BUILDING PEOPLE, BUILDING COMPANIES / THE KEYS TO BETTER FIELD ENGAGEMENT
4 YEARS CONSECUTIVE GROWTH / COMPANIES SHARE SECRETS TO SUSTAINABLE SUCCESS TOUCHSTONE ESSENTIALS / AHEAD OF THE CURVE
VIDA DIVINA / LEADING WITH LOVE
“
I have continually said over the last 10 years, one of the best decisions we ever made was partnering with Exigo right from the start. We’ve made some mistakes over the years, but our choice in software wasn’t one of them!”
LAURA BRANDT | PRESIDENT, IDLIFE
The goal was twofold: to eliminate technical debt and to modernize the commission system to keep pace with industry standards.”
“ ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
“
We’re always hopeful for a technology partner that is going to be looking towards the future on what’s coming next which lets us focus on what’s coming next for our consultants.”
STEVE DEE | CIO, RODAN + FIELDS
The global leader in commissions, back o ce and eCommerce software and services. Email sales@exigo.com or scan to schedule a demo.
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Tuesday, April 2
Wednesday, April 3
Thursday, April 4
IRVING CONVENTION CENTER / IRVING TX
JOIN 600+ INDUSTRY EXECUTIVES for THE MOST EPIC INDUSTRY
EVENT OF ALL TIME— where legends unite, success shines and history is made!
CEO FORUM
VER TWO APRIL 2-4, 2024
40+ INDUSTRY EXECUTIVES
over $50 BILLION in direct selling corporate revenue from stage!
n A two-day TED-style Direct Selling Masterclass
n Access to Exclusive AI Workshop and Roundtable
n A Star-Studded Dinner, Awards Ceremony and Live Music
n Informative Discussions
n Game-Changing Insights
n Premium Networking
TACKLING TOPICS LIKE:
n AI Efficiency Maximization
n Strong and Compliant Business Practices
n Effective Affiliate Marketing and Compensation Strategies
n Engaging the Hispanic and Latino Market
n Global Expansion Strategies
DSN proudly presents a powerhouse lineup of main stage speakers—subject matter experts and leading direct selling executives. These dynamic visionaries share firsthand insights, strategies and innovative approaches that are shaping the contemporary landscape of the direct selling industry.
WAYNE MOOREHEAD Marketing, Brand Strategy & Direct-to-Consumer Industry Expert | Direct Approach Podcast Host
BRIAN DILL Vice President of US Sales Norwex
SHAWN MEAIKE Founder & CEO Family First Life
HEATHER CHASTAIN Founder & CEO Bridgehead Collective
JESSE MCKINNEY Co-Founder & CEO Red Aspen
RANDY MATHEWS Sales Director PM-International
JOHN FLEMING Researcher, Author & Direct Selling Legend
STUART JOHNSON CEO, Direct Selling Partners, DSN & NOW Tech
MARK PENTECOST Founder & Chairman IT WORKS!
SARAH SHADONIX Founder & CEO Scout & Cellar
VANESSA GOMEZ General Manager, US. & Dominican Republic Immunotec
GARRETT MCGRATH President ANMP
SHELLEY ROJAS Chief Brand Officer DSN
BOB REINA Founder & CEO QuiAri
WILL TEMPLETON Director Global Brand, Sustainability & CSR Amway
AMBER OLSON ROURKE Co-Founder, CMO & CSO Neora
KENYA VERGARA Global Marketing Director & Board Member Omnilife
BRANDON WHITE Founder & CEO | AI Expert Trevally
MARY YOUNG Co-Founder & CEO Young Living
NICK JOHNSON Chief Field Operations Officer, Medifast Inc. and President, OPTAVIA
JOHN ADDISON Founder & CEO Addison Leadership Group
JASON DORSEY Founder Center for Generational Kinetics
BLAKE MALLEN Billion-Dollar Brand Builder & Community Marketing Strategist | SHIFT Podcast Host
MEREDITH BERKICH President LifeWave
Hear from an unprecedented assembly of industry titans and iconic leaders in the history of the channel! Don’t miss this once in a lifetime opportunity as they generously share their unparalleled insights into the rich history of the direct selling industry and their visionary perspectives on the future.
