“Christina Calling”
By Elaine Hoefs and Christina Witham, Keys to Advancement, Inc.
Success is not easy to come by, especially in the field of direct sales and marketing. Add self-employment to the puzzle and things can really get complicated. It takes incredible drive and determination to not only identify but to actually achieve your vocational goals. Christina Witham has overcome every obstacle blocking her path, through sheer determination, against all odds.
Choosing Self-Employment
Christina reported that someone once told her she would be a good “janitor.” After doing cleaning work for a long time, Christina shared with us that she never really enjoyed that type of work and that she wanted “more” from a job. Christina also said that she was tired of people always telling her “what to do.”
Christina and her family contacted Keys to Advancement, Inc., a vocational and independent living skills service provider in Vancouver, Washington, to discuss her dream job. Christina made her interests very clear—“I want to be my own boss!” Christina decided to quit her part-time janitorial job and pursue a full-time career as an AVON representative. Research, consultations, a business plan, and funding from the Division of Vocational Rehabilitation (DVR) were soon under way.
Finding Supports
With support and encouragement from her father, Alan Dickerson who previously sold Avon, a partnership was well underway. He and Christina mutually initiated Avon sales with a local representative. Some reasons for opting to sell Avon were to be able to work with people while selling top quality products and, of course, being her own boss.
Our agency, Keys to Advancement, supports and helps coordinate Christina’s independent business. Early on we helped with researching the viability of this as a fruitful venture and connecting with DVR to secure necessary funding for the development of a business plan, marketing, and training for the first year. DVR also provided funding for brochures on three occasions, purchased large quantities of product samples and two new uniforms. Christyna Hengstler, Vocational Rehabilitation Counselor, paved the way for Christina to participate in a class to enhance her self-confidence while getting a “make-over.” Independent living services were also available to Christina, funded by DVR, in order to fine-tune her grooming skills.
Jennifer Dixen of Keys to Advancement currently coordinates the efforts of all parties involved so that consistent support is offered. Strong emphasis has been on the following:
- assisting Christina two to four times per month with sales,
- attending monthly district meetings,
- pounding the pavement to secure additional orders and distribute catalogs,
- marketing through flyers that reflect a discount to “first time orders” and phone calls to the existing customer base as well as to follow up on referrals, and
- partnering with Avon Leadership Representatives to be in-the-know about trends and promotions.
Avon Leadership Representatives have provided “trade secrets” to encourage Christina to try new ways to boost sales and the customer base.
Building Success
Christina has now been in Avon sales for nearly three years. At first increasing sales seemed to be somewhat difficult. In order to continually increase her profit margin, Christina focused on each Avon level of success and all that it had to offer. Keys to Advancement and Avon teamed to coordinate training and marketing strategies.
Christina is currently one of the top-selling representatives in her community in several categories, and has recruited a customer as a new AVON representative. Her customer list has expanded from twenty to well over a hundred. Many of these customers place an order every campaign. Approximately 100 “regular” customers order each month. She recently passed the Beauty Advisor test with a 95%, which adds to her marketability. New customers are generated from marketing to current customers and from “cold calls.”
Alan and Christina work five to six days per week on bolstering sales. They work together on the “ordering” process each campaign. Alan assists her in taking orders over the phone, through e-mail, and door-to-door and then delivering the products. Most of the paperwork tasks are done through e-mail. Christina understands the value of increasing her product knowledge and how acting on special promotions can increase sales. Jennifer has supported Christina for the past two years by assisting her with all aspects of the business.
Christina sells to anyone anywhere; she follows every opportunity. She’s a natural at sales. She is direct, in a friendly and curious manner, which has a great deal to do with her success. When out in public, she is dressed in her navy blue blazer and slacks; her bright smile can bring a twinkle to her customers when they may be in the midst of a tough day. Though an occasional slow campaign appears to impact her attitude temporarily, a more typical response to a challenge is to find a way around, over, under, or through any obstacle in the pathway.
Christina shines with enthusiasm when she reaches her sales targets. She is so determined to “move up the ladder”and is spurred on by each milestone. This fall she received a long awaited award called an Albee for selling over $10,000 in products since January 2001.
Christina has been an inspiration to us, and a reminder to listen to the dreams of those we serve. You can place your Avon order with Christina at christinad@avon.net.
Contact Information
Elaine Hoefs
Keys to Advancement, Inc
108 S.E. 124th Ave.
Vancouver, WA 98684
(360) 885-1010
elaine@keystoadvancment.com