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Lesson #4: Make Your Market Your Manpower

Article Overview: Walker knew who her market was and she knew what she had to do to reach them. While marketing strategies of the past focused mostly on advertising, Walker knew that the majority of black women at the time were unable to read. Thus, she began a uniquely successful campaign of face to face network marketing. But what made Walker a success was not just the fact that she knew and understood her market; she was, after all, her own best customer. Walker was able to get the market on her side by using it as manpower.

Lesson #4: Make Your Market Your Manpower

Walker knew who her market was and she knew what she had to do to reach them. While marketing strategies of the past focused mostly on advertising, Walker knew that the majority of black women at the time were unable to read. Thus, she began a uniquely successful campaign of face to face network marketing. But what made Walker a success was not just the fact that she knew and understood her market; she was, after all, her own best customer. Walker was able to get the market on her side by using it as manpower.

“I am not satisfied in making money for myself,” Walker said. “I endeavour to provide employment for hundreds of the women of my race.” Throughout her decades in business, that is exactly what Walker was able to do. After moving her entire operation to Indianapolis – the crossroads for eight railway systems that would help her better distribute her products – Walker established the Walker College of Hair Culture. Here, Walker hoped to train students in not only styling hair, but also giving scalp treatments, manicures, and massages, as well as how to keep good business records and open up their own beauty salons.

At a time when most black women in the U.S. were menial workers and had little chance of improving their lot in life, Walker gave them not only hope, but also opportunity. She took great pride in the fact that her company was providing profitable employment to its staff. By 1916, Walker had over 20,000 people for her as sales agents throughout the U.S., most of who were black women.

For Walker, however, employing African American women was not just about providing opportunities. She also understood one thing, one crucial thing that helped propel her to success: her customers were her best salespeople. Walker made it her business to hire the very women who would be interested in using her products. She knew that not only would they be enthusiastic about their work, but that they would be able to tell other potential customers about their own personal experiences with the product. And, she hoped that sincerity would translate into more sales.

Walker hired black women for her company, but within that group were school teachers, housewives, cooks, washerwomen, and more. She built recruiting partnerships with black vocational schools and visited local Baptist churches. She also visited local black fraternal organizations, helped arrange demonstrations, and then proceeded to recruit agents – and take orders – at the demonstrations. Walker was sure to hire a vast range of candidates from within her target market. By helping them set up their own salons and letting them continue to work in their own locality, Walker was trying to utilize all of their unique networks to her advantage.

Walker understood success to mean giving others hope. But she also knew that success could best be achieved by making her customers her salespeople. She believed that their passion, honesty, and personal experience would make them her company’s best spokespeople.

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Article Tags: african american women, beauty salons, black women, business records, endeavour, good business, hair culture, little chance, manicures, manpower, marketing strategies, massages, menial workers, network marketing, profitable employment, railway systems, salespeople, scalp treatments, styling hair, walker college



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