Cutco is a cutlery brand that relies on independent agents to sell its products. The knives are made of 440A stainless steel and have a unique shape with tri-edged tips. The company offers a “Forever Guarantee” that lasts for generations. The sales force consists of college students who earn up to 50% commission. The product range includes kitchen knives, hunting and fishing knives, cookware, and more.
Cutco is a cutlery brand, best known for its knives and scissors. Cutco has become an iconic name because it sidesteps traditional distribution channels, with no stores to carry its products. Instead, the company relies on independent agents, often college students, to sell products through internal consultations, in much the same way as vacuum cleaners from a different era. The line contains over a hundred different items, running a full range of kitchenware, from knives to cutlery to ice cream scoops.
The knives themselves are said to be extraordinarily strong and sharp, and Cutco claims they are “The Finest Cutlery in the World,” backing up their claims with what they call the forever guarantee. The steel used in Cutco knives is 440A stainless steel, with a Rockwell hardness of 55-57c. The knives have a unique shape, similar in concept to that of a serrated knife, with tri-edged tips that create a recessed blade that the company says reduces logging.
The Forever Guarantee associated with Cutco knives is designed to be even more robust than a traditional lifetime guarantee, meaning that the guarantee expires when the buyer dies. The Forever Guarantee is designed to last for generations, insuring knives for the purchaser’s children and grandchildren. While largely a marketing gimmick, the Forever Guarantee still serves as a Lifetime Guarantee, with the company reportedly going to great lengths to alleviate any customer dissatisfaction.
Due to the nature of the Cutco distribution channel, which relies on word of mouth and customer testimonials, the company is very receptive to complaints or defective products. They always have a great technical support staff available and make it as easy as possible to sharpen replacement or existing blades. Sharpening a blade can be done by following their instructions or by sending the knives in to be professionally sharpened, for negligible shipping and handling cost.
The sales force of Cutco knives, recruited through parent company Vector Marketing, consists largely of college students and young people who respond to ads in student newspapers or on social networking sites like Facebook. Sales reps start with a 10% commission and through constant promotions that produce a 5% increase in commissions, they can reach a base commission level of 30%. This commission level stays with the sales agent even if they leave the company for a while. Additional bonuses can be acquired based on your sales record for the month and can add another 20% commission, meaning top sellers earn roughly 50% commission on all sales.
The Cutco range of knives includes kitchen knives in different sizes and shapes, various slicers, a range of chef’s knives, santoku knives, carving knives, table knives, a butcher’s knife, a cheese knife, an edge trimmer, a spatula, a large vegetable knife, a boning knife, a salmon knife and a cleaver. These knives can be purchased individually or in packs of different sizes. Additionally, the Cutco brand includes several hunting and fishing knives, wood blocks and knife trays, and a full range of stainless steel cookware.
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