlike traditional business, the Amway business involves a low
risk since you are provided with the resources you need. The initial
costs are exceptionally low and substantial investment in rent and
products is not required.
The sign up fee of an Amway Distributor is HKD380 (USD49) only.
If, for any reason, you decide to quit the business within the first
year, you are entitled to a refund.
The Amway business provides long term financial security. It is
part of your estate which you can pass to your heirs.
Additional Key Facts

Established in 1974, Amway Hong Kong is one of the largest direct
selling companies in Hong Kong.
Amway provides convenient ordering service for Distributors at
its Merchandising Centres located at Hong Kong Island, Kowloon,
Tuen Mun, Shatin and Macau. Home delivery and 24-hours online
ordering services are available.
Amway Hong Kong enters its 40th anniversary in 2014 with a series of celebratory activities.
Amway Hong Kong currently employs more than 140 staff members in Hong Kong and Macau.
In 2013, over 140,000 Hong Kong people have signed up with
Amway as Distributors or Privileged Customers, inclusive of over
40,000 Hong Kong people have their own business with Amway.
Amway Hong Kong is an innovative market. To help more people

kick-start their own business, the Sales Plan was enhanced in
2013 to adapt to the ever-changing market. The monthly Performance Bonus Ratio was revised enabling Distributors to qualify
for the bonus in a faster way, which in turn provide them with a
stronger motivation to further develop their business. Moreover, a
new Sales Support Fee and eDiscount were introduced that have
helped increase Distributors income.
Amway Hong Kong has been actively growing the young generation
or U35 by leveraging the priority Distributor Leaders for Tomorrow strategy for future growth and achieved promising results.
In 2013, the number of new joiners of Distributors increased 78%,
49% of them are U35. It means Amway has attracted more young
people to the business for themselves. In 2014, Amway Hong
Kong utilizes different digital platforms for both young and experienced Distributors to facilitate their business growth including
e-Commerce, Amway Young Entrepreneur Facebook fans page,
AmMobile App and the soon-to-launch AmChat, a mobile text
and voice messaging communication service.
Taking advantage of the region, Amway Hong Kong has a high resources pool from Greater China Region, e.g., products specifically
developed for Chinese.
Amway Hong Kong has a consecutive growth for 11 years and has
broken sales records again with 17% growth in 2013.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
Major Events of Amway Hong Kong over the Last 40 Years

In 1974, Amway began operations in Hong Kong with four employees.
In 1975, Amway Co-founder Rich DeVos first visited Hong Kong
and conducted a meeting for a group of 30.
The first issue of Amagram was published in 1977 as the Amway
Southeast Asia issue.
In 1979, Nutrilite products were first introduced to Hong Kong.
The Direct Selling Association of Hong Kong was established in
1979. Amway Hong Kong was one of the three founding member
companies.
In 1980, Amway co-founder Jay Van Andel first visited Hong Kong.
Amway opened its first Pick-up Centre in Kowloon in 1981, followed later by a second one on Hong Kong Island.
In 1983, Amway Hong Kong was the first market worldwide to
launch the improved formula SA8.
The new Merchandising Centre came into operation in 1985. This
was the first Amway self-service style merchandising centre in the
world.
In 1988, Amway introduced the first corporate image advertising
campaign under the theme, For you we deliver our best.
Amway sponsored two participants in ICEWALK : The International North Pole Expedition in 1989.
The first Chinese Crown Ambassador was named in Hong Kong in
1991.
A new merchandising Centre was set up in Macau in 1992 to cope
with the rapid expansion there.
According to a survey by ACNielsen in June 1998, Nutrilite was the
No. 1 vitamin tablet / vitamin supplement seller in Hong Kong.
Amway Hong Kong was the first market to launch the Privileged
Customers (PC) programme in 1998.
Chairman of Amway Corporation, Steve Van Andel, was elected

Chairman of the U.S. Chamber of Commerce and visited Hong
Kong in 2001.
Amway Hong Kong was proclaimed the Leading Direct Selling Operator in Hong Kong for 2001 according to a Euromonitor Study
published in 2003.
In 2003, the Direct Selling Association of Hong Kong and, World
Federation of Direct Selling Associations collaborated to hold the
first Asian Symposium on Direct Selling with Amway playing an active role in the organizing committee.
In 2011, Amway Hong Kong launched a new programme called
Corporate Privileged Customers (CPC) that lets business and
institutional shoppers to purchase our Home Tech products more
directly and conveniently. Amway Hong Kong is the first market to
implement this programme among Amway affiliates.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9

Session Book of Videos
MAN 3: I did and I got the opportunity when I became an Amway

Entrepreneur.
CHAPTER 1 | Introducing Amway..................... 2
MAN 4: Im working for my family.
Unleash Your Potential.................................. 2

Amazing Products & Brands.......................... 4
MAN 5: But, most of all, Im working for the person I believe in

mostmyself.
Amway......................................................... 5
CHAPTER 2 | How Amway Works..................... 7
Zac............................................................. 7
Zac 2.......................................................... 8
CHAPTER 3 | Getting Started as a New ABO.. 11
Business................................................... 11
[START 1.2]
MAN 6: Amway offers a low risk chance to move up the ladder of
success.
WOMAN 3: Theres a low investment in starting the Amway business.
MAN 4: Were a family, an Amway family business.
Opportunity Kit........................................... 12
MAN 2: We work together
Start Kit.................................................... 13
WOMAN 4: For ourselves and each other.
Website..................................................... 14
MAN 7: I can build my Amway business to the size I want it to be.

WOMAN 5: Building my network, thats what its about.
CHAPTER 1 | Introducing Amway
MAN 3: Training.
WOMAN 6: Digital business support tools.
Unleash Your Potential

[START 1.1]
WOMAN 2: Call centers, and standing right next to me, people that
I can turn to.
WOMAN 1: Do you want to succeed?
MAN 8: People that have the answers that you need.
WOMAN 2: For over 50 years Amways system of direct selling has

been creating success stories.
WOMAN 5: Because they face the same challenges we face.
MAN 1: You can have the same opportunity. If youre willing to work
hard, you can accomplish what you want.
MAN 2: I did and I became my own boss.
Unlimited Possibilities.................................. 6
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
MAN 9: I get rewarded in several waysinstant retail profit when I

sell a product.
WOMAN 7: I get monthly and annual incentives for my growing Amway business.
WOMAN 1: Selling, sponsoring and servicing my customers.
WOMAN 7: I love to travel.
WOMAN 3: And, I love to get recognition for my efforts.
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
WOMAN 1: Of course Ive heard of Amway, I just dont know anything about it. What do they do? What do they sell?
33
WHAT IS A
DIAL SESSION
MAN 1: This is where Amway isthe best products in the world.
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Amazing Products & Brands

[START 1.5]
RANDOLPH: The nutrients and energy in these simple ingredients

helps Amway make the best-selling vitamin supplements in the
world. Nutrilitethats Amway.
WOMAN 5: And when you do, Amway rewards you every step of the
way.
MAN 2: In less than two hours, this crop goes from our farms
to processing in our plants for the Nutrilite supplement line. It
doesnt get any fresher than that. Number one selling vitamin in
the worldnumber one selling dietary supplement. Yeah, we know
what were doing.
[START 1.4]
[START 1.6]
WOMAN 2: If you want to take control of your life, take control of

your future.
JOHNSON: Amway has a unique system of sustainable farming.

They create a product with the health of the planet and the health
of the individual in mind.
MAN 2: You have to put in the effort. You have to be the one motivating yourself.
MAN 6: I have freedom.

MAN 3: I have support.
MAN 9: Can you say the same thing?
MAN 8: We are Amway!
WOMAN 3: Welcome to the team.
WOMAN 2: Im proud of the products I represent.

WOMAN 3: Even if I wasnt representing Artistry, Id still be using it.
EHRENBERGER: At Amway, we focus on the science, but we dont
forget about the customer. 43/42 We use state-of-the-art science
to create products you can be proud of representing. The Artistry
line helps men and women of all ages maintain healthy skin and
look their best. Carewe do a good job of it here at Amway.
[START 1.3]
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9

[START 1.7]
[START 1.9]
MAN 3: We use our E-Spring Water Purification Systemsafe,

purified drinking water. Its the same system Amway provides for
home use. Its the worlds largest water treatment system for the
kitchens in the world.
VAN ANDEL: When our father started Amway, he wanted to make

the best products and sell them to customers who appreciated
their value.
RANDOLPH: And, Amways making an impact all over the world.

WOMAN 1: Now I know its products that can change the world
starting with mine.
Amway
WOMAN 3: Satisfaction.
WOMAN 4: This is way beyond that.
MAN 2: Amway helps me build my business to the size and level
that I want it to be.
MAN 3: I can sell, sponsor and I can help others to achieve the
same.
WOMAN 2: Want to make something of yourself? We all do. Amway
can help you to accomplish it.
MAN 2: I work with Amway, but I work for myself.
[START 1.8]
MAN 3: My business, my hours, my commitment.
WOMAN 1: Ive been selling Amway products for two years now. Its
great.
MAN 4: No one telling me what to do, unless its me telling myself.
WOMAN 2: Its more than great!
[START 1.10]
MAN 1: What is Amway? A low cost, low risk way to own your own
business and succeed.
VAN ANDEL: When our fathers started Amway, they wanted to earn
a living. But, more importantly, they wanted to make a difference in
the world and have fun doing it.
VOICE-OVER: Just as its been for over three million people in over
eighty countries and territories worldwide.
WOMAN 5: Amway wants me to succeed because with my success

its another successful story for Amway.
GROUP: We are Amway!
WOMAN 4: This is what Amway is: people around the world create
the best products.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9

Unlimited Possibilities
CHAPTER 2 | How Amway Works
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
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[START 1.11]
[START 2.1]
MAN 1: Being a good citizen means being someone who cares

about the world around you.
NARRATOR: So, whats Amway all about? Put simply, Amway rewards you for selling products and sponsoring others as Amway
business owners to do the same. Lets meet Zac. He just joined
Amway. He places his first orderneat! Zac receives his products.
The products are good. He loves the Amway products all backed by
a ninety-day satisfaction guaranteereally neat.
WOODWARD: Amway does business in over eighty countries and

territories worldwide. But, more importantly, were changing lives in
thousands of communities.
WOMAN 1: Amway is a global company that wants to be your good
neighbor.
WOODWARD: Its great to be recognized for our patented innovations and products. Those are important.
MAN 2: But it is our sense of citizenship and how we put that into
action that is most rewarding.
[START 1.12]
WOMAN 1: The company launched a program for children, in which
we all participate.
MAN 1: Our commitment to children offers new generations a happier future.
MAN 3: At Amway we reach out to the communities we live and
work in.
MAN 1: I am Amway.
GROUP: We are Amway.
[START 2.2]
NARRATOR: Zac tells his family, friends, and the people he meets
about his new products and other people want to try them, so he
makes a sale. Wow, Zac has just made retail profit, which is paid
every week. So, Zac gets even more excited and learns all he can
about the Amway compensation plan, which put simply, is buying
the products, selling the products, and sponsoring others to do the
same.
[START 2.3]
NARRATOR: Zac tells his family, friends, and the people he meets
about the money hes made and how the plan works. They get excited too and want to join him so Zac explains them the plan, sponsors them into the business, and shows them the ropes. 40/50
The whole group is active, purchasing the products, selling the
products, and sponsoring others.
Zac
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ATTACHMENTS PAGE
CHAPTER - 9
[START 2.4]
[START 2.7]
They hit a target, get a bonus, and things really start to happen.
The greater their results, the greater their rewards. And as well as
their retail profits, they start to see monthly bonuses and start to
qualify to receive one-time cash payments and even all-expenses
paid business trips to exotic destinations. Why didnt they discover
this sooner?
NARRATOR: Your group are those that you invite to join your business. And, the people they invite and so on. This is called sponsoring. Zac sponsored his friend, Anne, Quan, his old roommate from
uni, and Michael who he met on the bus. And, by working together,
the Amway sales and marketing plan rewards them with a performance bonus. This is a monthly bonus based on your personal
activity and the activity of your group.
[START 2.5]
NARRATOR: As Zacs group learned all about sponsoring, selling,
and running a business, they are not alone. Yes, they set their own
goals and their own pace, but they are totally supported by Amways free online training, marketing, customer support, and experienced leaders who built their own Amway business. You see, when
Zac and his group became Amway business owners, they joined
over 3.5 million others in more than eighty countries. They joined
a successful company that has been growing from strength to
strength for over fifty years. So, thats Amway, and its that simple.
Zac 2
[START 2.6]
NARRATOR: Meet Zac, an Amway business owner with a booming
business. He loves his business. He receives customer volume rebate, which is twenty-five percent of his retail sales, less VAT every
week. But, it gets better because as an ABO, Zac is rewarded for
helping others to achieve and for getting a group together. No, not
that kind of group.
[START 2.8]
NARRATOR: Personal activity is what you do. Its the amount of
products you use and sell, and the people you sponsor. Group activity is what they do. Its the amount of product the people in your
group use and sell and the people they sponsor. Add it all up and
youve got group volume. No, no, Zac, no! Not that volume!group
volume. So, from this total volume, Zac and his group will each
receive a percentage based on their performance. The better your
performance, the bigger your percentage, the better your rewards.
[START 2.9]
NARRATOR: You see, all the great Amway products contain a PV
and a BV, which stands for Points Value and Business Volume. Your
PV determines the percentage level of your monthly bonus while
the BV determines the amount you earn. Just think of them as a
cash pool your bonus is drawn from. The higher your PV, the higher
percentage of your BV youll receive as a payment from six percent
all the way up to twenty-one percent.
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INTRODUCTION
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AN OVERVIEW OF
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33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
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ATTACHMENTS PAGE
CHAPTER - 9
[START 2.10]
[START 2.13]
NARRATOR: This month, Zac has been personally responsible for

four hundred PV, but add that to the volume of his group and hes
generated a total of four thousand, seven hundred PV. That puts
him in the fifteen percent bracket. For his efforts, Zac and his
group receive a payment of seven hundred and eighty-five pounds,
37p, of which Zac will keep about half. And, thats on top of his
retail profit. Go ahead, Zac. Dip it in.
NARRATOR: Zac loves building his business, because the more he

sponsors and the more he sells, the larger his group and the larger
his group volume. Zacs building a sustainable business with width
and depth. So now, Zac just has to sit back and watch the money
roll in, right? Not quite, Zac. Oops. The plan is fair and rewards
effort, whether thats in sales or in helping others to grow their
businesses.
[START 2.11]
NARRATOR: So, you see, PV and BV are the numbers that determine your performance bonus for each month. Lets look at how
Zacs group has done this month. As we know, Zac had a fantastic
month with a total group volume of four thousand seven hundred
PV. And, group volume was great too, with two thousand eight hundred PV. Well done, Anne.
[START 2.12]
NARRATOR: Quan had a quiet month with a group volume of nine
hundred PV. But, he went on holiday. Thats the beauty of Amway.
Youre the boss.
NARRATOR: Michael just got started and with six hundred PV, he
gets a six percent bonus. So, this month, all of Zacs team will
earn a performance bonus. Luckily, no one has to calculate the
payments. Thats done automatically every month by Amway.
NARRATOR: With Amway, you can earn as much money as your

energy, effort, and commitment allows. Its that simple.
[START 2.14]
NARRATOR: But, thats not all. Theres more. Theres always more,
like amazing bonuses, one-time cash awards, business trips, and
incentives. Stay tuned to find out what happens next in Zacs business. Okay, here comes the disclaimer.
NARRATOR: The potential earnings stated in this presentation are
indicative of income levels, which may be achieved in an Amway
business. Actual income may be higher or lower depending upon
the structure of the business and/or effort applied. For further details on the Amway Sales and Marketing Plan, refer to the Amway
website or to Amway Sales and Marketing Plan statements published by Amway from time to time. Thank you very much
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9

CHAPTER 3 | Getting Started as a New ABO
Opportunity Kit
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Business
[START 3.1]
NARRATOR: Get the most from your opportunity kit.
NARRATOR: Get the most from your Amway business.
Your opportunity kit leads you on a mini Amway journey of discovery. So, lets take a look at each piece one by one.
Start your Amway business for a very attractive, low price and receive a start kit and comprehensive product manuals on the Amway website.
First, take a minute to read the friendly welcome message from us

to you.
Also included are a personal, customizable web page, online Amway academic courses, and online business tools and tracking.
Then, let Amway business owners from around Europe tell you in
their own words how Amway helped change their lives.
Regular Amagram news updates on the website are also included.
Next, turn to your Amway brochure filled with fascinating information on Amway in Europe and around the world.
[START 3.2]
Next, browse the hundreds of exclusive products available in the

product brochure.
NARRATOR: If print versions of Amagram and the product manuals

are preferred, simply pay a small extra charge at registration or buy
them separately later. 53/45
Next up, your support brochure guides you through different ways
we can help you to achieve your goals including free online training
courses available 24/7.
The opportunity kit containing the registration form which is handed out by the sponsor is also available for a small charge.
Alternatively, fill out the registration form online and save the cost
of the opportunity kit.
Whatever you choose, Amway always makes sure youre equipped
for success. 63/50
[START 3.4]
NARRATOR: On the DVD, you can choose entertaining short films
featuring business owners from around Europe
plus following our cartoon character Zac as he successfully
builds his own Amway business.
And finally, check out Your Turn brochure to find everything you
need to start your Amway business, plus information on special
discounts available exclusively just for you as a new Amway business owner.
[START 3.3]
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ATTACHMENTS PAGE
CHAPTER - 9

Website
[START 3.5]
[START 3.7]
NARRATOR: Get the most from the start kit.
NARRATOR: Get the most from our ongoing support.
Everything in your start kit is designed to help you build your Amway business effectively. Lets take a look.
At Amway, were always looking for ways to better support our business owners.
First, browse the start guidea simple and easy guide to taking
your first successful steps from learning simple techniques for selling Amway products, to sponsoring your first new Amway business
owners, and of course how to order products and get in touch with
us.
Check out our user-friendly website for all the latest news and
offers. 61/51
Check out the Fast Start Now flier if you havent already taken advantage of the exclusive discounts available just for you as a new
Amway business owner.
The website contains lots of useful information on getting started

with your new Amway business, plus, lots of short videos on the
products and the business. 66/53
[START 3.8]
[START 3.6]
NARRATOR: On the website, youll find more information on the Amway academy and how it can help you reach your goals faster.
NARRATOR: Learn how to power up your business with additional

support items in the boost your business brochure.
Amway academy courses are free of charge and available to you

twenty-four hours a day, seven days a week. 64/57
And use the opportunity presenter and opportunity flier to share

your new Amway business with others quickly and easily.
Its an efficient way to learn new individual skills essential for every
Amway business owner at a time of your choice. 69/60
Congratulations, now you can start building your own Amway business.
You can also participate in Web Live courses with an instructor

training you online at specific times.
In fact, the Amway website is just about the best way to learn
about the Amway business, other than speaking to your sponsor, of
course.
Start Kit
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INTRODUCTION
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AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
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ATTACHMENTS PAGE
CHAPTER - 9

Dial Session Exercises
First Name, Last Initial: _____________________________________
Exercise #1: [UNDERSTANDING PROSPECT PRIORITIES] Please

read the following list. When you consider exploring a business opportunity, which of the below is MOST important to
you? Please indicate your TOP SIX choices using a plus ( + )
sign and your BOTTOM SIX choices using a minus ( ) sign.
Gender: _______________________________________
Employment Status: ____________________________

Marital Status: ________________________________
DIRECTIONS:
Enclosed are several written exercises.
Please complete each exercise one at a time, following the
directions at the top of each page.
2.____ A proven track record of results

3.____ High-quality products
4.____ Better work-life balance
5.____ Commitment to the environment
6.____ Excitement
7.____ Flexibility
Please begin working on the exercises as you wait to be

brought into the discussion group. You will then bring the exercises, along with your pen and clipboard, into the group with
you.
8.____ Freedom
Thank you!
11.____ Independence
9.____ Ability to set your schedule

10.____ In business for yourself, not by yourself
12.____ Individual Success

Before you get started, we have one simple question for you: If
you were to explore away to make additional money, how much
extra money would you expect to make each month?
Answer:_________________________________
13.____ Low cost

14.____ Low risk
15.____ More control over your day
16.____Opportunity for additional income
17.____ Personal development
Age: _________________________________________
1.____A better lifestyle
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INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
19.____ Predictability
PART B: [WHAT TO CALL INCOME] Complete this sentence: I

am most interested in earning ______ income. Please pick
your TOP TWO choices.
20.____ Recognition and reward for effort
1.____ Extra
21.____ Results
2.____ Side
22.____ Privacy from regulation

23.____ Stability
24.____ Support
25.____ Unlimited opportunity
Exercise #2: Please read the directions for each part below.
PART A: [WHAT TO CALL THE BUSINESS OPPORTUNITY] Which
would you say you are MOST interested in pursuing? Is it
a(n)? Please pick your TOP TWO choices.
1.____ Business opportunity
2.____ Business
3.____ Career opportunity
4.____ Part-time income opportunity
5.____ Second job
6.____ Entrepreneurship
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
3.____ Additional
4.____ New
5.____ Second
6.____ Independent
18.____ Power to be your own boss
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CHAPTER - 9
1.____ Distributor
2.____ Direct selling businessman
3.____ Sales Agent
4.____ Independent business owner
5.____ Consultant
6.____ Entrepreneur
7.____ Independent Entrepreneur
8.____ Representative
9.____ Qualified Agent
10.___
Business owner
Exercise #3: [IDENTIFYING BARRIERS TO ENTRY] Which of the

following best reflects why you might NOT join a direct selling
company? Please pick your TOP THREE choices.
1.____ Im concerned about selling products that I dont believe are
very good quality. [Product quality]
2.____ I dont believe I will have regular access to the resources and
support services direct sales companies often claim I will get.
[Honesty of claims re: organization]
INTRODUCTION
3.____ I have the impression that the people who perform direct
sales are just trying to push products that people dont need,
and I dont want to be associated with that kind of approach.
[Pushy product sales approach]

4.____ I dont want to have to register as an independent business
owner subject to formal regulations and costly business registration requirements. [Government regulation & fees]
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
5.____ Im not enthusiastic about the idea of having to work by or for

myself. [Entrepreneurship]
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
6.____ I doubt that being in direct sales would actually make me the
money that other direct salespersons claim I could make.
[Honesty of claims re: income potential]
7.____ I have the impression that direct sales companies trick you
into joining, then they require you to buy expensive products
and support materials, and I dont want to spend money on
things I dont want just to get started. [Hidden enrollment
requirements]
8.____ Im not convinced that direct selling would be the most reliably
profitable option for me, as I believe I could make better money doing something else. [Not enough reliable money in
direct sales]
9.____ Im not convinced that I would be comfortable and successful
in a one-on-one sales role. [Not confident in sales ability]
PART C: [WHAT TO CALL DISTRIBUTORS] Which would make joining a direct selling company seem MOST appealing to you? If
you were to be called a(n) Please pick your TOP THREE choices.
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10
10
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CHAPTER - 9
1.____ You can enhance your quality of life because its more
than just a job. Enjoying life is about more than just making
more money its about enjoying how you spend your time,
all the time. True quality of life is achieved not only when you
love what you do to earn your living but when you also have
the time and the balance to enjoy life outside of work as well.
In the direct sales industry, this is precisely what youll find.
[Quality of life]
2.____ You can improve your customers well-being and your
own through high-quality products. You can choose from
nearly 500 unique products designed to the highest levels of
customer satisfaction which empowers you to custom design
the right product portfolios for your customers, and for yourself. We all know that people are happiest when they get the
products they want, need, and choose, and this catalogue of
options positions you to deliver that. [Well-being]
3.____ Your earning potential is up to you no limits, no requirements, no catches. How much you earn selling our
products is up to you. You decide how much time to devote,
how many customers to speak with, and what products to sell.
You can make this a full-time job or a side job and whatever
you earn, you get; we dont skim off the top. [Unlimited earning potential]
4.____ You have the flexibility to build the income and the life
that you want, on your terms. This approach can free you
from working for someone else so you can earn money on
your own terms. Other jobs rely on hierarchies, on bosses, on
rules. With our business, you sell the products you choose, to
the people you choose, in the manner you choose. [Flexibility and life on your terms]
5.____ You can develop extraordinary business skills through
one-on-one practice, mentorship, and training. Many other
jobs restrict your growth to the pace and content they believe
matters. When you sell products from a direct sales business,
you have the chance to tap into the training materials and
development resources of a large organization, with the autonomy of a one-man operation. So you can develop the sophisticated, marketable skills you seek at the pace you want. [Develop business skills]
6.____ You can join a supportive team of other individuals doing
the same thing. Theres no replacement for belonging to a
nationwide network of successful, motivated people who know
what its like to do what youre doing. With this opportunity,
you join a community of professionals whose experience and
mentorship is yours to learn from. [Join a team]
7.____ You can achieve the income stability your current job
doesnt quite deliver. Alone, any one traditional job brings
the risk that you might lose our income whether you fail or
the company fails. With a second income that rewards you for
your work with the backing of billions of dollars and a salesforce of millions you can eliminate your risk and trust that
your earning potential isnt going anywhere. [Income stability]
Exercise #4: [EXPLORING REASONS FOR JOINING] Please read

the following options. Which option is the MOST COMPELLING
reason to consider earning additional income by joining a direct selling company? Please pick your TOP TWO choices.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
1.____ Amway makes it possible to control your own business and

generate extra income in the ways best for you managing
your work on your terms. [Control your own business]
2.____ Amway gives you the opportunity to build your future on your
terms with a proven track record of success for over three
million individuals worldwide. [Build your future on your
terms]
3.____ Amway offers one of the worlds most successful, proven
business models for individuals looking for more of everything:
more money, more time, more flexibility. [Worlds most successful models]
4.____ With Amway, you have exclusive access to high-quality products, you decide which ones to sell, and every product comes
with an incredible 100% satisfaction guarantee. [Exclusive
access to high-quality products]
5.____ Amway helps you achieve the security you and your family
deserve personal, professional, and financial. [Financial
security you deserve]
Exercise #6: [DESCRIBING PRODUCTS] If you were considering

joining a direct selling company in order to sell their products,
what would make those products MOST appealing to you? If
they were? Please pick your TOP FIVE choices.
2.____ Consistent
3.____ Available online
4.____ Available in stores
5.____ Environmentally conscious
6.____ Backed by a 100% money-back satisfaction guarantee
7.____ Independently verified for their effectiveness
8.____ Top-selling in their area
9.____ Award-winning
10.___Trustworthy
11.___Recognized by experts
12.___Reliable
6.____ With low start-up costs, low risk, and no obligation, Amway em- 13.___Proven
powers you to build income with flexibility and low risk. [Low
14.___Efficient and effective
cost, low risk, no obligation]
7.____ Amway empowers you to pursue the professional development
you seek, at your pace in the areas you most desire, putting
digital, one-to-one, and conference-style training programs at
your fingertips alongside your management, sales, and strategic work as a business owner. [Professional development]
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
1.____ High quality
Exercise #5: [FRAMING THE OPPORTUNITY] Please read the

following statements regarding the option to earn additional
money by joining Amway, the direct selling company. What
makes this MOST appealing to you? Please indicate your TOP
TWO choices.
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
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LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
Exercise #7: [BEST FACTS ABOUT AMWAY] Which of the following facts regarding Amway, a direct selling company, makes
you feel MOST POSITIVE towards the company? Please indicate your TOP SIX choices (with a plus sign, or +) and your
BOTTOM SIX choices (with a minus sign, or ).
1.____ Amway produces and distributes over 450 unique, patented,
and award-winning consumer products of exceptional quality.
2.____ In 2011 and 2012, Amway Russia won the BRAND GODA/EFFIE-2012.
3.____ Amway employs more than 21,000 people globally, with over
_____ people in Russia.
4.____ Amway Russia offers more than 500 consumer items for customers to choose from.
5.____ Almost every single one of Amways products, as well as Amways sign-up costs, comes with a 100% money-back satisfaction guarantee.
6.____ Since Amway Russia was founded _____ years ago, it has
achieved status as one of the top 5 largest affiliates in the
world.
7.____ Amway Russia is one of Russias 400 largest companies in
terms of products sold.
8.____ Amway has been successfully operating for more than 50
years globally, and for ____ years in Russia.
9.____ Amway Russia operates 16 Business Support centers and 6
logistics centers across 14 cities, as well as training centers
across 17 cities.
10.___ Over 1 million individuals are registered as Amway Business
Owners to sell Amway products in Russia.
11.___ Amway operates in more than 100 countries and territories in
Asia, Africa, Australia, Europe and the Americas.
12.___ Since 1959, Amway has paid out more than $47 billion in
worldwide bonuses and incentives to business owners more
than any other business in the direct sales industry and Amway has never missed a bonus payment.
13.___ Amway holds over 1,000 patents with over 700 additional
patents pending worldwide.
NOTE: Alticor is the parent company of many companies, including
Amway. Although it is the parent company that holds the intellectual
property, reports a worldwide sales number, etc., for the purposes
of this and all following questions, the term Amway is being used.
For more information regarding facts, see www.euromonitor.com/amway-claims.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
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LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
1.
Statement A: ___
Take control of your future. [Russia]
Statement B: ___
Achieve the lifestyle you deserve. [MTM]
2.
4.

