Making shopping hassle -free is the direct selling business’s specialty. As far as customers are concerned, the idea that they can get things at a friendlier price minus the stress of braving traffic and falling in line at payment counters has always been fascinating.
But for successful direct selling companies, the picture is bigger. The concept of “shopping at the comfort of your own home” is obviously working, but it is the idea of “changing lives” that made them stick.
Selling the concept: Value proposition
There is more to the direct selling busines than just products. Ultimately, the message these companies want to send is that they can make your lives easier. Avon Philippines , a pioneer in the direct selling industry, has been in operation for 31 years now. It has successfully tweaked the shopping mall culture and turned it into something that’s not only stress-free but also something more personal.
Bob Briddon, president and general manager of Avon Philippines , puts it simply: “We bring the store to you and we offer greater value.” Alliance in Motion Global Inc., or AIM Global, is a company that uses multi-level marketing and has made significant success since it started in March 2006.
Also called MLM, it differs from purely direct selling in the sense that MLM offers financial benefits to sales people who successfully recruit more persons into the MLM company’s sales force. Dr. Ed Cabantog, the president of AIM Global, agrees that direct selling has made shopping a more personal experience. In the case of AIM Global, which mainly sells nutritional and herbal food supplements, it’s the story behind every product that spells the difference.
“It’s always better to hear about a product from a friend. Especially with the kind of products we sell, there’s always a unique story attached to them that’s worth telling,” he says.