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Putting the Custom in Customer
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The following is an excerpt from an article in Direct Selling News
The future is custom, according to GeneWize, the company that customizes nutrition and skin care based on an individual’s genetic profile. While its parent company, GeneLink, is 14 years old and has been publicly traded for 12 years, GeneWize, the direct selling arm, was formed in early 2008 and officially launched Aug. 1, 2008. Despite being in its infancy, GeneWize already boasts thousands of distributors and customers.
Direct Selling News caught up with Monte Taylor, GeneWize (and GeneLink) CEO, and Scotty Kufus, GeneWize Director of Sales and Marketing, to discuss GeneWize’s recent launch, its unique product offering and the company’s plans.
DSN: What sparked your interest in founding a company like this?
MT: I came to the parent company almost eight years ago as a marketing consultant. I was originally engaged to help market or license the genetic assessments, in part to the direct selling industry. Once I understood GeneLink’s science, I said, “They really have something here.”
We spent a number of years attempting to license the concept to other direct sales companies, only to be told, “It’s too complicated. It will never work. No one will buy it.” To tell you the truth, I was personally goaded by the nos that we received.
DSN: Why did you choose direct selling as the method of distribution for GeneWize?
MT: We greatly appreciate the direct selling industry. It’s the perfect platform, the perfect distribution channel for this kind of story. People, at least in this industry, say to us, “Tell us more. Go ahead, we’re all ears.” If you can get someone’s attention and they are open to hearing your story, you have the opportunity to make a sale, potentially creating a customer for life.
DSN: Does GeneWize focus more on product or opportunity?
View the rest of this article on the Direct Selling News website.