STAN FREDRICK Chairman of the Board Mannatech
MAGNUS BRÄNNSTRÖM Former President & CEO Oriflame (Joining Virtually)
JOHN ADDISON Founder & CEO Addison Leadership Group
LARRY THOMPSON Direct Selling Legend & International Business Strategist
GREG PROVENZANO President & Co-Founder ACN
DOUG DEVOS Co-Chairman of the Board Amway (Joining Virtually)
JOHN FLEMING Researcher, Author & Direct Selling Legend
RICK GOINGS Chairman Emeritus Tupperware Brands
KEVIN GUEST Executive Chairman USANA
KATHY COOVER Co-Founder Isagenix
JERRY BRASSFIELD Direct Selling Legend, Founder & Chairman NeoLife
ORVILLE & HEIDI THOMPSON Co-Founder & Co-CEOs Scentsy (Joining Virtually)
RUDY REVAK Founder & Chairman Xyngular, Owner & Chairman PUREhaven Essentials
JONI ROGERS-KANTE Founder & CEO SeneGence (Joining Virtually)
ROLF SORG Founder & CEO PM-International
ROBERT STEVANOVSKI Co-Founder & Chairman ACN
4 CEOs from young companies generating at least $1M in monthly revenue and founded within the last 5 years share empowering growth strategies.
Don’t miss this informative panel of industry executives that will share not only the importance of building and maintaining a strong compliance strategy but also key tips on how to do it.
TUESDAY EVENING APRIL 2
Complimentary access included with your DSU Registration
HEATHER CHASTAIN HOST
IDEAL FOR CSOs, CMOs, TRAINING AND CREATIVE TEAM MEMBERS
TUESDAY, APRIL 2
6 PM - 8 PM
New AI Workshop focused on Sales, Marketing and Training hosted by Blake Mallen (Back by popular demand)
IDEAL FOR ALL COOs, CTOs, CIOs, CEOs AND OPERATIONAL TEAM MEMBERS
TUESDAY, APRIL 2
6 PM - 8 PM
New AI Operational-Focused AI Roundtable Session hosted by Heather Chastain
Plus, a special guest appearance from renowned AI Expert; top-ranked by DSU attendees; and Founder and CEO of Trevally, BRANDON WHITE! Brandon will deliver insights into each session and provide more powerful AI content on the mainstage during DSU!
BLAKE MALLEN HOST BRANDON WHITE( TIMES LISTED IN CT )
APRIL 2
9 AM - 4 PM CEO Forum (invitation only)
5 PM – 8 PM DSU Welcome Reception
6 PM – 8 PM AI Workshop with Blake Mallen (Sales/Marketing/Training)
6 PM – 8 PM AI Roundtable with Heather Chastain (Operations/IT/Finance)
APRIL 3
9 AM – 5 PM DSU
6 PM – 12 AM Global Celebration, Dinner, Awards and Live Music
PRESENTING SPONSOR EXIGO
APRIL 4
9 AM – 4 PM DSU
Register Today! scan the code or visit DSNEvents.com
THANK YOU
A
FOUNDER AND CEO
Stuart P. Johnson
CHIEF BRAND OFFICER
Shelley Rojas
PUBLISHER
Patricia White
STRATEGIC ADVISOR
Heather Chastain
EDITOR
Lisa Robertson editor@directsellingnews.com
NEWS EDITOR
Sarah Paulk pr@directsellingnews.com
CREATIVE DIRECTOR
Susan Douglass
ART DIRECTORS
Greg Luther J enny Paredes
PRODUCTION MANAGER
Virginia Le
PRODUCTION
Megan Knoebel Ascencio
WEB MANAGER AND DIGITAL MARKETING
Laura Coppedge
COPY EDITOR
Laura Coppedge
BUSINESS DEVELOPMENT MANAGER
Jerilyn Taylor advertising@directsellingnews.com
PROGRAMS
Nancy Ratcliff support@directsellingnews.com
Contributors
Heather Chastain C helsea Hughes
Beth Douglass Silcox D avid Lee
Brett Duncan S arah Paulk
TO
TO
TO
Intoday’s fast-paced and compe��ve business landscape, where direct selling organiza�ons are
expanding – and in some cases, consolida�ng – their reach across the globe, efficiency and seamless opera�ons are paramount. Execu�ves understand that keeping their workforce content and mo�vated is essen�al for sustained success. Direct selling organiza�ons, in par�cular, are faced with the complexi�es of paying their independent distributors around the globe.
Payments need to be made �mely and securely through a solu�on with minimum overhead that caters to the diverse payment needs of all demographics, all while keeping in compliance with global regula�ons. Keeping the field engaged is a priority, and increasing internal efficiencies and reducing costs is key to business growth. Let’s explore ways to revolu�onize your payout strategy and elevate your business to new heights.
In the era of instant gra�fica�on, delayed payments can lead to dissa�sfac�on and disengagement among your distributors and affiliates. Your field wants to see their hard work translating into immediate rewards. With PayQuicker's instant payout solu�on, you can payout as o�en as you like – daily, weekly, monthly, or even hourly. Paying your field in real-�me not only boosts their mo�va�on and loyalty, but also enhances their overall experience with your organiza�on. With the ability to disburse funds instantly, you can keep your salesforce excited and mo�vated, fostering a culture of high-performance. Your field’s dedica�on to your organiza�on’s goals is bound to soar.