5.
Statement A: ___
What can you achieve with our help? [Russia V65]
Statement A: ___
Educating others from your business group to sell Amway products and serve customers will lead to profit for you. [Russia
V65]
Statement B: ___
With an Amway business, you can make money by selling products to your own customers, as well as by inviting and mentoring others to do the same with no limits and no requirements. [MTM]
Statement A: ___
Imagine the possibilities... [MTM]
22
AN OVERVIEW OF
THE PROGRAM
Statement B: ___
Dream of the possibilities[Russia]
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Statement A: ___
You have an opportunity to build an independent business
based on having access to high quality products and services.
[Russia]
Statement B: ___
With Amway, you have access to independently tested
high-quality products at discount price and you can build your
own business selling these products when, where, and how
you want. [MTM]
Statement B: ___
Whats your goal? We can help you get there. [MTM]
3.
INTRODUCTION
6.
Statement A: ___
Your future, your success. Take charge of your future. [Russia
- Website]
Statement B: ___
Your income, your way. Build the lifestyle you deserve. [MTM]
Exercise #8: [TESTING RUSSIA & MTM LANGUAGE] Please read

the following pairs of statements. For EACH pair, select the
statement you find MORE persuasive, even if neither is exactly
right.
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CHAPTER - 9

Statement A: ___
You dont have to be experienced in sales. Whatever your job,
whatever your background, you can find your personal way to
success with Amway. Its easy to be successful if you believe
in yourself. [Russia - Website]
Statement B: ___
People who sell Amway products come from all backgrounds
and professions because the business is simple, the products are excellent, and there are no requirements to earn
income. You decide how Amway works in your life and if you
do the work to achieve what you want, you succeed. [MTM]
8.

Statement A: ___
Our people are our greatest asset; we believe in empowering
them with resources and support to achieve success on their
terms, with no limits. [MTM]
Statement B: ___
Imagine that when earning an additional income from the business, you help yourself to realize all your dreams. You set a
goal and reach it. Nothing is impossible. [Russia]
9.
Statement A: ___
Income opportunities in Amway are unlimited, but it all depends
on your willingness to unleash potential. Do not let yourself be
misled by statements that high earnings are easy to get. As in
any business, the Amway business requires a high degree of
commitment and effort. [Russia Key Messages]
Statement C: ___
Anyone can start a business with Amway but it is not for
everyone; it takes hard work to succeed. Thats why were
here to help you, every step of the way, with support and tools
to make owning your own business and living a better lifestyle
possible. [MTM]
7.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
Question A: Isnt Amway a pyramid scheme? [Choose ONE response.]

1.____ A pyramid system is a non-sustainable business model
that pays people primarily to recruit others. This is not
the case with Amway. Our core principles are based on
personal responsibility, effort and commitment. Our business
model is transparent, simple, and follows all government requirements. The revenues an Amway Business Owner makes
result from the sales of goods and not from the progression in
the number of people recruited. If you look at our record, you
will see the facts.
2.____ In general, if I make money simply for signing you up for
something, that is a recruiting fee and is often a sign
of a pyramid scheme. However, if I make money because I
brought you into the business and you either bought or sold a
product, that is not a pyramid scheme, and is a very common
business model.
3.____ Some are skeptical, but the simple fact is, I wouldnt
have been in this business for 15 years if that were the
case. When I first heard about Amway, I was skeptical just like
you are. But the history of Amways success convinced me
to give it a try. Ive built my own success through hard work
and watched others achieve success, too. But dont believe it
because Im telling you to look into it for yourself, youll see
the proof.
INTRODUCTION
Question B:What exactly does an Amway Business Owner do?

[Choose ONE response.]
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AN OVERVIEW OF
THE PROGRAM
1.____ Running my Amway business happens on my terms. I get

to spend as much or as little time on it as I want and need,
so I can meet the needs of my family and my other full-time
job first. I divide my Amway work between presenting products to new customers, following up with existing customers,
and checking in to see how new Amway Business Owners are
doing. At the end of the day, I sell great products with the
support of a great company and work with others to do the
same. It is really up to me.
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
2.____ Everyones business is their own, so no two peoples

days are the same. Some Amway Business Owners approach their business in a very structured way; others take a
very loose and flexible approach. Whatever your preference,
we all do activities to service existing customers, present to
new customers, and help others to build their own businesses.
Exercise #9: [TOUGH QUESTIONS] Some people are skeptical

of Amways sales approach. Wed like to know what you think
the BEST responses are to skeptics most common questions.
Below are the most common questions, followed by statements which respond to those questions. Please tell us which
response you would MOST want to hear from an individual telling you about Amway.
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1.____ Amway is a business that gives individuals the knowledge to grow and the freedom to succeed. We offer you a
low-cost, low-risk start-up business with a proven track record
of success that spans over half a century. You will have the
flexibility to build your own business at a pace that suits you,
focusing on the products that best suit your interests. Youll
receive ongoing training, education, and advice to help you
start and grow your own business. Its your life, and Amway
can help you build your own business on your terms.
2.___ Amway is a manufacturer and distributor of a wide variety of products which are sold by thousands of independent distributors worldwide. The smallest of small businesses, Amway distributors seek to supplement their family
incomes by selling products to their family and friends, while
interesting others to do the same. Amway distributors have
flourished for over 50 years. Some people become Amway
Business Owners to achieve financial independence and to
enjoy the freedom of being their own boss. Others see it as a
way to make a little extra money on the side.
Question D: If Amway is a credible business opportunity,
why do I see so much negative stuff about it on the internet?
1.____ There isnt a business anywhere that doesnt have critics somewhere were not perfect. Sure, sometimes
people have been dissatisfied. And some people just dont
have what it takes. But Amway is so confident in its business
and products that they provide a 100% money-back Satisfaction Guarantee. If youre not satisfied, you get your money
back. Period. Explore this no-risk opportunity and decide for
yourself.
2.____ We stand by our reputation of success, but the truth is,

you have to decide for yourself. We all know there are negative rumors and criticisms out there. For me personally, there
were three reasons I felt Amway was a credible opportunity:
the companys proven track record of success, the fact that I
could earn more than I was making in my current job, and the
quality of the products. Just look at the information about the
company its business model, its products, its record; you be
the judge.
3.____ People often blame others for their own failures. But
consider the facts: over 11 billion in sales this year
alone. Over 3 million independent business owners in 80
countries. Dozens of highly reviewed, award-winning products.
And as business that is growing year after year. When you
have 3 million people involved in anything, not everyone will be
happy. But the facts, the products, and the millions of satisfied customers and business owners speak for themselves.
Question C: What kind of business is Amway? [Choose ONE

response.]
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INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
1.____ Amway products offer more than just quality they

deliver value. And we stand by that. Many of Amways
high quality products are highly concentrated. Theyre also
lab-tested, independently certified, and often organic. So they
go farther, they last longer, theyre better quality, and theyre
better for the environment,. And if youre still not satisfied,
Amway offers a 180-day money back guarantee on every single
product. They put you in control by providing a no questions,
no excuses, no exceptions guarantee.
2.____ Amway products are very high quality and are proven
to work. Also, many Amway products such as Amway Home
products are highly concentrated, so you get a lot out of one
bottle. They may seem expensive when you look at the price
per bottle, but when you look at the cost per use and consider
that our products are developed based on patented, exclusive
formulas to ensure they work, you will see that Amway products are actually very reasonably priced.
Question F: How much time does it take? [Choose ONE response.]
1.____ You decide how much time you put into your business.
Of course, the more time you put in, the more you can get out
of it. But thats one of the best things about this business
youre in control. Maybe you spend a few hours less on the
business one week, maybe more the next week. You can work
on it part-time or full-time, as you choose.
2.____ Everything about your business, including time, is up

to you. Amway knows that everyone is different different
jobs, families, lifestyles. Thats why there are no requirements
for an Amway business no minimum hours you have to
report, no clock to punch, no boss to answer to. Instead, you
decide when, how, and where you work on your Amway business. Make no mistake: success requires time; it requires
hard work. But you set your schedule its your time on your
terms.
Question G: How much money does an Amway business owner
earn? [Choose ONE response.]
1.____ I love the fact that Im in control with this business. If
I want to earn more, I can with extra effort. In addition to the
retail margin I earn on products, I earn performance bonuses.
2.____ You can do this business to supplement your current
earnings, or make it your primary source of income.
Compensation and bonuses are based on your performance.
And you can earn more than your sponsor. With Amway, your
earning potential is unlimited.
3.____ How much I make with Amway has changed over time.
My first paycheck was only $4, a rebate from my own product
purchases. I decided to work with my mentor to learn how to
sell products, and 6 months later, my paycheck had grown to
about $200. When I decided I could really commit more time,
now, 12 years later, having built a network of other Amway
sales people, Im making about $2500 a month. It took time
and effort to grow my income.
Question E: Why do Amway products seem expensive?

11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9

Draft Moderators Guide
with and for, the money you make, anything... (Ask why
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
on interesting/unclear answers)
1. Warm-up: general opinions on prospects lives now

a. THEIR HOME COUNTRY & THE ECONOMY AROUND THEM:
i. Give me one word or phrase to describe Chinas economy
right now... (ask why on interesting/unclear answers)
ii. How do you feel about
1. Cost of living?
2. New, high-quality jobs?
b. THEIR PERSONAL ECONOMIC SITUATIONS:
i. Are you satisfied with where you are in life right now?
1. Are you BETTER OFF or WORSE OFF than your
parents were at your age? Better off? (count)
Worse off? (count) Why?
2. Do you expect you children to be better or worse
off than you are now once they reach your age?
Better? (count) Worse? (count) Why?
c. THEIR CURRENT JOBS:
i. Give me a word or phrase on how you feel about your
current job anything about it, whatever come to mind
first for you the job youre doing, the people you work
2. Go to EXERCISE 1: Emotional VALUES & NEEDS in a new business opportunity

a. Tally up answers.
b. [FYI: Past winners worldwide = BETTER LIFESTYLEFREEDOM TO
SET YOUR OWN SCHEDULE FLEXIBILITY PROFITABLE OPPORTUNITY FOR ADDITIONAL INCOME.]
c. Talk about the 2 or 3 LOWEST-scoring terms FIRST.
i. Why did ________ do so badly?
ii. What about _________?
iii. Why didnt ____________ do better?
d. Talk about the 2 to 4 HIGHEST-scoring terms.
i. So what is it about ____________ that does so WELL?
Why did this win?
ii. And why do you like the idea of ___________?
iii. Why does ______________ matter so much?
1. If had to choose between these top winners If
you were only picking your top choice from these
2/3/4 who chooses A? B? C?
Moderator Introduction
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ATTACHMENTS PAGE
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a. Tally totals.
b. Understand top winner: Raise your hand if you chose Statement
____. This one got the MOST votes. Why is this so appealing?
(Solicit answers from those who have not yet said much)
i. Same with 2nd place winner. Why so good?
c. Learn from biggest loser: Why DOESNT Statement X work? Why
doesnt this appeal to you?
4. Pre-discussion opinion of Direct Selling (scale 1 10, interest in being
part of a direct selling business
a. Tally answers.
5. GO TO DIALS: CALIBRATE. Okay, put your exercises down and pick up
your dials.
a. Take the dial splits (goal is at least 12 people, ideally half, per
line):
i. Male/female
ii. Age find midway age point in each group
iii. FAVORABILITY toward direct sales: Find the mid-point
from the earlier question (answers on easel) if between
0 and 6, turn dials to 1 if between 7 and 10, turn dials to
2
iv. [Any other demographic or opinion points our team or

affiliate wants to understand/explore?]
b. TEST LIVE DIAL a statement to get their dial lines to CLIMB
and then a statement to get their dial lines to PLUMMET (to make
them laugh)
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
6. FIRST USE OF DIALS: TEST VIDEOS #1 AND 2. (If applicable)

a. Play video #1 as a test video on which to get the respondents
used to using the dials. Use this as an opportunity to EITHER correct the respondents and make it clear that they are responding
to the WORDS, PHRASES, IDEAS, LANGUAGE not the video production quality or acting ability AND to remind them to use the
FULL RANGE of their dials.
b. OPPORTUNITY to step into back room, if necessary.
c. Briefly discuss any peaks or valleys as appropriate.
d. DIAL #2 then discuss any words/phrases from high/low points.
7. LIVE DIAL PRE-SET QUESTION #1: WHAT IS THE AMWAY BUSINESS?
a. ABO #1: Name: ______________ High & Low Scores:
____________
Notes: _______________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
3. Go to EXERCISE 2: What to call the Business Opportunity? Repeat for

What to call Income? Repeat for What to call Distributors?
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EXECUTING THE
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ANALYZING THE
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CHAPTER - 9
Notes: ________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
i. Who gave the BETTER answer? Who was more persuasive? Why?
ii. What words/phrases/ideas did you LIKE MOST?
iii. What can the non-winner do BETTER?
8. DIALS: Establish starting questions.
a. What questions you want answered? If someone tells you that
they sell products as part of a direct sales business that they are
business owners with Amway and that theyre here to tell you a
bit more about the business, because they think YOU could be very
successful in it what do you want or need to know in order to
consider the business opportunity theyre going to present to you?
i. USE EASEL & MARKER: Write down TOP 5 QUESTIONS.
(Use these as starting point for live dials.)
ii. Likely they will report needing to understand WHAT the
business is what they would sell what a normal day
looks like how they make money and how much they
make
9. LIVE DIAL PRE-SET QUESTION #2: What exactly does an Amway Business Owner do?
____________
Notes: ________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
b. ABO #2: Name: ______________ High & Low Scores:
____________
Notes: ________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

____________
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9

___________
11. LIVE DIAL PRE-SET QUESTION #4: How do you make money in Amway?
____________
Notes: ________________________________________________
Notes: ________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

____________

____________
Notes: ________________________________________________
Notes: ________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

NOTE: Continue to follow the pattern listed above. Include questions that
the prospects provided.
12. WRAPPING UP.
10. LIVE DIAL PRE-SET QUESTION #3: What types of products do you sell?
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
INTRODUCTION
13. Go to Easel POST-DISCUSSION QUESTION: Ask for updated opinion

on direct sales.
22
AN OVERVIEW OF
THE PROGRAM
a. Use easel/flipchart and marker to write out 0 to 10 in a column.
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
b. ONE LAST QUESTION before I let you go Now that youve heard
more about Amway and about direct sales, Id like to know, on a
scale of 0 to 10, how strongly how honestly you would consider being part of a direct sales business. Selling their products.
[Repeat scale if necessary - 0 means youd never do it and it
would be nearly impossible for a direct sales company to change
your mind and 10 means youre interested, youre open to it,
you feel positively about considering it.]
c. Discuss any SHIFTS:
i. Who moved UP by at least 1? By 2? By 3? More than 3?
Why?
ii. Who moved DOWN by 1? By 2? Why?
14. DONE! Class dismissed. Please leave your dials, exercises, clipboards,
and pens ON your chairs for us to collect. Please see the hostess on
your way out. Thank you for your participation.
POST-GAME DEBRIEF:
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EXECUTING THE
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ANALYZING THE
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DIAL SESSIONS
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ATTACHMENTS PAGE
CHAPTER - 9
0:00 0:45: Opening Discussion & Dials Set-up (7:00)

a. Intro (5 mins)
b. Build the foundation: Understanding opinions on prospects lives now
c. MODIFIED Exercise 1 Understanding Prospect Priorities (benefits/
attributes)
i. Take a quick look at what you chose as your top 6. From those
top 6, I want to know what YOU would pick as your MOST
important one. Just one. Call it out to me.
d. Pre-discussion opinion question (scale of 1-10, interest in being part
of a direct selling business)
e. Transition to dials
1:30 1:40: Mental Break 1: (8:30)
b. Slot 5: Exercise 2 What to call the BO, Income, and Distributors

(Word sets - SHORT)
1:40 2:20: Live Dials Set #2 (8:40)
b. Slot 7: _________________________
c. Slot 8: _________________________
2:20 2:30: Mental Break 2: (9:20)
a. Slot 9: Zach video (optional)
2:30 2:50: Live Dials Set #3 (9:30)
a. Slot 10: _________________________
ii. Demo questions
b. Slot 11: _________________________
0:45 1:30: Live Dials Set 1 (7:45)

a. Slot 1: What is the Amway business?
2:50 3:00: Wrap-up (9:50)

a. Post-discussion opinion question (scale of 0-10, interest in Amway)
b. Thank you!
i. DISCUSSION: So what do you want to know about Amway?

(create list)
b. Slot 2: _________________________
c. Slot 3: _________________________
d. Slot 4: _________________________
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
a. Slot 6: _________________________
i. Explain
iii. Practice dial (translator)
INTRODUCTION
a. Stand/stretch
[Debrief Discussion: 10:00 11:00 pm]
Run Sheet Example
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
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13
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ATTACHMENTS PAGE
CHAPTER - 9

Moderator Live Dial Language
1) Amway is a 50 year old global company that received approval and

licensing to operate in Russia about 10 years ago.
1) Youre in control when it comes to making money. You arent limited in how much you can make, and you arent required to meet
any kind of minimum requirements.
2) The company manufactures nearly 500 high-quality products for

3 key product areas: home, health, and beauty. And every single
product is backed by a quality guarantee.
2) You earn income three ways. First, you make retail profit by buying
products at 70% price and selling them at 100% price. You take that
profit home right away.
3) These products are sold exclusively by a network of individuals

who make a profit selling the products they choose.
3) Second, you earn bonuses when you sell enough product. The more
you sell, the bigger your bonuses. These are monthly checks.
4) We do have specialty stores where you can test and learn about
the products.
4) And third, if you decide to recruit others to sell products, then

together you earn bonuses for your team sales. These are also
monthly checks.
5) And the company only does well if our independent agents do

well.
WHAT DOES A BUSINESS OWNER DO?

1) Well, you decide what you want your average day to be like. But
every Amway business involves three activities:
2) First, presenting products to new customers; second, servicing existing customers; and, third, if you choose, helping others start and
build their own Amway business.
3) When it comes to scheduling your day, you decide. You spend as
much or as little time on this as you want. And the more you work,
the more you earn.
4) You have the flexibility to balance your financial needs with your
personal needs in a way that works best for you.
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
HOW DO YOU MAKE MONEY?
5) To be clear: you decide if you want to want to earn a little extra income or a lot. It really is up to you.
WHAT IS THE AMWAY BUSINESS?
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
1) Amways products are among the highest quality products on the

market because the company is committed to customer satisfaction. Thats why we offer a quality guarantee on everything.
2) They design, test, and retest every product to be the most effective
compared to competitors.
3) Amway controls and oversees manufacturing from beginning to
end.
a. We own the organic farms that grow nutritional items from
seed
b. We make the packages each item comes in
c. And we employ 900 scientists and engineers in over 60
quality assurance labs across the world.
4) We believe that once you test our products for yourself, youll
know the difference.
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
o Does your current job reward you more when you put in
more effort?
44
GOALS AND
OBJECTIVES
o Do you feel you are growing and developing as a professional?
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
WHAT ARE THE BENEFITS OF THE AMWAY BUSINESS?

