“When the going gets tough, the tough get going…”, this is what comes into my mind every time there’s a hurdle midway a smooth sail in business. Especially, being a direct selling enthusiast, I consider a tougher business scenario as a learning and an incredible diversion to new roads. Well, now you know where I am going with this.

The new age direct selling is beyond what it is supposed to be by the year 2023. More specifically, after the advent of young entrepreneurs and digital applications in all areas of the channel, the direct selling sector has undergone a metamorphosis, to say the least. Unlike how direct selling was considered just a side gig, to fill in pockets, the industry is now seen as an ocean of opportunities that caters to people of every interest and passion.

At a time when corporate giants are laying off their workforce in large numbers, the direct selling industry stands out with the way they deal with their distributors and customers efficiently and effectively. The younger generation who keeps their eyes and ears open to all these transformations happening from time to time are obviously enticed by the perseverance and diligence with which the industry is surviving through tougher market scenarios and unstable economic circumstances.

From the brief research and analysis, we did across our sources and recent trends, I have a few inferences to share. Direct selling, for sure, is considered as an industry that is welcoming and has wide potential. The amount of growth that the industry has been giving to its patrons personally, professionally, and financially is so commendable that people of all age groups who ultimately want to be business owners look at the direct selling channel as ‘the answer’ to their quest for a hopeful future.

Key drivers

Keep aside the profit, sales, revenue, and remuneration part of a business, there are various factors that bring someone into a direct selling business and they are,

1. Futuristic

Generations have changed. As much as the newest generations are criticized for being confined to their mobile or tablet screens, the way they envision success in their future is impeccable. This is where the contemporary direct selling model tops their charts for its inventions, innovations, and intelligence with which the business can be molded according to one’s own ideas and interests. Although it has its own success models, direct selling businesses do not have any hard and fast structures or heirloom methods that need to be followed. With changing business conditions, right from analyzing a customer’s behavior to predicting how a customer's behavior might change, the possibilities and ideas are infinite in terms of developing a product or service. Staying up to date with every latest market update, trend, and technique widens the growth and development potentials of every customer and distributor involved in the direct selling business.

2. Realistic

Right from the onboarding of direct selling distributors, they are entitled to attainable and realistic goals and figures not misleading them with fancy numbers or perks. Most people are enticed or allured into the channel for the fascinating image with which it has been portrayed over the years by brands that give false promises and misleading assurances. However, direct selling today is very ethical, transparent, and credible. It has clear mandates and income disclosure statements stating rank advancements, commission payouts, and various other rewards and benefits that they are entitled to receive. Every distributor is analyzed by his skills and capabilities and goals are aligned in such a way that they could generate results slowly but surely. Direct selling companies are so inclusive that irrespective of an individual’s caliber and capabilities, every distributor is

• Rightly trained to efficiently imbibe the business and deliver results.
• Thoroughly engaged to blend with the team improving their skills and abilities through collaboration.
• Competently enabled to exceed their capabilities and widen their scope of potential.

3. Scholastic

Would you believe me if I tell you that a new-age direct seller receives more training and certifications compared to other professionals? Well, you gotta believe!
Right from research and data analytics to network marketing training tools and techniques and most modern marketing concepts, a direct seller is well informed about every socio-psychological, technical, financial, and technological aspect that matters to the growth and development at every stage of a direct selling business. Peterson Research states that 66% of individuals consider the gig economy for the opportunity it offers to learn new skills and develop oneself. Direct selling organizations irrespective of their sizes invest in their distributor force to coach them with future-ready concepts to tackle every challenge posed by the varying market conditions and yield better sales and revenue.

4. Liberalistic

With hybrid working culture being an in-thing now, liberal and flexible working conditions are highly prioritized by people of every age group and category. Direct selling businesses which are largely virtual encourage remote working culture focusing on personal freedom, flexibility, and fair human resource practices. This includes fair distribution of rewards and incentives and timely rank advancements according to distributor performances and the ability to explore one’s talents for the benefit of the organization. Also, being a direct seller, you could be anything else too. You decide whether or not to take it up as a full-time business or as a gig for a supplementary income. According to Peterson Research, a whopping 78% entered into the gig economy to make a little extra money, and 67% because they wanted ‘freedom’ with their work. The direct selling industry is an amalgamation of all of these which incentivizes its distributors from time to time for every effort they put into the growth and improvement of the direct selling business.

5. Catalytic

A direct selling distributor is considered a catalyst that expedites a business process between a brand and its customers. And hence, motivating a direct seller with rewards and incentives from time to time is essential. Instant gratification is a major motivator that welcomes people from all generations to venture into direct selling. Also, when an individual feels valued for their contributions to the organization, they are inspired to contribute more and find newer ways to explore their capabilities and excel in their career.

Bottom line

New-age direct sellers are a promise to the industry to help survive the channel despite every challenge, legal surveillance, and compliance regulation that it has to undergo. With technological advancements and marketing innovations hitting the market every now and then, informed, enthusiastic, future-oriented individuals are sure to take the channel into roads less traveled.

In the wise words of the famous direct selling author John Fleming, “Direct selling is an uncommon opportunity…an uncommon freedom”.