Brett Duncan is a managing principal at consulting firm Strategic Choice Partners.
Being driven by what people can sell versus what people will buy may sound similar, but they’re actually very different concepts.
Direct selling is changing. We’re in the middle of a shift from point A to point B. We may not be exactly clear on what point B is, but we definitely know that point A is in the rearview mirror.
What one thing does our channel need more of?
Danny Lee, President and CEO, 4Life ResearchWe need more public wins. Influencers who talk about our opportunities like they talk about mainstream gigs. Creative branding efforts that will drive mainstream media recognition. Positive media coverage of the industry is imperative: for legislators, educators, and the general public. We must discover ways to do this, both as individual companies and as an industry at large. Then, when someone embraces one of the unique opportunities we offer, they must enjoy a positive experience. If they do move on to another opportunity or industry, they do so better off than when they began. When our promoters outnumber detractors, public perception will change.
Afif Ghannoum, CEO, BIOHM HealthWe need more emphasis on storytelling, and showing how products integrate into and optimize our lives. People come to social media to see what their friends are up to, not to see what their friends are pitching. Posts showing how to beautifully light a living room using candles, or how to infuse a favorite dessert with super greens provides real value to your friends, which in turn will lead them to learn about how to do that using your products. Done right, social selling really is the art of social storytelling. Tell the story, and the products will sell themselves.