1. I ask you to consider three important questions:
o Do you have the financial flexibility you need to afford what

you want today and save for tomorrow?
2. So many people are looking for these things, and they dont know
where to find the answer.
3. Thats why the Amway business is designed the way it is: it puts
you in control of your income, your lifestyle, and your opportunity
for growth.
4. With Amway, you decide.
o You decide how much you want to earn and how much to
work to achieve it
o You decide which key business skills you want to acquire
through training and mentorship and,
o You can finally begin to enjoy a few small extras today,
while also building a better future.
5. Its the difference between the lifestyle you want and the lifestyle you deserve.
TELL ME ABOUT AMWAY PRODUCTS.
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 9
THE TEMPLATE:
DRAW THEM IN AND CONNECT:
(Dials start to go up; connection established.)
A few statements everyone agrees on.
ESTABLISH A PATTERN OF CONNECTION:
(Dials keep climbing.)
Present ideas or solutions everyone agrees on.
BREAK THE PATTERN OF CONNECTION:
(Dials plummet.)
Outrageous ideas NO ONE agrees on.
INTRODUCTION
SUGGESTED SCRIPT WHICH FOLLOWS THE TEMPLATE:
22
AN OVERVIEW OF
THE PROGRAM
DRAW THEM IN AND CONNECT:
33
WHAT IS A
DIAL SESSION
I believe we can all agree that health is so important to our life happiness. How we feel and how healthy our bodies are has a direct impact on
our work, our lives, our quality of life.
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
ESTABLISH A PATTERN OF CONNECTION:

Thats why it is so important to provide the healthiest, safest foods to our
children and families the cleanest water that is possible and the best
air quality that we can achieve. So we and the people we love the most
can live long, healthy, fulfilling lives.
Of course, theres a simple way to accomplish this.
BREAK THE PATTERN OF CONNECTION:
The solution is to completely eliminate all regulation of our countrys
food production, water quality, and air quality.
THE FINAL NAIL IN THE COFFIN:
THE FINAL NAIL IN THE COFFIN:
(Dials should all be at zero.)
And we should eliminate all standards for products sold to us in our

stores. This way we will achieve the best outcomes possible and live the
healthiest lives possible.
Hilarious statement that adds comedic effect.
(Moderator: Why arent you all at zero?!)
Test Live Dial Language
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
Executing the Dial Session

ATTACHMENTS PAGE
Dial Session Checklist
CHAPTER - 10
Updated 6/19/2014
Venue Description
Venue
Specifications or Considerations
Comments
Prospect Room
Able to seat 36 people theater style, with aisle in the center
Space in front of the room for moderator and 2 ABO presenters
1- 32" TV and table for TV
Room Requirements
Front Room
1 - 55" or larger TV and a table positioned at front of room OR screen/projector
1 table (6 to 8 foot) at back of room, with 3 chairs
1 table to the side of room
ABOs will address prospects

For the moderator to view dial feedback
Used for Dial Session exercises
Used if videos will be shown to prospects so
they can view
Used for Dial Session equipment and
technicians
1 stationary camera with operator
To hold water for prospects

Provides ability to observe prospects during
Dial session in the viewing room
2 handheld microphones
Used by ABOs when they present
Able to accommodate 60 - 80 people (dependent on market needs)

[for ABOS
Suggested room set up would be tables in classroom style (rectangular tables not
and staff to view Dial
round) to accommodate ABOs
Session]
4 - 60" or larger flat screen TVs positioned around the room (large screen at front of
room would be ideal)
Will also be used for ABO
Headsets for translation
onboarding
Table at back of room for Ada staff (with power source nearby is needed)
Small table at front of room for laptop and projector
Screen at front of room
Audio Mixer
2 - 3 SI booths for simultaneous translation (placed in back of room)
Rooms must be available for set up at least 6-8 hours prior to Dial session or 4 hours
prior to ABO on boarding
Note:
Food & Beverages
Meeting room for Staff

debrief (onsite or offsite)
Critical: Used to view Dial Session activities in

the front room
All observers and staff. Must have range for
both Front and Back Rooms
Used during ABO Debrief
One for English to "in country language", one
for "in country language" to English
Front and back rooms should no more than 200 feet (60 meters) apart
Smallest front (prospect) room dimensions: 26' x 30' (780 sq. ft.)
(7.92 x 9.14 meters (72.39 total meters))
Beverages available throughout the onboarding and dial session for viewing room
(water, tea, coffee suggested)
Light refreshments for prospects if Dial Session is in the evening (assume 40 people)
Beverages if break is provided for prospects during Dial Session
Meal provided for ABOs after onboarding session served prior to start of Dial Session
(ideally set up food outside the viewing room). Food to be determined by affiliate to
meet needs of ABOs
Refreshments for Staff debrief
Meal provided for Staff debrief (if needed)
Set up in U shape for debrief day after last Dial Session (assume minimum for 20
people)
Need projector and screen (2 easels/flip charts with markers)
Miscellaneous
Printer/Copy Machine all in one unit

3 - 5 power strips (multiple power or electrical outlet device)
3 walkie talkies to be used by staff
Extra cables (type and length to be determined) - HDMI
Gaffers tape (amount needed to be determined)
War Room at hotel ( Staff room where copier and supplies are stored)
* Note some items are repeated on the DialSmith Technical Specifications
Ability to print a 14 page document and make

150+ copies at one time (need high-speed)
Needed when electrical outlet is not near
equipment
Critical
Critical: Need enough mics to cover room
Length of time depends on the capability of
the A/V company
Viewing Room
Back Room
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Audio Mixer
1 clip on microphone for the moderator
Room needs to be wired and set-up with microphones, so Back Room (viewing room)
can hear moderator, ABOs and prospects
Rooms must be available for set up at least 6-8 hours prior to Dial Session or 4 hours
prior to ABO on boarding
Staff
Debrief
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

BACK ROOM
(Observation)
FLOORPLAN SET-UP
Floor Plan
Build-in screen & projector
TV
Easles & Pads

Markers
Small Moderator
table computer
Coffee
Break
Station
Buffet
Station
Option 1
TV
Camera
SI Booths
Reception table
for 2 persons
Buffet Station Option 2
TV
Classroom style
for 60-100 persons
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
Additional Details

Dial Session
10 minutes
Monitor
Day-of Checklist Divided by R&R

Post Dial Session
Day of Dial Session Checklist - by Roles and Responsibilities

15-Jul-14
ACTIVITY
Technical Set up
Additional Set up
TIME PRIOR TO
ABO
ONBOARDING
6 - 8 hours
2 hours
Briefing MR Vendor 90 minutes

Additional Details
1 hour
1 hour
1 hour
45 minutes
30 minutes
Additional Details
Dial Session
LEADS
Confirm set up of front and back room - align on set up and placement of all
equipment (AV Company is responsible for setting up all equipment, Amway
confirms set up and AV Company makes adjustments as requested)
Tech Team Leader
FRONT ROOM SET UP
Table for dial equipment including camera
Stationary Camera
Audio Mixer
19" to 24" flat panel monitor for moderator
Placement of microphones
table with monitor for note taker at back of room
2 flip charts and markers at front of room
36 chairs arranged in rows with aisle in the middle
2 microphones for ABOs presenting
Microphone for moderator
Table for water for prospects
BACK ROOM SET UP
AV equipment (including mixer)
2-4 50" TVs and/or large screens
Projector for ABO onboarding PPT
Table for computer for moderator's computer used during ABO onboarding
SI booth(s) - if translation is needed
Chairs (tables) for observers
3 flip charts with makers for ABO onboarding and debrief
2-4 microphones for ABO onboarding and debrief sessions
Table in back of room for note takes (space for 3 people)
Secure translation headsets (if needed) and ensure they work properly and have
sufficient range
Confirm check in area for prospects is set up (table with 2 chairs)
Market Research
Confirm what space will be used for prospects to complete written exercises - if
Front room will be used - confirm with Tech Team Lead that prospects will
arrive 1 hour prior to the start of the dial session and will need to sit in Front
Room
Confirm with hotel delivery time and placement of refreshments for prospects Program Manager
Confirm with hotel delivery time and placement of refreshments for ABOs
Program Manager
Brief MR vendor (see separate checklist )
Confirm ABO onboarding presentation is loaded on computer, videos and clicker
Program Manager
are working
Sound check in back room to be completed after AV is set up
Tech Team leader
Confirm written exercises are printed and available for distribution
Program Manager
Finalize run sheet for Dial Session
Communications
Make 10 copies of run sheet and give to MR, Communications, Tech team Lead,
Program Manager
etc.
CONSULTS WITH
Market Research,
Language Expert and
Program Manager
Program Manager
Teach Team Leader

Special Events
Special Events
Program Manager
Make 10 copies of the proposed language sheet for moderator and give to MR,
30 minutes
Communications, Tech team Lead, etc.
Program Manager
30 minutes
Place Dial Session exercises on chairs in Back Room for ABOs' reference
Program Manager
30 minutes
Place translation headsets (if needed) on chairs in the Back Room for ABO's.
Program Manager
TIME BEFORE DIAL
SESSION
45 minutes
Get update from MR vendor on number of prospects checked in
Market Research
30 minutes
Market Research
15 minutes
Finalize list of prospects to be seated
Market Research
10 minutes
Seat prospects for Dial session and dismiss prospects who are not needed
Market Research
Briefing of prospects - explain Dial Session and what is expected of them (Ada to
5 minutes
Market Research
provide script)
10 minutes
Monitor
Post Dial Session
Title
Program Manager
Market Research
Language Expert
Details
Briefing of affiliate staff responsible for recording/capturing ABO (presenter)

testimonials-immediately following their dial session presentation
Brief ABO pair presenting
Provide question to be answered; brief on what will happen while they present
Following activities happen during course of Dial Session
Provide questions from Back Room to Moderator
Relay feedback between Front Room and Back Room
Consult
with moderator
to Spheet
rovide key themes to highlight during debrief with
Make adjustments
to Run
ABOs
Key
Deb Rogalke
Susan Leen / Cara Bixel
Lindsay Hanson
Name
Market Research
Program Manager
Program Manager
Communications
Program Manager
Communications
Communications
Note Takers
Moderator
Title
Program Manager
Market Research
Language Expert
Tech Support
Special Events Support
Communications
Moderator
Note Takers
Briefing of affiliate staff responsible for recording/capturing ABO (presenter)

testimonials-immediately following their dial session presentation
Brief ABO pair presenting
Provide question to be answered; brief on what will happen while they present
Following activities happen during course of Dial Session
Provide questions from Back Room to Moderator
Relay feedback between Front Room and Back Room
Consult
with moderator
to Spheet
rovide key themes to highlight during debrief with
Make adjustments
to Run
ABOs
Market Research
Program Manager
Program Manager
Communications
Program Manager
Communications
Communications
Note Takers

ATTACHMENTS PAGE
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Moderator
Key
Name
Deb Rogalke
Susan Leen / Cara Bixel
Lindsay Hanson
Dialsmith / Eric Alzuhn
TBD / Sheryl Korn
JD Osman
Tom DeVries
Susan Leen / Lindsay Hanson / Kristin Whalen / Cara Bixel
CHAPTER - 10
30 minutes
Place translation headsets (if needed) on chairs in the Back Room for ABO's.
Program Manager
TIME BEFORE DIAL
SESSION
45 minutes
Market Research
30 minutes
Market Research
15 minutes
Finalize list of prospects to be seated
Market Research
10 minutes
Seat prospects for Dial session and dismiss prospects who are not needed
Market Research
Briefing of prospects - explain Dial Session and what is expected of them (Ada to
5 minutes
Market Research
provide script)
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10
Technical Set Up Requirements

Updated: 7/2/2014
Front Room (Prospect Room)

QUANTITY
Projector/Screen OR 50" (or larger) flat panel monitor on stand

Public address speaker system for laptop audio
Small audio mixer for laptop audio (if required for the above)
24" - 32" flat panel monitor on stand
HDMI video patch from camera
Directional Microphones to adequately capture room audio
Audio mixer for all Microphones in front room

Microphone stand
19" to 24" flat panel monitor
Power extension cord at Amway tech table
Power strip at Amway tech table

XLR audio patch from mic audio mixer
ITEM
Projector/Screen
50" (or larger) flat panel monitor on stand
HDMI Splitter
Video Switcher
Public address speaker system
Audio mixer
Audio mixer for all Microphones in back room
1 box x 1000' of raw CAT6a Solid wire cable
A/V company must provide all cable runs
1
1
1
1
1
2
1
A/V COMPANY to
RECOMMEND
1
3
1
1
1
1
HDMI video input

HDMI 1080p video output
For moderator and translater
To Amway tech table
Need to clearly capture voices of all 35 - 40 participants. This is
manditory and directly impacts the success of the program.
Two audio outputs - 1 for Amway tech table and 1 for Viewing Room.
The audio from the front room microphones should only be heard in
the back room. No microphone audio should be heard by the audience
in the front room.
Backup for directional mics -
HDMI video input
To Amway tech table
Back Room (Viewing Room)

QUANTITY
1
2 - 4
1
2
1
1
1
2
2 or More
1
1
NOTES:
HDMI video input. Please provide remotes.

Audio feed to come from XLR patch on the Amway Rack
NOTES:
HDMI video input

HDMI video input (quantity depends on the size of the
viewing room)
Must have HDMI and VGA inputs

Mix of audio feed from back room and front room
Quantity is dependant of size of audience
Required if rooms are more than 100' apart (used with Amway
provided HDMI extenders and carries video signal from front room)
ITEM
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

Day-of Equipment Diagram
Optional audio out if
direct From rack is not
used
Laptop
Audio
Room Mix
Moderator
Screen
XLR
HDMI
PA Laptop
Main
Screen /
Projector
USB
HDM Over Extender

HDM Over Extender
PA Cam 1
A/V Cam 2
Mic Audio
Mix
HDMI
HDMI
Over
Extender
Perception
Analyzer
Rack
Back-Room
HDM Over Extender
Main
Results
Screen
XLR
HDM Over Extender
Optional
Results
Screen
Maximum HDMI CAT6 extender length is 150. If over 150, composite cabling must be used.
BLUE = Amway PA Kit

RED = A/V Provider
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

Pre-Dial Session Technical Walkthrough
o Check laptop audio level (if playing videos)
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Full audio in front room
Front Room Dial Session

Audio Checks
o Check that mixer is feeding into the rack and into the back room
o Check audio levels for moderators head mic (E6 style)
o Confirm quality record level in the rack (ATEM Software Control

Audio)
Slight audio in front room for audio fill

Full level in back room
o Check audio levels for translators hand-held mic
o Check audio levels for presenters hand-held mic
Mic should be on a mic stand
o Check audio levels for audience mics
Audio from each seat needs to be heard
Have a distribution plan in place if mics are being passed
If using passed hand-held mics, A/V company

should provide a minimum of 2
Video Checks
o Verify consistent video levels / image quality on camera 1 and
camera 2
o Check on-camera audio levels
If possible, audio should be taken from the mixer, not the
on-camera mic
o Verify camera 1 and camera 2 have enough media for recording
up to 4hrs
Test recoding on each
o Confirm that camera 1, camera 2, participant view and results
view are feeding into the rack
Test switching in PACollect from source to source
o Run test recordings on both the RAW recorder and OVERLAY
recorder to ensure quality recordings
Confirm that SD cards have enough storage room
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10
Participant View on the main monitor(screen) in the front

room
Results View on:
AN OVERVIEW OF
THE PROGRAM
Room Check
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
o Pick up any garbage

o Make sure room looks orderly and ready for prospects
Observer monitor front room
o Secure any potential trip-hazards
All monitors(screens) in the back room
o Check the switching between Participant View and Results View

on the main monitor in the front room
Translation Check
o Rehearse with the front room translator and moderator to ensure
smooth flow of translations
o Confirm that translations can be heard in the front room on the
translation headsets
22
Moderator monitor front room
o Rehearse with the camera operators wide vs. tight shots and
when each should be used
Set Moderator Clock
o Test the Overlay from PACollect ensure its visible on the Results
View
PA Check
o Check system for optimal frequency
o Check system for battery strength replace if batteries are below
7.4V
INTRODUCTION
Move cables if possible

Tape any cables that remain
o Distribute bottled water (2 each)
Moderator
Translator
Tech crew
o Lower the room temperature
o Check that video from the rack is displaying on the following monitors:
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

Back Room (On-boarding and De-brief)
Confirm audio and video feeds from front room as stated above
o Confirm that the video signal on the monitors/screens can be

switched back and forth between the moderators laptop and the
video signal from the front room
Audio Checks
o Check audio levels for moderators head mic (E6 style)
o Verify quality video and audio levels on back room camera
If possible, audio should be taken from the mixer, not the

on-camera mic
No audio in front room
o Verify camera has enough media for recording up to 8hrs
o Check audio levels for speakers hand-held mic(s)
Test recoding

o Check audio levels for audience hand-held mic(s) (minimum 3)
o Confirm that translators audio can be heard on the translation

headsets
Have a distribution plan in place for passing the mics

Translation Check
o Rehearse with the back room translator and moderator to ensure
smooth flow of translations
o Confirm audio level from moderators laptop
Set Moderator Clock (count up timer)

o On-boarding 90 min starting from 0:00:00
o De-brief 60 min starting from 0:00:00
Video Checks
o Connect the moderators laptop and confirm fit and video playback
Resolution should be set the same as the video signal
from the front room
Test slide transitions
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Show moderator how to use the wireless mouse
Test playback of every video
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

Room Check
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
o Pick up any garbage

o Make sure room looks orderly and ready for ABOs
o Secure any potential trip-hazards
Move cables if possible
o Distribute bottled water (2 each)

Moderator
Translator
Tech crew
Hallways

Pick up any garbage
Make sure areas look orderly and ready for guests
Secure any potential trip-hazards

o Move cables if possible
o Tape any cables that remain
Tape any cables that remain
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

MTM Affiliate ABO Onboarding Presentation
Modernizing
The Message

GLOBAL RESEARCH ACTIVITY
RUSSIA
June 2014
TEAM PICTURES
America
Aust & NZ

Europe
GCR
Asia
Lat AM & Mexico

Message poll surveys with

over 1,000 interviews

1000
Message Poll survey with

1,200 interviews

1200
Message Poll survey

with 2,905 interviews

2905
3 dial sessions; 36 IBOs

dialed in HK
3 ; 36

Message Poll survey with

2,418 interviews

2418
4 dial sessions
4
30+ dial sessions;

325 IBOs dialed
30
;
325
2 Dials; 24 IBOs dialed

2 ;
24
4 dial sessions;
45 ABOs dialed
4 ;
45
30 ABOs dialed
30
80 attendees
80
Foundational Global Research /

39 focus groups with prospects (total of 1,072 prospects dialed)
39 - ( 1072 )
Dials sessions in: US, Colombia, Mexico, Australia, Germany, Italy, UK, Hong Kong
: , , , , ,
Message polls: US, Australia, New Zealand, Germany, Italy, UK, Russia, Kazakhstan, Taiwan, Thailand, Korea, Malaysia (total of 15,318 prospects
surveyed)
: , , , , , , , , , ,
, ( 15 318 )
2014 .
TWO VERY, VERY DIFFERENT WORLDS

Prospects

vs.

New SRs

Attracting prospects to the business requires language that ties to their needs.
.
Its important to get to know the prospect before you present the business ask questions!
, !
*Survey results /

11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

PE
SKY E
P
SKY
FACETIME
FACETIME
then vs. now
SMS
SMS
STARBUCKS
STARBUCKS
SMARTPH
ONE
Sh
LINE
PAND
TIME are
PAND ORA
ORA
LIKE
SELFIE
FYI
FYI
GO PRO
GO PRO
YOUTUBE
YOUTUBE
MMS
MMS
TAGGING
HASHTAG
TWITTER
TWITTER
TWEET
GROUP TEXT

APPS
GOOGL
E IT

IDK
IDK
VINE
VINE
BLOGGING
SMS
Search
SMS
SUBWAY
YOLO
YOLO
THE CLOUD
POST
APP
TABLETS
CIRCLES
LOL
EMOTICONS
AVATAR
THEN AND NOW

HOW WE USED TO DO BUSINESS

Communication
Shopping
Work
HOW WE DO BUSINESS TODAY

RELEVANT
MODERN
CREDIBLE
THINGS CHANGE
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

DISCOVERY
NORTH AMERICA: Economic freedom & control

:
For me, the moment of discovery came when

watching ABOs present to potential prospects.
It was all one-sided. No listening.
No interaction. It was all about the ABO,
not the prospect.

. .
.
. ,
.
AUSTRALIA/NZ: Building a better future

/:
GERMANY: Ideal work/life balance
:
ITALY: Financial security
:
UNITED KINGDOM: Personal independence
:
HONG KONG: Being in control of my life
:
A NEW WAY TO LEARN

ITS AN EXPERIENCE

KEYS TO BRIDGING THE GAP

ABOs test directly with prospects

HOW DO YOU CONNECT WITH PROSPECTS?

?
WHAT DO PROSPECTS REALLY WANT TO KNOW?

Instant feedback

WHAT DO PROSPECTS REALLY NEED TO HEAR?

?
Find out what works and what doesnt

, ,
No risk

12
EVERY MARKET WANTS AMWAY TO MEET A UNIQUE NEED

AMWAY
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10
Word by word, phrase by phrase,

sentence by sentence
we find what WORKS
and what DOESNT.
, ,
.
THE BIGGEST CHALLENGE

Old habits are hardest to break.
Especially, if theyve led you to success.
.
, .
But the presentation could be EVEN BETTER.
Embracing innovation is inviting improvement.
.
.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 10

Moderator Presentation for ABO Onboarding
MODERNIZING THE MESSAGE
HONG KONG
March 2014
THE PROSPECT MINDSET
TOM DEVRIES
Explore:
Co-founder & President Thoughtfull Design

Tom has worked across the globe helping
companies connect with their customers in
meaningful ways.
Needs
Motivations
He has advised organizations ranging from

start-ups to Fortune 100 companies firmly
establishing himself as a go-to consultant
when in need of strategic guidance on how to
develop impactful, sustainable relationships
with customers.
Concerns
Questions
Whats the best way to start the conversation?

2
updated 4.22.2013
ACTIVITIES AROUND THE WORLD
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
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ATTACHMENTS PAGE
CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
WHAT
HAPPENS
NEXT?
Word by word,
phrase by phrase,
sentence by sentence
we find what WORKS
and what DOESNT.
HUMILIITY
PROSPECTS AND BUSINESS OWNERS ARE DIFFERENT

PROSPECTS
Part-Time Income
To KNOW what you

DO NOT KNOW
Flexibility
More Control
and to have the courage

to admit it.
To be their Own Boss
BUSINESS OWNERS
Full-Time Income
Work From Home
Support &
Recognition
Part of a
Winning Team
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
TWO QUESTIONS TO BRIDGE THE GAP
WHAT PROSPECTS NEED TO HEAR
WHAT DO PROSPECTS REALLY NEED

TO HEAR?
MORE MONEY
MORE CHOICES
NO WORRIES
MORE TIME
Better WORK-LIFE BALANCE

DREAMS ARE MAKE BELIEVE
WHAT PROSPECTS REALLY WANT TO KNOW

Which of the following questions would you want to ask FIRST?
(Combined - Likely prospects from all countries)
What does an ABO
do on a daily
basis?
What are the
minimum
requirements to
get paid?
What do the products

cost?
How often do you get

paid?
How much
money do you
make?
Are there any start-up

costs?
What kinds of
products do you
sell?
How many
hours/days a
week do you
work?
dream
10
IMAGINE
12
FEWER HASSLES
WHAT DO PROSPECTS REALLY WANT

TO KNOW?
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
IMAGINE IS MORE POWERFUL
WAYS TO EARN EXTRA MONEY
Germany
UK
Aust.
Italy
North
America
Taiwan
Thailand
South
Korea
Malaysia
85%
84%
82%
76%
71%
69%
65%
45%
43%
Imagine the
possibilities
15%
16%
18%
24%
29%
31%
35%
56%
57%
Dream of the
possibilities
13
EXTRA INCOME TODAY
not about an additional career
THE WORLDS A SKEPTIC
dont convince CONNECT
A LITTLE EXTRA NOW

14
16
If a company wanted to communicate to you the opportunity it

provides, which of the following is MOST powerful? Asking you to?
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
22
AN OVERVIEW
OF OF
AN
OVERVIEW
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THE
PROGRAM
THE THREE KEY STEPS
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
1. WHY? The Problem.
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
For me, the moment

of discovery came when
watching ABOs present to
potential prospects. It
was all one-sided. No
listening. No interaction.
It was all about the ABO,
not the prospect.
2. THEREFORE. Amway.
3. SO THAT
Work-Life Balance.
Flexibility. Financial Security. Fun. YOU DECIDE.
17
17
19
THE BASICS OF A GREAT CONVERSATION
GLOBALLY, ALL PROSPECTS WANTS MORE
MORE
FLEXIBILITY
MORE TIME
MORE
MONEY
Amway is the solution.

--Imagine
--Being able to have the added
income and flexibility you want
--Making your ideal
work/life balance a reality
18
--Finally having the chance

to build your future the way YOU want it.
20
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
5 ESSENTIAL TECHNIQUES
1.
Engage:
2.
Gender Appeal:
Have both a male and female on stage (where possible).
Personalize & Individualize:
4.
Low-Pressure:
VIDEO
Talk about your own concerns, doubts, challenges.
Call it anything but a presentation!
Focus your efforts:

Its not for everyone.
21
23
EXPECTATIONS WHEN DIALING
HOW THE RESEARCH PROCESS WILL WORK
Prospect audience profile - Opportunity Seekers

ABOs in pairs; asked a single question about Amway
Each ABO will have about 1-2 minutes to answer
Moderator may stop you, make suggestions, you may be
asked to restate or refine a portion of your response
Prospect audience will interact with moderator and ABOs
Debrief discussion with ABOs after dial session concludes
22
24
Ask questions with simple (guaranteed) responses.
3.
5.
HOW DIAL SESSIONS WORK
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
THE DIALS NEVER LIE
BUSINESS OWNERS QUOTES
The instant response technology gives you immediate feedback so

you know EXACTLY what words work or dont.
Even though Im more than frustrated at the moment,

I see this process as a clear wake up call for our business
and myself. ~Peter Muller-Meerkatz Jr., UK
We must evolve, understand what the current market place is
thinking, the kinds of words that connect with them and issues to
solve with the messages they respond to. ~Jim Dornan, NA
25
27
POINT OF VIEW VIDEO
QUESTIONS?
VIDEO
26
Learning small phrases that connect is one thing this process

has taught me. ~Sally Brinner, UK
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
Script for Warming Up Prospects
You may have noticed the cameras and microphones. We have a few other people in a different room who are here to also learn from you. Therefore, please
dont be alarmed if you see a few staffpeople coming and going. And, please
speak up so that our microphones are able to receive what you say.
Dont worry. This isnt candid camera. There will be no surprises. Well tell you
every step of the way what comes next and in fact, a few times, well ask YOU
to tell us what you think should come next.
Now, I hope everyone has already used the restroom and had food or beverages. We will not take a bathroom break during tonights three-hour session as
we have SO MUCH to get through.
Before we begin, I must explain something about this evening and I ask for
your commitment in return.
Youre here because you fit a very specific profile of individuals we would like to
understand better. Specifically, we want to know what you think about certain
topics, and about certain ways of communicating about those topics. And, of
course, in order to learn from you, we need to HEAR from you.
Therefore, please repeat after me:
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
I will not wait an hour to speak. [Prompt them to repeat this sentence aloud.]
I wont even wait 10 minutes to speak. [Again, prospects repeat.]
Ill share my opinion on almost every question. [Again, prospects repeat.]
And Ill raise my hand to do so. [Again, prospects repeat.]
Very good! Thank you. That last point is especially important. We have so many
of you here tonight, and each of you is important. We need to hear from everyone, but we need to maintain a courteous environment.
And, of course, if everyone speaks at once, our microphones wont be able to
capture all of you and our friends watching in the other room will not be able
to understand your comments.
Now, lastly, if you have not already done so: please turn your cell phones completely off. Not silent, or vibrate, but OFF. You will be using small handheld devices which operate on a short-wave radio frequency. Too many of these devices
plus too many cell phones means NO ONES signal works. And that means we
cant collect the results we need. Therefore, phones off, please.
Thank you, and your moderator will be in shortly.
We are so pleased you have joined us tonight. If youve participated in a focus

group before, I promise you, this will be different.
22
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
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CHAPTER - 10
1 INTRODUCTION
11
INTRODUCTION
Questions for ABOs Post Live Dialing
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
What did you think?
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
What most surprised you?

