Achim Hickmann on all Things Evora and 24nexx

INTERVIEW
“I am not the cosmetic expert. I am only interested if customers are
satisfied and if the follow-up sales are successful.”
<strong>Achim</strong> <strong>Hickmann</strong> on all
Things Evora and 24nexx
Taking a Look Back with an Eye on the Future
Hello Mr. <strong>Hickmann</strong>, now almost one year
has gone by, that under the umbrella of
EVORA, the cosmetic products of Dr. Nabet
are being sold exclusively through your
distributors. Tell us what has happened
since then by taking a look back. How did
the product arrive? What did the increase
in revenue and the growth of the team
mean for the distributors of EVORA?
The products were well received. This was due
to various reasons: For one the product line had
already had a positive image previously, and this
was of benefit to the EVORA - partners right from
the beginning. In addition, it is similar to every
other product in the world, if sold through net-
working or not, if it is a good product then it can
be sold. Focusing on quality brings good prod-
ucts to every customer, products with which he
will be satisfied and will then continue to pur-
chase and, thereby, provide stable revenues and
profits for the seller.
How big is the revenue share, in terms
of percent, of the Dr. Nabet product line
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for EVORA?
It’s about 8% with an upward trend. That’s more
than we expected, since it’s about a confirmed
high class cosmetic product, which also has quite
a price tag. With regard to its potential I can only
say that it is not anywhere near being saturated.
We just started and thanks to the reports from
many German periodicals (GALA, Elle, Petra,
INSTYLE etc.) of the last few weeks about
Dr. Nabet and his products, our sales consultants
will continue to work on obtaining additional
market share. Furthermore, every month many
new business partners are being added.
For these “surprise co-operatives” which
did not remain unnoticed in the industry,
you have also received the “OBTAINER
Direct Selling Award” for 2010/2011 in the
product innovation category. For this we

would like to congratulate you sincerely once more.
Many thanks for the recognition award about which we
are very happy. We did not want to surprise anyone in this
sense. But the innovative product ideas are important for
us and we are already working on the next “surprise.” One
can see what makes us happy, which is that the Dr. Nabet
product group does not prevent the EVORA Cosmetics line
from being sold. It is surely a win-win situation because it
is a positive increase of the complete product offering and a
gain of a totally new type of customer.
This brings us already almost to the answer for the
next question. It is interesting for us to know, if you
are working with Dr. Nabet on additional product de-
velopments? How will the co-operative develop in the
future? What can we already look forward to for 2012?
An enlargement of the product group is not planned for in
the near future. This is also not necessary since they are al-
ready solid and well thought out. An increase in sales rev-
enues also does not have to be forced by constantly throw-
ing new products on the market. This closes the circle of
the earlier question. When focusing on quality one does not
have to constantly reformulate anew in an artificial way - in
addition, for marketing purposes it also does not have to be
placed constantly into a new package.
Tell us in 2-3 sentences, for those who are not famil-
iar with the Dr. Nabet Cosmetic line, the following:
What does it represent? What makes this cosmetic
product so special?
I am not the cosmetic expert. I am only interested if cus-
tomers are satisfied and if the follow-up sales are success-
ful. But from our consultants I am constantly hearing about
amazing results and enthusiastic customers. Those, that are
knowledgeable about cosmetics, tell me, that these products
are close to medical products and that the Dr. Nabet prod-
ucts have, in effect, medicinal properties and are among the
best cosmetic products worldwide.
This product segment is continually growing in spite
of the economic crisis. This is true for the luxury
goods market area. The Dr. Nabet Cosmeceuticals
line is a niche market that you can cover completely
and not only because of its image.
Yes, this phenomenon exits. Money is getting tighter yet the
wish for exclusivity increases. I don’t have to know the rea-
son or explain why this is so. But we also recognize this.
That we are able to use this with our products for our own
benefit is of help to our distributors. But, in addition, with
individuals who have a so called “small wallet,” we recognize
that a need also exists to purchase some luxury items. In
this case, the entire series is not purchased, but the women
or the man occasionally purchases an exclusive product for
him or for herself or to give it away as a present. We realize
this, with certainty, for the “Revitaxin Mask.” The results
which are obtained within only 30 minutes are sensational
and it is exactly this what is then purchased as a personal
luxury product. Here also the circle closes with regard to
product quality. No person would buy a so called “luxury
mask” if the desired result is not achieved.
Let go to a different subject. What kind of tips do
you have for your distributors partners? How
should you use the time before Christmas in or-
der to really stimulate end of the year sales. When
Christmas sales are over the feared January period
sets in: One month, in which sales can frequently
only be generated with difficulty - when insurance
payments are settled; when one is still reeling from
the Christmas period; and when the weather is aw-
ful – then no-one wants to find their way to a home
sales party. What should one plan and prepare for
in November and December so that one does not get
a “rude awakening” in January.
Yes, the famous fear of January. But let me first answer your
question about the year end business. This is relatively easy:
call on all current and potential customers and offer them
help with putting Christmas presents together. 24nexx and
Evora are offering, also this year, special Christmas activi-
ties and ideas about presents. And it is exactly this that will
be perceived positively by customers. This is also a type
of selling: We do nothing more than help customers with
their shopping. Of course this means, that one has to use
the telephone frequently and one has to make the consult-
ing appointments with regularity. No one will do this for
you. Now, with regard to January: one can anticipate a sales
decline in that one sponsors many new partners especially
in November and December. And one should not be afraid
to speak to ones own customers in January. One can and
one should utilize a dual approach for ones business. One
should service, at the end of the year, all their regular cus-
tomers and, on the other side, one should bring new part-
ners into the business. Since the organizational build up al-
ways shows a positive time delay the activities in November
and December are necessary in order to achieve solid Janu-
ary sales revenue.
Next to cosmetics, which are well suited for Christ-
mas business, one can find stylish clothing, now as
before, often under the Christmas tree. What kind
of “highlights” can one expect from 24nexx? Or
asked in a different way: Does it always have to be
a new “highlight”? After all, there is a classic basic
assortment by 24nexx, that includes pocket books
for women and ties as well as cuff links for men. Or,
how do you see this?
We have a basic assortment that is always in demand. These
are basic items that are always in demand and always val-
ued. In addition, there are monthly product highlights from
24nexx that have been matched to the appropriate season
which intend to satisfy the desire for new favorite items.
What make the basic collection so very personal, is the pos-
sibility to individualize custom made shirts, custom made
blouses or custom made polos with initials or with names - a
wonderful, personalized present. Matching accessories are
also available - all according to wishes or budget.
With this in mind we wish you and your distribu-
tors at 24nexx / EVORA a solid end of year business.
Many thanks for your time!
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