Avon believed that these acquisitions would result in several benefits. Both companies have well-established clientele, Avon has increased diversification, and both businesses allow Avon to learn new capabilities. The most important advantage, however, comes from the increased diversification. Most often firms do not diversify due to the risk associated with the development of new product lines. Because it would be difficult for Avon to develop products for unfamiliar markets, the acquisition of firms such as Silpada and Liz Earle helps mitigate this risk and positions Avon for increased future profits. However, it shifts Avon's focus from its core competency of direct selling and further increases the product line, a key complaint of many sales representatives.