Whats your biggest take-away or lesson learned?
How do you imagine this will change what you say and do going forward?
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT

ATTACHMENTS PAGE
CHAPTER - 11
Analyzing the Complete Findings

Tallied Exercises
_________________________________________
Exercise #1: Please read the following list of attributes. When you consider exploring a business
opportunity, which attribute is MOST important to you? Please indicate your TOP TEN choices using a
plus ( + ) sign and your BOTTOM TEN choices using a minus ( ) sign.
Gender: _______________________________________
1.____ [26/1] [35/0] [28/1] A better lifestyle
Age: _________________________________________
Ethnicity/Nationality: ___________________________
Employment Status: ____________________________
Marital Status: ________________________________
2.____ [11/19] [12/17] [15/17] A proven track

record of results
14.____ [22/8] [27/10] [14/17] Low cost
3.____ [2/33] [0/33] [0/33] Accountability
15.____ [23/10] [18/13] [16/15] Low risk
4.____ [10/16] [6/27] [4/24] Award-winning

products
16.____ [6/16] [13/16] [13/17] More control

over your day
5.____ [20/8] [18/7] [19/6] Better work-life

balance
DIRECTIONS:
Enclosed are several written exercises.
Please complete each exercise one at a time, following the directions at the top of
each page.
Please begin working on the exercises as you wait to be brought into the discussion
group. You will then bring the exercises, along with your pen and clipboard, into the
group with you.
Thank you!
17.____ [27/4] [33/0] [31/2] Opportunity for

additional income
6.____ [11/13] [9/21] [6/23] Commitment to

the environment
18.____ [4/25] [1/25] [1/28] Personal support
7.____ [11/15] [12/20] [15/16] Excitement
19.____ [18/12] [10/13] [22/16] Power to be

your own boss
8.____ [15/9] [23/5] [27/4] Flexibility

9.____ [22/7] [23/4] [23/4] Freedom
10.____ [17/11] [24/5] [21/7] Freedom to set
your schedule
20.____ [4/21] [7/14] [8/20] Predictability

21.____ [15/13] [12/13] [18/7] Recognition and
reward for effort
22.____ [11/6] [22/5] [17/7] Results
11.____ [10/16] [13/14] [16/11] In business for yourself,23.____

not [15/8] [19/13] [10/13] Stability
by yourself
24.____ [0/22] [1/27] [4/23] Support
12.____ [9/19] [10/16] [5/26] Independence
25.____ [18/7] [22/9] [24/5] Unlimited
opportunity
Before you get started, we have one simple question for you: If you were to explore a
new business opportunity, how much extra money would you hope to make each
month?
Answer:_________________________________
[X/X] denotes top/bottom tallies from Monday night session with participants age 18-35.
[X/X] denotes top/bottom tallies from Tuesday night session with participants age 25-60.
[X/X] denotes top/bottom tallies from Wednesday night session with participants age 40-60.
denotes most significant winning choices from each exercise.
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
13.____ [19/10] [16/13] [19/9] Individual

Success
First Name, Last Initial:
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT
CLICK
BELOW
TO JUMP BACK
Click
tabTAB
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to section
ATTACHMENTS PAGE
CHAPTER - 11
1 INTRODUCTION
11
INTRODUCTION
Exercise #2: Please read the following statements. Which do you find MOST appealing?
Please indicate your TOP TWO choices.
Exercise #3: Which of the following facts regarding Amway, a direct sales company, makes
you feel most positive towards the company? Please indicate your TOP SIX choices (with a
plus sign, or +) and your BOTTOM SIX choices (with a minus sign, or ).
1.____ [24] [19] [16] Amway is a proven low-risk way with low start-up cost to own your
own business, control your own schedule, and generate extra income for the things you
want to do.
1.____ [13/6] [8/12] [11/12] Globally in 2013, more than 55,000 people participated in memorable
business reward experiences at some of the worlds most treasured travel destinations paid for in
part or totally by Amway.
2.____ [4] [9] [14] Amway gives you the opportunity to build your future, your schedule, and
your income on your terms with low start-up costs and a proven track record of success
for over three million individuals worldwide.
2.____ [10/12] [15/8] [16/9] In 2013, Amways total revenue was HKD918 billion.
3.____ [14/11] [15/5] [16/4] Amway is a top 50 US privately owned company, earning the #28 ranking
on the Forbes Magazine List of Americas Largest Private Companies.
4.____ [13/2] [16/3] [12/9] Amway produces and distributes over 450 unique, patented, and awardwinning consumer products of exceptional quality.
3.____ [9] [11] [17] Amway offers one of the world's most successful models for individuals
looking for more: more money, more time, more flexibility. The Amway approach
rewards individuals and groups of distributors for selling high-quality products and
teaming up with others who do the same.
5.____ [16/4] [16/3] [14/7] Amway employs more than 900 scientists, engineers, and technicians
worldwide, as well as runs 75 Research and Development and Quality Assurance labs worldwide
among the most of any consumer company anywhere.
4.____ [12] [6] [9] Amway puts you in control of your own business selling exclusive, awardwinning products, all with an incredible 100% satisfaction guarantee.
5.____ [9] [13] [9] Amway gives you the chance to build your future on your terms, with control
over your own schedule, control over the products you sell, and the opportunity for
personal and financial security for you and your family.
6.____ [21/3] [15/4] [21/8] Globally, Amway has donated more than HKD1,478.2 million to charitable
causes and helped 10 million children through their One by One Campaign for Children since
2003.
7._____ [22/5] [18/7] [11/7] Almost every single one of Amways products, as well as Amways sign-up
costs, comes with a 100% money-back satisfaction guarantee.
8.____ [12/9] [11/10] [11/15] Amway holds over 1,000 patents with over 700 additional patents
pending worldwide.
6.____ [12] [10] [7] With low start-up costs, Amway puts you in control of the flexibility and
financial security thats right for you and your family.
9.____ [4/19] [0/15] [2/20] Amway employs more than 21,000 people globally, with over 140 people in
Hong Kong and Macau.
10.____ [12/8] [7/12] [14/4] Amway has been successfully operating for more than 50 years globally, and
for 40 years in Hong Kong.
[CONTINUED NEXT PAGE]

NOTE: Alticor is the parent company of many companies, including Amway. Although it is the
parent company that holds the intellectual property, reports a worldwide sales number, etc.,
for the purposes of this and all following questions, the term "Amway" is being used.
Tallied Exercises
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
CLICK
BELOW
TO JUMP BACK
Click
tabTAB
to jump
to section
ATTACHMENTS PAGE
CHAPTER - 11
1 INTRODUCTION
11
INTRODUCTION
Tallied Exercises
Exercise #4: Please read the following pairs of statements. For EACH pair, select the
statement you find MORE persuasive, even if neither is exactly right.
1.
Statement B: ___ [21] [20] [20]

You deserve a future with a better work / life balance.
12.____ [6/8] [2/14] [5/9] eSpring, an Amway product brand, is the worlds number one selling brand of
home water treatment systems.*
13.____ [4/12] [4/6] [12/4] Globally, there are more than 3 million Amway Business Owners.
Statement A: ___ [13] [13] [15]

Take control of your future.
2.
14.____ [6/4] [9/7] [10/4] Since 1959, Amway has paid out more than HKD365.66 billion in worldwide
bonuses and incentives to business owners more than any other business in the direct sales
industry and Amway has never missed a bonus payment.*
Statement A: ___ [6] [6] [1]

Amway is the worlds largest direct selling company. At the same time, its a family
business that values every Amway Business Owner as a partner in a journey of success.
Statement B: ___ [27] [27] [33]
As an Amway Business Owner, you enjoy the best of both worlds: support from one of
the largest and most successful direct selling companies across the globe, with the
freedom and flexibility of your own business one that will empower you to achieve a
better lifestyle.
15.____ [2/13] [3/9] [5/18] In 2012, more people renewed their Amway business than with any other
direct selling company.*
16.____ [9/9] [6/17] [12/5] Amway Artistry is among the worlds top five largest-selling, premium
skincare brands.*
17.____ [10/7] [10/6] [6/8] Amway produces the number-one selling vitamins and dietary supplements in
the world, the brand NUTRILITE. * Over 15 billion vitamin tablets, mineral tablets, and soft
gels are produced annually.
3.
Statement A: ___ [18] [24] [24]

Our people are our greatest asset; we believe in empowering them to achieve success on
their terms with no limits giving them the freedom to set their own schedule and the
opportunity for additional income.
Statement B: ___ [15] [9] [11]
We believe in helping each individual achieve their own goals.
18.____ [7/10] [4/12] [7/11] Amway owns 6,400 acres of certified sustainable farmland dedicated to
sustainable farming in the United States, Mexico, and Brazil.
19.____ [3/8] [10/8] [13/13] Amway became the first company to successfully introduce the concept of
direct selling to Hong Kong.
4.
20.____ [4/8] [5/10] [2/16] Amway advocated the establishment of the Direct Selling Association of
Hong Kong (HKDSA). As one of the founding members, Amway is dedicated to maintaining a
high standard of business ethics.
21.____ [11/9] [6/14] [6/14] Amway has been a pioneer in concentrated formulae that reduce the amount
of packaging materials needed.
22.____ [10/14] [11/9] [12/15] The sign-up fee of an Amway distributor is only HKD380. And if, for any
reason, you decide to quit the business within your first year, you are entitled to a full refund.*
* For more information regarding facts denoted with asterisk, see www.euromonitor.com/amway-claims
Statement A: ___ [14] [13] [18]

Our business opportunity is open for everyone. All have the same chances and rights,
and we work together as fair and reliable partners.
Statement B: ___ [19] [21] [17]

Anyone can start a business with Amway but it is not for everyone; it takes hard work
to succeed. Thats why were here to help you, every step of the way, with support and
tools to make owning your own business and living a better lifestyle possible.
______________________________________________________________________________
5.
Statement A: ___ [20] [15] [24]

We are proud that Amways unique products are among the worlds top-selling brands, year
after year. Thats why we stand behind them 100%, and continue to look to the future
investing in innovation to maintain that superior quality.
Statement B: ___ [14] [18] [11]
We offer a range of world class products, including wellness, beauty and home products, for
our Business Owners to sell. And our products are now recognized all over the globe.
11.____ [7/12] [6/8] [13/1] Amway operates in more than 100 countries and territories in Asia, Africa,
Australia, Europe and the Americas.
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT
CLICK
BELOW
TO JUMP BACK
Click
tabTAB
to jump
to section
ATTACHMENTS PAGE
CHAPTER - 11
1 INTRODUCTION
11
INTRODUCTION
22
AN OVERVIEW
OF OF
AN
OVERVIEW
THE PROGRAM
THE
PROGRAM
33
WHAT ISISA A
WHAT
DIAL SESSION
DIAL
SESSION
Exercise #5: Some people are skeptical of Amways sales approach. Wed like to know
what you think the BEST responses are to skeptics most common questions. Below are the
most common questions, followed by statements which respond to those questions. Please
tell us which response you would MOST want to hear from an individual telling you about
Amway.
4
44
GOALS
AND
GOALS AND
OBJECTIVES
OBJECTIVES
Question A: Isnt Amway a pyramid scheme? [Choose TWO responses.]
55
LOGISTICAL PLANNING
LOGISTICAL
PLANNING
FOR AADIAL
SESSION
FOR
DIAL
SESSION
66
ENGAGING ABOs
ENGAGING
ABOs
77
RECRUITING YOUR
RECRUITING
YOUR
TARGET PROSPECTS
TARGET
PROSPECTS
88
PREPARING THE
PREPARING
THE
MODERATOR
MODERATOR
99
TOOLS TOTO
PREPARE
TOOLS
PREPARE
FOR AADIAL
SESSION
FOR
DIAL
SESSION
6.
Statement A: ___ [18] [9] [10]

Many products have received third-party certifications, showing that Amway is
succeeding in its quest to create products people can trust.
Statement B: ___ [15] [24] [25]
Amway is committed to delivering the highest-quality, trust-worthy products possible, and
we are proud that independent, outside organizations have recognized and rewarded the
results of this commitment.
7.
1.____ [20] [19] [20] A pyramid system is a non-sustainable business model that pays people
primarily to recruit others. This is not the case with Amway. Our core principles are based
on personal responsibility, effort and commitment. Our business model is wholesome, simple
and transparent. The revenues an Amway Business Owner makes result from the sales of goods
and not from the progression in the number of people recruited.
Statement A: ___ [16] [17] [21]

We believe that better products make for a better quality of life. That is why we take
seriously our responsibility to deliver the highest-quality products possible. No short
cuts. You cant be a reliable company without reliable products.
Statement B: ___ [17] [16][13]
The Amway business opportunity is built on an extensive range of products that help
customers in their quest for a better quality of life.
8.
2.____ [17] [16] [21] There are allegations and there are FACTS. Just look at our record, and you
decide. First, we are approved by the regulating agencies in every country where we operate. We
meet financial, legal, operating, and strict transparency standards. Second, we offer a money-back
guarantee on all our business sign up costs. Third, we have no minimum order or sales
requirements in order for our business owners to make money. The simple truth is: those who work
hard do well. We dont guarantee success we guarantee opportunities; that is how we have been
successful for over half a century.
Statement A: ___ [15] [14] [11]

Imagine the possibilities...
Statement B: ___ [18] [19] [24]
Dream of the possibilities
9.
Statement A: ___ [8] [9] [4]

I am part of a network of business owners for Amway Corporation, a 50-year old, family
owned, highly successful company that distributes an exclusive line of wellness, beauty,
and home care products.
Statement B: ___ [25] [24] [31]
I wanted an alternative to the ordinary and a better work / life balance; the flexibility and
power to be my own boss. Now I own my own business selling a diverse array of awardwinning products, all of which are produced by a major international company with a proven
track record of success that spans over half a century.
10.
Statement A: ___ [15] [9] [10]

What if you could take control of your life and create the balance you want? What if you
could be your own boss and lead the lifestyle you want, when you want it? You can with
Amway.
3.____ [5] [12] [6] In general, if I make money simply for signing you up for something, that is a
recruiting fee and is often a sign of a pyramid scheme. However, if I make money because I
brought you into the business and you either bought or sold a product, that is not a pyramid
scheme, and is a very common business model.
4.____ [25] [16] [19] Some are skeptical, but the simple fact is, I wouldnt have been in this business
for 15 years if that were the case. When I first heard about Amway, I was skeptical just like you
are. But the history of Amways success convinced me to give it a try. Ive built my own success
through hard work and watched others achieve success, too. But dont believe it because Im
telling you to look into it for yourself, youll see the proof.
Statement B: ___ [18] [24] [25]

What if you could take control of your life and decide how, where, and when you work?
What if you could decide how much you earn and how you spend your time? What if you
could wake up inspired and look forward to each day. Isnt it time?
Tallied Exercises
EXECUTING THE
10 EXECUTING
THE
10
DIAL SESSION
DIAL
SESSION
ANALYZING THE
11 ANALYZING
THE
11
COMPLETE FINDINGS
COMPLETE
FINDINGS
KEY LESSONS
FROM
12 KEY
LESSONS
FROM
12
DIAL SESSIONS
DIAL
SESSIONS
FINAL THOUGHTS
ON ON
13 FINAL
THOUGHTS
13
LONG-TERM IMPACT
LONG-TERM
IMPACT

ATTACHMENTS PAGE
CHAPTER - 11

Tallied Exercises
1.____ [16] [18] [8] Running my Amway business happens on my terms. I get to spend as much or as
little time on it as I want and need, so I can meet the needs of my family and my other full-time
job first. I divide my Amway work between presenting products to new customers, following up
with existing customers, and checking in to see how new Amway Business Owners are doing. At
the end of the day, I sell great products with the support of a great company and work with
others to do the same. It is really up to me.
2.____ [5] [4] [10] I personally split my Amway day into three parts .After breakfast, I contact current
customers to find out if theyre satisfied with the products theyve been using, and if they need
any more. Midday, I give product presentations to new customers who might be seeing Amway
products for the first time. In the afternoon, I try to finish my day by looking at Amways online
resources to check out new products or improve my sales approach. For me, I try to be organized
yet flexible, so I still have time to do the things I want to do in life on my terms.
Question D: If Amway is a credible business opportunity, why do I see so much negative

stuff about it on the internet? [Choose ONE response.]
1.____ [16] [20] [21] There isnt a business anywhere that doesnt have critics somewhere were
not perfect. Sure, sometimes people have been dissatisfied. And some people just dont have
what it takes. But Amway is so confident in its business and products that they provide a
Satisfaction Guarantee. If youre not satisfied, you get your money back. Period. Explore this
no-risk opportunity and decide for yourself.
2.____ [8] [4] [5] Sometimes people just dont have what it takes to succeed. And if they are
dissatisfied, they are more likely to share their feelings than if they are content thats just human
nature. However, Amway is so confident in its business model and products that they provide a
100% satisfaction guarantee. So try it out and form your opinion its worth the effort.
3.____ [9] [11] [10] We stand by our reputation of success, but the truth is, you have to decide for
yourself. We all know there are negative rumors and criticisms out there. For me personally,
there were three reasons I felt Amway was a credible opportunity: the companys proven track
record of success, the fact that I could earn more than I was making in my current job, and the
quality of the products. Just look at the information about the company its business model, its
products, its record; you be the judge.
3.____ [13] [13] [19] Everyones business is their own, so no two peoples days are the same. Some
Amway Business Owners approach their business in a very structured way; others take a very
loose and flexible approach. Whatever your preference, we all do activities to service existing
customers, present to new customers, and help others to build their own businesses.
Question C: What kind of business is Amway? [Choose TWO responses.]

Question E: Why do Amway products seem expensive? [Choose ONE response.]
1.____ [23] [13] [14] Amway is a business that gives individuals the knowledge to grow and the
freedom to succeed. We offer you a low-cost, low-risk start-up business with a proven track
record of success that spans over half a century. You will have the flexibility to build your own
business at a pace that suits you, focusing on the products that best suit your interests. Youll
receive ongoing training, education, and advice to help you start and grow your own business.
Its your life, and Amway can help you build your own business on your terms.
1.____ [13] [13] [16] Amway products offer more than just quality they deliver value. And we
stand by that. Many of Amways high quality products are highly concentrated, which means
one bottle or one jar goes a long, long way. Theyre also lab-tested, independently certified, and
often organic. So theyre better quality, better for the environment, they go farther, and they last
longer. And if youre still not satisfied, Amway offers a 180-day money back guarantee on every
single product. They put you in control by providing a no questions, no excuses, no exceptions
guarantee.
2.____ [14] [16] [13] Amway is a manufacturer and distributor of a wide variety of products which
are sold by thousands of independent distributors worldwide. The smallest of small
businesses, Amway distributors seek to supplement their family incomes by selling products to
their family and friends, while interesting others to do the same. Amway distributors have
flourished for over 50 years.
3.____ [20] [17] [13] Amway is a direct selling company that distributes a wide range of high quality
products via a community of independent Amway Business Owners. Amway offers a
fantastic opportunity to people who want to drive their own success. Some people become
Amway Business Owners to achieve financial independence and to enjoy the freedom of being
their own boss. Others see it as a way to make a little extra money on the side.
4.____ [9] [19] [23] Amway offers one of the worlds most successful models for individuals who are
looking for more more money, more time, more flexibility. The Amway approach rewards
individuals and groups of distributors for selling award-winning nutrition, beauty, and home
products and teaming up with others who do the same.
2.____ [12] [17] [10] Amway products are very high quality and are proven to work. Also, many
Amway products such as Amway Home products are highly concentrated, so you get a lot out
of one bottle. They may seem expensive when you look at the price per bottle, but when you
look at the cost per use and take performance into consideration, you will see that Amway
products are actually very reasonably priced.
3.____ [8] [5] [10] Amway products are reliably top-notch. Because all of our products come with a
money-back guarantee, high standard of quality, and efficacy, our products do what they say they
will do every time. Many of our products are developed based on patented, exclusive formulas
to ensure that they work.
Question B:What exactly does an Amway Business Owner do? [Choose ONE response.]
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 11

Tallied Exercises
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Question F: How much time does it take? [Choose ONE response.]
2.____ [22] [28] [30] Everything about your business, including time, is up to you. Amway knows
that everyone is different different jobs, families, lifestyles. Thats why there are no
requirements for an Amway business no minimum hours you have to report, no clock to punch,
no boss to answer to. Instead, you decide when, how, and where you work on your Amway
business. Make no mistake: success requires time; it requires hard work. But you set your
schedule its your time on your terms.
Question G: How much money does an Amway business owner earn? [Choose ONE response.]
1.____ [18] [7] [11] I love the fact that Im in control with this business. If I want to earn more, I can
with extra effort. In addition to the retail margin I earn on products, I earn performance bonuses.
2.____ [9] [18] [9] You can do this business to supplement your current earnings, or make it your
primary source of income. Compensation and bonuses are based on your performance. And
you can earn more than your sponsor. With Amway, your earning potential is unlimited.
3.____ [3] [6] [11] With Amway, I make enough that I can live a comfortable life. But it doesnt
matter how much I make. It matters what you are looking to do. You set your goals and Amway
gives you the tools to meet them.
4.____ [3] [3] [5] Most business owners who partner with Amway start out making just a little bit of
extra money every month. This is enough for a nice dinner out every week, or an extra family
vacation at the end of the year. Now, as my business grows, I have the opportunity to reach for
bigger goals, and you can too.
Question H: If Amway is a credible business opportunity, why do I see so much negative stuff about
it on the Internet? [Choose ONE response.]
1.____ [17] [10] [22] Sometimes people have been dissatisfied And some people just dont have
what it takes. But Amway is so confident in its business and products, that they provide a
satisfaction guarantee. If youre not satisfied, you can get your money back. Try the products
and decide for yourself.
2.____ [6] [7] [6] Lets face it, you can find negative stories about anything on the Internet. If you
spend time looking for positive information about Amway, you would find a lot of information
that would be a lot more useful to you.
3.____ [9] [17] [7] People often blame others for their own failures. But consider the facts: over 11
billion in sales this year alone. Over 3 million independent business owners in 80 countries.
Dozens of highly reviewed, award-winning products. And as business that is growing year after
year. When you have 3 million people involved in anything, not everyone will be happy. But the
facts, the products, and the millions of satisfied customers and business owners speak for
themselves.
10
1.____ [11] [5] [5] You decide how much time you put into your business. Of course, the more time
you put in, the more you can get out of it. But thats one of the best things about this business
youre in control. Maybe you spend a few hours less on the business one week, maybe more the
next week. You can work on it part-time or full-time, as you choose.
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
Key Lessons from Dial Sessions

You have a successful business to run, so well keep this as
brief as possible.
What we experienced together was a wake-up call. What we

learned together was a way forward.
Last week, together we embarked on an ambitious Modernize

the Message Program in Hong Kong. At the outset, we told you that
our goal with this program was simple: to provide a mechanism of real-time feedback that empowers you to be even better at what you do.

Prospects reminded us that, while you and every distributor
love what you do, your passion and energy will only take you so far.
A communications approach that doesnt offer what prospects really
want severely limits your reach, pushing skeptical prospects away and
reducing your success rate in recruitment. It leaves untapped the potential of those prospects who might have achieved as much success
and satisfaction in the business as you have.
Youre already the best of the best in your market. Thats why
were not here to tell you what youre doing wrong. Were not here to
judge. Were here to learn, right alongside you to hold up a mirror
that shows all of us what prospects see and hear when you present
the business opportunity.
We cant thank you enough for the important role you played
in making Hong Kongs first research effort a success. We offered
you the challenge to be better, and you rose to meet it. We believe in
you; we know you can do better; and when you do better, the impact
throughout the Amway system is immense.
Together we gained immense insight into prospects minds

and how they perceive the business opportunity. We heard from
over 100 research participants who were chosen for their interest
in pursuing a chance for additional income. They told us what prospects REALLY think, feel, and want. They provided honest, real-time
feedback to you and your fellow distributors about your presentation approaches. And they were forthright in telling us exactly what
worked and, just as importantly, what didnt work.
In order to continue to grow and achieve, you must embrace

the words, phrases, and messages that resonate most with prospects delivering Amway as the solution to THEIR needs, rather than
your own.
From the dial sessions you attended, you now have a unique
understanding of prospects. Youve seen which words, phrases,
and messages resonate most strongly with them by relating to their
needs. And youve learned that, once you connect with your audience, the right details will move even more prospects from unattainable to within your reach.
Top Line Report
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

The challenge now is: what will you do with it?
THE BASICS:
Youve seen the dial scores firsthand and the dials never lie.
You know that implementing what works has immediate impact on
how prospects receive you, and you can already imagine that the benefit to your business will be meaningful. Just imagine how powerful
the difference could be if your entire downline organization put these
lessons to use as well.
Where prospects are coming from: Hong Kong prospects exist

in a heightened state of stress. You heard them describe
how much pressure they feel in their daily lives. They work
long hours for unsatisfying pay and even less job security, and
theyre not entirely convinced its worth it. Theyre dedicated
but theyre exhausted.
We believe our most important goal is to make your job easier to help you be as effective as you can be. Thats why weve
isolated the most important takeaways from our dial sessions in
distinct, easy-to-understand pieces just the way your prospects want
to receive information about the business. Weve also explained
exactly how to apply these takeaways, with as many specific language
recommendations as possible. So you can begin deploying effective
language as soon as youre done reading through this.
What prospects wish they had: Our participants were open

and honest about the fact that they want more money, first
and foremost, to help relieve the burdens of today and the
future. They battle a hefty cost of living, rising inflation, aging
parents, and a competitive economy. They see more money as
the ticket to gaining the time, control, and flexibility they feel is
currently lacking.
Of course, this all comes with a caveat: master, dont memorize, what works. Your credibility with prospects hinges on your authenticity the more you feel comfortable using these findings, the
more positively your prospects will respond. We encourage you to
observe how these changes alter your outcomes share your reflections with other distributors and strive to internalize the lessons.
Whats natural for you will be credible to others.
Lets begin with a short overview.
What prospects want from YOU: Theyre seeking relevant information, rather than more information basic details, rather
than insider ones. They want straightforward answers to simple questions about the business and its potential to improve
their lives. And they need to know that Amway will alleviate,
not aggravate, whats wrong.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
THE FUNDAMENTALS | What Prospects Need, Want, &

Want to Hear
1)
Its NOT about helping others. They want to help THEMSELVES

first. So often, we heard distributors build a message around
the fact that Amways products, business model, and network
help people. But your prospects DONT CARE about helping
others at least not at first. They have too many worries on
their minds right now to prioritize helping OTHER people they
need to take care of their own needs and their loved ones
needs first!
Therefore, focus instead on the BENEFITS Amway can give to

THEM DIRECTLY. Relegate this helping others ideas towards the end of your list of messages. It resonates with only
a select few, and it is more appealing to those already in the
business than to those considering the business.
They want more MONEY then more time and control. You wont
Even if we have more free time, if we dont
have money, its useless.
-Hong Kong Session 1 Participant
encounter a desire for polite distance from topics relating to income.

