Direct selling is one of the IMC tools. You might have heard of the term and wondered what it means, or you might have experienced this IMC tool personally, but did not know the term used to define it. So what is basically direct selling? And why is it important? Let’s discuss.
What does direct selling mean?
As the name suggests, direct selling refers to the selling of the products wherein the middlemen are eliminated. The transaction takes place in a non-retail setting like that of a home, or at other non retail venues. It tends to remove any middlemen that are usually involved in the process. This includes people like wholesalers and regional distribution centers. Most often the products that are sold in such a setting are not even found in the traditional retail setting.
Another thing to note is that direct selling is different from direct marketing, although the terms might sound alike to many. In direct selling usually individual sales distributors or reps are the ones that sell the product to the customer. Whereas in the case of direct marketing, the company directly reaches out and markets to the clients.
Advantages of the tool
Although this tool is not for every brand and their business model, there are many advantages that this tool offers. When used in the right situation, it can help the brand reap many benefits. Let’s discuss some of the advantages that this tool offers:
One of the biggest advantages of using this tool is that it tends to offer a personal touch. The sales reps are in direct contact with the customers. This means that they can personally attend to all their problems and needs. Further, this can also help the rep in finding more customers, as they can even reach out to the family and friends of the customer. Expansion of the business can be easier, although often only on a small level, with this tool.
Since with this tool, the transaction takes place in a non retail setting, many expenses are reduced for the company. Since there is no physical store, the brand is not required to set up one. Even if they do, the number of stores is quite limited. Building and maintaining of a store of course has expenses, which are saved when this tool is used. This also increases the profit margin, since this tool tends to cut down on expenses. Being the best PR agency in Delhi, we understand how every marketing tool is unique and distinct, and how each tool is important in its own way.
Another advantage of using this tool is that the reaction of the customer is clearly visible to the sales rep as they are personally making the sales. They can modify their pitch and offers according to this reaction. In a lot of marketing tools, brands cannot get the opportunity to see the reaction of the customer properly. But with this tool, since the rep is face to face with customer, instant and better feedback is present. Further, since there is a relationship built between the customer and the rep with time, customers also are more likely to give an honest feedback to them.
Another big advantage of this tool is that the sales rep can give the customers a product demonstration before they make the final sale. This can make the customers trust the brand more. It can also reduce the chances of them having complaints with the product or the service offered. They will only buy the product if they are satisfied with the demonstration. This will leave them more satisfied as a customer, and might even have them coming back to the brand again.
Just like every other marketing tool, direct selling is important and unique in its own way. Depending upon many factors related to the brand, this tool can benefit them in many ways, when used in the right situation effectively. It tends to offer many advantages when it comes to marketing. Most importantly, it eliminates the middlemen in the transaction, and tends to offer a personal touch. When used in the right situation, in the right way, this tool can be highly beneficial to the brand.