Levels Of The Mail Order Industry

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Did you know that the mail order business is an old industry? In addition, many of you don’t relate mail order with national companies like Lillian Vernon, Walter Drake, Fingerhut, Montgomery Ward, J.C. Penney, and Harriet Carter, but you should. In fact, you should link Infomercials (those late-night 30 minute segments) as well as the popular Home Shopping Network to mail order. Being involved in a mail order business means that you ship your product to a customer OUTSIDE your local area. It’s that simple! So contrary to popular belief - mail order is not some secret society that only eccentric old men get involved with. Mail order is actually a very interesting industry because there is a place for ALL types!

The first mail order business was opened by Montgomery Ward. Even in the 1930’s and 1940’s my mother remembers ordering clothes from the Sears Catalog. In fact, you can purchase copies of the original 1899 Sears Mail Order Catalog. So, you see, mail order has been around much longer than most of us have lived! But this is only one phase of mail order that most (if not all) of us would like to be involved in.

However, mail order is a multifaceted industry with various levels of operations. From the national companies cited above to the elderly lady operating from her kitchen table - everybody is a part of the SAME industry.

In fact, we should always make an attempt to support and help each other! How? Simply by purchasing everything you can through mail order businesses to support our industry. Besides, it’s much easier to shop by catalog than fighting the mall crowd anyway. Or, order products from television if you see something you want.

And, if you can’t purchase the item you want through mail order, patronize as many small businesses in your local community as possible. If you need your car repaired, for example, call an independent garage and compare prices against the national dealership. Write to manufacturers of products you purchase on a regular basis (Hostess, Purina, Lance and a host of others) and check for any wholesalers in your area where you could get a discounted price.

And did you know that most mail order businesses have local clientele also? Just because a printer runs a print and mail service doesn’t mean that he isn’t doing local printing jobs for people in his area. Why not? It’s more business for him.

People have asked me before “why” I would choose to operate a mail order business when I could generate a $100,000-a-year business locally. I say, “Why not have the $100,000-a-year business locally AND a mail order business too?” In mail order, you can have your cake and eat it too! Besides - you can also reach MORE customers on a worldwide basis compared to the area where you live. Even if you live in New York City or Los Angeles, California - there are still a lot more people in the world. With a mail order business, you can reach them. They are as close as your local post office!

Some of the lower levels of mail order (people like you and me who are nowhere close to being another Sears or Montgomery Ward) are comprised of some very interesting characters. Amid all the scams and rip-offs out there (people who skip from P.O. Box to P.O. Box across the nation) there are also some really nice folks who eventually will become your friend. Since they understand what you go through as a small business owner, you will share experiences and learn from each other. Now - this IS what mail order is supposed to be like.

If each one of us did our share to support small business in our local and mail order community, we would witness a tremendous growth in our own lives. How? Because SMALL people keep this country moving! Without the SMALL people - our Government officials wouldn’t be in Washington spending our money. Without the SMALL people - the entire world would STOP MOVING! Any successful business started out small. But, through the help of many others (often, SMALL people) - that business flourished and grew. How did it grow? Because SMALL people purchased their products and services.

So - if you are a SMALL person, give your spending dollars to smaller businesses. Check around first. Don’t set yourself up to be ripped-off because some beginning businesses may only be originated to steal your money. They can disappear without a trace - so be consumer aware! However, there are a million GOOD small businesses out there just waiting and hungering for YOU to be their customer and they’ll give you BETTER service!