Without reservation, your prospects told us that they feel the pinch.
They works long hours, fear for their job security, AND face rising
inflation and costs of living in Hong Kong. From a prospect directly: If
I have more money, I can have more freedom!
2)
INTRODUCTION
Of 25 attributes or benefits, they ranked opportunity for additional income as the MOST appealing. When you emphasize
Amways potential to provide them returns to satisfy their
desire for more security their interest grows. Give that one to
them first, before you discuss the added benefits of controlling
their own schedule.
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
Your BEST foot forward is PART-TIME INCOME OPPORTUNITY.

So many prospects already have jobs, families, and other demands on their time. Theyre NOT in a place to make a leap to
a new career. So SCALE BACK your sell. Prospects will not find
Amway as appealing if it is billed as a new career opportunity
or a chance for prospects to own their own business. Rather,
prospects find Amway most appealing when it is described as
a low-pressure, no-obligation, convenient, part-time chance to
earn some more money.
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Now youre ready for the specifics. Read on to find out more.
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
Amway is a proven low-risk way to earn

extra income on your terms. With low
start-up costs and a money-back guarantee on every single product, you have the
opportunity to earn part-time income while
having control over your schedule.
CONTROL does matter because prospects feel its absence amidst

current employment presIts tough to live today. To the outside
sures. We heard this from
world, you have to appear to be relaxed and
all prospects, though your
happy and enjoying your life, but inside...
younger prospects are
you work so hard to progress.
ESPECIALLY stuck. They
dont yet occupy positions
of real leadership they
work long hours for less money than theyd like and theyre worried
theyll be out of control indefinitely. Amway can change that. Your
TOP-SCORING dial one night occurred when one distributor BEGAN by
saying, With an Amway business, you really control what you want.
In fact, she used the world control three times, and the dials climbed
all the way past 80.
3)
Being your own boss holds STRESS not appeal. Your

prospects want control, flexibility, freedom all things they
think they might LOSE if they become their own bosses. You
as a distributor might LOVE being in charge, but your prospects
worry it will mean they are tied to overwhelming responsibility.
With Amway, you can be your own boss

and create the balance you want. You
can take control of your life and lead the
lifestyle you want, when you want it.
Prospects DONT believe that being your own boss means you
get the lead the lifestyle you want. They want less stress, and
they perceive being the boss as leading to more of it they
want fewer worries, and as a boss, they expect you will be in
charge of people and projects and they want more flexibility,
and expect that, as a boss, you have stricter obligations to the
business you run.
WORDS THAT WORK BETTER

THAN BE YOUR OWN BOSS
The take-away: prospects seek control. So emphasize that

Amway provides it, and use the word control itself multiple
times in a presentation.
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
WORDS THAT DONT WORK
With Amway, you can take control of your

life and decide how, where, and when you
work. You can decide how much you earn
and how you spend your time.
WORDS THAT WORK
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

The money-back guarantee is key no matter what the
age range. In all three sessions with young prospects, mature prospects, and a mixed-ages crowd this was the SINGLE-MOST EFFECTIVE fact you could offer. When you mention
it early describing the opportunity as well as the products as
having a money-back guarantee then you reap many benefits. To prospects, this simple three-word fact accomplishes a
number of things. It:
Yes, your prospects want improvement to their life balance

but theyll DOUBT the credibility of the opportunity if you dont
acknowledge that it involves REAL WORK.
WORDS THAT WORK
When I started my Amway business, I was

working on this a little on the side, and my
first pay check was only $X. But as I put
in the effort to learn and improve, I began
to achieve success, and after 6 months, I
was earning closer to $X per paycheck. It
took time to succeed. Thankfully, Amway
is there to help you, every step of the way,
with support and tools that make selling
products, earning income, and living a
better lifestyle possible.
--
assures them that Amway is a financially sound
company;
--
addresses their risk aversion by protecting

against loss;
--
suggests the products are of high quality, if the

manufacturer is willing to stake its revenue on it;
--
provides them a confidence-building claim THEY

could make to their own future customers.
Remember each of the previous findings will have such a

significant impact on how this money-back guarantee will be
received. Lay the right foundation in order to get the MOST
possible benefit.
5)
Deliver a REALISTIC, rather than rosy, quality of life message.

You saw the dials flat-line or even drop when distributors
OVER-emphasized how Amway changed their lives. To prospects, the idea that Amway suddenly eliminated their need to
work is simply unbelievable and selling the quality of the
business based on the quality of vacation time is the WRONG
approach.
6)
Deliver descriptive DETAILS on products, on day-to-day functions, on earnings so prospects can put themselves in YOUR
shoes. Each time one of you provided specifics - about Amway
paying for travel expenses, about product categories and brand
names, about exactly what you earn from selling products and
how you are rewarded the HIGHER the dials climbed. This
isnt because your prospects are writing a report. Its because
they need enough information to imagine themselves in YOUR
shoes. Telling them how much you enjoy Amway is nice, but its
not enough. Explaining to them what your day with Amway is
like that invites them to enjoy it with you.
4)
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
7)
DONT go into detail about recruiting others. Its TOO SOON.

Your prospects are NOT ready to talk about their recruitment of
others into the business. To you, strengthening your downline
is a natural part of what you do. To them, it is intimidating
and it is 10 steps down the road, FAR past the initial stages of
becoming familiar with the products, learning how to sell them,
and creating a regular stream of income.
As one prospect said, It was too pushy, too aggressive. She

was trying to force this onto others. Dont worry THEIR ability to build a downline comes with time. But RIGHT NOW in
your initial conversations this is a subject to spend less time
on, not more.
THE DETAILS | Perfecting Your Approach with Prospects

8)
Its not a pitch or presentation its a CONVERSATION. So

many distributors make this easy mistake, focusing on delivering a script or sticking to a set of talking points, when you
should be focused on engaging your prospects and adapting to
them. You prepare diligently to present the opportunity to prospects yet to be most effective to achieve the recruitment
outcomes you aspire to you must speak WITH, not AT, your
prospects. Weve laid out in simple terms the DIFFERENCE
between a pitch and a conversation:
A Pitch or Presentation
A Conversation
Talks AT prospects and not with

them
Focuses on hooking and not
explaining
Sticks to a script heavy with
insider terminology only business
owners understand
Asks for permission to broach

certain topics
Solicits reactions, such as a
show of hands
Listens to comments and questions
Is long on praise but short on

details
Provides no acknowledgement of
doubts or challenges
Watches body language
Focuses on your life story and

not theirs
Seeks affirmation
Acknowledges doubts
Its not about you its about THEM. Too many distributors build
their presentations around their
I dialed down because she kept
personal Amway philosophy, or
talking about her OWN job.
the process that made them
successful, or the ways the
Amway business has changed
their lives. Yet all your prospects are hearing is a lot of information
that isnt relevant to THEM to their lives and their needs.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
Focus on telling your prospects what THEY want to know not

what you think they should know. Ask prospects questions
about what they are looking for in their own lives. Then directly acknowledge that you understand what THEY want, what
THEY need, what THEY are looking for and present Amway
as the adaptable opportunity it is, one which can be pursued
according to their needs and benefits. It should be about how
THEY will benefit from Amway in the future not how you have
benefited in the past.
9)
Your prospects have DISTINCT QUESTIONS so give them

distinct answers! You carry a LARGE BUCKET of information
about Amway. It can be easy to forget that your prospects
want to receive that information one small spoonful at a time.
Rather than attempt to touch on every possible selling point
with each portion of your presentation, divide the content into
bite-sized pieces then dont wander as you explain each
piece. Answer each small question, one at a time, starting
with what matters most to them.
PROSPECTS TOP QUESTIONS
What kind of a business is Amway?

Are there any start-up costs?
What kinds of products do you sell?
How much money do you make?
How many hours or days a week do you
work?
Dont forget to ANSWER the question. This sounds straightforward,

I didnt understand how you make the but you saw so many fellow
money she didnt answer my quesdistributors speak for minute
tion.
after minute after minute
-Hong Kong Session 2 Participant without answering the question
the prospects had originally
fielded. They may have achieved
good dial scores because of passion and affability, but prospects still
felt their questions were not answered. Remember, the foundation of
your most effective conversation with prospects is listening. That
means hearing what they tell you they want to know and then
paying attention to how they respond AS you speak, to ensure you are
continuing to connect with and satisfy them.
An easy way to verify that youve delivered, and to ensure you
maintain the dialogue thats ideal: ask your prospects, Does
that answer your question? at the end of a response.
10)
Get the point FASTER so you have PERMISSION to elaborate.

When you use tangents or stories to wind your way to an answer, your prospects perceive you as trying to hide the real
answer something they presume you would do because you
expect them not to LIKE the real answer. This is the danger of
long-windedness: it reduces audience interest, reduces your
credibility, and erodes the sense of connection between you
and your prospects.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
Income: Today, I make roughly $XX per

month. Let me explain how exactly I earn
that amount
Daily Experience: Running an Amway

business happens on your terms really
its up to you. To describe a typical day in
more detail, there are a few basic activities you would probably do, such as
Products: Amway products cover three

key areas products for Home, Beauty,
and Wellness. Some of our best-selling
brands include
This isnt to say that you cant provide a thorough explanation.

You can. But only after youve bought yourself permission to
do so. Recall that one of your fellow distributors took more
than two minutes to elaborate on a topic, and the dial lines
were flat. Yet when she attempted to provide the same answer in less time, she spoke for just 58 seconds and achieve
double the score in half the time.
The take-away: get to the point QUICKLY, using a short,

straightforward answer and then, only if you need to, youve
gained prospects permission to expand on it.
Saying more doesnt always bring you more. The balance to our
previous finding about elaboration:
I dialed down because shed already
just because you CAN provide
answered the question!
more information that doesnt
mean you should. The relationship between how much you say
and how much you win prospects over is NOT proportional. You will
erode your own credibility and exhaust prospects limited attention
span if you frequently make lengthy speeches.
More than half the time, cut yourself off once youve answered
the question. Be selective about the times you expand. This
will keep your prospects attention and indicate to them that
what you expand on is truly important.
WORDS THAT WORK

FOR PERMISSION TO ELABORATE
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
11)
Personal stories CONNECT but again, keep them SHORT. A

few of you opened with a personal story. You explained why
you got into the business, how your life changed when you
began to achieve success, and, sometimes, what struggles or
doubts you overcome in order to succeed. This is an amazing
point of connection to your prospects. It makes YOU credible,
and it makes Amway as a company and as an opportunity
more achievable.

12)
But this comes with an important caveat: keep it short. Linger too long in your personal story, and youll see your prospects eyes glaze over. Theyll lose interest in your saga. This
is because your story is a vehicle for bringing the focus back
to THEM to THEIR experience, THEIR benefits, THEIR future.
Your story forges a connection but if you spend longer than
30 or 45 seconds on your story, you begin to lose them.
DONT explain Amway jargon. In fact, dont even USE the jargon.
It doesnt really matter, about the dif- Using insider words terms like
ferent levels of structures in the compa- upline or PV or even affiliny I just like that, in my spare time, I ate confuses prospects and
can do this opportunity.
makes them feel out of the loop.
-Hong Kong Session 1 Participant This makes them LESS, not
more, interested in the Amway
business opportunity. And it creates a BARRIER to entry, rather than
facilitating it. They dont need to learn the terminology in order to
accept the business opportunity. Instead, use casual equivalents,
such as:
--
for downlines use team or network
--
for upline... use mentor or sponsor
--
for line of affiliation use network
--
for pin level use success levels
No excuses: talk about the PRODUCTS! This is not negotiable.

Prospects MUST know what they will be selling. The business
opportunity lacks credibility if you do not state, right at the
beginning, that there are three core product areas, over 450
unique products, and the freedom to choose among them. Being clear and direct about the fact that Amway manufactures
high-quality top-selling products lends credibility to who you are
and what you do. Otherwise, prospects WONT be willing to
consider the business.
In our dial sessions, we saw a few distributors discuss the

business opportunity as if it were its own product. That perspective is suitable for internal discussions, yes. But when
it comes to talking to prospects, the best way to market the
business opportunity as a product is by NOT talking about it as
a product.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
APPENDIX | Top Ten Winning Words & Phrases to Use

with
Hong Kong Prospects

Isolated below are some of the top winning words and phrases that our dial sessions revealed connect most effectively with your
target prospects. These words and phrases rose to the top in a
variety of ways: they are the winning attributes selected from written
exercises by our research participants the words or phrases which
drove distributors live dial scores even higher and the concepts
which prospects told us were most important to hear. In short, these
are words that work.
Use these words and phrases in your own conversations with

prospects to better connect with them on what matters most in their
lives.
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
A better lifestyle
44
GOALS AND
OBJECTIVES
Low cost
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Top Ten Winning Words & Phrases

Opportunity for additional income
Low risk
Freedom to set your own schedule
100% money-back satisfaction guarantee
Independently certified high-quality products
Flexibility
You decide / on your terms

Youre in control
A Closing Note: We understand that implementing all of the findings

above will take time. We recommend that you choose just one or two
to focus on each day in your work with prospects. Little by little, we
believe youll see positive changes take root in your business and in
your conversations with prospects. When you begin communicating
by listening, youll have nothing but improvement ahead of you. Good
luck!
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10
10
EXECUTING THE
DIAL SESSION
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11
ANALYZING THE
COMPLETE FINDINGS
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12
KEY LESSONS FROM

DIAL SESSIONS
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13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
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Table of Contents
Executive Summary
The Four Key Lessons from Europe
and the Language To Reach Them
Chapter Two
A Country-by-Country Snapshot
Chapter Three
10
Top Language Rules for Communicating in Europe
UK, Germany, Italy

April 2013
.
.
Chapter Four
16
Where Amway Stands

Chapter Five
19
Understanding Prospects in Each Country

Chapter Six
31
Putting Amways Best Foot Forward

Chapter Seven
40
Perfecting Presentation Skills

Chapter Eight
45
Talking About the Products

Chapter Nine
50
Answering Tough Questions in 2013

Appendix A
55
21 Words for the 21st Century
2
Luntz Global | Amway Europe The Language of Prospects | April 2013
The Mindset of Prospects
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
The Challenge Ahead

Chapter One
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10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
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12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

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11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
CHAPTER 1 | The Four Key Lessons from Europe
44
Across four back-to-back dial sessions and a three-country survey, the feedback was clear: the
old Amway presentation language has failed to reflect prospects priorities, desires, and outlook.
And the new Amway language well, when you get it right, the dial lines and lasting positive
response to the Amway opportunity are some of the best weve seen yet. For a region which has
seen sluggish if not downward trends, this confirms incredible potential for growth.
We began the Western Europe research project expecting to approach your target prospects as a
relatively unified consumer base, with similar outlooks, desires, and communication needs. Our
Western Europe work for other multinational clients indicated this might be the case. Yet the
research both qualitative and quantitative revealed that this couldnt be farther from the truth
when it comes to the most effective lexicon for Amway. The differences across each country
simply cant be overlooked.
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Through the process, we know you have struggled with determining the best possible way to
disseminate winning language approaches to your vast network of ABOs across Western Europe.
Yet in presentations to top Achievers and Diamonds, we see that your ABOs are hungry for
insight. They are enthusiastic about receiving any guidance or tips that will enable them to
achieve even more success. And throughout our four dial sessions, dozens of ABOs had the
chance to see firsthand how we do our research and how their presentations are received by
people who fit the prospect profile.
Your most important strategic buy-in must and will come from these immensely motivated
ABOs especially the ones who saw our work in progress. They are, after all, in the best
position to speak to the truth of these findings and the urgency of adopting a new and improved
approach.
That said, you will not regain your footing in Europe unless and until the British, German and
Italian markets are treated separately. The English, Germans, and Italians each suffer different
economic constraints; respond to their situation with different outlooks; and articulate different
priorities for their lives in general. They do have one thing in common, however: none of them
want to hear the language of Amway North America. It is too dramatic, too negative, and
doesnt contain enough substance to meet European sensibilities.
Thats why our research focused on building three important stores of knowledge for this
challenging region. First, we have identified in-depth what your European prospects feel, think,
and want within each country. Second, we have determined which elements of the existing
Amway lexicon and presentation approach are effective, and what needs to change. And third,
we have refined and verified exactly the language that should plug the holes.
We recognize that implementing improved ABO language and presentation skills from stem to
stern will require more than a concerted effort it will require conversion. Thats why we
recognize that youll use many mediums to convey these findings to ABOs, from large-scale
presentations to break-out training sessions to online courses. We offer an assessment of the four
key lessons from Europe to help you begin.
This discovery reveals at least one of the drivers behind Europes decline: prospects arent
hearing what they want to hear. Theyre hearing what established ABOs think theyre
SUPPOSED to hear. Its not that your products arent good, or that the opportunity doesnt
work, or that your sales force isnt enthusiastic. Rather, your boots on the ground are listening
too much to an Amway culture cultivated in North America, and trying to imprint that culture on
British, German, and Italian audiences is guaranteed to be a failing venture.
Heres what you need to know about the three countries we studied.
1)
Each countrys prospects filter Amway through a different lens. The most significant
contributor? Their economic situation. Differing economic realities significantly color
prospects perspectives. Of course, it isnt just about the current conditions. Its also
about expectations for the future.
--
The English Lens: Deep skepticism and cynicism. Of the three countries
surveyed, prospects in the UK are most difficult to motivate. They are skeptical
of opportunities that sound too good to be true, and they doubt that things will
really ever get better so why bother trying? These prospects dont want spin, or
rose-colored glasses, or inspiration. They want just the facts.
--
The German Lens: Life will improve. German prospects displayed a strong
desire for quality of life, and for a work/life balance that supports that. German
prospects feel that their countrys economic situation is fine for now overall, but
they do hope for a better future personally.
--
The Italian Lens: Life is bad and getting worse. Italys economy is the worst of
the three countries with whom we spoke and surveyed. Italian prospects want
precisely what they feel they dont have: job security and financial stability. They
hold a deep fear of the future.
Lets get started.
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4
Executive Summary | The Challenge Ahead
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EXECUTING THE
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2)
The American Dream/Freedom lexicon FAILS. The freedom and opportunity-based

language we crafted for Amway in North America has done well over the past two years.
And while it consistently scored better in Europe than the language you use now, it still
wasnt good enough. It simply doesnt resonate with practical Europeans in these tough
economic times. In fact, it turns them OFF, with the dour no regrets warning too
negative for them.
This means the traditional Amway Opportunity message isnt as effective in the UK or
Germany as it is in America. Europeans want something more than mere inspiration. An
example of what we mean:
IN WESTERN EUROPE
4)
Stop giving them a reason to say no because they WILL. Far more than the other
markets we have researched for you, Europeans are SKEPTICAL. So skeptical that
theyre LOOKING for a reason NOT to believe you. For your ABOs, this means you
must make it a policy to acknowledge doubts,
using lines like Amway isnt for everyone.
Its like someone finding you on the
But dont FEED those doubts, as we saw
street and saying, Im going to make a
star out of you! Its implausible.
many ABOs do in a misguided effort to
-Berlin Participant
establish credibility with audiences. Yes, you
have to give a little ground to gain trust and
respect. But theres no need to dwell on the
negative. And because European prospects dont know Amway or its history, you CAN
focus on the positive.
The silver lining: admitting you have a problem is the first step to recovery. And were now
uniquely equipped to help you understand how to recover within each submarket: word by word,
phrase by phrase, proof point by proof point. Read on to find out how.
Isnt life about having no regrets? Isnt it time to take control

of your life to have the freedom to decide how, where, and
when you work, how much you earn, how you live? Do you
want to feel inspired to know that your dreams are within
reach? Do you want to wake up and look forward to each day
- to thrive, not just survive?
Take control of your career so that you can take back control
of your life. We can show you a proven business that gives you
the tools you need and fewer restrictions to reach the financial
freedom you want.
It does have some potential in Italy where Italians are desperate for any kind of moneymaking venture to provide some personal economic security but even there,
modification is still necessary. This finding underpins our recommendation that you
switch from dream to imagine but well get into that in more detail in Chapter 3.
3)
Tone it down, or risk continuing the downhill slide. Much of the language currently
deployed in Amway materials is just too enthusiastic. Youve made it about Amway
saving lives or changing lives or turning
things around. Stop with the dramatics. When
Its unrealistic unlimited opportunity
your marketing messages sound like American
just doesnt exist.
-Munich Participant
hype or British spin, your European prospects
dont listen or learn. They tune you out as
irrelevant to their lives. Rather, provide a
moderated, reasoned approach centered on the gradual improvement an Amway business
can make in ABOs lives.
In short, each countrys materials must show more cultural sensitivity.
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6
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INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

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CHAPTER 2 | A Country-by-Country Snapshot
The German market, while just as practical as the UK, is not as cynical. Rather, they hope for a
better future personally regardless of their countrys current economic situation (which they
dont judge to be awful). They report the strongest levels of optimism (49%) of any country, and
their pessimism is lowest (18%), despite the fact that a clear majority (54%) believe Germanys
best days are now gone. Germans know their economy isnt great but it hasnt ruined
everything.
United Kingdom
Of the three countries we researched, this is your most challenging market. They report strong
levels of pessimism (42%) and slightly weaker optimism (31%). Prospects are cynical about
their own financial situations and skeptical about how Amway can improve things for them
which makes them difficult to motivate.
Where Amway Stands: Germans are MOST neutral towards Amway (30%), with nearly half
(44%) who have never heard of Amway. But those who do know Amway are slightly more
positive than the UK (at 17%, compared to 14% in the UK), and roughly half that at just 9% report an unfavorable impression. They like you when they know you. Yet Germans also have
the lowest initial interest in starting a direct selling business (38%). They also have the lowest
levels of interest in the features of an Amway business, but the odds are still great: over three
quarters are interested in owning their own business or working from home, and just over half
(57%) are interested in a part-time job.
Where Amway Stands: Amway is least known in the UK. Over half (54%) of prospects have
never heard of you (a 10% jump over Germany and 12% over Italy), and another 20% have a
neutral opinion of you. Your favorability (14%) is statistically the same as your unfavorability
(11%). Yet the features Amway offers working from home, owning a business of your own,
starting a part time job are, for the most part, MOST positively received in the UK. And, all
things the same, Brits are most willing to change jobs tomorrow if they could (at 78%). The
hunger is there and the more they learn about Amway, the more interested they are in starting
a business.
What Prospects Want: As a result, your UK prospects want to hear about CAREERS (83%), not
jobs (17%). They want support and respect not the more fluffy belief or commitment.
They want to imagine their lives as ABOs, not dream about them. They want to hear that
Amway provides flexibility and personal independence so that they can attain the work/life
balance they wish they had. Because earning money and controlling their time and schedule are
means to the ultimate end goal: making their ideal work environment a reality and building their
future. And the way Amway gets them there is through real rewards for significant effort.
What Prospects Want: This combines with language findings to reveal that, to Germans, its not
about the money alone; its about everyday quality of life. They report being proud and
passionate about their jobs as well as better off now than they were three years ago, but 70%
would change jobs tomorrow if they could. They seek CAREERS (58%), not just jobs. They
want to have fun in a job that supports and respects them. They want to hear that Amway
provides flexibility, financial security, and the ability to be their own boss so they can achieve the
work/life balance they want because, to Germans, being able to control their time and schedule
is much more important than the ability to make more money. And the real rewards for
significant efforts that Amway provides will give them the ability to determine their future.
Amways Best Foot Forward: Your UK prospects are looking for practical information from
presenting ABOs whether the business has start-up costs, what products they would be selling,
how much they might make on a monthly basis. To them, the money-back guarantee on highquality products is an important feature for building trust and credibility. They most like the idea
of calling themselves consultants or business owners, but NOT distributors or entrepreneurs.
ABOs should relate that Amway, a global business, has paid out more than $32 billion in
bonuses, more than any other direct selling company, and that the opportunity is both profitable
and achievable . And they should convey that they enjoy the best of both worlds: support from
the largest and most successful direct selling company globally, and the freedom and flexibility
of owning your own business that will empower you to achieve a better lifestyle. The
support/training options UK prospects find most appealing? One-to-one mentorship.
Amways Best Foot Forward: German prospects, just like your UK prospects, want practical
information rather than inspiration. They want to know if they face start-up costs, what kinds of
products they will sell, whether there are minimum requirements to get paid. They like hearing
that Amway has been in business for over 50 years, and that the opportunity is RELIABLE and
PROFITABLE. They want to make their own decisions, with company support (like
professional seminars and conferences) there when they need it. They want to be entrepreneurs
or consultants selling high-quality products recognized by independent experts for their
superiority that can be used in ones everyday life and that deliver real results. They want to hear
about what ABOs expect for the future not what led them to pursue Amway in the past. And
they want to see business casual attire from the ABOs that present to them.
Lastly, UK prospects want to see successful ABOs in business casual attire, and they want to
hear about why ABOs enjoy their business now, rather than what led them to get started in the
first place.
7
8
Germany
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

