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Does your business consider moms to be a primary target market? If so, why are you just focusing on them as customers – why not make them part of your sales force?
A recent article on Forbes.com showcased Kajeet, the Maryland-based company that creates cellphone services for children. A highly customizable program, Kajeet’s aim is to create a mobile company that teaches children responsibility and gives parents peace-of-mind through the setting of limits and phones with GPS tracking capability.
With its increasing popularity, it didn’t take Kajeet long to figure out that their most effective marketing efforts came about through word-of-mouth referrals. The light bulb went off – why not hire moms who use the service to promote to other moms and make a commission?
Kajeet has started with a small sales force of 15 as a pilot program, and uses this team to conduct research and make improvements. The company’s goal is to have a sales force of 100 moms in the near future. With no up-front costs or quotas, it’s a smart, easy way for moms to bring in revenue and for Kajeet to gain loyal customers (who will repeatedly buy, depending on how many children they have).
Another company that is bringing moms into its circle of salespeople is Strider, a company that manufactures small toddler-size bike without pedals, teaching kids how to balance and steer a two-wheeler. And when I say toddler, I mean toddler – check out this 20-month old on his Strider:
When I met Strider founder Ryan McFarland in Denver last February, he told me that the bike is such a hit with moms that he’s now started a “Mom’s Commission Program” for new customer referrals. “It’s pretty much a no-brainer,” Ryan told me. “Once a mom catches a glimpse of the neighbor’s toddler zooming around on this ultra-safe bike, she just has to ask her neighbor where she got it. We get the referral, sell a $98 bike, and mom gets the commission.”
What ways could you make your “mom customers” part of your sales force? It could be a low-cost program that would just require a little time, effort, and consistency on your part.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Michele, that is so great!!!
We will try to introduce such a model for our “teenager seminar” on life planning and carreer chossing!
Mums with teenagers may be worried in how their kids choose a carrer and go to college! Why not make them the sales force?
That is why you are a Wizard!!
Regards
Mario E.
PS: See you in Guatemala when Wicho finally makes that happen.
A brilliant idea of your own, Mario! Moms with teenagers are certainly anxious about colleges and careers for their children. And if they have a great experience with your company, they’ll want to tell other moms about it. You should have great success in offering them an opportunity to earn some money on something they’re passionate about.
Hope to see you in Guatemala very soon… we’d also love to see you at Wizard Academy in Austin.
Thanks! Well we are to go to class reunion in October… the Poky (my wife) has to go sniff the premises! hahahaha
I am a kajeet mom – part of the mom sales team and love the company. If any moms are interested in trying the service for less, you can use the promo code/coupon code BARGAIN to save 15% off your entire purchase!
Great article, some companies are doing this very well and many large corporates in the US have grabbed onto this model to great advantage as far as I can see.
Unfortunately its not so common in New Zealand where I normally work from or even Canada.
Candy – welcome to WonderBranding! Glad to hear that Kajeet is working os well for you.
Ghada – thanks for posting! Yes, it does seem to be a business model that is getting stronger in the U.S., but is a natural for any business anywhere that has something remarkable to share with moms. Be sure to let me know if you discover a New Zealand company that is trying it.
Well said! I just sent you an email. As a former “female” auto salesperson- I asked this question for twelve years- “why aren’t there more women selling cars”.. the answer- they don’t want them. Women are better communicators and auto sales is based around deceit.. it’s sad. But, I’m not giving up- this is a great industry for women if someone can help me knock down their ego door..