We all know the classic stereotypes behind Multi-level marketing strategies. While most people have a negative view of such business structures, viewing them as “pyramid schemes” or cash grabs, some of the most successful sales situations and businesses hold these structures. One of these being Mary Kay. Mary Kay Ash could easily be credited with being one of the most successful sales women of her generation. Her main sales tactic was to host parties and invite her friends. We might see this as simple and boring, in her day this was genius. We are taught in sales that features tell but benefits sell, what greater way to show her customers the benefits of her product than by letting them instantly see the benefits of her products in a comfortable home setting. Mary Kay Ash also implemented many other selling tactics that we might view as controversial. Most notably was her pink Cadillac incentive. While a lot of people view incentives as a poor way to encourage sales because it allows for people to focus more on the money rather than the customer, Mary Kay built an atmosphere that this did not happen. Mary Kay built a brand where your friends are your customers and this allowed for the sales women to build this personal relationship with their customers and not focus on the money aspect. They do need to pay attention to it, but it was not their focus. The Cadillac was an opportunity to encourage women to work hard and be rewarded for their work. Something that was not common in the corporate world during her generation, women could not advance in the workplace. All in all, Mary Kay Ash was quite innovative in her sales strategy due to the fact that she had to change how she sold due to the fact that she was a woman and by doing this she has created one of the most successful cosmetic companies in the world.
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