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INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
CHAPTER 3 | Top Language Rules for Communicating in Europe
44
Italy holds the most potential for growth of the countries we researched. With the worst of the
three countries, Italian prospects hold a deep fear of the future, and they want precisely what they
feel they dont have: job security and financial stability. More than half (58%) believe Italys
best days are now gone. They also have the bleakest outlook, with reported pessimism (52%)
more than twice the optimism (21%). They are desperate for any promising opportunity.
GOALS AND
OBJECTIVES
No matter what country Amway operates in, there are universal communications principles that
should guide all ABO interaction with prospects. We identified them first in North America; we
confirmed them in Australia and New Zealand; and now we have reaffirmed in Europe.
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
Where Amway Stands: Amway is most liked in Italy, with 23% reporting a favorable opinion
and just 10% reporting an unfavorable opinion. But you are still relatively unknown, with 42%
having never heard of you and 25% reporting a neutral impression of you. Italians are most
interested in a direct selling opportunity, and 80%-91% of Italians are interested in ALL the
features of an Amway business including a part-time job. When they learn more about
Amway, nearly of Italian prospects are interested in starting their own Amway business and
77% would change jobs tomorrow if they could. In short: they are primed for Amway.
These communications principles matter in Europe really, across Amway worldwide because
your business owners are incredibly habit-driven. As motivated people aiming for success, this
is no surprise: they memorize Amways talking points (which they trust to be effective), absorb
them into the pitch format Amway has recommended (which they trust to be effective), then they
stick to their perfected, moderately personalized script (which they trust to be effective) until
death do them part. Your business owners are married to the Amway approach because,
through sheer force of will, it has worked for them.
66
ENGAGING ABOs
What Prospects Want: As a result of economic stresses, Italian prospects differ from German
and British prospects in that more want a JOB (59%) than a career (41%). They want financial
security, but they do still want to hear about flexibility, independence, and a work/life balance
that lets them decide who they work with, what they sell and when they work that empowers
them to build their future. They want a company that respects them and believes in them, and
provides real incentives for doing well. They want to imagine their lives as ABOs, not dream
about them.
77
The problem is, at the macro level, its not working for prospects.
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
We asked ABOs to answer prospects questions in each of the four sessions we conducted, and
consistently, ABOs would ignore the question presented and stick to their script instead. This
disconnect is incredibly harmful to recruitment, to product sales, to institutional growth.
Amways Best Foot Forward: Your Italian prospects are looking for signs that Amway is
PROFITABLE and RELIABLE, which is why they BEST like to hear that Amway employs
more than 900 scientists, engineers, and technicians worldwide and 65 research and development
and quality assurance labs worldwide. They most want to know whether the business has startup costs, what products they would be selling, how much money they might make on a monthly
basis. They are MOST likely to trust the opportunity if they have no risks, no catches, no price
to get started. They want to sell high-quality, efficient, effective products for use in daily life that
deliver real results for them and their customers. They MOST like the idea of calling themselves
business owners (but never representatives), and they find online-based education and training
the most appealing support option from a direct sales company. They want to be addressed
informally by ABOs in business casual attire who speak most about what they expect to be doing
and earning in the future, not what led them to get started in the past.
Here, weve laid out the rules your ABOs need to understand a live by in order to reverse their
progression down the wrong path and shift gears towards a more successful pitch going forward.
1)
2)
Its not about you its about THEM. Too many ABOs build their presentations
around their personal Amway philosophy, or the process that made them successful, or
the ways in which their own Amway business
Im more interested in the product and
has made a difference. Yet all your prospects
the company not you.
are hearing is a lot of information that isnt
-London Participant
relevant to them. Its not about how someone
else has already benefited its about how
THEY can benefit. Your ABOs presentation
focus MUST shift away from self and toward prospects.
Its NOT a pitch or presentation. Its a CONVERSATION. This may seem like mere
semantics, but what we intend for your ABOs and what you should demand from them
is a mental shift from the former to the latter. Across all markets we have researched,
your ABOs focus on delivering a script, one that rarely varies in content and which barely
accommodates unique questions from prospects. In fact, weve seen your ABOs take
pride in delivering a full, uniform script as if participating in a game where the goal is
to deliver as much of a practiced speech as possible regardless of whether it addresses
prospects questions and concerns. This desperately needs to change.
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ATTACHMENTS PAGE
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A Pitch or Presentation
Talks AT prospects and not with them
Focuses on hooking and not explaining
Sticks to a script heavy with insider
terminology only business owners understand
Is long on praise but short on details
Provides no acknowledgement of doubts or
challenges
Focuses on your life story and not theirs
3)
6)
A Conversation
Asks for permission to broach certain topics
Solicits reactions, such as a show of hands
Listens to comments and questions
Watches body language
Acknowledges doubts
This BEST applies to describing what you do as an ABO. When prospects ask, they
arent looking for an abstract answer about the businesss broader goals, benefits, or
model. Theyre really asking WHAT you do each day do you give presentations?
Manage a website? Make phone calls? Thats why the BEST language on this topic is
specific.
Seeks affirmation
Dont push. PULL. This, too, is a fundamental shift for ABOs and the way many of
Amways boots on the ground have operated for years. Rather than invite prospects to
construct an Amway experience thats right for them, your ABOs have become
accustomed to speaking about their own Amway experience, and then hoping that it
sticks with one or two like-minded individuals. Yet the beauty of Amway its appeal in
the first place is that it can be completely customized to fit an individuals needs.
DETAIL THAT WORKS

Everyones business is their own, so no two peoples days are
the same. Whatever your preference structured or flexible
every Amway business involves three things: first, presenting
products to new customers; second, servicing existing
customers; and, third, if you choose, helping others start and
build their own Amway business.
Its time to train new ABOs and retrain existing ones to ask questions, prompt reflection,
and solicit input from the prospects they are speaking to. This pulls the prospects into the
Amway appeal. Speaking at them merely pushes Amway on to them. The former is
universally more effective than the latter.
4)
5)
When it comes to scheduling your day, you decide. You get to

spend as much or as little time on it as you want and need, so
you can balance your financial needs with your personal needs.
Dont convince CONNECT. The goal of any presentation to prospects is NOT about
winning them over. (Yes, we know this sounds counterintuitive.) If your goal is to win
them over to push Amway on them them your pitch will nearly always backfire.
Rather, it is about knowing where prospects stand what they need, what they worry
about and meeting them where they live.
Reflect THEIR goals and aspirations. Just as its not about the ABOs perspective on
Amway, its also not about what the ABO wants or needs. This is incredibly important,
because so many of your ABOs believe they know exactly how to connect with
prospects but theyve forgotten what they felt their lives were missing, or how they
viewed Amway, when they were prospects.
The best remedy is a direct acknowledgment of what THEY want, what THEY hope for
in their futures, what THEY are looking for in life. ABOs should begin these discussions
with phrases such as, Like you, I. or If youre like me, you want/need
I need details about the everyday. I
Make it possible for THEM to imagine

need to hear something I can project on
themselves doing it with DETAILS. Of the
myself.
-Berlin Participant
many ABO presentations we have seen to your
prospects, so many focused on the benefits and
outcomes of an Amway business. The problem is,
this leaps from A to C without providing prospects the necessary mid-point: a specific
understanding of what efforts will deliver success. Reassure your ABOs that there is NO
loss of appeal in describing the mundane rather, it makes the potential for success seem
more within reach.
Notice that this language does not include statements like I represent high-quality
products. Your prospects have no idea what it means, in a practical way, to represent
a product. Rather, they want to hear ACTIVE verbs: present, service, help others.
See page 52 for a full explanation on this particular Tough Question.
7)
Keep it LOW PRESSURE. Prospects will have their guard up if they know they are
attending a presentation. Rather, a more informal, casual moniker will put prospects at
ease especially important when your skeptical European prospects are looking for a
reason to say no. Encourage ABOs to call it a coffee or preview or introduction.
11
12
Weve laid out in simple terms the DIFFERENCE between a pitch and a conversation:
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
STOP using dream. Its IMAGINE. So many Amway materials have been soaked in
the DREAM of the possibilities concept. Youve seen us DECONSTRUCT that
concept, piece by piece. Prospects told you
themselves: its simply too abstract, too
A dream is so far away and it almost
unattainable, too nave. Replace it with
never becomes true. But imagine is
more real, more active.
IMAGINE, which invites your prospects to
-Milan Participant
VISUALIZE themselves starting on a new
business endeavor, achieving increasing
milestones, and enjoying the benefits youve
told them are possible. A dream is just that just a dream. Itll never happen. But if
you can IMAGINE something, you can make it a reality. The proof positive:
If a company wanted to communicate to you the
opportunity it provides, which of the following is MOST
powerful? Asking you to?
Imagine the possibilities

Dream of the possibilities
UK
Germany
Italy
84%
16%
85%
15%
76%
24%
WHY, THEREFORE, SO THAT

A simple formula should guide each ABO presentation:
WHY: The Problem.

--
WORDS THAT WORK

FOR CREATING THE NEED
Do you have the financial stability you want?
Do you feel more financially stable today than you did five
years ago?
Do you have the flexibility you want?
Will your job still be there five years from now?
Will you have the income youll need tomorrow?
What would YOU buy if you had an extra /1,000?
IMAGINE is one of the most powerful words weve uncovered, in ALL of our research.
Its time for Amway to put dream to bed and put imagine to use.
9)
Stick to the Why, Therefore, So That formula. Weve applied this formula to the
North America and Australia/New Zealand markets with real success. Its a simple
concept: point out what prospects are missing or needing, present Amway as the solution
to their problems, and explain how theyll benefit by adoption the solution.
Weve laid it out for you in more detail below. Consider providing this to your ABOs
directly, whether built into the Start Kit or as a separate training material at the 101 level.
The more they understand the principles and have access to winning language for each
step in the formula the easier it will be for them to being deploying it immediately.
First: Create the need by exposing the problem. Ask your prospects to assess
where they really stand in their lives at the moment.
YOU DESERVE BETTER.
THEREFORE: Amway.
--
Then: Present Amway as the solution. Amway is the answer to these problems
an opportunity to regain the control and flexibility thats lacking in prospects
professional lives right now.
WORDS THAT WORK
FOR PRESENTING THE AMWAY SOLUTION
Imagine
- Being able to have the added income and flexibility you
want.
- Making your ideal work/life balance a reality.
- Finally having the chance to build your future the way
YOU want it.
13
14
8)
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
CHAPTER 4 | Where Amway Stands
44
GOALS AND
OBJECTIVES
Across the three countries we surveyed, Amways reputation is effectively undefined. You are
unknown by roughly half of your target prospects in all three countries, and of the half who do
know you, half of them - or 20% to 30% - have a neutral opinion of you. That leaves just 20%30% with a decided impression of Amway.
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
SO THAT: The Benefits.

--
Next: Affirm the solution. Deliver those benefits that prospects are really
looking for the things they wish their lives had right now:
WORDS THAT WORK
FOR AFFIRMING THE SOLUTION
The silver lining: of those with a decided impression, you are consistently viewed more
favorably than unfavorably. In Italy, you are liked by a two to one ratio. As you increase
Amways ABO footprint and prospect awareness, you can scale these numbers up. And with the
right language approach, you can improve them.
Financial Security: Real rewards and incentive bonuses for

your hard work.
Proven Record of Success: Amway is a 50+ year model with
an incredible track record of helping individuals like you
achieve their goals.
Of course, the lenses we spoke about color your standing in each countrys market. In the UK,
where you are least heard of, you have the strongest proportion of unfavorables. And in Italy,
where prospects are most desperate to make money, you are most well-liked.
Amways Incredible Products: All with our 90-day

satisfaction guarantee.
1)
--
Lastly: Close with a Call to Action. The call to action is the ABOs most subtle
yet critical tool for moving prospects closer to signing up. It clinches their
agreement that Amway is the best possible solution, and it prompts them to feel
they are seizing the reins in an important life decision. It isnt overbearing or
aggressive; it is suggestive.
WORDS THAT WORK
FOR A CALL TO ACTION
Against your competitors, you face a familiarity deficit Compared to competitor

companies such as Avon, Vorwerk, and Tupperware, in all three countries we researched,
Amway comes in at a shockingly higher rate of never heard of nearly three or more
times that of other competitors. In the UK especially, you have the highest rate of never
heard of at 54% - but your competitors have higher rates to overcome as well.
Germany and Italy exhibit better rates than the UK, but you are still unknown by 44%
and 42% of citizens, respectively. In short, about half of the population doesnt know
about you.
Please indicate your impression of the following companies.

[Those responding NEVER HEARD OF]
Why wait?
Amway
Avon
Betterware/Vorwerk
Tupperware/Herbalife
The difference between the life you have and the life you
WANT.
Successfully stitching together these four elements ensures that every ABO presentation delivers
the key components your prospects are looking for from Amway: connection, trust, and
credibility.
UK
Germany
Italy
54%
3%
29%
33%
44%
17%
5%
-
42%
2%
19%
4%
Of the prospects in each country who DO know about Amway, roughly half of them
(between 20% and 30% of the overall population) havent made up their minds about
you. This large block reports a NEUTRAL opinion, neither liking nor disliking you.
[Those responding NEUTRAL]
Amway
Avon
Betterware/Vorwerk
UK
Germany
Italy
20%
30%
31%
33%
30%
44%
32%
29%
25%
31%
24%
32%
15
16
Report Out
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
And even to your BEST prospects, youre an unknown entity. Even among those
who are MORE likely to start a direct sales business with you after hearing about what
you offer, anywhere from a quarter to over a third in each country report having never
heard of Amway and similar numbers report a neutral opinion. This means they have no
idea what Amway stands for.

[Those responding NEVER HEARD OF]
Amway
Avon
Betterware/Vorwerk
UK
Likely
35%
2%
29%
17%
Germany
Likely
26%
12%
4%
1%
4)
How interested are you in starting a business with a direct selling

company such as Amway, Avon or Herbalife/Vorwerk?
Italy
Likely
26%
1%
13%
2%
Italy
Germany
Your most fundamental branding is failing to reach the people who are your best shot at
growing Amway. (Dont worry - well get into how to solve this challenge in Chapter 6.)
3)
UK
But youre LIKED when you ARE known. In Germany, you are nearly twice as
liked (17%) as you are disliked (9%). In Italy which we argue is your most promising
market you are more than twice as favorably viewed (23%) as you are unfavorably
(10%).

[Those responding FAVORABLE (NET)]
Amway
Avon
Betterware/Vorwerk
UK
Germany
Italy
14%
57%
31%
21%
17%
27%
50%
64%
23%
50%
42%
29%
Amway
Avon
Betterware/Vorwerk
UK
Germany
Italy
11%
11%
9%
13%
9%
11%
13%
7%
10%
17%
15%
35%
57%
43%
62%
Not Interested
(NET)
Interested
(NET)
38%
58%
42%
Yet what matters is not the interest in the overt opportunity, but the interest in the
features of the opportunity
5)
Even in the UK, your toughest market which we have already told is your most cynical
consumer base of the three countries your favorability (14%) is statistically the same as
your unfavorability (11%).
[Those responding UNFAVORABLE (NET)]
Prospects INITIALLY report skepticism about starting a direct selling business.

Before knowing anything about Amway or the business opportunity, your Italian
prospects are the most interested but it is still a majority (57%) which are not interested.
In Germany, the initial lack of interest is strongest.
But the FEATURES the opportunity offers are VERY appealing. Ask a prospect
outright if theyd like to start a business, and they are more likely to answer NO. But ask
them about the elements of the Amway business opportunity the job description and
the numbers tell a much different story.
How interested would you say you are in... [Those
responding INTERESTED (NET)]
Working from home

Owning a business of your own
Starting a part-time job
UK
Germany
Italy
94%
89%
63%
88%
75%
57%
91%
85%
80%
The most appealing element in all three countries? Working from home. The least
appealing? Starting a part-time job.
17
18
2)
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
CHAPTER 5 | Understanding Your Target Prospects
44
GOALS AND
OBJECTIVES
Your European prospects are of an incredibly practical ilk. The prolonged economic downturn
not to mention the Eurozone debt crisis and currency scares has taken its toll on the average
worker. But your best prospects are still relatively optimistic. They want flexibility, financial
security, and a work/life balance that they BELIEVE is attainable but which they just dont
have in their current position.
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
6)
And after prospects have learned more, the Amway opportunity enjoys at least a 20point gain in every country. We asked prospects twice how interested they would be in
starting their own business with Amway before they knew anything about the
opportunity, and after and in the interim, Amways appeal grew significantly:
And now, after learning more about Amway, how likely would
you be to consider becoming an independent business owner
partnered with Amway at some point in the future?
Italy
Germany
UK
It is important to know that your best prospects are NOT always the unhappiest ones. Its not
about finding someone miserable and radically turning their lives around through
entrepreneurship. Its about finding those individuals who are adaptable enough and optimistic
enough to trust that their hard work WILL pay off. And its about serving Amway up in that
sweet spot: between desire for something and a lack of it, between hope for the future and fear
over the present.
71%
43%
60%
38%
Post
Pre
Weve worked up a profile of your target prospects. They share many traits across countries,
though each is colored by its own cultural heritage and present economy.
61%
42%
1)
Your greatest gains happen in Italy, where the appeal of the Amway opportunity
increases by nearly 30%. Germany and the UK see healthy double-digit gains as well,
by 22% and 19%, respectively.
The take-away: the more they know, the better you do.
Your MOST LIKELY recruits are feeling the squeeze. Within the parameters of our
carefully-set demographics, a not-so-surprising trend appeared. Your most promising
prospects the ones who report being MORE likely than not to start a direct selling
business with Amway are more likely to face financial and personal pressures than your
unlikelies. As you can see, your best prospects are:
-----
I want so much more than

what I have right now.
-London Participant
More likely to be male.

More likely to be raising children under 18.
Less likely to have a university degree.
Less likely to make /60,000 per year or more.
Key Demographics
(All Countries)
GENDER Male
Female
EDUCATION University graduate
HOUSEHOLD INCOME /60,000 per year or more
CHILDREN UNDER 18 Yes
Amway
Likely
63%
37%
50%
30%
42%
Amway
Unlikely
42%
58%
62%
45%
29%
A note: The difference in gender appeal is dramatic. But before you make any sudden
moves, remember: women make the overwhelming majority of purchasing decisions in
the consumer goods market. Additionally, only you know which gender shows greater
rates of actually completing the transition from promising prospect to active ABO.
Therefore, for the purposes of this document, take this data point at face value: more men
than women express that they are likely to start an Amway business after having learned
the details about the opportunity.
19
20
Report Out
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
past so I know my capacities, skills,

They are ALREADY business owners. Across
abilities.
every country, your best prospects those most
-Milan Participant
open-minded to started a direct selling business
with Amway are MORE likely to be familiar
with the unique challenges of owning ones own business. Where only 15% of your
unlikely prospects currently own or have previously owned a business, the rate among
likely prospects is more than triple that, at 51%.
4)
Do you currently own or have you ever owned your own

business?
If you had to choose, are the best days for [THE UK /

GERMANY / ITALY] still ahead, or are the best days for
[THE UK / GERMANY / ITALY] now gone?
75.2%
27.3%
23.5%
Likely Prospects
Now gone
Still ahead
Currently Own
49.3%
Previously Owned
5)
Have Never Owned
15.0%
9.8%
Overall outlook is decidedly NOT rosy. No one countrys MAJORITY of prospects are
optimistic. Fully half (52%) of Italians report a pessimistic outlook, while just 21%
report being optimistic. The UK outlook is slightly better but still dour: 42% pessimistic,
31% optimistic. Germans are the MOST optimistic, with essentially half (49%)
optimistic and just 18% pessimistic leaving 33% who report neither outlook.
Overall, are you feeling optimistic or pessimistic about the way

things are going in [THE UK / GERMANY / ITALY] today?
Very optimistic
Somewhat optimistic
Neither optimistic nor pessimistic
Somewhat pessimistic
Very pessimistic
Optimistic (NET)
Pessimistic (NET)
UK
Germany
Italy
5%
26%
27%
34%
8%
31%
42%
8%
41%
33%
16%
1%
49%
18%
4%
17%
26%
36%
16%
21%
52%
Extremely proud and passionate

Very proud and passionate
Somewhat proud and passionate
Only a little proud and passionate
Not at all proud and passionate
Proud and passionate (NET)
Not proud and passionate (NET)
Germany
Italy
58%
42%
54%
46%
58%
42%
UK
Germany
Italy
15%
34%
28%
14%
9%
77%
23%
17%
45%
28%
8%
2%
90%
10%
19%
31%
39%
9%
3%
89%
12%
To add to this, nearly equal amounts report being proud and passionate themselves
about their employer and what they do, though the strength does begin to dwindle:
Generally speaking, how proud and passionate are YOU about
your employer and what you do?
Extremely proud and passionate

Very proud and passionate
Somewhat proud and passionate
Only a little proud and passionate
Not at all proud and passionate
Proud and passionate (NET)
Not proud and passionate (NET)
A caveat: this pessimism/optimism issue is not a litmus test for determining how open a
market is to the Amway opportunity. Rather, this can be an indicator of what will
motivate enrollment among your most likely prospects.
UK
Prospects only SEEM satisfied with their current positions. It is easy to misread the
signals: over three quarters of prospects in EVERY country report believing that their
employer is personally proud and passionate about them and their work.
Generally speaking, how proud and passionate is YOUR

EMPLOYER about you personally and your work?
Unlikely Prospects
Theyve seen the benefits, theyre familiar with the effort involved, and they are less
afraid of the leap. These are the individuals to target most aggressively.
3)
EVERY country believes the best days are

I would say at least 5 years until the
BEHIND but Italians and Brits are most
economy gets better.
strongly convinced. Just as the
-Milan Participant
optimism/pessimism indicator gave us a partial
picture of what will motivate enrollment, the best
days assessment closes this loop for us. Germans may self-report the greatest level of
optimism compared to the UK and Italy, but when it comes to their outlook, theyre
nearly as down at the mouth:
UK
Germany
Italy
15%
40%
33%
9%
2%
88%
1%
15%
35%
29%
17%
3%
79%
20%
16%
36%
29%
12%
7%
81%
19%
This would seem to indicate that you face a market where people are unwilling or
unlikely to move. Yet additional questions show us where the cracks are
21
22
Ive already been self-employed in the
2)
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
6)
But only HALF of the proud and passionate

love their job without complaint. They may
I would accept working harder if I was
report being proud and passionate in droves,
actually rewarded for it.
but only a THIRD of prospects less than half of
-Berlin Participant
those who said they were proud and passionate
have no complaints about their jobs, and just
one-quarter or less say that they love what they do and who they do it for.
If you could change your job tomorrow and earn the

same amount of money, would you do so?
Definitely
Probably
Possibly
Probably not
Definitely not
Probably (NET)
Probably Not (NET)
Collectively, this accounts for less than half of prospects in the UK and Italy a far cry
from the nearly 90% in both countries who claim to feel proud and passionate.
Generally speaking, how proud and passionate are YOU about
your employer and what you do?
Im not rewarded for my hard work

I cant advance in my job
I work too hard
I do what I have to do not what I want to do
I dont have control over my time and my schedule
I like what I do but not who I do it for
I like my employer but not what I do
I like my work and my employer but not my direct
supervisor/manager
I love what I do and who I do it for / I have zero
frustrations or complains (NET)
Germany
Italy
21%
25%
32%
17%
5%
78%
22%
11%
22%
37%
23%
7%
70%
30%
18%
29%
30%
18%
5%
77%
23%
They simply arent enthralled by their current occupations.

