This episode veers somewhat away from our typical discussions with makers into a sister industry, “direct to consumer,” to explore how this industry markets and sells its products and lessons that can be applied to home-based production.
“Direct to consumer” is a product distribution model that relies on representatives to sell a company’s products directly instead of through stores—think Tupperware, Cutco knives, or Mary Kay cosmetics. This is quite different from home-based production, as products are made on a large scale and not in a person’s home. Nevertheless, “direct to consumer” consultants face similar challenges and opportunities to home-based producers in the ways they market and sell their products. Both approaches, for example, thrive on direct person-to-person engagement and a personal touch. What can home-based producers learn from this sector?
Our guide to the secrets of “direct to consumer” sales is Jenna Watson, Director for Beautycounter. In just three years, Jenna has built a team of more than 50 consultant to promote personal care products that are safer for people to use. Her strategy begins with a strong moral sense about problems in the marketplace and confidence in her products to solve those problems. She is then able to draw on a wide variety of income-generating activities to meet and educate prospective customers as well as impromptu conversations with people she meets every day. Learn about Jenna’s story, how she has become so successful, and what she would recommend for home-based producers to sell their wares.
You can reach Jenna at bc.jennawatkins@gmail.com or follow her on Instagram at https://www.instagram.com/jenna_watkins/.
For more information about the movement behind the podcast, visit our Facebook Group, at https://www.facebook.com/groups/350301745982098; follow us on Instagram, https://www.instagram.com/cotcup/, and check out examples of our guests’ creations on Pinterest, https://www.pinterest.com/cotcup/boards/