Direct selling associations (or DSAs, in short) are trade organizations. Similar examples are found in many other industries. In the direct sales industry, they are founded and funded by companies, and directed by boards composed of company executives.
Four Major Tasks of DSAs
Leaving aside their performances for now, a direct selling association has four major tasks towards one ultimate goal: Growing the industry. These four tasks are:
- Representing the industry at various governmental levels with the purpose of the rules regulating direct sales do not harm legitimate operations.
- Educating public through various initiatives so that a favorable public image is built and maintained.
- Organizing events and disseminating offline and online publications to share best practices, innovations and to further educate those who are interested.
- Making sure the members are in compliance with the regulations, through screening applicants and monitoring members’ activities.
When we look at the current situation at the DSAs, it is difficult to say that all are fulfilling these tasks sufficiently. It seems some of them visualize their responsibility as merely representing the industry with government offices and organizing a yearly event for its members.
Some Suggestions for a Better DSA:
Employing Staff
First and foremost, every DSA must have full-time staff. Depending on the size of the market and the number of members, it is a good idea to at least employ a manager with an association management background, a marketing person who will deal with online and offline publicity along with event organizations, and an administrative assistant. Currently, there are DSAs that do not have a full-time employee.
Working with Professional Firms
The industry’s problems and needs in today’s world absolutely necessitate working with outsourced professionals in fields like law, taxation, public relations and digital marketing, to name a few. Succesful examples around the world show us that working with a lobby firm will definitely help as well.
Influencing the Public Opinion
Generally speaking, this is a less-than-satisfactorily performed task by the DSAs. Today, the starting point is having a well-designed, well-maintained and relentlessly updated website. Periodically emailing industry news as they pop on media to anybody who subscribes would absolutely help, as well as being present on social media platforms like Facebook, Instragram, Twitter, Linkedin and yes, TikTok. Unfortunately, a big majority of the DSAs are far from being at that point. As a result, so few people are even aware that there is a DSA in their country. This includes direct sellers at member companies. Putting efforts in this area will surely support those efforts made at governmental offices.
Organizing Conferences, Meetings
Apart from those meetings that need to be members-only by nature, like general assemblies or board meetings, all events should be open to non-members as well. There are people out there who are willing to know more about the industry or about the associations themselves. Personally, I see no harm in letting them attend a yearly conference or even a topic-special meeting. There are very professionally executed examples around the world to what I suggest here. Yet there are also many DSAs that prefer to hold their meetings behind closed doors as if the matters discussed inside are of utmost secrecy.
Offering Membership to Suppliers
We see the non-voting supplier membership category does not exist in many DSAs. Having the suppliers closer to the DSA and under the association’s roof can only strengthen the association. These member-suppliers will most likely advocate this industry more. So, why not keep them around? Mind you, opening up this membership category can also be a good additional source of income for the association.
Looking at the current status of the industry associations, can we say that all are doing the best they can? Unfortunately, the answer is simply “No”. Some of them are nowhere near being the best they can be. Can they be better? Absolutely! It’s only a matter of commitment and funding. Whatever is spent, will surely pay back.
As a last note, I am curious if we are all content with the way WFDSA’s website represents the global industry.
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Hakki Ozmorali is the Founder of WDS Consultancy, a management consulting and online publishing firm in Canada, specialized in providing services to direct selling firms. WDS Consultancy is the publisher of The World of Direct Selling, global industry’s leading weekly online publication since 2010. Hakki is an experienced professional with a strong background in direct sales. His work experiences in direct selling include Country and Regional Manager roles at various multinationals. You can contact Hakki here.
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