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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.
The importance of communication
Clear communication is essential when managing activities. Amway needs to communicate regularly with its
35,000 distributors in order to help them prepare for their increasingly challenging role. Communication is
the passing on of ideas and information. In business, it is essential to have good clear channels of
communication.
This case study focuses on how Amway uses a range of communication methods and processes to help
individual distributors develop their own business opportunities.
There are many possible objectives and benefits from a close and well developed communication system.
Communication is only successful when the intended result is achieved. This effectiveness is dependent on
the choice of recipient, the clarity of the message and the choice of communication medium.
It would be inefficient and wasteful to send a message to every distributor regarding every single issue,
particularly if some issues only concerned a few individuals. Similarly, members of an organisation should
not be overburdened with communications. If there are too many messages, distributors may simply stop
reading them. This could mean that they may miss the most important messages! Effective communication
at Amway, therefore, involves making prior decisions about who needs to receive the message.
Sometimes it is necessary to repeat a message. For example, in the classroom, a lecturer will attempt to
explain a task in clear and simple terms, but if students are unsure about the message, he will rephrase it
until the students understand. Repeating messages through a different communication channel can also aid
the target market's understanding.
Messages to Amway's distributors should, therefore, be as clear and direct as possible, limiting areas in
which misinterpretation could arise. A good understanding of the audience using terms and language they
are familiar with is vital.
Choosing the communication channel
The choice of communication channel used by
Amway depends on what needs to be
communicated. The way in which a message is
delivered has an important impact upon how it
is received. For example, certain publications,
specifically targeted at top distributors are used when Amway wishes to communicate very specialised
information, of value only to this level.
Amway´s communication channels
There are five different communication channels.
Corporate Events
Corporate events include specially arranged functions, such
as product fairs, conferences and seminars, which distributors at different levels are invited to attend. Face-
to-face communication at a range of events helps Amway and its distributors to get to know each other.
They also provide an opportunity for distributors to get to know each other and are useful for relaying
messages, giving advice and generating personal discussion.
Events include:
Pace Setter - a reward incentive to help new and existing distributors reach the 6bonus level within three
consecutive calendar months.It also encourages a balanced business, with equal amounts of retailing and
sponsoring - essential for long-term success and profitability.
Direct Distributor Seminar - allows newly qualified Direct Distributors to meet the Amway Management
Team, tour the UK Headquarters, attend key informative, motivational business sessions and go to the New
Direct Distributor Gala Dinner.
Leadership Seminar - where distributor leaders who have achieved a target criteria set by Amway, travel for
a seven day trip with compliments of Amway to some of the world's finest beach locations and hotels where
they attend a number of business sessions and exchange thoughts and ideas with corporate staff.
Launch into '98 - a major annual launch of new products and services presented by a road show of events.
Participation at these events enables distributors to contribute ideas and solutions to problems
encountered. The relationship between Amway and its distributors can, therefore, take place in an
atmosphere of mutual trust and respect.
Training
Training builds the skills and knowledge of distributors and therefore improves competence levels. For
Amway, the starting point of the training process is to identify the skills and knowledge necessary for
distributors to carry out their role.
Acquiring product knowledge is an important aspect of training and preparation. As Amway relies upon the personal service of its distributors and the quality of its products, it is essential that distributors are not just shown how to use products but also how to merchandise them to their best advantage. Training may involve either Corporate or Group (Line of Sponsorship) Training on specific product brands. Distributor input into these sessions provides informative help for the management of independent businesses. Once a distributor has achieved an advanced knowledge of a specific brand, they can then receive the training and tools required via a 'Train a Trainer' session whereby they will be taught how to train their own group, therefore maximising their expertise.
Lines of sponsorship
Amway is essentially a people-based business - without people, the business cannot expand. The business
of each distributor grows via new customers and through the sponsorship of new distributors.
Established distributors are involved in helping newly sponsored associates to merchandise Amway
products. Distributor groups meet to discuss company procedures and their goals. The groups also discuss
new product launches and promotions, the administration of their businesses and support new and existing
distributors. These lines of sponsorship provide constant, face-to-face support from professional associates.
Publications Written communication is useful as a permanent source of reference. Amway uses a range of written
communications. These include:
Amagram - This magazine is mailed directly to all Amway distributors in the UK, the Republic of Ireland and
Channel Islands. Amagram is used to communicate information about new products, promotions,
community news, distributor events and recognitions as well as news of other affiliates throughout the
Amway world. Amagram shows how distributors can make more out of their business. It is also used to help
distributors understand the philosophy by which the business operates and the legislation regulating the
Direct Selling Industry. For example, The Trading Schemes Act 1997, widens controls over illegal 'pyramid
selling' and provides basic standards of business practice for participants in legal Trading Schemes.
