Archive for January, 2009

I called my cell service provider today to cancel one of two lines that I had. I recently got a new phone and no longer needed a separate account for my PDA. I’m happy with the provider, I just didn’t need separate devices anymore. When I called and requested the line be terminated, the conversation went something like this:

Phone rep: “Oh, I’m sorry to hear that you want to cancel your service. You have been a valued customer since 2000. Is there anything we can do to convince you to stay with our service?”

ME: “I’m not unhappy with the service and as I explained I’m not leaving your company – I just don’t need two lines anymore.”

Phone rep: “Well perhaps we could offer you a better rate plan. Would you like me to look into that?”

ME: “No, thanks, I still have all the same services I had before, but now I get them through one account so I have no need, at any price, for the second line.”

Phone rep: “OK, I can certainly take care of closing your account for you if there’s nothing we can do to keep your business. PAUSE. OK, ma’am, your account has been closed, but just so you know, you have 59 days should you decide you’d like to reinstate services from our company as we do value you as a customer and are disappointed that you no longer need our service. Is there anything else I can help you with today?”

ME: “No.”

Phone rep: “OK, thank you and please refer us to your family and friends.”

I had to wonder where the training broke down there. She was treating a perfectly happy customer as though I was unhappy, and in fact made me feel like I wasn’t getting good customer service because she clearly wasn’t listening to a word I was saying. To top it all off, at the end of the conversation, she asked me to refer my friends and family to her. So which is it – am I an unhappy customer they want back or am I satisfied customer that they want to encourage to go out and talk about their services to people who trust me? Sounds like they need to update their phone script.

Anyway, the point I’m trying to make here is customer service cannot be a cookie cutter. I’m sure the minute the word “cancel” came out of my mouth the computer chugged away and spit out a script for this woman to read. It didn’t matter what my answers were – she was trained to read that script and by-golly that’s what she was going to do. Do I feel valued? Nope, not at all.

I would have much preferred the rep to actually listen to what I was saying and offer assistance based on what I said. Asking how I liked my new phone or if there were any additional services I would be interested in would have been more appropriate. But, no, not in the script.

Think about the last time you experienced great service……still thinking?……not surprising. Good customer service is lost on most people today. A poor economy usually means customer service improves, but I haven’t noticed it. I rarely even get a “thank you” after the completion of a sale.

Perhaps I’m particularly cognizant of this as I spend a lot of time talking about the individualized service offered through direct selling. Think about it – you’re shopping with someone who knows you or at least knows something about you. You can call them at any time with questions and they’ll follow up with you after the sale to make sure you’re happy with your purchase. It’s their job to make sure you are happy and most take that role very seriously. Some people may not like being treated like a valued customer – and may even mistake it for being pestered – but the alternative is anonymous and sterile and doesn’t make me feel good in an economy that could use a little sunshine.

So the next time you’re out shopping, take note of how you are treated as a customer and then consider how you would like to be treated. Try the same thing if you are a direct seller yourself – treat your customers in the same way you’d like to be treated, listen carefully when they talk to you, pick up on the details that will make them feel important and then do your best to make them the most satisfied customer you have. Do this and you’ll feel confident saying “Please refer me to your family and friends!”

I was recently involved in a situation where someone asserted that direct sellers aren’t relevant because they don’t contribute to the community. My first thought was that this person clearly doesn’t know much about direct selling because not only do direct sellers contribute to the community – they ARE the community. So, in the process of enumerating a few of the many ways direct sellers contribute to the community, a blog post was born.

The following information only touches on the ways direct sellers contribute – if you have other examples that illustrate direct sellers contributing to the betterment of their communities, I’d love for you to talk about them here.

• There are more than 15 million independent direct sellers in the United States selling everything from organic gardening supplies and household products to cosmetics and food mixes. A majority of these individuals pursue direct selling on a part-time basis, earning supplemental income, although some do make direct selling a full-time career. Without the additional income some would find it difficult to make ends meet.
• There are many well-known name brands that use a direct selling model, but perhaps more importantly there are countless small sole-proprietorships – individuals who started their businesses in their home as a way to stay at home with their families. In turn, they are now helping others have a flexible schedule that meets each person’s unique needs.
• Direct selling is a perfect example of micro-enterprise. For just the cost of a starter kit (which is usually less than $100 and typically contains product samples, catalogs and training manuals provided by the company at-cost or below) a person from any background, with any level of education and with any goal can get started in direct selling. That small investment may enable that person to make ends meet or he/she may grow it into a larger business. And, if a person decides direct selling is not a fit, he/she has invested little more than their time.
• Direct selling companies and their independent sellers are passionate about giving back to the community. In fact, according to a study on the socio-economic contribution of direct selling to the US economy, in 2004 US direct selling companies gave an estimated $90 million to charitable causes. When asked what types of organizations benefited, 89 percent said they contributed to human services and charities, 36 percent of respondents contributed to education and 14 percent said they contributed to causes that benefited the environment.
• The direct and indirect economic activity generated by direct selling companies resulted in an estimated $6.6 billion in total federal, state, and local taxes in 2004. This helps communities run.
• While economic contributions are more easily measured, the industry also contributes considerably to the quality of life enjoyed by many Americans. Supplementary income, work schedule flexibility, and the entrepreneurial aspects of direct selling are some of the major benefits cited by direct sellers. These social contributions are no less important than the economic contributions.

Direct selling has an impact on many sectors of the economy. It is about much more than selling products and earning an income. For many it’s a chance to accomplish a goal, develop business skills, or simply to meet new people. The companies are active in their communities and encourage their sellers to do the same. It’s really impossible to separate direct sellers from the community because they are one in the same.

Happy New Year! After a healthy winter break (went skiing – luckily no broken bones) I’m greeting the new year with a dose of optimism I hope will infect others so the economy can find the jump start it needs. Everyone is evaluating their financial situation and looking for ways to make things a little brighter. Over the break I thought about some of the reasons why direct selling is generally fairly resilient during any economic situation and thought the following five messages summed it up pretty well.

1. Direct selling represents the ultimate microenterprise. Any individual who is willing to work hard has the potential to be a successful direct seller. Some choose to do that on a small scale – others take it much further. The flexibility, creativity and potential for growth distinguish direct selling from more traditional businesses. Low-start-up costs and ease of setting up shop add to the appeal.
2. Direct selling is a case study in personal empowerment. From getting over the fear of standing in front of an audience to being the first person in a family to own a small business, direct selling provides millions of women and men around the world with a path to success. Reaching one’s financial goals is often secondary to the importance of the life skills gained through direct selling.
3. Every direct seller is the equivalent of a local small business. Even direct sellers working with companies with billions in annual revenue are making a local impact through their individual efforts. For their customers, the company itself isn’t nearly as important as the fact that they are supporting someone in their community.
4. There’s never been a better time to stay home and enjoy the company of family and friends. Who needs a night out on the town when you can have just as much fun at home – without the crowds. Adding shopping to the mix just doubles the fun.
5. Consumers tend to look for things that will make them feel good during a recession. Many direct selling products can do just that. From a lipstick to “look good” to nutritional supplements to “feel good,” people are looking for little extras that won’t make big dents in their pocket books. Eating at home more? Try some new kitchen accessories or food mixes. Foregoing the family vacation? Redo a room in your home instead. With the wide variety of products and services offered through direct selling, it’s easy to get creative with ways to spark consumer interest.

The economy will rebound – it always does. It may take time and there may be some bumps in the road, but in the meantime, focusing on stabilizing and improving your personal financial situation is key. For some, that may mean pinching pennies, for others it may be looking for additional sources on income. Either way, the future for America is always bright.