Using communications to develop business opportunities
An Amway case study

Page 1: Direct selling

Amway was set up in 1959, with only a disused service station as a base. Today, Amway is one of the world's largest direct sales companies, with over 2.5 million independent distributors in more than 70 countries world-wide. There are 35,000 independent distributorships in the UK, Republic of Ireland and Channel Islands offering a range of products from a vast product portfolio.

The critical relationship between Amway and the seller or distributor is at the heart of Amway's successful approach to direct selling.In direct selling, the sale is the culmination of many marketing activities which involve matching customer requirements to the goods or services offered. The main benefit of this form of selling is that it allows distributors to focus on individual customers and their needs.

The starting point for any kind of direct selling activity is the preparation. Anybody involved in direct selling should be fully trained and familiar with all aspects of the product and customer needs. It is important to remember that consumers have many choices in the market-place and are better informed than ever of these choices. Preparation is therefore increasingly important for Amway's distributors.

Although it has been said that sales people are born and not made, the development of skills and knowledge is essential for good sales performance. Product knowledge, in particular, is vital - so that the seller can present a product's benefits and functions comprehensively and answer any questions the consumer may have.

Amway | Using communications to develop business opportunities


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