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Direct selling
Direct selling is a method of selling products or services directly to consumers, bypassing traditional retail channels.
In this approach, sellers typically work independently or as part of a direct sales organization, often through personal interactions, demonstrations, or online platforms. This model focuses on building personal relationships with customers to encourage purchases.
What is direct selling?
Direct selling is a method where products or services are sold directly to the consumers outside of a fixed retail location.
In this business model, individual sales representatives, often called consultants or distributors, interact with potential customers to promote or sell products or services.
What are the main types of direct selling?
Direct selling comes in different formats, each offering unique ways for individuals to connect with buyers and build a business:
- Single-level marketing: This involves selling products directly to consumers and earning a commission on personal sales. It's a straightforward model with a focus on one-on-one customer interaction.
- Multi-level marketing (MLM): In MLM, sellers earn from both their own sales and those made by team members they recruit. This model offers broader income potential but also requires leadership and team-building skills.
- Party-plan selling: This method revolves around hosting social events where sellers showcase products in a fun, informal setting. It’s commonly used in industries like cosmetics, kitchenware, and home goods.
Is direct selling and network marketing the same?
Direct selling is a broad term that refers to selling products directly to consumers outside of a retail setting. Network marketing, often used interchangeably with multi-level marketing (MLM), is a type of direct selling where sellers earn income through personal sales and by building a team of recruits.
So, while all network marketing is a form of direct selling, not all direct selling involves network marketing.
What is an example of direct selling?
An example of direct selling is Sarah, who sells natural skincare products directly to customers through social media and home events. She earns a commission on each sale and builds relationships by offering personalized product advice—showcasing the importance of direct selling in creating trust and convenience without relying on retail stores. Some well-known companies that use direct selling include:
- Avon – Sells beauty products through independent representatives.
- Tupperware – Offers kitchenware via in-home parties hosted by sellers.
- Mary Kay – A cosmetics brand that relies on personal sales from consultants.
Each example of direct selling highlights a business model built around direct customer relationships and personalized service.
Why is direct selling important?
The importance of direct selling lies in its ability to build personal connections with customers, offer flexible business opportunities, and reduce overhead costs.
For companies, it provides a cost-effective way to enter new markets. For sellers, it creates a platform for entrepreneurship with minimal investment.
How does direct selling work?
In direct selling, individuals become independent distributors or consultants for a brand. They sell products to friends, family, or through social networks. Sales may occur through one-on-one demos, home parties, or digital platforms.
Commissions or bonuses are earned based on personal sales or team performance.
Enquêtes sur le pouls des employés :
Il s'agit d'enquêtes courtes qui peuvent être envoyées fréquemment pour vérifier rapidement ce que vos employés pensent d'un sujet. L'enquête comprend moins de questions (pas plus de 10) afin d'obtenir rapidement des informations. Elles peuvent être administrées à intervalles réguliers (mensuels/hebdomadaires/trimestriels).
Rencontres individuelles :
Organiser périodiquement des réunions d'une heure pour discuter de manière informelle avec chaque membre de l'équipe est un excellent moyen de se faire une idée précise de ce qui se passe avec eux. Comme il s'agit d'une conversation sûre et privée, elle vous permet d'obtenir de meilleurs détails sur un problème.
eNPS :
L'eNPS (employee Net Promoter score) est l'un des moyens les plus simples et les plus efficaces d'évaluer l'opinion de vos employés sur votre entreprise. Il comprend une question intrigante qui permet d'évaluer la loyauté. Voici un exemple de questions posées dans le cadre de l'eNPS Quelle est la probabilité que vous recommandiez notre entreprise à d'autres personnes ? Les employés répondent à l'enquête eNPS sur une échelle de 1 à 10, où 10 signifie qu'ils sont "très susceptibles" de recommander l'entreprise et 1 signifie qu'ils sont "très peu susceptibles" de la recommander.
Sur la base des réponses, les salariés peuvent être classés dans trois catégories différentes :
- Promoteurs
Employés qui ont répondu positivement ou qui sont d'accord. - Détracteurs
Employés qui ont réagi négativement ou qui ont exprimé leur désaccord. - Passives
Les employés qui sont restés neutres dans leurs réponses.
How is direct selling different from e-commerce?
Though both models sell directly to consumers, their methods and experiences vary:
- Sales interaction: Direct selling relies on personal touch—face-to-face meetings, home parties, or social selling. E-commerce is digital-first, with transactions happening through websites or apps.
- Business model: Direct selling may include MLM structures with commissions from sales and team building. E-commerce often follows a D2C or B2C model with no personal selling required.
- Customer experience: The importance of direct selling lies in its customized approach and relationship-building. E-commerce, while convenient, depends on digital engagement and lacks the personal connection direct selling offers.
How to improve direct selling?
To improve direct selling efforts, consider the following strategies:
- Training and development: Provide ongoing education on product knowledge and sales techniques.
- Customer relationship management: Build strong, long-lasting relationships with customers by offering personalized service and follow-up.
- Leverage social media and digital tools: Use platforms like Instagram, Facebook, or LinkedIn to expand your reach and interact with a broader audience.
- Incentivize and motivate sellers: Offer rewards or bonuses for top performers to encourage ongoing effort and commitment.
- Focus on customer experience: A great experience can lead to repeat business and referrals, which is vital in direct selling.
