2020 is almost behind us. This was a rather tough year for all and the difficulties are far from being over. Yet, we are seeing very promising signs as well. Similar to last year (*), I asked some of the prominent figures of the global direct selling industry their opinions on this matter:
“What will be the most important issue, whether it be an opportunity or a threat, in the direct selling industry that will need a closer focus Next Year?” was the question.
Their responses have forged a two-part article. This week’s part encompasses comments from seven notable persons from the industry. Feel free to add yours at the end of the article.
Laure Alexandre, Executive Director of Seldia (The European Direct Selling Association)
“The EU is unambiguous in its determination to lead the twin green and digital transition despite the coronavirus crisis. Numerous regulatory proposals affecting companies supply and value chains are to be expected, as well as an “EU digital levy”. Some Members States, and the European Commission have also clearly expressed their wish to offer some level of social protection, balanced with adequate tax collection for ‘new forms of work’. While there are fundamental differences between platform workers, freelancers and direct sellers, there are also many similarities. Risk mitigation will be required when the EU legislative proposal is presented in 2021.”
Mona Ameli, Founder and Managing Partner of Ameli Global Partnerships
“While 2020 was a year of challenges and changes, 2021 would be a year of strategic stabilization and full transformation. Some of the effects of the pandemic and the social-racial movements triggered immediate and accelerated adjustments. It’s imperative for organizations to discern which of these changes will be permanent and how to integrate them as part of a longer-term re-defined business plan. The priorities would be to re-calibrate between 2020’s “circumstantial” and 2021 more “real” growth expectations and to re-assess budget allocations accordingly. This will ensure priority for key transformation opportunities: Cultural inclusion, customer focus, virtual & digital evolution, and operational nimbleness.”
Oscar Cano Arias, Managing Director of Direct Selling Europe
“2021 will be an intense year for the sector in the EU from a regulatory perspective. First of all, Direct Selling Europe (DSE) will follow closely the transposition of the new provisions on unsolicited marketing sales in the EU 27 Member States. Furthermore, we will continue working to make sure that the upcoming legislative proposals on the revision of the rules on Commercial Agents or the Consumer Credit Directive are in line with the interests of the industry. Last but not least, DSE will continue helping its members and sellers to make sure that they can continue receiving economic and/or financial support from their respective national authorities to mitigate the effects of the Covid-19 pandemic.”
Michel Bayan, CEO of Directech Labs
“2021 is the year of retention. With the gains made by the industry in 2021 we need to prove that we provide better value to more of the customers and representatives who put their trust and belief in us. We prove this quantifiably by increasing the lifespan and lifetime value of our people. Our rewards: A more stable business that is less dependent on big recruiting numbers in order to grow. A much improved public image. The praise and admiration of regulators. Higher multiples for valuations and market cap. This is all within our grasp if we give it the energy and focus It deserves.”
Tamuna Gabilaia, Executive Director and COO of the WFDSA (World Federation of Direct Selling Associations)
“These are unprecedented times we are living in with the current pandemic. It profoundly affected the lives of millions of people around the world disabling entire communities and forever changing our lives. At the same time, despite unprecedented challenges, we saw our industry has not only been resilient but has seen the wave of inspiring new ideas, innovation, adaptability and creativity even more than ever before. As our new WFDSA Chairman Roger Barnett said so well, it is an opportunity to look forward and to ‘Reimagine, Reinvent and Redefine’ the global direct selling industry. It is truly and amazing, inclusive and diverse industry I love so much which provides an income earnings opportunities to millions of people around the world and changes lives.”
Dan Jensen, Compensation Plan Specialist, Founder of Dan Jensen Consulting
“Things that do not change will remain the same. We must either ADAPT to the changing marketplace or see revenues and active sales force counts decline. Adapt or die a slow death. That is our greatest challenge. But how should we adapt? Attention spans… have they grown longer or shorter in the last 5 years? Adapt. Social media influence. Use it. Instant gratification. Drive it. Predictable results – if I do this, I WILL get that. Vital. Many of the things we did 5 years ago no longer work well. Change takes courage and leadership and your future depends on both.”
Robert Kreklewetz, Founding Partner of Millar Kreklewetz
“We see 2021 as a huge opportunity for home-based businesses like those in the direct selling industry – and particularly for new companies look to start-up operations in Canada. Almost everyone I know is either working from home OR looking to supplement their primary source of income OR both! We offer US direct sellers a ‘one-stop shop’ for Canadian start-ups and have personally seen an uptick in companies looking to open up Canada. I see 2021 as a ‘early bird gets the worm’ situation, with the first companies opening up, reaping the bulk of the rewards!”
(*) Please click here and here to read last year’s comments.
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