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Mary
Kay, Inc., Independent
Beauty Consultants
The Program
Mary Kay Inc. runs several different types of motivation and incentive programs.
The company is most well-known for its reward of the Mary Kay Pink Cadillac™.
If a Mary Kay Consultant has out-standing sales and is a director of her
own team of consultants, she is eligible for the pink Cadillac.
The Incentive Reward
2000 Red Grand Am, Pink Cadillac™
The Motivating Factors
Consultants are not only motivated by the commissions on their sales but also
by the ability to becomes one's "own boss" and to build one's own team. A
consultant's success all depends on her/his motivation and drive. According
to an independent consultant in San Francisco, CA, "Mary Kay also helps you
structure plans to reach your sales goals. For example, 'If you can give
ten facials and sell ten sets of basic products, you get this specific award.'
They give you a lot of practical ideas to generate that sort of sale."
Return on Investment
Mary Kay has approximately 9% of the US facial skin care market and 9% of the
US facial color cosmetics market. In 1998, they generated more than $1 billion
in wholesale sales which equates to over $2 billion in retail sales.
The majority of Mary Kay's workforce is made up of over 500,000
independent sales consultants in 29 markets around the globe. Nobody
is provided with a company office and the consultants don't interact
with each other on a daily basis like a "normal" workplace, yet
Mary Kay Inc. boasts of strong company and product loyalty. It
has been featured three times as one of The 100 Best Companies
to Work for in America and received the "Corporations that
Make a Difference" award from the International Women's Forum for
its role in the advancement of women.
More about Mary Kay
According to the book, Care
to Compete, Mary Kay believes "Growth potential of all businesses will
be limited by the number of good people they can attract and retain. Two types
of companies will be able to hire qualified workers: companies with an established
reputation as an "employer of choice" and companies that don't provide a great
place to work but are willing to pay dearly for qualified workers." She also
believes that even if an employer pays top dollar but doesn't value its employees,
in the long term, the company won't succeed.
Mary Kay knows about employee motivation, and it is reflected
in its strong selling force. To provide continual incentives for
her employees, she sends small rewards of free product or bonuses
in their orders and promotions of new products to her consultants
for them to sell. It is Mary Kay's little bonus to say, "Good Job." The
consultant, therefore, can reward her/his own customers with free
little gifts. According to an independent consultant in Amarillo,
Texas, "No matter how much money you have, you always get excited
about free stuff." Mary Kay's sales force is also continually rewarded
with prizes such as jewelry, office supplies, travel bags, etc...
just to say "Thank you." They offer training in managing your money
and glamour techniques. "They make you feel good about yourself.
I enjoy this more than anything. I am becoming a leader for my
team and I have to be responsible. I have never been a leader before.
It has given me so much self-esteem."
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