How do we define direct selling? The DSA summarises it as “a method of marketing and retailing goods and services directly to the consumers, in their homes or in any other location away from permanent retail premises.” [1] By selling goods outside a fixed retail environment, it offers complete flexibility for the seller.
As direct selling is a flexible business model, it makes defining a typical direct seller all the more interesting. The truth is direct selling appeals to a wide cross-section of society and there are some really inspirational direct selling stories out there just waiting to be told.
Sue Hall discovered direct selling via Stampin’ Up! UK, a leading craft company which operates via a network of direct sellers (or demonstrators). She joined the company in 2011, whilst recovering from two serious car accidents which had prevented her from being able to work full time. She discovered direct selling gave her the confidence to overcome these life changing events.
Sue comments: “When I took the decision to become a direct seller and run crafting classes, initially I was apprehensive; I had been medically retired for so long I had lost self-confidence but I had nothing to lose so I gave it a go. The classes really grew from there and I now have attendees that range in age from 20 to 86. A great thing about the classes is that I get to meet people from all walks of life, including professionals, fulltime mums and even members of the WI. I now run three monthly classes from beginner to experienced level. Essentially it has given me a focus and helped to take my mind off my injuries. I have something to give to people and I get so much back from it.”
Direct selling appeals to people from all walks of life, for many different reasons. Sue’s story highlights how her business helped her to discover her personal qualities. Others are drawn by the ability to make their own hours, the opportunity to run a scalable business and to meet a wide range of new people. All of these factors help to explain why direct selling has grown in popularity, and will continue to do so.
Paula Gorry, UK Business Development Manager, Stampin’ Up! UK
[1]Direct Selling Association, ‘What is Direct Sellin?’, http://www.dsa.org.uk/about-the-dsa/what-is-direct-selling/,