Declare Your Shopping Independence
I had a great time last weekend celebrating our country’s 232nd birthday. My family and I ventured to downtown Washington DC (even though I go there everyday for work, on major holidays like July 4, it’s definitely an adventure). We had a great view of both the Capitol and the Washington Monument from the top of one of the many government buildings adjacent to the mall. My kids were duly impressed by the grandeur of it all, and we spent most of the ride home talking about which shape and color of fireworks was the best. It had been a few years since I’d taken part in our country’s birthday celebration in any significant way (other than watching fireworks on TV) so I took a few minutes to reflect on how lucky we are to be able to celebrate our Independence.
Of course, one of the other staples of any holiday weekend, especially one where millions of hard-working Americans find themselves with an extra day off, are in-store sales. Dozens, even hundreds, of ads proclaim the great deals that can be had from sea to shining sea. I did venture to the local shopping mall at the behest of my daughter, who at four is a verified shop-a-holic, and the sea of people I found there was fairly reminiscent of the sea of people that had been present the day before on the National mall.
I didn’t find too many great deals, but since my mind is never far from direct selling, as I was watching the crowd and sipping on my lite coffee Frappuccino while we took a quick rest, I was reminded that shopping in the home offers respite from several common aspect of the mall that are often better left behind:
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crowded parking lots and stores, especially around the holidays
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salespeople who aren’t familiar with the products
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impersonal shopping experiences that don’t provide a high level of customer service
Instead, direct selling takes place in the comfort of your own home (or the home of a friend, relative or coworker) with a knowledgeable sales representative who cares a lot about her products and works hard to personalize each shopping experience.
Clearly, direct selling will never completely replace retail shopping. I shop at the mall like most others, but it’s nice to know that direct selling can offer a little independence from the traditional shopping experience.
Tags: at home, crowds, holiday, independence, shopping
July 10th, 2008 at 3:15 pm
YES!! Thank you for this. I often think the same thoughts when I am going through crowded shopping centers. Not only is direct selling fun and convenient, but when we shop from direct sellers, more of the $ is kept locally AND supports another small business owner in our community. There’s a time and place for retail storefronts but I’ll buy from a direct seller whenever I can!
July 10th, 2008 at 5:53 pm
Amy…
Indeed, I recommend that everyone call up that direct marketer next door and have them come over immediately. Not only can you examine his/her varied products, but you can also hear about their wonderful business opportunity! You might get lucky enough to see the same pictures of palatial estates, luxury autos, swimming pools, and even the same luxury aircraft my wife was shown at her introduction to direct selling. They were really grand, and the business opportunity so relatively inexpensive to get into.
Hey, and all these companies have a money back policy on products and training materials too! You have absolutely nothing to fear. I just can’t stop thinking about how great these direct sales reps are. If you can’t find that particular shade of base to cover up that blood red appearance once you realize what you’ve been talked into? No Problem! You can find it at your next wonderful home sales recruitment party.
July 10th, 2008 at 8:24 pm
Q-
While your post is at best sarcastic and at worst myopic, you yourself have stated that there are plenty of direct selling companies that you take no issue with and we all know by now that your real issue is with one company. While I welcome your comments that are on topic I do not welcome your comments that are merely sarcastic and do not add to the discussion.
But, since you brought it up, yes, direct selling is a great way to buy products and, if you are interested, to earn some supplemental income. In addition, getting started in direct selling is easy and low-cost, and DSA companies do have a buyback policy - thanks for pointing that out.
Oh, and I almost forgot, unrealistic earnings claims are a violation of DSA’s Code of Ethics - hopefully your wife reported the incident.
So, once you snip away the sarcasm, most of your statements are right on target! Thanks for sharing.
July 11th, 2008 at 1:41 am
Amy…
I’m sorry, I couldn’t resist myself. You are right. I point to my set of measuring cups. Take my car, but I’ll get really mad if you take my cups!
July 30th, 2008 at 7:19 pm
Amy, there is nothing like an experience of independence day in Washington DC! Back in my high school days our marching band marched in the big parade down Pennsylvania Ave and took 2nd place in the big band units. It was our first representing Ohio in the national celebration. It was a lot of fun, especially marching while we play God Bless America while the crowd on the steps of the capital sang along… an experience I will never forget.
In regards to shopping, I believe wholeheartedly that direct sellers should support other direct sellers. It is amazing the number of people who are in the direct selling industry as a rep and yet are in hiding as a marketer… not promoting their business openly or doing what they can to build a customer base locally. They are definately missing the boat on growth and profits.
We teach the importance of getting customers consistently every month. This requires the direct seller to market and prospect using a variety of methods to attract prospects to want to do business with them.
What are your thoughts on direct sellers marketing via direct mail and print advertising to attract local customers? And what do you feel is most important for a direct seller to do in order to get the customers coming back for more product purchases?
July 31st, 2008 at 9:16 am
I think the best approach a seller can take is based on their own goals. There are many traditional marketing methods that can easily transfer to direct selling. If you’re just casually selling the products for supplemental income, you may not be interested in a larger marketing campaign and instead rely solely on word of mouth. But if you’re looking for more than extra spending money, building a solid customer base is essential, and employing traditional marketing techniques can be a helpful tool. Perhaps there are others out there who would like to comment on how they have incorpoated traditional marketing techniques into their businesses - or if they haven’t why not?
Oh, and about those customers coming back for more purchases? I think providing excellent customer service is key - afterall, that’s one of the greatest benefits of direct selling. As a seller you can be of most service by helping guide customers through their initial purchase and then following up with them to make sure they are satisfied. It’s also important to consider how you would want to be treated as a customer. A seller’s job is to be helpful, but not pushy or overbearing. Think about how you would want to be treated in a retail store. I prefer a sales rep to greet me when I arrive and let me know they are there for help - and be tuned in to when I may actually need help. I don’t want them to hover, but at the first indication that I’m looking for a little guidance, they should be there (of course that also assumes the clerk is familiar with the products, which may be a different question altogether). I guess I expect a little ESP from salespeople. Direct sellers are in an excellent position to have a little ESP because they likely are intimately familiar with the products, and they are also likely to know something about each of their customers. With that personal relationship they can both offer products that one is likely to enjoy, and can give customers the personal follow up they deserve.
In the end, one of the most important keys to success is acting in terms of how YOU would want to be treated as a customer. You can’t go wrong with that approach.
August 9th, 2008 at 5:27 pm
Amy wrote >>>>I think providing excellent customer service is key - After all, that’s one of the greatest benefits of direct selling. As a seller you can be of most service by helping guide customers through their initial purchase and then following up with them to make sure they are satisfied. <<<<
Amy, you make an excellent point. One of the things we teach our students is that they are the most important component of their success. The company they represent pays them to acquire new customers and to help retain those customers so they come back ordering month after month after month.
I believe, as you said, customer service is the key (and that requires going the extra mile). I further believe that direct sellers can create a very unique buying experience for their customers. So often people buy something and are left in the dust of the sales clerk. Through direct selling, we can create a differentiated position where the prospect perceives greater value and wants to come back and buy more. This only happens through excellent customer service and that comes from the direct seller themselves.
While I don’t think we are all equipped with ESP, we can help the customer get what they want and need by asking questions… and listening to their answers. It is almost like ESP, and the prospect or customer even feels great because you are paying attention to their wants and needs.