25
Aug

Is Direct Selling back in fashion?

ENI Marketing 0 comment

In recent years, the direct selling industry has completely transformed. The industry was first established back in the 1950’s when Tupperware Parties were fashionable. In the present day the industry has gone mainstream and appeals to a diverse cross-section of society.

Since 2013, (according to research reports from the DSA) there has been a 16% increase in younger people (under 25 years of age) working in direct selling roles. Since this age range mostly consists of college graduates, it would appear that school leavers are turning to entrepreneurialism, including direct selling, as an alternative way of generating income.

Two reasons why younger people are attracted to direct selling:

  • Flexibility – More flexible working hours means they have the ability to build their job around their lifestyle and create a healthy work/life balance.
  • Socialization – As a fairly rising industry and one which is being embraced by younger people, there is huge potential of meeting like-minded people, exchanging ideas, and exploring all possible ways to attain success in the industry.

A changing industry?

Traditionally, direct selling was known as ‘the door-to-door’ sales approach. This technique is still very effective today but other digital techniques have now come into play such as online networking via social media – it is the tech-savvy under-25s that are now driving this change.

Online platforms such as LinkedIN, Twitter, Pinterest and Facebook are becoming integral channels used by direct sellers to help them share products with a much wider audience.

Video marketing such as YouTube is also helping to build individual and company profiles by taking digital interaction with potential buyers to the next level.

The 3-step approach…

  1. The first step is to identify a marketable product or service which you are passionate about. It is important that you connect with the product so that you always feel comfortable selling it.
  2. The second step is to find a way to engage with your target audience. There are a number of ways to do this via traditional networking, partnerships and face-to-face meetings to build those all-important relationships. To support this effort you can then use the vast array of social media platforms to keep the communications regular and consistent.
  3. Finally, once you are able to generate opportunities and turn them into sales, it’s vital that these contacts are saved so they can be targeted for future marketing campaigns. After all, it costs 5 times more to acquire new customers than it does to keep current ones!

 It’s all about balance…

Today’s direct selling industry is both exciting and dynamic. It has a timeless quality that is appealing to both sellers and customers. The industry still has huge potential and one which can be transformed into an endless stream of income due to the vast opportunities which lie within it.

Today, the most important direct selling approach is being able to successfully strike a balance between traditional face-to-face interaction and digital communications.

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