Introduction
USANA Health Sciences is a leading global manufacturer of Healthcare and nutritional products. The primary categories of products manufactured by USANA include the personal care, nutritional products, food, and energy. In the full description, the finished goods sold by USANA include HealthPakTM, Essentials™, Essentials™ Kosher, Essentials™ Green, Chelated Mineral among others. The optimizers comprise of Vitamin D, Proflavanol® C100, Active Calcium™ among others; the Digestion/Detox comprise of USANA® Probiotic, Digestive Enzyme, Hepasil DTX™ among others while Mother/Child products constitute of Body Rox™, Usanimals™ and BiOmega™ Jr. In the personal care category, according to USANA (2015), there are skin cares, skin treatment, and hair and body care products while in the food and energy category there are smart foods and energy foods. This discussion focuses on the sales process through the sales funnel concept.
Sales Funnel
The sales funnel is a depiction of the buying process that companies lead their consumers while purchasing goods. It is divided into several steps that depend on te sales model used by the company. The concept of sales funnel explains more on the marketing mechanisms of creating customers and position the product in new markets. In other words, the sales funnel is a measure of the health of the company in terms of the opportunities or growth or stagnation. A sales funnel acts as a clear point of reference for the revenue that the sales team makes in a span of months. Organization tries to effectively manage sales funnels in order to control the sales opportunities to expand the income levels (Ye, Rex, & Sina, 2014). USANA uses a direct distribution method to deliver goods to customers. In relation to that, the customers come into a direct or one on one relationship with sales representatives of the company.
The direct distribution method enables the consumers to expose their opinions concerning the products. In case the products are not satisfactory, the company responds with improvements. As highlighted in other modules, USANA has a website that shows a description of al of their products including their prices. The customers get the opportunity to order the goods directly from the company through the website. In other occasions, the company pays sales person using commission rates depending on how many products the individual has sold. In that way, the company enhances entrepreneurship by giving an income generation opportunity to its consumers or stakeholders. The company has made it possible to begin working as a sales person with as little as $30 (USANA, 2016). Through the sales person, the direct consumers order goods that are delivered to them at the market place.
In relation to the direct product distribution channel, the sales funnel has seven phases that guide the process of selling goods to customers. The awareness phase enables customers to create awareness of the existence of s product that is helpful to them. That is achieved through advertising and sales representatives who transfer information about the products to the customers. Although the consumers may not necessarily purchase the USANA health sciences nutritional products at this phase, they become aware that the products exist as well as its location. The interesting phase is where the consumers demonstrate an interest in the product by conducting research (Ye, Rex, & Sina, 2014). USANA’s website offers accurate information about all products. The evaluation phase is where the prospect companies examine the solutions used by competitors before they buy the product. The decision phase is where the customer makes the decision to buy and negotiations begin.
The next phase is the purchase phase where the goods and services are purchased. The reevaluation phase comes when the consumers have the experience with the product or services. The customer decides whether to make another purchase or not. In the final phase, the repurchase phase, the consumer makes a decision to repurchase the product. In USANA Health Sciences, the consumers are reached directly by the company or sales persons in various parts of the world. in relation to the sales funnel, there are the leads, prospects and customers. Lead is a person who gains awareness of a company and decides to seek for sales even if they have little information about the products (USANA, 2015). A qualified lead is someone who is qualified as a customer. That is achieved by becoming a customer first.
A prospect is someone who has contact with the company and is interested in making sales. Finally, customers are people who have made purchases from the company. The prospects should be qualified people who are interested in promoting the company as well as increase their income levels through sales. In other words, prospects are qualified leads who have background information and experience in using the products (Ye, Rex, & Sina, 2014). Qualified prospects in USANA are given the opportunity to grow in business by earning in terms of commissions. The company has a Business Development System where all prospects representing the company at different parts of the world are monitored. After expressing interest in working as a sales person for USANA, the company enrolls the individual in a training session in terms of selling and storing the nutritional products for the safety of human health. The training session takes place in the first six weeks.
After the training session, the prospects are officially accommodated in the company databases for monitoring. They use the knowledge and skills from training to market the products and sell them. As a result, they help the company enter new markets and dominate. The company has dominated the international market for more than ten years now (USANA, 2016).
| Nutritional Prospect List | |||
| Item | Description | Quantity | Retail price |
| 120 | HealthPakTM | 224 tablets | $50 |
| Essentials™ | |||
| 121 | Essentials™ Kosher | 168 tablets | $45 |
| 122 | Essentials™ Green | 168 tablets | $45 |
| 123 | Optimizers | 56 tablets | $35 |
| 124 | Vitamin D | 84 tablets | $38 |
| 125 | Proflavanol® C100 | 56 tablets | $35 |
| 126 | Active Calcium™ | 56 tablets | $35 |
Reflection
Being a salesperson who sells USANA it needs interest and experience in the use of nutritional and personal products. Personally, I have the experience in using USANA health sciences products for more than five years now. The background knowledge enables me to convince consumers to start using the healthcare products which are beneficial to them. USANA targets people of all genders. There are skin care products that are mostly used by women and young girls. They always attract their attention. Based on the training offered by USANA to their sales prospects, I can be a success in the marketing and sale of USANA products in my country. For me, it is easier to create new customers for USANA products because I have an experience with the products.
Conclusion
USANA Health Sciences are global leaders in the manufacture of skin care and nutritional health products. The company founded in 1992 has dominated the market in the past ten years. It uses direct distribution channel to deliver the goods to the customers. That allows the consumers to meet the company representatives directly. The company also recruits prospects who sell their products at various parts of the world under commission rates.
References
USANA. (2015). Buy Usana Products Online Today. Retrieved June 8, 2016, from https://www.usana.com/webhosting/ags1?page=page3
USANA. (2016). USANA . Retrieved June 8, 2016, from USANA: https://www.usana.com
Ye, H., Rex, D., & Sina, D. (2014). Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data. Journal of Marketing Research (JMR), 300-319.