Diamond & Leaders' News - This is used to communicate special information to leading distributors. It may
involve providing them with information which they need to pass down to other distributors or it could
provide top distributors with 'elite' information such as the previews of launches or any changes in policy
which only applies to this group, at a particular time.
Newsgram and WAD (Warehouse Authorised Distributor) Bulletin - Newsgram is sent from Amway to Direct
Distributors. Although its purpose is similar to Diamond News, information is communicated in a format
more suited to the target audience.
Special Literature - Occasionally, Amway designs a brochure or leaflet which is used to address a particular
change or launch, e.g. new car care product range.
Other communication channels
The circumstances under which a business communicates constantly change. Organisations have to
constantly review their communication systems to ensure the correct messages are transmitted in the
correct way to the required audiences.
For Amway, this means that different communication media are required for a range of purposes. For
example:
Direct distributors are targeted via a monthly mail-out
Packing slips have short messages printed on them
A telephone team at the Amway Information Centre handles ongoing enquiries
Amway has recently launched their first ever brand advertising campaign. In an ever-competitive market-
place, it has been used to raise brand awareness.
Perhaps the most rapidly developing global
communication forum is the Internet. For a company
like Amway, with distributors all over the world, the
potential of the Internet, as a communication
mechanism, is enormous.
The Internet serves as an important information source and offers the Amway Corporation a platform to
define 'Amway,' its opportunities, products and association. The Amway (UK) Limited web-site is interesting
and informative, containing many different facts about the Amway Business in the UK, Republic of Ireland
and Channel Islands. Pages in the Amway (UK) Limited web-site refer to:
What is Amway (UK) Limited?
Amway (UK) & the Community
The Amway (UK) Product Range
The Amway (UK) Business Opportunity
Amway (UK) News.
Artistry products
Developing a new range of skin care and cosmetics products is a costly process. It is important to co-develop
the distribution network, thus giving key advantages over other products in the market-place.
Amway created ARTISTRY* as a complete line of skin care and cosmetics, to make clients look and feel the
best that they possibly can. Amway is one of the few cosmetics companies in the world with its own
manufacturing plant, so the Company can retain control over quality and follow hygiene guidelines which
are stricter than those required by the law.
No product is launched until is has been rigorously tested - before, during and after manufacturing processes,
Amway does not test on animals. Amway has also invested heavily in the development of the packaging of
the ARTISTRY line.
The packaging features a signature gold band alongside the ARTISTRY diamond logo. Consequently, ARTISTRY
products rival those sold in department stores, but with the added bonus that ARTISTRY products are sold
with personalised, expert service - distributors can be trained to become ARTISTRY Consultants.
To become ARTISTRY Consultants, distributors attend a
training course which covers:
learning about the skin
skin care products
cosmetic application - basic techniques
cosmetic products - application, co-ordination and advanced techniques
merchandising session - how to build an ARTISTRY business.
The aim of this course is to allow distributors to develop their product knowledge so that they can deal
professionally and confidently with customers.
At the course, Amway distributors are provided with a training manual. The ARTISTRY Learning Guide is the
central part of a larger training and personal development programme known as the Amway Performance
Learning System (APLS).
APLS provides information about ARTISTRY products so that distributors can become successful and
knowledgeable ARTISTRY Consultants. Also included with the ARTISTRY APLS is a video which co-ordinates
with the Learning Guide.
Whilst training to become Beauty Consultants, Amway distributors can also use other usual communication
channels to further develop and improve their product knowledge and obtain key information, such as
product updates.
Clarifying business opportunities
Acceptable business procedures must be developed
when a large number of distributors representing a
single organisation, all work independently. It is
important that communications from Amway provide a
moral direction for its distributors but, at the same time, allows them to develop their own identity.
The Amway Rules of Conduct and Code of Ethics conform to the DTI's requirements and define the rights,
duties and responsibilities of Amway distributors. Other communications are also designed to reaffirm
acceptable moral principles.
The manner in which a salesperson deals with an ethical issue can have far reaching consequences not just
on that individual but also upon the organisation as a whole. For example, distributors must not mislead
customers on the claims of a product in order to achieve a sale.
Direct selling is about person-to-person marketing where the salesperson must have credibility and trust.
The processes of communication at Amway are designed to help distributors become well trained and
professional in all their dealings.