Issue Date: May 16, 2004
Pet products go
door-to-door
In-home sales parties may
be the "ulti-mutt" new trend.
"Pet
consultants" sell dog and cat biscuit mixes as well as pet toiletries.
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Wanted: Energetic
salespeople who are well-connected to the four-legged set and can host home
parties, Tupperware-style, to showcase pet products.
Since launching its
network of "pet consultants" last fall (100 recruits in 30 states as of press
time), Chicago-based Shure Pets has enjoyed the kind of success that companies
like Mary Kay and Avon experienced a generation ago. Pet owners can buy
everything from shampoo and toothpaste to doggie-themed candles; prices range
from $5 to $100.
Company founder Andrew
Shure was looking for a way to harness the energy and enthusiasm owners have
for their furry friends into a business. And pet consultants sure love their
work. "Where else can you go to work wearing jeans, get to talk about your pets
and play with animals all day?" asks Shure consultant Joanne Salomone of
Clinton Township, Mich.
About 86% of consultants
are women, ages 20 to mid-60s. Parties typically involve about 10 people (plus
pets); the average order is just under $200. Consultants pay $95 for a New
Puppy on the Block starter kit and earn 25% commission on each item sold. The
income was enough to inspire the slogan of Denver pet consultant Rick Finbow:
"My dog pays my rent!"
Shure is flattered when
his company is likened to Avon: "The comparison comes down to pampering our
pets instead of ourselves."
-- Judy Mandell