A Little Avon History
When writing an Avon review there are so many different things that could be addressed. But there is really only one place that you should start and that is with the history of this wonderful company.
Not many people know this unless they are directly involved with the company, but Avon was actually founded in 1886 by a bookseller. David H. McConnell was a traveling salesman selling books but he also gave away free perfume samples at the same time. He learned quickly that people were far more interested in receiving the samples than they were in the books that he was trying to sell.
He also noticed that a majority of his female customers were the stay at home moms. This drove him to recruit them as sales representatives. Back then employment opportunities for women were limited so this helped him build a sales for that was able to network with and market to other women. It also helped to create a passionate workforce that he could count on. Thus the Avon lady was born.
Actually the very first Avon lady was a woman by the name of Mrs. Persis Foster Eames Albee. McConnell actually nicknamed her the “Mother of the California Perfume Company”. She was 50 when she starting selling perfume, traveling by buggy and train selling perfume throughout the Northeast. She is to this day, credited with creating the company’s system of distributing products.
Since then there have been many wonderful woman who have used Avon to build a profitable business. Some examples are Soledad Lacson Pena who became an Avon representative in 1978 in the Philippines. Today at 70 years old she is using text messaging and the Internet to build her business.
There is also several shining examples of young people who are building their businesses as well. Starting in 2005 as just a way to earn money, Irina MInca of Romania now has a team of over 600 people. Crediting Avon with helping her find herself and become more responsible, Irina uses the Internet to build her business. Through savvy social media marketing campaigns and by collecting orders online she as become one of Avon’s rising stars.
Today the company has become a champion for several causes as well. Focusing on supporting different woman’s issue causes like the fight against breast cancer and violence against woman. They also have an emergency relief program to help women and their families after natural disasters like Hurricane Katrina and the Haiti earthquake. And finally, in 1995 they established the largest corporate affiliate philanthropy foundation, Avon Foundation for Women which has thus far donated more that $910 million in more that 50 countries for causes important to women.
How Avon Sells Its Products
The use of other people to sell your product or services isn’t a new concept. The method goes by many names but direct selling is the most common today. Direct selling comes in many forms and can be conducted through one-on-one sales, in a group, or even in a party format.
All of these methods really are designed to bring in a personal touch to marketing. It’s all about building relationships with people and then offering them the highest levels of customer service and personal attention. And it works because direct sellers around the world are responsible for $137 billion in sales annually.
There are two primary concepts of selling in a direct selling model. One is called prospecting, and its probably the most well known. The act of contacting friends and family is where most people start out in this model. The reason people teach to contact these people about your products is that you already have established relationships with them. They already know, like, and trust you and are more likely to buy. The problem is that you then need to get those same people to introduce you to their friends in order to expand you business. Not very many people are interested in doing that and it results in slow business growth.
The second method is called attraction marketing. This is the concept of creating a brand or name for yourself in your community. Then people will seek you out as a way of getting a product that they already know about. This is the best method for building your business because most people who will seek you out already know what you are selling and will buy. Or they know that you have a business of your own and are more likely to join with you to have their own.
With the advent of the Internet, however, new and wonderful ways of direct selling allow people to reach out to people they otherwise would not have met. Social media and content marketing are allowing people to build their businesses at a much faster level than ever before.
Social media alone is becoming one of the fastest and easiest ways to get your name and information out to the world and its also a great way to build relationships with people who are not only looking for products. But are also looking for ways to supplement their incomes from home. With the downturn in the world economy, there are no signs that this will slow down any time soon. As a matter of fact, there is a rise in people who are looking to get away from traditional ways to make money from jobs, and they are searching for home-based businesses.
Attraction Marketing Online
Attraction marketing works surprising well online. Through the creation of video’s that detail your product and its uses. Through constant contact on social media channels people can observe your progress as you build. People will also be able to find you during searches, they will read or watch your content, and contact you.
Some people however have a hard time finding the fine line between traditional online marketing and attraction marketing. And most will not have the technical or process knowledge that they need initially to get started.
There are several training programs available online for a nominal cost that will help you get the most out of the Internet. And lead generation programs that will give you a way to build those personal relationships that you will need.
The real key to online marketing is that you need to stay consistent with what you are doing. If you choose to create videos about your product, you need to make one everyday. If you choose to use social media, you have to be on there everyday. And if you choose to create a blog, which I highly suggest that you do, you need to write everyday.
But don’t let that discourage you. It really doesn’t take that much time at all and you can do it in just a hour or two a day. Once you get into the daily habit of doing it, it become second nature and gets easier and easier everyday.
The other thing that you need to do is keep in mind is that direct selling is about relationships. And just because your online does not mean that you don’t have to build them. But it’s not as hard as the prospecting model that we went over above.
People know right away online if they are interested in what you have to say and typically keep coming back more often as they begin to like and trust the information that you are presenting. Eventually, through that constant interaction, they will come to know you more and more.
This is where having a good lead generation funnel comes in. Now I won’t go into too much detail about them here, but I did write an article about them if you’re interested.
What I will say is that a lead generation funnel allows you to gather information about people online. Anything from email addresses, all the way to their phone number and home address if you want it. This allows you to build your list of potential customers or business partners.
With this information you can email them your specials or call them up on the phone and find out more about them. Build that relationship. And this puts a voice to you now. Shows that your exactly who you say you are online. And people will defiantly love you for it provided you did it right.
Can Attraction Marketing Work With Avon?
In a word, absolutely!! The fact of the matter is that Avon has taken very good care of its brand name. I know you can think back in time and remember a conversation where you have talked about the company or referenced an Avon lady. And it’s this brand recognition that will really help you online.
Now you have to understand that many companies don’t allow you to actively promote online using their brands. And that’s ok, you don’t want to do that anyway. But you can talk about their products as long as you’re not doing it in a sales way.
For example, (keep in mind I am a guy ok) lets say that Avon comes out with a perfume that you absolutely love. And when you wear it you get tons of compliments from the people you meet throughout the day. What’s to say that you can’t pop out a cell phone and make a quick three-minute video telling the world that fact. Or having one of those people talk to you on camera about how great it smells. Then people will contact you about where to get some for them.
You see how attraction marketing works? You don’t sell anything but yourself. Its takes all the pressure off of you and makes things a lot easier for you. I know that example was a bit simplistic, but you understand where I am going with it. Attraction is all about using your imagination to present information in a way that gets people interested in you. Regardless of what you’re selling you can apply marketing to it and create a great business online or offline. It’s really up to you.
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