Direct sellers invest in technology, training and new ideas with COVID-19’s endemic phase on the horizon
By: Jenna Lang Warford
What worked in 2020… no longer really works.
— Suzie Read, National Sales Director, Jordan Essentials
We have to bring the digital experience to a whole other level… So the question is, how do we elevate the experience?
— Garrett McGrath, CEO, The Happy Co.
Responding rather than initiating has been a common strategy for operating a business during the past two years, as many direct selling companies have chosen to “wait it out” and “play it safe” in a time with no relevant precedent. While innovations were often distributor-led, and hugely successful, it’s clear that 2022 requires different growth strategies as the pandemic shifts to the endemic.
As the COVID-19 pandemic passes the two-year mark, the field’s giddiness from the channel’s record growth has given way to the emotional and mental weight of coping with ongoing disruptions from the Omicron variant’s ubiquitous surge. And with this surge comes more changes and shifts in consumer and distributor patterns.