Central Michigan Life

Issue date: 2/18/08 Section: News

Media Credit: unknown Eaton Rapids senior Michael Rakowski sells the Cutco knives on the weekends in the Lansing and Detroit area to make a some extra money while attending school. Rakowski enjoys the flexible hours and meeting new customers. [Click to enlarge]

People don't run screaming when Michael Rakowski shows up at their door with knives.

Instead, they run for their wallets.

The Eaton Rapids senior made an average of $280 per sale selling Cutco knives.

Rakowski started selling to only friends and family then used word of mouth to spread information about his product. A majority of his customers, about 80 percent, were repeat buyers.

"It's not a get rich quick scheme," Rakowski said. "You've got to work at it."

Rakowski is just one CMU student who goes door to door to make some extra cash.

Direct marketing is when a company markets their own goods directly to the consumer, instead of going through a store or other options. Some popular types of direct marketing include door hangers, infomercials and sending offers via mail and e-mail.

"It's sort of like getting delivery from a local restaurant," said Richard Divine, professor and chair of marketing and hospitality services.

Rochester senior Ashley Stosio tried direct marketing the summer before her sophomore year. Stosio decided to sell Avon beauty products like make-up and clothes to try and gain some extra cash.

Stosio tried several methods to sell the products, ranging from going door to door to leaving information books in mailboxes and even throwing a party to show off a line of products.

However, things did not go well.

"It was a failed venture," Stosio said.

Unable to gain regular customers, she quit selling the products after one year. She didn't make a profit overall because of being unable to offset the cost of samples and books.

Stosio recommended students only try direct marketing if they know people before they start who would be regular customers.

Stosio's experience is not a rare one. Many who try direct marketing find themselves facing rejection more often than not.

"It is not an easy process," said Joe Myslivec, marketing and hospitality services intructor.

Very few students are able to turn a profit with direct marketing, Myslivec said. To truly succeed in the field, students have to dedicate large amounts of time to it, he said.

"It is not for the average person if you want to be successful." he said.



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