The direct selling industry continues to evolve. According to the Direct Selling Association (DSA), the traditional direct selling demographic of stay-at-home mums now accounts for 29% of direct sellers, while men account for 24% of the sector.[1] There has also been a recent growth in multicultural direct sellers. The DSA surveyed its members and discovered 30% of direct sellers (120,000 people) in the UK are non-British.[2]
As the industry evolves, so too must the techniques used to sell. Which of the following categories do you fit?
The Social Svengali:
The direct seller with a knack for networking will value social interaction. Sales are typically conducted face to face with products demonstrated to a group, so in many ways their guests are their greatest asset. Whether Greeting mums on the school run or hosting a party for friends the social direct seller is always looking to expand their customer base.
The Media Maestro:
Advancements in technology have inevitably reshaped communication trends within the direct selling industry. Online platforms such as Twitter, Pinterest and Instagram have enabled direct sellers to share their product to a wider audience anytime, anywhere.
The media savvy seller will have a media profile; delivering content along media channels that are most likely to reach their prospective buyers. This could include actively engaging in popular business or mumpreneur forums with advice or tips, or creating a knowledge-sharing blog about their direct selling business.
The Time Lord:
Those tip-top on time management appreciate what you get out of direct selling depends on how much you put in. These direct sellers will strategically manage their use of time and create a routine that works for them. A business plan, with key goals and milestones is an effective way of staying on track.
The Innovator:
The innovative direct seller is constantly thinking outside the box. So, for example, they may host product parties but they will also be thinking themed parties, birthday parties or hen parties. The more innovative their parties are, the more opportunities to connect with a broader audience.
There are many different types of direct seller making it the exciting and vibrant industry that it is today. As it appeals to a broad and diverse audience, newcomers to the industry will inevitably find a product they would like to sell. However, the key to direct selling success lies in a holistic approach that combines all of the above characteristics.
Paula Gorry, UK Business Development Manager, Stampin’ Up! UK
[1] Fresh Business Thinking, ‘Direct Selling goes mainstream’, http://www.freshbusinessthinking.com/news.php?NID=23323#.VDv7b_ldU_l, 12th August 2014
[2] Ibid,