The early 2020s have ushered in remarkable changes in the way people work, play, and live. This shift has created waves in the economy—record numbers of employees have left their jobs in what’s been dubbed “The Great Resignation.”
Many factors contribute to this transition. For one, cultural developments and advancements in technology have made connecting with others easier than ever. Individuals can contact anyone, anywhere, right from their laptop or cell phone. Remote and hybrid work is on the rise as companies continue to rapidly adapt to protect their employees from an ever-present, ever-evolving pandemic.
With more flexibility than ever to make ends meet, there’s an incredible 4–7% expected growth in 2022 in one sector: the direct sales industry.
Direct Selling for Dummies
Maybe you’ve been approached by someone recruiting team members for their direct selling opportunity. Or you’ve integrated a new staple product in your life and learned the company behind it uses the direct sales model. Or, perhaps the appeal of starting your own business or side hustle with low overhead costs has prompted you to learn more about the industry.
Whatever the reason, knowing where to start in the business of direct sales may seem overwhelming. The sheer number of companies, business models, and products and services offer endless starting points. This is a great problem to have—by asking the right questions and carefully gauging each company that catches your interest, you’ll find one out there that fits what you’re looking to accomplish.
Decide a Direction
Each direct selling company operates in their own way and with a unique variety of products. Ultimately, you should look for a company whose values align with yours, who is active in your part of the world, and whose products you would personally enjoy and use. That last point is big—speaking authentically to your own experience makes all the difference.
Before you start your search, write down or consider the answers to these two questions:
- What types of products would I enjoy learning about, using for myself, and selling? As stated above, this is the most important question of all. What are you passionate about? Is there any product you’re an expert on already? Those organic interests naturally resonate with people.
- How much time am I willing to invest? For most people, direct sales offer a side hustle, something to do in their spare time. Others put in serious work and may earn a more substantial income for their efforts. Be honest with yourself and keep your intended level of effort in mind as you review each company’s business model.
Find the Right Fit
With your expectations set, you should have a general idea of the opportunity you’re searching for. Now it’s time to narrow down to a company that matches your expectations.
As you research, keep the following questions in mind:
- Does this company have products I would actually use? It can’t be overstated: if you believe in and use the product, customers will take note.
- Does their business model fit how I would like to conduct business as a distributor? Compare this company’s business structure with your vision of success.
- Do they maintain a quality, modern website? Prospective customers may do their own research, and a well-built website will stand out to those interested in purchasing from you.
- Are they an active member of the Direct Selling Association (DSA) and in good standing? The DSA is a third-party organization that protects and promotes direct selling companies and their independent salesforces. Member organizations are held to a code of ethics to protect consumers.
- Are they active on social media? Having a strong social media presence is an indicator that the company is using relevant channels to communicate. Additionally, you may even be able to utilize their posts to promote your own business. (Just ensure you have the go-ahead to post in your area of the world first.)
- Do they operate or directly support any non-profit organizations or initiatives? Helping those in need is a fulfilling, win-win activity for family, friends, and those in your network.
- Do they have current partnerships with any other organizations? A quick online search should offer up a list of your potential company’s active partnerships. They’re a great icebreaker and offer an assurance of quality to potential customers.
- Have they been in the news recently, and if so, was it good news? Trending news may make or break the deal—for you and your customers.
- Have they won awards for the quality of their products, business practices, or outstanding individuals within the company? This is another assurance of quality and good ethical standing.
- Do I know anyone involved with this company, or can I find testimonials online? Someone you trust will offer a candid look at their experience. Take anonymous testimonials with a grain of salt, as they may come from someone who didn’t have realistic expectations or do their research.
- What resources are available to learn more about the company, their opportunity, and products? There should be numerous places to connect with and read up on the company—social communities, informative web pages, and digital assets like PDFs and PowerPoint presentations.
This isn’t an exhaustive list, but these questions should help you paint a picture of your ideal company.
Take the First Step
A solid starting point for your research is the DSA’s Board of Directors, which brings together outstanding leaders from across the industry to shape the world of direct selling. The board is currently headed by Kevin Guest, the CEO of USANA Health Sciences, a U.S.-based health and wellness company. Any company that is an active member of the DSA would be a great place to take your first steps into the wide world of direct sales. Before you know it, you’ll find the right fit.
