The direct approach - Selling through in-home parties

Jana Jateff was looking for a way to earn extra money. Judi Wibbenmeyer wanted something to do that wouldn't interfere with her job as a school bus driver, and Tina Lancaster was looking for flexibility so she could spend time with her family.

What these Southeast Missouri women found were careers in direct selling where they could enjoy flexible schedules, work as many or as few hours as they wished and reap financial benefits.

More than 11 million people in the United States are involved in direct selling, which accounted for $25.57 billion in sales during 2000, according to research from the Direct Selling Association. The majority of those products, which range from kitchen cookware to candles and lingerie are sold in people's homes, and primarily by women.

And the industry keeps growing.

Fell in love with Mary Kay

Jateff, of Cape Girardeau, is a senior sales consultant for Mary Kay. As a single mother looking to boost her income, she turned to Mary Kay 19 years ago and "fell in love with the company, the philosophy and the product," she said.

She books as many complimentary facial appointments as she can. "The customers you make today will be your customers 10 years from now," Jateff said.

And she's made quite a few. Over the years, she's earned free trips, jewelry and cars from Mary Kay. During the course of her career with Mary Kay, Jateff said she's never had to make a car payment. She drives a pink Cadillac.

Incentives help keep the sales consultants motivated. "There's nothing better or a greater feeling than setting a goal and achieving it," Jateff said.

Setting goals was exactly what Judi Wibbenmeyer did when she began as a kitchen consultant for The Pampered Chef nearly four months ago.

Nearly everything Wibbenmeyer has with the Pampered Chef label either came in her start-up sales kit or was something she earned through sales incentives.

She set goals for her sales and began seeking customers. "It's so easy because of the hostess program," she said.

Easier to sell

Most every company offers benefits to the party hostess, even if the orders come from a catalog and not through an in-home party.

At an average party, Wibbenmeyer might sell $400 worth of merchandise and the hostess could earn nearly $100 worth of free gifts.

Wibbenmeyer, of Uniontown, Mo., likes selling for The Pampered Chef because it's a high-quality product that people will use. And much of it is exclusive kitchenware, which makes it easier to sell.

"It's designed to make cooking easier," she said. People love to eat and like the idea of gourmet cooking but so few families have the time today to devote to preparing meals. "It's easy, fast-cooking and you don't have to be a gourmet."

For home parties, Wibbenmeyer even prepares appetizers using the kitchenware to demonstrate. But "I'm not fixing an eight-course meal," she said.

She makes taco dips and veggie pizzas using recipes from The Pampered Chef.

At one time, Wibbenmeyer said she thought about selling Tupperware when her children were younger but her husband is an over-the-road driver so he is frequently away during the week.

The Pampered Chef lets her continue to drive school buses in Perry County, spend time at her sons' school and church events and still make money.

Back to the dinner table

Lisa Ellison of Scott City, Mo., likes being able to have access to Pampered Chef products. With incentives for sales, she doesn't have to buy many of the products she uses in her kitchen.

Working part-time as a kitchen consultant lets her have three or four shows a month and stay active in sales. "I get to meet a lot of people and talk and cook," she said.

And people love to see her because she makes all the food during the course of the party -- and she even takes the dirty dishes home with her. Hostesses choose which foods will be served to their guests and buy the ingredients. During the party, Ellison explains which products to use and how to use them while making a particular food.

"Our goal is to get the family back to the dinner table," she said.

Tina Lancaster of Millersville, Mo., likes direct selling for its flexibility. She started selling for Surprise Party, a lingerie and lotions company, four years ago as a means of paying for college bills.

Now that she has two young children and a 16-year-old stepson, the in-home product parties lets her be available for her family. She also added recently the PartyLite candles and Home & Garden Party, which sells household pictures and knick-knacks.

Working from plastic tubs, where most of her products are stored, Lancaster can keep track of supplies and make any orders over the Internet.

'The sky's the limit'

Lancaster works primarily on weekends but whenever her family has other commitments or wants to travel, she doesn't book any parties then, she said.

At most of her parties, Lancaster knows she can make up to $200 or $300 with just a few hours of work. And "once you start doing it, it's not really that hard to recruit" people to have parties.

The Surprise Party is always popular for bridal showers, she said. Lancaster keeps all the items in stock and makes a list of what she sells before reordering. With the PartyLite and Home & Garden, she has kits for display but works primarily from a catalog.

All the women agree that it's been a wonderful career choice for them -- even though they each received college training for something else. "It's been an absolutely wonderful career," Jateff said. "The sky's the limit on what you want to do -- to get extra income or to earn a six-figure income."

ljohnston@semissourian.com

335-6611, extension 126