Being an Independent Distributor in a Corporate Market

Have you ever noticed how time seems to be going backward rather than forward in the business world today? Once upon a time independently owned businesses and independent distributors were the only options available. Then corporate giants moved in and started pushing them out of the way! In the face of economic recession and the new opportunities offered via the web these corporate giants are slowly losing ground. Small businesses are becoming the "in" thing of the 21st century!

If you're considering being an independent distributor for a company like Hoover, Avon or Mary Kay, whose entire business is built on building a personal relationship with their consumers, now is the best possible time to do it. That doesn't mean that the journey is going to be all chocolate and roses, however. You're still going head to head with major corporations like WalMart (who is rapidly gaining a monopoly on the retail market in the face of today's recession whether they mean to or not!), which means you're going to have to take advantage of all of the guerilla marketing tactics at your disposal.

First and foremost, door to door marketing isn't just ineffective-it's annoying! Today's consumers have been overexposed to selling techniques like mass media marketing and door to door sales, which means the only thing you're likely to do if you knock on a door is watch is close in your face. Widespread distribution for today's independent distributor relies heavily on:

a) Building a network of their friends and family, particularly for consumables like make-up that will need to be repurchased regularly. Not only does this open the door to repeat customers, you're also more likely to draw in referrals from people who are more comfortable doing business with a "friend of a friend" than a nameless, faceless stranger.

b) Mass market-tastefully. Hand out your business card regularly, and pass around flyers. Plan events (like parties) and invite people regularly. This will allow your potential customers to feel like doing business with you was their choice-not yours.

c) Launch a website. Yes, they could go to the company's website to buy their products, but why would they want to? Launch your own site with information about your products and their benefits, as well as new industry updates, information on parties and upcoming events and links to other valuable resources. Put your URL on your flyers and cards, then sit back and relax. Today's consumer loves having the chance to privately examine your merchandise and draw their own conclusions before feeling as though they have to decide whether or not they want to buy. A good website is a more successful selling tool than any door to door pitch will ever be.
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