When it comes to promotional techniques that are the most effective in business-to-business markets, it is safe to say that personal selling is still king. Despite the emergence of powerful Internet and social media promotional methods, convincing a business to make a purchase decision often requires a real salesperson establish a personal relationship with a buyer. In most cases, developing the relationship that results in a sale requires the seller meet the buyer face-to-face at the buyer’s place of business.
In the consumer market, things are a little different. Consumer buying decisions are heavily impacted by non-selling promotion, such as advertising and sales promotion, rather than direct selling. Also, consumers make the majority of buying decisions on their own and not with the assistance of someone representing the products they purchase. However, this does not mean personal selling is not necessary in consumer markets. As we note in our Types of Selling Roles tutorial, direct selling by salespeople to consumers does happen. For instance, selling is easy to see when a salesperson assists a customer who is shopping in an upscale furniture store or when an automobile salesperson intercepts prospects as they enter a showroom.
There is another type of consumer selling that occurs where consumers come to a location and are engaged by a seller. These situations are best described as “home parties” where a host has invited many guests to their home (or other location) to listen to a seller explain their products. Over the years, several companies have successfully used this selling approach with the most well-known being Avon, Mary Kay Cosmetics and Tupperware.
Another example of home party selling is found in this Wall Street Journal story. It discusses a company called Willagirl that markets skin care products. But what makes this story interesting is that the sellers are not professional saleswomen or salesmen; the sellers are middle school aged girls. The direct selling technique used by Willagirl is similar to what Avon and others employ, including encouraging attendees to sample a wide range of products. For the young saleswomen, the company offers a high commission and enables sellers to earn a percentage of sales made by others they recruit to become sellers.