From the moment the phrase “Girl Scouts” is uttered, minds drifts to one thing: COOKIES! Thin Mints, Tagalongs, and Samoas — they are all so delicious, but sadly, their sale is sporadic and disappearance rapid. Once Girl Scout cookie season is over, it is impossible to find any of those delicious morsels distributed online or in your local grocery store, leaving consumers of these delectable delights contemplating the reason. Well, the answer is simple: aside from the Girl Scouts being absolutely adorable and it being unthinkable to say no to their little faces, the Girl Scouts use one of the oldest business strategies: direct sales. In a direct sales model, the business sells its products directly to the end consumer, rather than selling products in large volumes to distributors and stores. While the direct sale approach may be challenging, it offers control, flexibility, and immediate customer evaluation.
Direct sales provide business owners with the opportunity to manage their own personal relationships with their customers, which helps business owners understand and adapt to the needs of their customers. Also the feedback gained from direct sales interactions may be useful in evaluating the effectiveness of the business’s marketing campaigns, which will ultimately allow the business owner to tailor the development of products or services to consumer interests. Furthermore, a business that uses a direct sales model is less reliant on retailers, which may provide a stronger position in a negotiation with a retailer and allow the company to potentially secure a larger share of the profit from its products. So this year, when getting your cookie fix from the Girl Scouts, please take notes, because their business strategy is sure to leave you wanting more, while fostering a sweet sense of loyalty to their business brand.
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