UK
Germany
Italy
34%
29%
24%
19%
15%
14%
8%
26%
24%
17%
17%
19%
12%
8%
29%
26%
9%
23%
17%
14%
4%
7%
9%
7%
40%
54%
41%
8)
But amid the dissatisfaction, your BEST likelies ARE more optimistic than their
unlikely counterparts. More than just their self-reported outlook, your most promising
prospects are MORE optimistic about three
key indicators: their current state, the near
Your pitch was so depressing. How
future, and the long-term.
about just talking about what you sell, to
begin with?
When it comes to assessing their current

-London Participant
situation, across all three countries, your
likely prospects report being better off at a
higher rate than your unlikelies. Even in Italy, where the economy has such a chilling
effect on outlook, your most likely prospects are STILL more optimistic than your
unlikelies:
Instead, the MAJORITY in Italy and the UK do have complaints about their jobs. They
feel that they arent being rewarded for their work that they are stuck in their current
position without hope for advancement that they do what they have to, not what they
want to that they dont have the control they want and need over their lives.
7)
UK
In fact, roughly THREE-QUARTERS in

I want a job that I like!
EVERY country would CHANGE JOBS
-Milan Participant
TOMORROW if they could. We even
specified that they would make the same amount
of money not more, not less. Even then, the majority of prospects still would be MORE
likely to say yes than no to the opportunity.
Generally speaking, are you today

than you were three years ago?
Much better off

Somewhat better off
About the same
Somewhat worse off
Much worse off
Better off (NET)
Worse off (NET)
UK
Likely
32%
39%
24%
2%
4%
71%
5%
Germany
Unlikely
19%
35%
29%
12%
5%
54%
17%
Likely
35%
32%
20%
13%
67%
13%
Unlikely
23%
33%
29%
13%
2%
57%
15%
Italy
Likely
10%
21%
28%
28%
12%
32%
40%
6%
17%
32%
26%
19%
23%
45%
Looking at the near future, the difference in outlook is even more noticeable. Likely
prospects beat unlikely prospects by nearly 20 points across each country with regards to
how they will fare three years from now:
23
Unlikely
24
Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
UK
Likely
40%
39%
17%
3%
1%
79%
4%
Much better off

Somewhat better off
About the same
Somewhat worse off
Much worse off
Better off (NET)
Worse off (NET)
Germany
Unlikely
20%
44%
28%
6%
2%
64%
8%
Likely
26%
48%
23%
2%
75%
2%
Unlikely
20%
37%
40%
3%
57%
3%
10)
Italy
Likely
Unlikely
16%
44%
23%
11%
6%
60%
17%
14%
39%
28%
12%
7%
53%
19%
Which would you rather have when it comes to

your day-to-day schedule?
Flexibility
Control
Freedom
Independence
And with an eye towards the long-term, your likelies are least pessimistic and MOST
optimistic compared to unlikelies especially in Germany and Italy:
When you reach your parents age, do
you expect to be better or worse off
financially than they are right now?
Much better off

Somewhat better off
Just a little better of
Just a little worse off
Somewhat worse off
Much worse off
Better off (NET)
Worse off (NET)
9)
UK
Germany
Italy
Likely
Unlikely
Likely
Unlikely
Likely
Unlikely
23%
12%
23%
16%
16%
11%
57%
43%
12%
22%
19%
12%
26%
8%
54%
46%
26%
34%
15%
6%
10%
9%
75%
25%
16%
15%
21%
15%
22%
11%
52%
48%
10%
22%
22%
19%
19%
8%
54%
46%
1%
13%
16%
18%
16%
35%
30%
70%
11)
17%
Italy
42%
Italy
52%
11%
18%
19%
33%
17%
21%
29%
59%
Career
The obvious take-away: stop calling it a JOB opportunity! Market the Amway business
as a CAREER path, not just a job.
UK
Germany
Italy
51%
51%
55%
49%
49%
45%
They also want FINANCIAL SECURITY (or personal independence in the UK).
Prospects in two out of three countries (46% Germany, 35% Italy) find financial
security the MOST appealing benefit of owning their business. In the UK, they prefer
personal independence (at 36%).
If you had to choose between just the following
benefits of owning your own business, which is
MOST appealing to you?
Job
Germany
They seek flexibility in both what they do AND how/when they work. Only Italians
showed a slight preference for more control over how they do their jobs; but the UK and
Germany were essentially DEAD EVEN (statistically speaking) when it came to
choosing between flexibility in how they do their jobs and flexibility to spend LESS time
doing their jobs. They are not universally deprived of one over the other; they want
BOTH.
Building a business that lets you decide who you

work with, what you sell and when you work
Building a business that will give you more time to
spend with your friends and family
12)
41%
58%
83%
UK
50%
21%
14%
14%
If you had to choose between the following benefits

of owning your own business, which is MOST
appealing to you?
Which would you rather have?
Germany
If a job is flexible, I can achieve

everything else I want to do.
-Munich Participant
Flexibility appeals to prospects practicality because it is sufficiently achievable and

tangible; control has too negative a connotation; and freedom and independence
are too imprecise.
Brits and Germans are looking for CAREERS (and Italians just want a job first).
Where the terrible economy has made Italians hungry for ANYTHING that pays in
other words, a JOB in Germany (58%) and in the UK especially (83%), your prospects
have their eye on the prize: a career.
UK
In their day-to-day schedule, ALL prospects

want FLEXIBILITY. Across all three countries,
your prospects prefer FLEXIBLITY over other
descriptors because, as we have already
mentioned, they are too practical to find the
American Dream-type lexicon appealing.
Personal independence
Financial security
Financial freedom
Economic opportunity
UK
Germany
Italy
36%
31%
20%
13%
29%
46%
13%
12%
30%
35%
11%
24%
25
26
Generally speaking, in three years, do you

think you will be than you are now?
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
13)

Flexibility and security LEAD to the WORK/LIFE BALANCE prospects are

looking for. This is the ultimate end-goal for
prospects to achieve the ideal balance between
If its all about how much MONEY we
their professional obligations and personal lives.
get out of it, thats not the same as what
WE are going to get out of it.
Flexibility, financial security, personal
-London Participant
independence these are just facilitators of the
work/life balance they seek.
Work/life balance
A better lifestyle
Flexibility
UK
Germany
Italy
48%
28%
25%
48%
22%
29%
43%
40%
17%
ABO presentations will be most effective when they keep these priorities in proper order.
14)
This balance is ESPECIALLY important in

Germany. Germans were the only prospect group
to declare a statistically significant difference in
their preference for the ability to make more money
versus the ability to control their time and
schedule: by a two to one ratio, control over their
time and schedule was a BETTER benefit than
more money.
Which of these would be the greatest benefit of
you owning your own business?
Ability to control your time and schedule

Ability to make more money
He told me he delivered products on

New Years Day. But I dont want to
work that much, no matter HOW much
money that would be.
-Berlin Participant
UK
Germany
Italy
52%
48%
60%
40%
50%
50%
This is hugely significant. German prospects have told you: its NOT just about the
money its about my everyday quality of life, too. And Brits and Italians have made
clear: I dont have everything I want in life, and I need money AND time to get what Im
missing.
15)
The secondary end goals differ across countries. Second to the work/life balance
prospects are seeking, each country we surveyed showed preference for differing
secondary benefits to owning their own business. Brits look to make their ideal work
environment a reality; Germans want to be their own boss; and Italians want to have
control over their future.
Making my ideal work environment a reality

Controlling my future
Being my own boss
Answering to no one but myself
16)
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
Germany
Italy
44
GOALS AND
OBJECTIVES
38%
25%
24%
13%
26%
25%
36%
13%
24%
36%
23%
17%
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
The BEST attributes of a business opportunity will EMPHASIZE meeting these top
goals. In other words its not enough to ACHIEVE the ends prospects are looking for;
you have to STATE that you do as well. We put ALL the possible benefits/attributes in a
single list, and asked prospects to pick which are MOST important to them. The results
are clear: financial security, a better work/life balance, additional income, and improves
your life through fun. Your European prospects are consistent: they know whats missing
from their lives now, and they know what matters most to them in their next professional
undertaking.
When you consider undertaking a new business opportunity, which of the

following attributes is MOST important to you? (COMBINED)
UK
Germany
Italy
Makes you financially secure

A better lifestyle and work/life balance
A solid opportunity for additional income
Real financial incentives for doing well
Low risk
Its fun and it makes you happy
Improves your quality of life
Greater control over your working hours, your schedule and your life
More flexibility in your life
A money-back guarantee
The ability to be your own boss
Puts you in control of your life
Unlimited opportunity
More freedom and independence in your life
You get recognition & reward for your effort
The potential for personal growth
34%
31%
28%
24%
22%
19%
19%
18%
16%
15%
14%
13%
13%
12%
12%
10%
29%
27%
16%
17%
29%
30%
16%
22%
18%
20%
13%
9%
9%
21%
13%
12%
31%
27%
23%
19%
20%
20%
25%
9%
11%
15%
19%
13%
11%
14%
23%
20%
Notice what finishes nearer to the bottom of the list: the ability to be your own boss. In
our earlier research, we identified this as an effective selling point because it was
inspirational. But in Europe, where practicality reigns supreme, this means very little to
most prospects. After all, most prospects simply arent there yet they havent yet
realized and appreciated the VALUE of answering to no one but themselves. Your
established ABOs and prospects with past business ownership experience love it but
the majority of your target prospects find more appeal in other attributes. Therefore,
dont feature this as a selling point; focus instead on the top four or five for each country.
27
INTRODUCTION
UK
28
Whatever you call it financial security versus personal independence the meaning is
the same: the ability to support the lifestyle they want.
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
17)
European prospects want RESPECT and SUPPORT from their employers.

European prospects have a more practical, less coddling sensibility than North America.
They do NOT prefer an employer which believes in or commits to them because
they dont find appeal in having a cheerleader as an employer. They dont want empty
promises. Rather, they want the professionalism that enables them to live the balanced
life they seek.
Generally speaking, are you today
than you were three years ago?
Supports you
Respects you
Believes in you
Commits to you
18)
UK
Likely
41%
25%
20%
14%
Germany
Total
37%
29%
20%
14%
Likely
30%
25%
29%
16%
They are also looking for REWARDS (and

incentives in Italy). Again, the practical
European outlook seeks not just motivation or
recognition, but TANGIBLE REWARD. It is not
enough for an employer to provide encouragement.
After all, with financial security at top of mind for
so many prospects, encouragement wont deliver the
security they need.
If you had to choose between just the following benefits of
owning your own business, which is MOST appealing to you?
Real rewards for significant effort

Real incentives for doing well
Real recognition for hard work
19)
Italy
Total
Likely
8%
38%
33%
21%
30%
40%
19%
10%
Total
20)
Each countrys prospects have a DIFFERENT PREFERENCE for what they want
to be called. Your European business owners likely dont remember how they viewed
the Amway opportunity before they knew the ins and outs of the business. They might
not remember the first impressions they formed when they first heard that they were to be
called Amway Business Owners. As they present the opportunity to new prospects,
what matters MOST is not what ABOs call themselves once theyre in what matters is
what prospects WANT to be called NOW.
Which would make you MOST want to start
your own direct sales business with Amway? If
you were to be called a?
9%
37%
35%
19%
I want to afford something more than

just the ordinary stuff for my
daughter not just surviving, but
something extra.
-Milan Participant
Consultant
Business owner
Representative
Entrepreneur
Distributor
Merchant
Salesperson
Seller
UK
Germany
Italy
49%
47%
34%
30%
24%
9%
4%
3%
39%
35%
33%
47%
19%
7%
9%
12%
39%
40%
13%
39%
30%
17%
11%
12%
In the UK, they most like to think of themselves as consultants; in Germany, they want
to be entrepreneurs; and in Italy, they want to be business owners. So call them
that.
UK
Germany
Italy
44%
30%
26%
45%
27%
27%
31%
38%
31%
When talking about the FUTURE, Brits and Italians want to BUILD; Germans
want to DETERMINE. Your most likely prospects find the greatest inspiration in
building and determining their future. We learned from prospects in each country, but
especially Germany, that control has a negative connotation. Where control is an
ideal word in the lexicon of North America, STRIKE IT from your lexicon in Western
Europe. Theres simply too much history to overcome to use that word positively.
benefits of owning your own business, which is MOST
appealing to you?
Build your future

Determine your future
Control your future
Steer your future
UK
Likely
Germany
Likely
Italy
Likely
45%
14%
27%
15%
26%
40%
19%
15%
40%
22%
23%
15%
29
30
Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
2)
Weve established that your prospects know little to nothing about you. The ones who do know
tend to like you but the vast majority of prospects are simply in the dark. With a reputation
void like this, it is more important than ever for ABOs to get it RIGHT because getting it
WRONG can have far-reaching, lingering consequences.
What would make the Amway business opportunity

MOST appealing to you? If a current Amway Business
Owner told you the business was? (Combined)
Profitable
Achievable
Reliable
Whatever you want it to be you decide
Enjoyable
Exciting
Fun
Weve isolated the best words, the best phrases, the best facts, and the best short speeches to
empower every ABO to bring their presentation from disconnected to on the mark starting
with the best single-sentence explanation of the Amway opportunity yet:
Amway gives you the chance to build your future, the

flexibility to control your time and your schedule, and generate
extra income for the things you want with no start-up costs
and a proven track record of success for over 50 years.
Prospects are looking for an opportunity that inserts itself into their lives, puts them in the
drivers seat, and enables them to live life according to the balance they need. Your ABOs need
to resist the temptation to be an enthusiastic cheerleader for prospects to enter the Amway
culture. Its not about prospects signing on to Amways terms its about Amway fitting in to
the prospects terms.
Heres how to present Amway and the Amway business opportunity in the BEST light possible.
1)
Emphasize that the opportunity is PROFITABLE and RELIABLE. Across all three
countries, a mix of these two words provides the most appeal regarding the quality of the
Amway business opportunity:
Your BEST facts about Amway, country by country. We know it would be easiest to
tell you there is ONE top fact for all of Western Europe. Well, there isnt it simply
isnt that simple. Rather, each country we surveyed finds a different talking point about
Amway most appealing.
YOUR TOP FACTS FOR EACH COUNTRY
UK: A company that has paid out more than $32 billion in
bonuses more than any other direct selling company. (37%)
UK
Germany
Italy
59%
37%
33%
26%
22%
13%
10%
41%
26%
44%
15%
29%
14%
31%
55%
24%
46%
21%
22%
18%
14%
Yes, things like fun and enjoyment matter but first and foremost, prospects need to be
reassured they can (a) make money, and (b) rely on that income stream in the future. If
they worry the Amway opportunity is a flash in the pan, they wont sign. Therefore
NEVER allow ABOs to use the word profitable unless it is accompanied by reliable
in the next breath.
3)
Its not about AMWAYS culture its about PROSPECT decisions with Amway
SUPPORT. Again, the appeal of Amway is NOT the culture that prospects would be
joining. Thats why language like this below only mustered support from a little over a
third of prospects in each country:
Amway is the worlds largest direct selling company. At the
same time, its a family business that values every Amway
business owner as a partner in a journey of success. (UK 37%,
Germany 40%, Italy 40%)
There is one word conspicuously absent from the language above: you. Instead, it is all
about me, me, me in the form of Amway. In another form (and with worse results):
Germany: A company that has been in business for over 50

years. (38%)
WORDS THAT STILL DONT WORK
Italy: A company that employs more than 900 scientists,

engineers, and technicians worldwide and 65 research and
development and quality assurance labs worldwide. (36%)
I am part of a network of business owners for Amway

Corporation, a 50-year old, family owned, highly successful
company that distributes an exclusive line of wellness, beauty,
and home care products. (UK 24%, Germany 27%, Italy 22%)
See the survey topline for a complete listing of facts and their results.
31
32
CHAPTER 6 | Putting Amways Best Foot Forward
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
From the prospect perspective: WHO CARES? Yes, they need and want to know about
Amway as a company. But they are less concerned with its values or profile and more
concerned with its practical identity as its benefits THEM and fits into THEIR LIVES.
Below are different training options you can utilize to become more
successful when you start your own direct-selling business. If you
decided to start your own direct-selling business, which of these
opportunities would you be MOST likely to use? (COMBINED)
One-to-one mentorship with established, successful business

owners
Online-based education and training that is accessible when I
want it
In-person meetings with teams of established business owners
Professional seminars and conferences
Seminars broadcast live online (webinars)
Training videos mailed to your home or emailed to your
computer
Brochures and information available to download and print out
at home

As an Amway Business owner, you enjoy the best of both
worlds: support from the largest and most successful direct
selling company globally, and the freedom and flexibility of
owning your own business that will empower you to achieve a
better lifestyle. (UK 63%, Germany 60%, Italy 60%)
They need to know that THEY get to be in the drivers seat, and not Amway. They
ARENT finding out if they are a good fit for Amway; theyre finding out if Amway is a
good fit for their lives.
I wanted a better work/life balance the flexibility to set my

hours and to be my own boss. Now I own my own business,
selling award-winning products from a multi-billion dollar
company with a proven track record of success that spans over
half a century. (UK 76%, Germany 73%, Italy 78%)
5)
What matters MOST is that Amway will take a SECONDARY position a support role
to the PROSPECT and to the business they would begin.
Making my own decisions, with company support when I need it
Being in business for myself but not by myself
Being part of a culture of teamwork
A culture dedicated to success
UK
44%
28%
14%
13%
Germany
38%
29%
20%
14%
Italy
39%
26%
17%
18%
The culture of SUPPORT tells prospects that Amway is dedicated to their success on
their terms.
4)
Germany
Italy
51%
33%
22%
43%
31%
41%
39%
29%
13%
13%
38%
52%
20%
11%
39%
32%
22%
22%
13%
16%
22%
Whether or not each of these is in fact the MOST USED support item available on the
menu, these reflect what prospects ANTICIPATE they would use the most once they
begin. So encourage ABOs to highlight the relevant top training options the MOST.
WORDS THAT WORK EVEN BETTER
If you had to choose, which is MOST appealing?
UK
The BEST support ABOs can offer is. The beauty of the Amway business model is
the built-in support system that puts incredible online and in-person training resources at
every ABOs fingertips. Prospects KNOW they will have questions and a need for
guidance. Interestingly, each country has a strong preference for one particular form of
training over the others. In the UK, prospects want MENTORSHIP. In Germany, they
want PROFESSIONAL SEMINARS. And in Italy, they want ONLINE TRAINING.
The best Amway BENEFITS you can offer focus on LIFESTYLE (but also money).
The BEST facts Amway can put forward will MATCH prospect priorities in each
country. In all three countries, the TOP facts about the benefits of an Amway business
center around quality of life, flexibility and extra income.
If you had to choose, which is MOST appealing?
Being in control of your life, your time and your future

Working as many or as few hours as you want you decide
Earning extra income in addition to the income you already earn
You get recognition and reward for your effort
Striking the right balance between the time you spend working and the
time you spend doing the things you love
The satisfaction of building a better lifestyle and quality of life for yourself
Being your own boss
You are in business for yourself, not by yourself
Being able to earn an income while spending time with your friends and
family
Personal support and help from a team dedicated to your success
Having a back-up income already in place in case you lose your job
Being associated with a business that has operated successfully and
profitably for over 50 years
That the business is family owned
That the business has global revenue of more than $8 billion euro
That the business operates in more than 100 countries and territories
UK
Germany
30%
36%
33%
26%
27%
32%
34%
28%
23%
19%
20%
22%
21%
19%
18%
15%
32%
30%
11%
19%
34%
9%
22%
17%
17%
14%
18%
13%
8%
14%
23%
13%
11%
8%
4%
10%
6%
13%
5%
6%
13%
40%
31%
29%
27%
33
Italy
34
Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
Notice that many of the failing benefits are ones which focus on the company alone and
not on the prospects life. It is of little use to a prospect to know the business is family
owned. STOP assuming prospects will care about Amways PROFILE as they weigh
their decision. It matters, yes, but only insomuch as it reassures THEM of THEIR
paycheck.
6)
Always highlight these benefits FIRST before describing the company. Below is an
example of your current language which fails to resonate with prospects. Note that any
benefits to prospects are listed LAST, and the attributes of Amway (proven, low-risk, no
start-up costs) are listed FIRST. This Amway first, prospect second approach is
ineffective:
Amway is a proven low-risk way with no start-up cost to
own your business, control your own schedule, and generate
extra income for the things you want to do. (UK 40%,
Germany 33%, Italy 38%)
Rather, prospects like to know the focus is on THEM and on THEIR benefits, not on the
companys bragging points. You CAN highlight Amways key attributes its age, its
minimal barriers to entry but those should be SECONDARY to the prospects interests.
Amway gives you the opportunity to build your future, control

your time and schedule, and generate extra income for the
things you want with no start-up costs and a proven track
record of success for over 50 years.
Opportunity
Tools
Freedom
Ability
Resources
Independence
Chance
Which would you MOST want to be associated with if

you started your own business? Is it a?
Business
Company
Network of Entrepreneurs
Network of Distributors
Manufacturer
Producer
UK
Germany
Italy
53%
29%
29%
28%
24%
19%
17%
39%
18%
29%
15%
21%
20%
58%
48%
31%
30%
12%
23%
18%
38%
UK
Germany
Italy
26%
24%
20%
13%
11%
6%
11%
26%
14%
20%
18%
11%
28%
16%
13%
22%
7%
14%
Calling yourselves a network of anything makes you sound like a Facebook community
or casual club, and calling yourselves a manufacturer or producer renders you no
different than a bottle cap manufacturer when clearly you are incredibly difference.
And what would make you MOST proud to be
associated with a business entity? If it were?
UK
Germany
Italy
36%
25%
25%
11%
3%
25%
30%
25%
14%
5%
21%
33%
29%
13%
5%
Notice that calling yourselves an American company would be a terrible idea. While
we may have heard from Italian prospects in our qualitative research that an American
company is more economically reassuring, clearly Italians overall would prefer hear
about Amways global scale, rather than its American roots.
and call it an OPPORTUNITY in the UK and Italy (and a CHANCE in

Germany). We asked prospects to fill in the blank with the most appealing one-word
description of what Amway GIVES them to steer [their] future and achieve a better
lifestyle. Simple answer: OPPORTUNITY in UK and Italy, CHANCE in Germany.
Please complete this sentence with the word that MOST appeals to
you: Amway gives you the _____ to steer your future and achieve
a better lifestyle. (COMBINED)
In English, you are a GLOBAL BUSINESS. In other languages, you are an

INTERNATIONAL BUSINESS/COMPANY. You arent a world-wide network of
entrepreneurs (though you call yourself that in many of your kits and materials); nor are
you an American manufacturer. In Europe, you should be highlighting the fact that
you operate around the world, and that you are a company or business just like any other
respected company or business.
Global
International
World-wide
European
American
7)
8)
35
36
Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
Italian prospects expect a FREE start; Brits and Germans expect to pay. We asked
prospects how they feel about the costs of starting a new business, and Brits and Germans
err on the side of fairly reasonable expectations. In both these countries, the majority
expect to pay rather than not pay, and Brits have the greatest proportion asking for a
guarantee. Germans mostly expect to pay to enter the business, yet the greatest
proportion are split between the guarantee and free entry. And in Italy, where people are
starved for economic opportunity and perhaps rusty in the art of entrepreneurship a
no-risk, no-catch expectation dominates.
Which of the following statements BEST reflects how YOU feel about the costs of
starting a new business opportunity?
I think it is reasonable that a new business requires investment but I need a
guarantee. I will trust a new opportunity only if I know I can get my investment
back if I decide to leave or if I dont succeed.
If I have to pay anything to start my own direct sales business, then I dont trust
the company recruiting me. The only way for me to trust the opportunity is if I
pay nothing to get started no risk, no catches.
I believe cost often reflect quality that you pay for what you get. I am willing to
pay a small, reasonable amount for things like high-quality products, training, and
mentorship.
If something is really 100% free, then I dont believe the opportunity is as good as
the company claims. Im willing to spend a little money to try something out.
Investment
Deposit
Cost
Buy in
Fee
Imagine you have listened to a basic presentation about the Amway

Business Opportunity from an Amway Business Owner. They have told you
that they sell products, sponsor other business owners, and make money for
it. Which of the following questions would you want to ask FIRST?
Germany
Italy
40%
31%
33%
29%
31%
40%
Are there any start-up costs?

What kinds of products do you sell?
How much money do you make?
What are the minimum requirements to get paid?
How many hours or days a week do you work?
What do the products cost?
How often do you get paid?
20%
21%
16%
12)
12%
17%
11%
And call it an INVESTMENT not a start-up cost! We asked prospects for the most
APPEALING way to describe the start-up costs that come with embarking on the Amway
business opportunity and not surprisingly, the language of OWNERSHIP rose to the
top.
What is the MOST APPEALING way to describe the
small initial cost involved in starting a direct sales
business opportunity? Should it be called?
Prospects REALLY want to know about COSTS and PRODUCTS. After all the
information you give them about the benefits, the company, the business model they
will STILL have questions. And those questions will tend toward the practical and the
big picture. Heres what they REALLY want to know:
UK
Thus the approach likely to satisfy the greatest number of prospects: in Italy, emphasize
the low-risk nature of the opportunity; in the UK and Germany, emphasize the moneyback guarantee.
10)
11)
UK
Germany
Italy
51%
16%
12%
11%
9%
34%
11%
19%
25%
10%
45%
10%
15%
23%
6%
UK
Germany
Italy
43%
37%
37%
27%
24%
22%
10%
43%
41%
29%
31%
28%
15%
12%
45%
36%
32%
32%
13%
30%
14%
When you DO talk about PAY, talk about MONTHLY income. This is an incredibly
easy figure for each ABO to calculate for themselves.
Imagine you have listened to a basic presentation about the Amway

Business Opportunity from an Amway Business Owner. They have
told you that they sell products, sponsor other business owners, and
make money for it. Which of the following questions would you want
to ask FIRST? (COMBINED)
How much you make per MONTH

How much you make per YEAR
How much you make per WEEK
UK
Germany
Italy
94%
71%
35%
96%
72%
32%
97%
49%
54%
Prospects arent interested in annual income; rather, theyre most interested to hear about
MONTHLY income. After all, if ABOs give them an annual income figure, theyre
stuck attempting to determine what the means for them paycheck by paycheck. And with
most people paid every two weeks or once a month, the monthly figure is most relatable.
And they told us themselves: give them the monthly figures.
If a prospect is building something that is theirs for the long term, they arent simply
purchasing it or paying dues to someone else. Instead, they are INVESTING in it, the
way they would in a home or an education. An investment provides returns.
37
38
9)
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
CHAPTER 7 | Perfecting Presentation Skills
44
GOALS AND
OBJECTIVES
Were sure your ABOs have been told that HOW they present matters. Each of the ABOs who
attended our sessions in Europe as well as dialed in front of participants was well-dressed, wellcoiffed, and poised in front of a crowd. Its not enough, however, to presume that looking nice
will achieve results. Your ABOs have to look the way that PROSPECTS want themselves to
look one day the ideal mix of professionally accomplished and personally satisfied.
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
13)
Your BEST opportunity images show LIFE not work! Once again, its not about
fitting a prospect into the Amway experience. Thats why your worst performing images
are ones which show Amway Business Owners doing their work, fulfilling
responsibilities, or even simply dressed too professionally.
IMAGES THAT DONT WORK
1)
Instead, its about fitting the Amway experience into the life prospects WANT. And that
means a life that is BALANCED one with plenty of time with friends, with family, on
vacation. It means feeling a sense of freedom from work not imprisonment.
BUSINESS CASUAL attire wins. Too formal or informal fails. And we verified this
two ways: through images and through description. We asked prospects which they most
want to see from an Amway Business Owner presenting to them. The winning looks:
ATTIRE THAT WORKS IN EVERY COUNTRY:
BUSINESS CASUAL
IMAGES THAT WORK
Business casual attire won handily, with at least half in every country and nearly twothirds of Brits and Germans agreeing. The key take-away for women: DONT wear a
business suit. The key take-away for men: LOSE THE TIE.
ATTIRE THAT DOESNT WORK IN ANY COUNTRY:
FORMAL OR INFORMAL
Thats why your highest performing images are the ones which show enjoyment with
friends and loved ones as well as a suited individual who appears to be released from
professional bondage (riding a bicycle and stretching his arms in freedom).
Italians claim they have a slightly greater acceptance of casual attire, but they scored
images of jeans-wearing men even lower than Germans did, at just 12%.
39
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Report Out
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

owning your own business, which is MOST appealing to
you?
Casual Business Attire Jacket and no tie for men;

dress or fashionable skirt/pants and shirt for women
Traditional Business Attire Suit and tie for men; skirt
suit or pant suit for women
Casual Weekend Attire Jeans, a polo, or other
weekend clothes for men and women
2)
UK
Germany
Italy
62%
67%
52%
21%
13%
18%
17%
20%
32%
6)
Which is MOST appealing to you?

