Your best selling point ... is you

Your best selling point ... is you

By: Linda Whitney

AS PRICE rises begin to bite, a direct sales business could be your way to make ends meet. Many franchises and business opportunities involve direct selling, either from door to door, to business owners or through parties.

But many people are scared of direct sales, assuming it involves foot-in-the-door techniques.

Not so, say sales professionals.

'Sales is not a black art practised by people with secret scripts,' says Adam Clarkson of British Blinds, whose franchisees sell blinds from mobile showrooms.

'It's not all about talking. You have to be a good listener, so you understand exactly what customers want.' Franchisees carry a wide range of various kinds of blinds, shutters, awning, and conservatory blinds.

Investment is £4,995.

Choose a product you believe in. 'If you would buy it yourself, it's easier to sell,' says Steve Tudor of Card Line Greetings.

Card Line franchisees provide display stands and cards to retailers, visiting regularly to restock and collect money. 'You need a happy disposition and positive attitude, because you initially approach retailers uninvited, but we show you how,' says Mr Tudor, who has resale franchises available at varying prices.

'If people do not buy, you carry on to another call. It's a full-time franchise, and you must be persistent.' Many direct-sales businesses are business opportunities rather than franchises. Investments are often under £100.

You can become an Avon cosmetics representative for £15. Typically you start off selling to family and friends, and earn £1 for every £4 worth of sales, getting paid every three weeks.

Some earn up to £50,000 a year.

'There is no magic wand that will turn you into a great salesperson,' says Natalie Deacon, of Avon. 'But if you are outgoing and enthusiastic about your products, you can just be yourself and sell.' Avon provides tips on how to approach customers and help from area managers.

As with most direct-sales business opportunities, you can rise through the ranks by recruiting, managing and motivating your own team of representatives and earning commission on their sales. Sales leaders get extra sales and business coaching, and some have teams of up to 500 and a turnover of £2million.

Direct-sales companies also typically reward you with incentives for reaching targets.

At Usborne Books, top performers might receive extra stock, free business training, or travel — 20 of its organisers have just returned from Nice and Monte Carlo, all expenses paid.

Usborne organisers work full or part-time selling educational children's books, earning commission on sales. There are various start-up options which begin at around £30.

There is no statutory regulation of business opportunities or franchises, but business opportunities companies that are members of the Direct Sales Association (www.dsa.org.uk) agree to abide by a business code of practice.

See its guidelines and get a written contract before investing.

Businesses that belong to the British Franchise Association  also pledge to abide by a code of practice.


LORRAINE WHITEHEAD runs a Pauline May franchise, selling clothing to people in residential and care homes.

'Personal service is what successful selling is all about,' says Lorraine, a former M& S personal shopper who started her franchise 15 months ago.

Lorraine (pictured) displays the clothes, usually in the care home's sitting room. 'If you set them out well and have the polite, personal touch, they sell themselves,' she says.

'You have to be cheerful, outgoing and caring, and you cannot use the hard sell. I would never sell a customer anything unsuitable for them.'

She sold £50,000 worth of clothes in her first year, running about one party a day in homes around Buckinghamshire, and expects higher sales this year.

'Being a caring person is more important than sales experience for this franchise,' say Pauline Sargeant of Pauline May. 'Quiet people can sell as well as bubbly people. It's about building a rapport that means you are invited back.' Pauline May offers a week's training, including visits to homes with existing franchisees. Investment is £25,000 including £5,000 worth of stock.