October 2006 - Pink Truth
October 2006 - Pink Truth
October 2006 - Pink Truth
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BUILDING CUSTOMER<br />
TRUST AND CONFIDENCE<br />
Loyal customers are the foundation of any<br />
successful business. So it’s no surprise that<br />
Mary Kay had some powerful words of wisdom<br />
on this important topic: “Performance will<br />
continue to outsell promises. Know-how will<br />
surpass guess-how. And trust, not tricks, will<br />
keep your customers loyal.” Our Product<br />
Promise, printed on the next page, clearly shows<br />
that we have stayed true to what Mary Kay<br />
believed in, and what you and your customers can<br />
believe in today.<br />
“We always have, and always will, stand<br />
behind our products,” says Dr. Myra Barker,<br />
Executive Vice President of Marketing/<br />
Research and Development. “We place a<br />
high priority on customer safety and satisfaction<br />
because we want your customers to have<br />
the same unshakable confidence in Mary Kay ®<br />
products that you have. During a recent nationwide<br />
consumer study conducted by a leading<br />
research firm, more than half the women<br />
surveyed said that whether or not they ‘trust’<br />
a company influences their decision to buy.<br />
That’s good news for Mary Kay and for you,<br />
because our commitment to quality has earned<br />
the trust and loyalty of millions of women<br />
around the world.”<br />
Another important trend noted in this study<br />
is that consumers are so overwhelmed by the<br />
number of choices available to them that they<br />
have “choice fatigue.” “And that’s where you<br />
can help,” suggests Dr. Barker. “Women want<br />
to do business with someone who knows her<br />
products. Someone who can help them have an<br />
enjoyable, personalized shopping experience.<br />
Someone they can trust to help them choose the<br />
right products for them. When it comes to<br />
beauty, that someone is you.”<br />
So in addition to the Product Promise,<br />
where else can you find product information<br />
that will help you help your customers? The<br />
Mary Kay InTouch ® Web site* offers a wealth<br />
of information on Mary Kay ® products and how<br />
to create a memorable shopping experience.<br />
“Remember that knowing as much as you can<br />
about the products you sell is essential to your<br />
success,” says Dr. Barker.<br />
*On the Mary Kay InTouch ® home page, click on “LearnMK ® .” Then<br />
click on “Product Knowledge” or “Selling Product.”<br />
10 Applause <strong>October</strong> <strong>2006</strong><br />
Our Commitme<br />
Mary Kay. Prod<br />
A Company<br />
A successful Mary Kay business depends on the relationships<br />
each independent sales force member builds with customers,<br />
and those relationships can be strongest if they are built on trust —<br />
trust in you, the Independent Beauty Consultant, and trust in<br />
the Mary Kay ® products you offer.<br />
At Seminar, the Company introduced the Product<br />
Promise, a testament to the high quality of all Mary Kay ®<br />
products. It was created so that you, the Independent<br />
Beauty Consultant, can feel confident that the products<br />
you offer are some of the best in the marketplace. We are<br />
committed to offering you high-quality products that will<br />
satisfy the demands of women today!<br />
Of course, no statement is as powerful as your own personal<br />
experience. Consider sharing with customers your own positive<br />
stories and powerful results from Mary Kay ® products. Tell them<br />
what you use and why! Customers love to know that you use<br />
the products you sell. It’s another way you can build trust — the<br />
foundation of a successful business.
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