September 15, 2011

Avon celebrating 125 successful years of sales today is testament to the fact door-to-door sales is still a much-needed service despite the Internet age, according to Appco Group CEO Paul Sanderson.

A BBC report today highlighted why the US makeup company Avon, which has field representatives selling its products, is still thriving – it’s the personal touch that people appreciate.

In the report cultural historian Ruth Brandon said Avon was also so successful because the field representatives were seen as the experts who took the time to have real conversations with people. “So what you had was a nice long chit chat devoted entirely to you and that was extremely attractive,” she said.

Appco Group, a world leader in direct marketing and sales, is also based on a similar model with field representatives who work on behalf of blue chip clients, including pay TV, insurance and telecommunications industries.

Mr Sanderson said Appco Group, in operation for 24 years and part of the Cobra Group of Companies, was still thriving because like Avon it cut through “the noise” on the internet.

“There is no doubt the world is changing and moving more and more online and onto handheld devices, which is making it more and more difficult for service providers and product distributors to acquire new customers and sell their products,” he said.

“Combine this with the fact we are now in a borderless e-commerce world it is going to be a noisy and complicated second decade of the 21st century.

“Appco can do what it does best on an unprecedented scale worldwide - that is deliver a professional and effective face-to-face human commercial that leads to a new product sale and a new customer acquisition.”

Mr Sanderson said a lack of conversation occurred in the digital age.

“Everything is online, delivered via email or via a smart phone and the new trend is heavily discounting via digital coupons - all this is noisy and complicated leading to a confused and disloyal consumer,” he said.“Savvy companies are seeing this and turning to companies like Appco to keep it simple and effective - that is talking to people, establishing rapport and credibility and answering their questions, which leads to quality sales.”

For the BBC report, go to http://www.bbc.co.uk/news/14925969