Direct Selling - Social Networking Far Before Web 2.0
I admit it - I frequently attend direct selling parties and demonstrations. Sometimes I call it “market research,” but I really do enjoy the opportunity to browse for new and interesting products, as well as catch up with old friends and perhaps make a few new acquaintances in the process. I was a direct selling customer long before I started working at DSA, so this is one aspect of my work that isn’t like work at all!
While I’d certainly be a direct selling customer no matter what, my role with DSA has given me a different perspective on the many reasons why people are involved in direct selling. When we talk about the benefits of direct selling, we tend to focus on the fact that direct selling provides customers with a unique experience that includes the personal touch of a knowledgeable sales representative, or the opportunity for supplemental income that many find attractive. But whenever I attend a party or a personal demonstration I’m always reminded that for many people, the best thing about direct selling is that it builds a community. Admittedly, women will look for any excuse to do a little shopping – it’s a relaxing pastime that for many is a much-needed release from otherwise stressful lives. The chance to shop and socialize is, well, the best of both worlds.
Most of the women at a recent gathering I attended are long-time friends – and those who didn’t know each other quickly found conversation centered on the products for sale, which led to discovering other common interests. It was clear that they welcomed the opportunity to peruse the items offered for sale; and most went home with a new-found gem or two. However, what was most clear was that they came for the opportunity to sip wine, catch up with old friends and take a brief break from their responsibilities back home. The direct selling experience facilitated their community gathering, but by no means drove it – and while they still talked about their kids, their husbands and their jobs, it was a welcome respite from the outside world.
I also spent some time talking to the sales consultant, a single mother of two who started with the company to earn some extra money to make ends meet. She’s part of a community too, one that provides her with access to training from the company she represents and support from her fellow consultants across the country. It’s not uncommon for consultants to form life-long friendships and even business partnerships through their participation direct selling.
My experience at this event and others like it always reminds me that direct selling is more than a business. It’s a community that often extends far beyond any financial motivations. Today, many people make personal connections online through social networks, but direct selling companies used this concept far before the Internet even existed. Direct selling not only reflects current social trends - it even helps shape social trends. So, whether you’re chatting with your friends online, or sitting in your best friend’s living room browsing through product samples, think about the community you’re a part of and the important connections you are making.
Tags: community, direct selling, DSA, internet, MLM, social networking, supplemental income
June 23rd, 2008 at 4:22 pm
[…] Amy Robinson added an interesting post on Direct Selling - Social Networking Far Before Web 2.0Here’s a small excerptAdmittedly, women will look for any excuse to do a little shopping – it’sa relaxing pastime that for many is a much-needed release from otherwise stressful lives. The chance to shop and socialize is, well, the best of both worlds. … […]
June 24th, 2008 at 2:40 pm
The showing of products, the fun and friendship of a direct sales party should be the “gold standard” of the direct selling industry.
Too bad that many MLM companies operate in a much different manner. A company that wants you to buy something from them is okay. A company that cons you into buying everything from them at their outrageous price (even with a discount) is not.
My wife used to go to a friend’s direct selling parties. Usually she would come home with a few items and describe how much fun she had being with friends and that new friend. I might have balked at the price of a measuring cup, but loving to cook, came to appreciate how well thought out many direct sales products are.
Imagine how I would feel if my wife came home sold on a life changing dream and remained a stranger to me the rest of my life? I am smiling at the moment that I write this.
July 21st, 2008 at 6:22 pm
Amy,
There is no doubt that nothing can replace the person to person interaction that not only direct selling provides but, life in general. In my experience distributors getting together with follow distributors at home meetings or company events represents the best of direct selling.
However, we have entered into a bold new world when it comes to communication and business building for direct selling. One that is having tremendous impact on the worldwide direct selling community. What is causing all of change? Online Social Networking. There is know doubt that direct selling perfected social networking from a business stand point . It just seems to me that there are some lessons that we could learn from site like MySpace, CyWorld, Facebook, YouTube and DirectSellingLive. After all, these site aren’t going anywhere.
Online Social networking is something we should not fear. After all online social networking sites at their core are nothing more that communications tools. How we as an industry adapt to this new form of communication so it benefits distributors, companies, associations and the industry is our challenge. There is no questions that distributors love being able to make friendship and build their business in the online social networking space. There is also no question that some distributors are saying things they should not be saying on some social sites that put themselves and their company at risk.
For over 100 years direct selling has been able to exercise great control over messaging by its distributors. But, as I say this is a bold new world. Direct Selling companies are experiencing the same kind of nervousness that we as parents face when our kids provide information on sites like MySpace – giving out to much or the wrong information. It is my experience as a creator of DirectSellingLive.com that online social networking can be quite rewarding for direct sellers for their businesses and personal lives if certain safe guards are in place to protect members, company and the industry.
For our industry online social networking is loaded with landmines that can explode on us at anytime as distributors look for more ways to get their message out even as some distributors make product claims, income claims and medical claims . But what is one to do. As I said it is a new bold world.
It is my opinion that online social networking is something as industry we need to embrace and understand today otherwise, we run the risk of being out of step in the market place as the next generation of customer and distributors expects to communicate with their world through online social networking and beyond. Because of this I believe it is critical for our industry that we come to grips with this reality – online social networking is here to stay.
On our site we hear from members every day who are becoming increasingly unhappy that they can not use online social networking to build their business so they have begun looking at those company’s that do encourage this form of communication.
Can online social networking replace that good old person to person interaction? No. But, it’s getting close.
Keeper Catran-Whitney
Founder and CEO DirectSelligLive .com