| “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
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