One
of the main problems within the "inner circle" of the mail order
business
is
that everyone is selling everyone else's products. Pages crammed full with
commission
dealerships is turning a good thing out of hand.
It's
been said over and over again, but newcomers to the industry should
realize
that they need to develop their own products and services. Commission
dealerships
are fine to compliment your business if the product is relative
to
your main product, but everyone should strive for developing their OWN
product
too. No one will ever get rich dealing in just commission dealer-
ships.
And people who think this way will give up over a period of time
because
they go broke. Let's stop this madness and spread the word about
becoming
a Prime Source.
How
do you develop your own specialized product or service? It may take a
few
months to get your "feet wet" in mail order to determine your
particular
"nitch."
However, you should already know the talents you possess inside
yourself
and what your own capabilities are. There has to be more to your
business
than making money!
What
are your hobbies and interests? What would you like to do more than
anything
else and would you do it if you were not getting paid? For instance,
I
personally enjoy publishing newsletters. I get a serge of electricity when
I
am working on them and wish my body would last 24-hours a day so I could
work
on them all the time. This is loving what you do.
On
the other hand, this may sound really crazy to you. Perhaps you would
rather
write, edit, paste-up or seal envelopes. I remember Dorothy Christian
(Shells
345) once explaining to me the "high" she used to get when doing a
mass
mailing. She loved peeling off labels, sticking them on envelopes and
folding
the materials to insert. She said that every envelope she stuffed,
she
felt it would generate a big customer order. This is enthusiasm!
Therefore,
Dorothy could have developed a specialized or confidential
mailing
service. Unlike a big mail where she would be mailing circulars in
envelopes,
but a targeted-mailing for different programs and products.
(Example:
A circular selling books and reports would be marketed only to
book
buyers from lists Dorothy would purchase and use for these types of
mailings.
She also would be careful not to put any conflicting information
in
this special mailing she was preparing for specific customers.)
You
can take anything you sell and creatively turn it into your own prime
source
product. A good friend of mine, Helen VanAllen loved to prepare big
mails
so she created the "Design-Your-Own-Big-Mail-Package." Customers were
presented
with a list of the circulars Helen had on hand and they checked off
the
ones that interested them. This is one example of how an old concept can
be
turned into something new with a twist that makes it YOUR OWN product.
There
are several ideas that other mail order folks used to create their own
product.
You can use the same concept locally also. If you sell vitamins, for
instance,
you could sell them in individual packets and label them for each
day
of the week. Use the vitamins from the company you are working with but
the
individual packets and labels would be your own product. You can also
charge
more for this personal touch.
You
are unique! You are an individual who has special talents and interests.
Your
business should be a reflection of YOU and your own contribution to mail
order.
Mail order is a wonderful business, filled with some of the best
people
in the world. But it's up to every one of us to keep it that way.
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