The direct sales industry was built on the foundation of the work-from-home mindset. With social distancing standing its ground as the new national norm, consumers are increasingly resistant to traditional retail shopping, thereby creating a greater demand for direct selling-based products. We’re seeing our field succeed by offering them advantages in several key areas, including campaigns focused on social selling tools, effectively onboarding new distributors, providing a simplified back office that makes access intuitive, and therefore used more frequently, and coaching toward current communication platform utilization.
— Shirley Kimmes, Business Development Director, Rodan + Fields
I am seeing the field going back to what’s most important in our industry: building strong relationships! The last few years have been interesting as everyone had to learn new ways to continue to work their business using social media. I am now seeing people seeking a balance between social media and in-person relationships. After a couple years of hiding behind their computer screen, they are now ready to get out there and solidify through face-to-face interaction some of the relationships they built online. Even when that isn’t possible, they are going back to putting people first whether that’s online or in-person. When they do, business always follows.
— Nancy Borgia, Sales Director, Canada, USANA
Concerning field strategies, events are what’s working right now. We’re really encouraging them to connect and hold events whether they’re in-person, virtual or hybrid. This connection is key to building relationships, so having those events means making that vital connection. Additionally, it’s clear that a more sophisticated, savvy strategy is required on socials. This means not sharing products or graphics supplied by the company but sharing “real life.” An example of real life would be posts of being out and about, what you’re wearing, what you’re using, and how are you using it. This affiliate-type marketing is what is succeeding on socials. Of course, follow-up is crucial.
— Hillary Alston, Director of Field Success, Stella & Dot
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