Recently I ordered a supply of my company's healthy snack bars. After adding sales tax, shipping and handling fees, the total came to almost $150.
I paused before clicking "submit order". On one hand, my family enjoys the snack bars and they are tasty, natural and organic. As a distributor, I get to buy the products at wholesale and the sale would count toward my monthly performance bonus. On the other hand, $150 just for snack bars, even if they last two or three months? I reluctantly clicked "Cancel."
There is a perception that our industry's products are over-priced. In many cases I agree.
Retail stores sell a wide variety of quality, eco-friendly, natural and healthy products and a savvy shopper can purchase these products on sale and save quite a bit of money. In my case with an equivalent number of snack bars, $50 to $70 for a three-month supply. That's a huge savings.
We may save money by purchasing products at the store, but buying elsewhere doesn't grow our business. If Direct Sales companies want to sell more products and expand the number of customers served, they must improve the ways in which they price, position and market their products. Here are some ideas:
1. Be aware that in these tough economic times, people want to stretch their dollars as much as possible. Some are willing to pay more for exceptional quality, added value and to support their friends and family, but there is a limit to how much more they will pay for products they could also buy at their local grocery or big-box store for less.
2. Shipping and handling (S&H) fees add a lot to small orders. Consider reduced shipping for small orders or some type of free shipping membership coupon program, like Jameco Electronics' Free Shipping Club. Customers may think twice about buying from us when S&H adds $10 or $15 to the cost of each order. Not every customer wants to purchase a large amount of products and we should not penalize them because they may become bigger customers later or refer other customers to us. (Customers are the cornerstone of our business. Honor them.)
3. Set up a Preferred Customer incentive program. Run specials on selected products every month. With each purchase, customers earn a dollar value credit toward their next purchase. Several companies of which I'm a customer do this already, and it helps offset the cost of the product and shipping so I tend to buy more frequently and feel better about doing so.
4. Fairly price the products. We don't want to target the mass market and compete with the huge discount retailers (a losing battle). Neither should we price our products so only the wealthy can afford them (too small of a market). Because our products are generally of higher perceived value and quality, set the price in the "middle" to "middle-high" range in line with comparable products offered in stores. Make it easy for average people to replace products they currently purchase at the store with higher-quality, yet comparably priced, products from direct sales companies (gain market share).
5. Offer two or three tiers of products so customers have a selection of "good, better, best" depending on the product, purpose, ingredients and level of quality. For example, my company sells a top-level, premium supplement brand with a daily per-use cost of about $2.50. They also sell a high-quality multi-vitamin with a per-use cost of $.20 (20 cents). They could create a third tier in the middle, and target each product for specific types of customers within those tiers.
6. Create a reasonable variety and mix of products, striking a good balance between too few and too many choices. A company focused on home care can offer additional key products that complement the core product line, like sponges, cloths and other essentials. The complementary products can also support added-value services provided by distributors. (Anything to reduce the dependence upon or temptation to buy competing products at the store will only help.)
7. Don't change products so often. Customers get used to a particular product, then suddenly it's no longer offered or replaced by something else. Strike a balance between refreshing product lines and the fact that people are resistant to change, especially if they love what a product does for them and without warning it's repackaged, reformulated, no longer available or doesn't work the same way as before. If changes must be made, be sure to notify distributors in advance so they can proactively inform their customers and find alternatives.
If Direct Sales companies truly want to succeed in the marketplace, they must improve how they price, position and market their products. Only then can distributors make a rock-solid case for offering "competitive value" to prospective customers - and make lots more sales.
What This Blog Is About
What This Blog Is About
Most web sites and blogs about Direct Sales / Network Marketing / MLM focus overwhelmingly on the negative - what's wrong with it, bad experiences, scams, etc. This blog is different. While we discuss the Three Fatal Flaws and other problems with current industry practices, our focus is on positive and pragmatic SOLUTIONS.
Our Vision: To reform and transform this noble and time-tested industry into a positive force for good that powerfully and effectively serves and supports the best and highest good of people, community and planet.