Mary Kay Assignment Example | Topics and Well Written Essays - 750 words

Mary Kay - Assignment Example One direct selling technique that was employed by Mary Kay was over-the-counter selling. After two financial years, direct sales from the two skin care products led to a 120% increase in the company’s revenue (Davies & Dewhirst, 2005). With respect to Mary Kay’s direct selling strategy, over-the-counter sales persons had to employ excellent interpersonal communication skills in enticing potential consumers to make purchases. Among the necessary requirements for Mary Kay’s direct sales persons included confidence, assertiveness, and persuasiveness (Davies & Dewhirst, 2005). In essence, most sales persons were skilled in expressing friendly demeanors and possessed in-depth knowledge on the products as a means of improving their art of persuasion. Admittedly, the 120% increase in Mar Kay’s revenue was attributable to the advantages of direct selling over other marketing strategies. Among the benefits of direct selling include enhanced customer satisfaction resulting from personalized product deliveries, and minimum marketing risks associated with positioning of products. Contrarily, direct selling strategies like those employed by Mary Kay possess certain setbacks which may include poor quality leads and inability to enhance repeat sales (Palade, 2011). Beauty Control TM is a results-oriented beauty product that allows consumers to get a clear skin within a minimum of only seven days. In essence, Beauty Control TM can be described as a new generation product that acts as a foundation for clear skin. As a new product in the market, the best marketing strategy to employ would be promotional marketing. Basically, promotional marketing entails the use of attractive sales techniques in enticing potential consumers, and influencing them to make purchases. Currently, there are multiple competitors within the beauty products market whose brand reputations are the main source of their competitive advantages in