Paula Gorry: Five steps to a successful direct selling party

The Direct Selling Association (DSA) recently announced that direct selling parties have grown at a rate of 150% in the UK since 2009. This statistic is indicative of the growing popularity of the Direct Selling Industry in the last few years. While parties are a great way for people to socialise and buy products, certain skills are required for aspiring direct sellers to maximise this key revenue stream. In this article, Paula Gorry, UK Business Development Manager, Stampin’ Up! UK – a leading craft company which operates via a network of direct sellers, examines five steps to a successful direct selling party.    

1. Have confidence in your product

If you have confidence in your product your party audience will have confidence in you as a direct seller. There are a wide variety of products within the direct selling industry; therefore it is important to take time to select the type of product you wish to sell. The key here is to select a product you are passionate about it.

2. Partake in some party publicity

So you’ve picked a product, the next step is finding party hosts. . Being savvy with social media is an invaluable skill which can help you achieve this goal. There are a wide variety of social media channels such as Twitter, Pinterest and Facebook to publicise your parties. The key is successfully striking a balance between classic word of mouth publicity, such as informing Mums on the school run and the digital option.

3. Be a social butterfly

Direct selling parties are all about social interaction. Sales in this environment are typically conducted face to face with products demonstrated to a group, so in many ways your guests are your greatest asset. So like any great party, be sure to make your guests feel at home. After all, a friendly and relaxed atmosphere can facilitate the selling process.

4. Shake things up

Your guests may have enjoyed their first direct selling party, but the real challenge is to get them to host their own party and turning them into regular customers! You need to think about how you are going to engage your guests and keep them coming back for more. Think outside the box; for example, you may host product parties but what about themed parties, birthday parties or hen parties? Keep up regular communications via an email bulletin. The more innovative you are, the more likely it is that your customers will keep coming back. Traditionally UK consumers place high value on customer service, so the tried and trusted method of strong customer relations should not be overlooked as a retention strategy. It is the foundation to any long term success as a party planner.

5. Have fun!

You may regularly change the theme of your direct selling party but one feature should always be applied. A direct selling party is a fantastic social occasion; it can reinforce existing friendships and lead to new ones, so remember to have fun! If you embrace this core value you are already well on your way to becoming a party planner extraordinaire!

Paula Gorry, UK Business Development Manager, Stampin’ Up! UK