To remain competitive, direct selling brands are significantly enhancing their incentive programmes and training initiatives, recognising that experienced sales representatives with strong personal networks are vital to success. The flexibility and commissions-based compensation structure are powerful motivators, attracting individuals who prefer autonomy over their working hours or are seeking an additional source of income.
Many direct sellers are now convinced that cultivating a noticeable online presence is no longer optional. While face-to-face demonstrations and community events have resumed following the pandemic, the power of e-commerce as a tool for consumer engagement cannot be overlooked.
While direct selling benefited during the pandemic when some workers were laid off and needed alternative or supplemental incomes, the channel’s success depends on retaining talented and experienced sales representatives. The structure of direct selling offers flexibility, which can be appealing for those wanting to define their own schedules or combine it with other freelance roles.
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Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsThis report originates from Passport, our Direct Selling research and analysis database.
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