The Present Why they enjoy it now
The Future What they expect to be doing and earning
The Past What led them to pursue it and how
difficult it was to get started
In Germany and Italy, use FAMILIAR address (but always gauge your audience
first). Your most LIKELY prospects prefer to be addressed familiarly rather than
formally. Theres no need for ABOs to keep prospects at arms length when discussing
topics like income levels or work/life balance.
In what manner would you prefer to be addressed by an
Amway Business Owner who is presenting the opportunity to
you? Would you prefer?
Du/tu
Sie/lei
Germany
Likely
Italy
Likely
67%
31%
73%
27%
UK
41%
34%
Germany
36%
41%
Italy
44%
47%
25%
23%
9%
Rather, prospects in the UK want to know why you do Amway NOW because they
cant look into the past with you to understand, and the present experience is the only one
relevant to their situation today. And in Germany and especially Italy, they want to hear
about the FUTURE about what current ABOs expect to be doing and earning. They
need to know how much financial and professional growth they might experience with
Amway and the past wont tell them that.
Interestingly enough, men prefer the familiar address (at 65%) more than women do (at
57%), and age (within the range sampled, or 25-49) did not make a discernible
difference. For your most promising prospects under 50, speak familiarly.
7)
3)
LOSE the script. Be SPONTANEOUS. Remember: every prospect is unique. ABOs

have to reach them on THEIR level. If an ABOs presentation sounds scripted or
rehearsed, it will flop. ABOs MUST include spontaneity in their approach, or theyll
continue down the same unsuccessful path: not listening to prospects, not reaching them
where they live, and not providing what they find appealing.
4)
The FIRST sentence is the most important. You need an opening for EVERY possible
question so that you can achieve success quickly and effectively. A confused start to a
response KILLS TRUST and worse, kills interest. Get to the point with every response
and you gain permission to elaborate.
5)
Almost NO ONE wants to hear primarily about the past. Unfortunately, this is nearly
the opposite of what Amways ABOs currently practice. We heard ABO after ABO
rattle off their personal life stories about what they
I dont need to hear your life story. I
were doing before Amway, why they needed the
just need to know the high and low
new opportunity, when they decided to begin, how
points.
Amway met their needs at the time ALL issues
-London Participant
concentrated in the past.
But DO talk about the CHALLENGES youve

She didnt give any problems she
overcome to achieve success. There is a distinct
created a world where problems dont
difference between sharing meaningful stories
exist, and then chose to live in that
about your time as a business owner and reciting a
world.
script about your previous employment pre-Berlin Participant
Amway. Prospects dont care about your life
story; but they DO care about your relevant
experience as you have navigated the growth of
your business. Sharing stories about what it was like to begin with Amway or build a
fledgling business will win you CREDIBILITY and TRUST.
If you were hearing an individual talk about a potential business
opportunity, what would you be MOST interested to hear about? Would
it be the?
The challenges or failures they navigated to achieve success

The good decisions they made that led to success
The highest level of success they have achieved
Establish a PERSONAL CONNECTION. Its good to talk about the negative

experiences in your life that led you to Amway. After all, many of your prospects
especially in Italy, where the economy is horrible are feeling down and out, too.
Theyll appreciate knowing that youve been there, too.
UK
Germany
Italy
51%
32%
17%
45%
38%
18%
38%
44%
19%
Prospects are clear: they dont want to hear about your success alone. Theyll find you
and the opportunity less credible if they only hear about the good features. They want to
know what bumps and challenges to expect for themselves and they want the wisdom
of your experience to guide them.
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Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
8)
9)
STOP speaking like BUSINESS OWNERS. Much of the insider terminology of an

Amway business is just that: insider terminology. Prospects arent interested, wont
understand, and dont need to be taught the terms in order to make a decision to join. Use
as FEW Amway-specific terms as you can; instead, translate specific information back
into laymans terms. Otherwise, part of your message will go over their heads and the
other part will be rendered much less effective as a result.
Couples should present TOGETHER. In all three countries, when your prospects saw
husband and wife teams present, they LOVED it. They appreciated hearing two
perspectives on the same business; seeing an example of a happy couple balancing life,
work, and each other; hearing each genders perspective assessment of the benefits and
drawbacks of the Amway opportunity.
I really like that they did this together
For partners to be successful, however, they

that they decided together.
BOTH must present EQUALLY. Each
-Berlin Participant
person should have a separate yet integrated
story to tell. It does no good if two people
walk in and one person does eighty percent of
the talking. At the same time, it does no good if two people each parrot one another
neither bringing something NEW to the presentation. Rather, the BEST teams DIVIDE
and conquer as in a relay hand-off. The more seamless the conversation, the more
likely the prospect.
10)
DO encourage ABOs to present as generational teams. Prospects LIKED hearing that

ABOs had joined Amway because their parents had done so years before. It is a proof
point that works. If you have any ABOs whose parents or children are ABOs as well,
encourage them to present as teams where possible. These will be a big positive for the
business opportunitys credibility.
11)
The friends and family issue: a manageable issue with an easy fix. Many European
prospects want to keep their job and their personal lives separate but your best
prospects are evenly split: while fully HALF of your most likely prospects (49% UK,
54% Germany, 50% Italy) feel NO discomfort with the idea at all, a nearly equal amount
are on the fence.
For these - the somewhat comfortable or somewhat uncomfortable prospects who are
looking for a pathway to achieve sales without taking advantage of important personal
relationships there MUST be a quick linguistic fix.
(See distribution of opinions on next page.)
When it comes to the prospect selling products to family and friends, I

am
Totally Comfortable If my products are so good, why shouldnt I sell them
to the people I care most about?
Somewhat Comfortable If I am proud of the products I sell, I would be
comfortable making those high quality items available to everyone, family
included. I would simply make a casual recommendation, rather than a
formal presentation.
Somewhat Uncomfortable Of course I will sell products to friends and
family if they approach me about buying them, but I would probably not
approach them and ask them to sit through a presentation or make
purchases.
Very Uncomfortable I think it would be rude to present to family and
friends. It would put pressure on them to provide financial support to me
and my business. No matter how proud I am of my business, I would never
want to put my closest friends and family in that position.
UK
Likely
Germany
Likely
Italy
Likely
49%
54%
50%
35%
24%
31%
15%
10%
14%
2%
3%
4%
The easy fix for the other half of prospects who are on the fence:
--
(1) Its up to you. DONT have your first mention of the sales
experience involve friends and family. Rather, explain to prospects from
the outset that who they sell to is entirely up to them. Its their decision
their choice under their control.
--
(2) I tried them for myself first It is entirely plausible to prospects

that you would get to know your products personally before speaking
about them to others. To them, this is the natural first step for any
thoughtful, rational business owner.
I like that she got convinced by the
Explain to prospects that this step is
products before she convinced others.
necessary no matter what and every
-Berlin Participant
prospect can envision their family or
friends seeing the products they use in
their own home.
--
(3) RECOMMENDATION, not presentation. If you DO provide a

solution, explain to them that theres no rule requiring products be sold
via a formal presentation. Rather, if an ABO uses the products they sell
and has them accessible in their own home, then friends and family can
experience those products through the ABO. And the ABO can make
casual recommendations to friends and family no pressure, no obligation
without stepping on toes.
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44
Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
2)
An Amway business owner cant make their living without Amways incredible products
without knowing them, naming them, showing them, and talking about them. So WHY do your
ABOs consistently leave them OUT of a business opportunity presentation?
Which of the following would give you the most trust and
confidence in Amways products? That they were?
High quality
Recognized by independent experts for their
superiority
Researched and tested
Efficient and effective
Guaranteed
Award-winning
World-class
Competitive
High performing
Innovative
More than being able to explain the business model or reimbursement structures, ABOs HAVE
to explain how the products drive the business not just ABO enthusiasm and hard work. Your
ABOs across the UK, Germany and Italy barely scraped the surface when it came to introducing
prospects to them. Leaving them out of a presentation ignoring them communicates to
prospects that you have something to hide. Theres a reason the SECOND-MOST
IMPORTANT question prospects have for ABOs is, What kind of products do you sell?
This is perhaps one of the worst mistakes your ABOs currently make, and it is killing ABO
credibility and Amways recruitment rate. By emphasizing the business opportunity at the
expense of your products, your ABOs risk coming
You didnt tell me if you sell soaps,
across as untrustworthy used car salesmen.
televisions, shoes, lipstick I have no

idea!
Your prospects care LESS about the framework within

-London Participant
which they sell products and MORE about what theyll
be selling. What kinds of products are they? Can I
stand behind them? Are they good quality? Will I be embarrassed to sell them or proud to sell
them? Could I afford them myself? Your best approach to talking about your products will
address these concerns, as well as make it easy and appealing for prospects to imagine
themselves tied to these products.
1)
To start: get your DESCRIPTION of Amways products right. European prospects

are more practical than North American or even Australian ones. They prefer to know, in
as straightforward language possible, that the products do what they say they do. They
arent looking for status symbols; theyre looking for results that will build trust between
them and Amway, and perhaps more importantly between them and their customers.
They want to hear that you sell quality products that deliver real results for me and my
customers.
owning your own business, which is MOST appealing to
you?
Quality products that deliver real results for me and

my customers
High quality, award-winning products Im proud to sell
and stand behind
High quality, award-winning products Im proud to use
Global brands with a legacy of customer satisfaction
and sales
UK
Germany
Italy
36%
34%
48%
31%
31%
22%
19%
20%
16%
13%
15%
14%
They want high quality products that are recognized by independent experts for
their superiority. After RESULTS, prospects are looking for verification: an external
judgment of the products quality. Its not enough to stop at high quality. The
independent experts and superiority verify the RESULTS.
UK
Germany
Italy
36%
32%
37%
30%
33%
21%
29%
24%
20%
18%
13%
11%
10%
9%
31%
18%
20%
12%
11%
10%
13%
20%
22%
32%
26%
6%
10%
18%
14%
14%
In North America, we saw that award-winning and world-class was a leading

descriptor. In Western Europe, however, its simply not enough. Its not the indirect
indicator of success that convinces; its the verification of effectiveness.
3)
Brits like the money-back guarantee; Germans and Italians want to know about use.
The money-back guarantee continues to be vitally important to the credibility of
Amways product and business opportunity and in cynical Britain, this is the BEST
talking point you can use early in your explanation of products. But Germans and
Italians prefer a more refined, less in-your-face approach: they simply want to know that
the products are relevant to their daily lives. Germans and Italians know that youll get to
discussion of cost and guarantees eventually. First, deliver relevance.
Which of the following statements gives you the MOST
FAVORABLE impression of Amway products?
We stand behind everything we sell with a moneyback guarantee. No exceptions and no excuses.
Amway offers a great range of products to use in your
daily life.
Amway has some of the most respected, awardwinning, best-selling brands globally.
Amways products are grown and produced in an
environmentally responsible way.
If you use Amways products, their quality will be
immediately clear to you.
UK
Germany
Italy
33%
23%
16%
22%
28%
36%
21%
20%
19%
15%
13%
15%
9%
16%
14%
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CHAPTER 8 | Talking About the Products
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
4)
5)
The BEST product images convey QUALITY and WELLNESS. Your most positive
impressions of products come mostly from images that do not depict the products
themselves. Here are your top four:
IMAGES THAT WORK
The product line weve heard LEAST about iCook is MOST appealing in the UK
and Germany. In the UK and Germany, your line of cookware registered as the product
line prospects would MOST like to sell if they were an Amway business owner. In Italy,
it is Amway Home.
As weve reviewed so many of your materials, the images and product descriptions
featured have been your Amway Home line (which IS most appealing to Italians), your
supplements, and your energy drinks. Yet your supplements finish in the middle of the
pack among British prospects, and both supplements and XS energy drinks finish almost
dead last among Germans and Italians. And weve never seen iCook even mentioned by
ABOs. In all three countries, this is a lost opportunity.
Amway business owners represent and sell hundreds of
different products. If you had to choose, which of these
would you most want to sell? (Combined)
iCook
Artistry
Amway Home
Nutrilite
eSpring
XS Blast Energy Drinks
Atmosphere
Satinique
SA8
UK
Germany
Italy
36%
32%
25%
25%
20%
18%
16%
15%
14%
33%
21%
27%
20%
22%
16%
22%
19%
19%
29%
24%
41%
16%
18%
16%
17%
14%
24%
Let us be clear: it doesnt matter which products sell best. ABOs may have their
personal favorites or their top sellers, but theres NO reason to push those products on
prospects when prospects clearly have a preference. Educate ABOs on this preference.
They should first mention those products which prospects would MOST want to sell
then if a relevant question comes up, they can tell them which products actually sell best.
Use the most appealing product mix to introduce the Amway portfolio, and prospects will
be more inclined to consider signing up.
and why each of them works:

--
Two hands holding a seedling: Prospects favorite image which half of

prospects in every country (49% total) chose as one of their top two most positive
images conveys a principle: that all Amways products are created with
wellness and healthy living in mind.
--
Mother and daughter cleaning: The next most positive image conveys that
Amways products are good enough and safe enough for use with children. The
image says, Our products make families happy. Interestingly enough, men
found this image slightly more positive (34%) than women (30%).
--
Scientists researching: There is no better way to convey that your products are
high quality and independently verified. White lab coats, serious faces this
image shows prospects that you are serious about researching and creating the
best products. Thats why 27% of prospects chose it as a top two image.
--
Cosmetic products: When it comes to showing product bottles in pictures,

ONLY cosmetic products should be featured. This is the ONLY product image
which performed well because consumers are already accustomed to evaluating
skin care or cosmetic products by their packaging as much as by their quality, and
because nearly twice as many women (34%) found this image positive as did men
(18%). Good design indicates good quality which means images of product
bottles works with this product line only.
47
48
Youll notice that aggressively confident language did not perform at the top. Encourage
ABOs to start with a moderate tone and make use of proof points rather than boisterous
confidence.
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
CHAPTER 9 | Answering Tough Questions in 2013
44
GOALS AND
OBJECTIVES
Your toughest questions are lobbed at ABOs for a reason: because prospects are worried.
ABOs responses to these questions must satiate prospects desire for information without giving
them a reason to say NO which weve already told you skeptical European prospects are
especially apt to do.
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
IMAGES THAT DONT WORK
Whats the best way to achieve this delicate balance? Its simple: dont dodge the question.
Encourage your ABOs, experienced or new, to simply answer tough questions directly. When
ABOs answers are unclear or obscure, then the trust gap between prospect and Amway business
owner WIDENS.
The oft-used image of your many Amway Home products finished near the middle or
bottom of the pack in all three countries. Theres no need to show a bottle of countertop
cleaner (its not exactly a fun product to buy or use). There is also little value in showing
individual adults enjoying or using products. What really matters is the familial
community a good product can facilitate: parents and children, enjoying life together.
(Your single prospects most prefer to see the hand-held seedling and the scientist image
but the mother-daughter image still comes in at third place.)
We anticipate that you will face an uphill battle changing ABO behavior in this particular matter.
Its not that we doubt ABOs interest in deploying the best language possible. Rather, old habits
are hardest to break and weve seen just how entrenched your ABOs are in their existing
scripts. In four cities across three countries, we saw ABOs field top-five tough questions without
even acknowledging the questions and without blinking an eye. Theyre so mired in habit that
theyve stopped listening to themselves speak. And as a result, theyve stopped listening to
prospects as well.
These tough questions are always an opportunity for
ABOs to build CREDIBILITY through honesty. They can
bolster Amways reputation and the business opportunitys
reputation by fronting the tough issues: giving a clear,
concise, direct answer from the get-go.
I like that you said its not for everyone.

It sounded more honest.
-London Participant
An important note: through our work in North America and in Australia/New Zealand, we have
already identified which tough questions prospects around the globe are likely to ask first. In
addition, your affiliates provided us a listing of the top tough questions they most frequently
encounter prior to our qualitative sessions. We used the qualitative sessions to advance our
language understanding for each of these relevant questions, and the survey provided refinement
and verification of the best approaches.
Below is the product of this sequential approach. Weve laid out the best language for your top
tough questions: quantitatively-verified language stitched together to best reflect the direct
feedback we heard in qualitative and quantitative research from those who matter most: your
prospects.
You will see one Tough Question and its best language response per page.
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Report Out
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12

Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
What kind of business is Amway?
Q:
Isnt Amway a pyramid/snowball scheme?
44
A:
Your existing corporate language on this matter is less successful for one reason: overall,
it is opaque. Half your prospects dont necessarily know what it is to be a direct selling
company; your answer doesnt specify what products you create or sell; you fail to
connect distribution with ownership; and you conclude with so much flexibility that
prospects dont know where their needs fit in.
A:
We have a simple rule for you on this topic: explain and verify. You already face a
skeptical audience. When it comes to defending your business model, you wont achieve
success by dismissing your attackers as misguided or by dismissing the question as not
rooted in reality. DONT build a response on the criticism of someone else. Rather,
address the skepticism like it is any other question about a product or the payment
structure: through a matter-of-fact comparison between what people are worried you are
and what you really are. Lastly but certainly not least invite them to check for
themselves.
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION

Amway is a direct selling company that distributes a wide
range of high quality products via a community of independent
Amway business owners. Amway offers a fantastic
opportunity to people who want to drive their own success.
Some people become Amway business owners to achieve
financial independence and to enjoy the freedom of being their
own boss. Others see it as a way to make a little extra money
on the side.
WORDS THAT WORK
The more effective answer paints a very specific picture. It gives them a sense of who
they would be signing on with, how you distribute your products (using a comparison to a
known business model, rather than just the right terminology), and why your model
works.
WORDS THAT WORK
Ive built my own success through hard work, and Ive

watched others achieve success, too. A pyramid/snowball
scheme is a non-sustainable business model that pays people
primarily to recruit others. This is not the case with Amway. I
make money from the sales of great products, not from the
number of people I recruit. The more dedicated I am, the
better I do. Look into it yourself and youll see the proof.
We also asked your prospects to choose the BEST short response to this question. What
they prefer to hear in short form follows the same formula as the long form: an
explanation of what a pyramid scheme is, and how Amway isnt that.
(SHORTER) WORDS THAT WORK
IN THE UK AND ITALY
Amway is a 50-year old global company with a headquarter

here in Europe that creates high quality, highly respected
products for home, wellness, beauty and other areas. But
instead of selling our products in stores, we support a network
of independent business owners who sell Amway products on
their terms and with our support. Our business model one of
the worlds most successful gives individuals the knowledge
to grow and the tools to succeed. Our simple principles: low
risk, low cost, full flexibility, and the extra income for the
things you want.
At Amway, nobody is limited by the person above them who

brought them into the business. Pyramid schemes mean only
the people at the top make money; but with Amway, even the
newest business owner can make more than the experienced
person. Its about rewarding hard work, not seniority.
In Germany, the top response uses different phrasing but again follows the same formula.
(SHORTER) WORDS THAT WORK
IN GERMANY
In general, if I make money just for signing you up, thats
often a sign of a pyramid scheme. But with Amway, I make
money from the products we both sell to customers and
thats a common business model, not a pyramid scheme.
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Q:
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
Q:
What exactly does an Amway Business Owner do?
Q:
How much time does it take?
A:
We asked your ABOs to answer this very simple question, and they struggled to do so in
a satisfactory manner. They reverted to their scripts about how Amway has changed their
lives, how they enjoy financial independence. But none of that answers the very
PRACTICAL question coming from prospects. When prospects ask What do you do?
they really mean, What would I be doing with my day if I were an ABO?
A:
The BEST opening for this response is the simple one that puts prospects in the drivers
seat: You decide youre in control.
WORDS THAT WORK

IN THE UK
Every Amway business involves three things: first, presenting
products to new customers; second, servicing existing customers;
and, third, if you choose, helping others start and build their own
Amway business. When it comes to scheduling your day, you decide.
You get to spend as much or as little time on it as you want and need,
so you can balance your financial needs with your personal needs.
WORDS THAT WORK

Its up to you. You decide how much time you put into your
business. Of course, the more time you put in, the more you
can get out of it. But thats one of the best things about this
business youre in complete control. Maybe you spend a few
hours less on the business one week, maybe a few more the
next week. You can work on it part-time or full-time, as you
choose.
When followed almost immediately by a qualifier that more rewards require more work
your ABOs empower prospects to take the Amway experience into their own hands,
while still protecting their credibility and honesty.
Three key components make the language above most effective for the UK:
--
Flexibility. Balance. This is SO important to your prospects. Prospects

need to know that whats missing from their life now is what Amway will
provide in spades. So emphasize it.
--
Choice. You decide. This is distinct from flexibility, because a flexible

arrangement can still be on someone elses terms.
--
Facts. Tangible information lets prospects imagine themselves spending a

day as an Amway business owner. And not to be discounted, enumeration
makes these three facts easy to remember: first second and third.
WORDS THAT WORK
IN GERMANY & ITALY
Everyones business is their own, so no two peoples days are the

same. Some Amway business owners approach their business in a
very structured way; others take a very loose and flexible approach.
Whatever your preference, we all do activities to service existing
customers, present to new customers, and help others to build their
own businesses.
In Germany and Italy, the strong alternative includes the same components but in reverse
order: choice and flexibility first, and specific facts second. Both versions, however, are
effective.
53
54
Report Out
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 12
11
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
APPENDIX A | 21 Words for the 21st Century
44
With the 30+ dial sessions and multiple surveys across other countries as a starting point, we
were able quickly to hone in on those terms which are most impactful in your Western Europe
region. As a result, the words and concepts below have been tested both quantitatively and
qualitatively across all three markets we researched in the Western Europe region.
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
This grid is intended to be a user-friendly matrix the Amway team can rely on as you put
together advertisements, presentations, or training materials. Each term recalls an important
concept discussed in the memo above. They are effective in moving prospects away from
skepticism and closer to successful recruitment. In short: they are proven to work. And weve
seen success from the organizations such as Network 21 and Yager which have already begun to
deploy these words.
21 WORDS FOR THE 21ST CENTURY

Imagine
A better work-life balance
More money
Flexibility
Financial reward for good work
Low risk
Control of your time and life
Global/International/European
Financial security
50 year track record of success
Work for yourself
You deserve
Build your future
100% money back guarantee
Be happy have fun
Highest quality
You owe it to yourself
Stop complaining and start doing
Enjoy your life:
No regrets
Great products for everyday life
55
Report Out
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

ATTACHMENTS PAGE
CHAPTER - 13
Final Thoughts on Long-Term Impact

Communications Deliverables
Print, PPT and Digital Screen Captures
Amway Today
Tough Questions Easy Answers Video
Infographics (Words that Work)

German Plan Presentation
Autumn Tour Schedule
Luntz LTS PPT
UK Plan Presentation
The New Conversation PPT
The Right Language Brochure
Video
How to Make Money
Year in Review 2012
Luntz Masterclass
Videos I and II
Prospect Series
Truth Video
Chinese Video
Amway Today PPT

How to Make Money Brochure
Luntz Masterclass
Videos I and II
Words that Work Booklet
INTRODUCTION
22
AN OVERVIEW OF
THE PROGRAM
33
WHAT IS A
DIAL SESSION
44
GOALS AND
OBJECTIVES
55
LOGISTICAL PLANNING
FOR A DIAL SESSION
66
ENGAGING ABOs
77
RECRUITING YOUR
TARGET PROSPECTS
88
PREPARING THE
MODERATOR
99
TOOLS TO PREPARE
FOR A DIAL SESSION
Why Amway Today Luntz Video
German Plan Presentation
Tips for Better Presentations Australia
11
10
10
EXECUTING THE
DIAL SESSION
11
11
ANALYZING THE
COMPLETE FINDINGS
12
12
KEY LESSONS FROM

DIAL SESSIONS
13
13
FINAL THOUGHTS ON
LONG-TERM IMPACT

Dialsession Guide 2014

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