Can one size fit all? Can direct sellers such as Amway, Oriflame and Mary Kay implement the strategies that some of the largest Ecommerce companies like Ali Baba, Amazon, eBay and Groupon use?
In a word, Yes.
We’re not saying that factors such as the business model, and sales dynamics of the two should be ignored, but the some of the root challenges that they face are the same.
Retailers and direct sellers have a lot of challenges in common, believe it or not:
- Develop Brand loyalty through brand equity
- Putting out creative content that strikes up a conversation
- Have new and exciting products in store that strikes all the right chords with consumers
- Understanding consumer needs and gaining their trust through service and product quality
Direct sellers can learn much from Ecommerce
At this point, you may be thinking, “but direct sellers are different. They have to manage the sales force, balance the numbers, attributing sales to the reps and so on.” Despite this, as a direct seller here are the top things you can learn from Ecommerce.
1. Engaging content with a purpose
It’s not just about selling now, it’s about empowerment. Empower the consumers with the information they need to make informed decisions that are in their best interest. Create engaging, meaningful content that inspires the visitors to your website. Not only does good content help drive traffic to your page, but it guides consumers on making a decision, giving them a little push in buying the products they need. These products may be yours if they find the conversation compelling and well integrated with the products on your site.
2. Integrate the sales funnel by connecting the dots
Touch points are vital as the following example shows. Suppose a beauty conscious woman is browsing the internet for beauty tips (point no. 1: content) while doing her makeup. She comes across an article on the Oriflame Cosmetics website. She just needs a push and the inbound link from the article redirects her to the contact page where she gets in touch with a sales rep who guides her on the product and completes the sale.
3. Build stronger product pages
The previous example shows that touch points need seamless integration. The product page needs to compelling but not overwhelming for the consumer. There needs to be content supporting the buyer’s decision, like reviews, benefits of using the products, and calls to action so that the consumers can go through the process easily. The off and online marketing efforts will be much easier if this is the case.
4. The royal treatment
The importance of personalized relationships that are mutually beneficial can’t be emphasized enough. Sales reps know the needs of the consumers and what will best satisfy them. Good ones do anyway. Making sure that the consumer is thoroughly engaged in what products they want to see and enticing products and special offers that are relevant to them is paramount. Engage consumers online with personalized product offerings and share that with sales reps so they can market the same to them when they’re not on the web.
5. Be mobile friendly
People check their phones a couple of hundred odd times a day. Retailers not making use of this are shooting themselves in the foot like that one internet meme guy. Optimize your main website for mobile like the e commerce industry giants have done. Put those products in front of the customers that they want to buy and don’t have to look too hard for. Mobile traffic can be your saving grace in times of low sales. A bit of distraction from the task at hand, and the customer finds you(r ad) while going through a webpage with something that they like.