Direct selling organiza�ons thrive on their ability to connect with diverse audiences worldwide. However, managing payouts across different countries and currencies can be a daun�ng task. Tradi�onal methods o�en involve lengthy processes, high fees, and currency conversion complica�ons. PayQuicker’s advanced technology eliminates these challenges by streamlining your payouts in local currency with a global solu�on, ensuring that you receive the most cost-effec�ve channels to reduce corporate cross-border payout expenses. With our extensive global network of best-in-class providers, you can pay to 210+ countries and territories in over 40 currencies. Our intelligent payout rou�ng not only reduces inefficiencies and eliminates FX fees, but also allows you to adapt quickly to market changes and stay ahead of the compe��on.
Everyone has different preferences when it comes to receiving payments. Some might prefer bank transfers or paper checks, while others lean towards digital wallets or prepaid cards. PayQuicker offers a range of flexible payment methods, including branded debit cards, instant virtual cards, ATM cash, bank transfers, Apple/Google Pay, and more – all through our mul�lingual pla�orm. This customiza�on adds a layer of convenience and empowers your distributors to manage their finances in a way that works for them. By catering to their individual needs, you enhance their sa�sfac�on and strengthen reten�on. With PayQuicker, you're not just paying your distributors; you're providing them with a seamless financial experience.
Paying your field in real-time not only boosts their motivation and loyalty, but also enhances their overall experience with your organization.
Security and compliance are non-nego�able aspects of any financial transac�on. PayQuicker places a strong emphasis on data security and fraud preven�on, while maintaining regulatory compliance. With a pla�orm designed with bank-grade security measures, including robust encryp�on and mul�factor authen�ca�on protocols, PayQuicker ensures both your company’s and your field’s sensi�ve informa�on is secure from end to end. Reduce risk and eliminate liability with our automated KYC service that allows your distributors to easily onboard themselves to the system, relieving your team of the burden of iden�ty verifica�on and secure data collec�on. This level of protec�on not only gives your field peace of mind but also builds trust and ensures your payouts are processed smoothly without any disrup�ons.
Integra�ng and managing new solu�ons with your exis�ng business infrastructure can be a concern for business leaders. The administra�ve burden can eat into your resources and lead to opera�onal inefficiencies. That is why PayQuicker takes pride in its seamless integra�on and excep�onal customer service that provides support every step of the way, from onboarding and beyond. Our complete payment and debit card solu�on includes comprehensive program management with hassle-free deployment. Be up and running within days with a single bank applica�on and API integra�on or batch file upload op�ons. Our US and Canadian Tax Service is available to save your finance and accoun�ng teams the �me, money, and hassle of mee�ng IRS & CRA filing requirements. Your field is also taken care of with our full in-house mul�lingual support team available by phone, live chat, and email.
Our partnership with PayQuicker has allowed us to pay commission to our Presenters within three hours of making a sale, completely changing the traditional commission payment paradigm. As we continue to expand aggressively, PayQuicker has been there every step of the way. We cannot think of a better payment solutions partner than PayQuicker.
Derek Maxfield Founder & CEO, YouniqueIn a dynamic business landscape, where direct selling organiza�ons strive to outperform their compe�tors, PayQuicker's instant global payouts solu�on offers a revolu�onary way to enhance your payout process. From real-�me payouts and seamless cross-border transac�ons with enhanced security to flexible payment methods and unparalleled support, PayQuicker empowers you to provide an excep�onal experience for your payees while streamlining your opera�ons. By choosing PayQuicker, you're not just making payments - you're making a strategic investment in the growth and prosperity of your direct selling organiza�on.
Experience the future of payouts with PayQuicker. Contact us today to elevate your payout experience and drive unparalleled growth.
Visit payquicker.com to schedule a demo.
What part of your business would benefit by bringing in outside expertise to help your team be more efficient and effective?
ELEGATING time-intensive business functions to highly skilled suppliers provides the breathing room to focus on unique skill gaps, like training team members on best practices, getting up to speed with new technology or customer service response that many organizations overlook.
For your convenience, we have compiled a list of our display advertisers. When contacting these companies or those in our Supplier Directory (starting on page 96), please let all of our valued advertisers know that you saw them in DSN .
“ OUR PARTNERSHIP with DSN has allowed Momentum Factor to continue to solidify its place as the premier compliance monitoring and brand safety service provider in the direct selling industry. They have also helped us offer our suite of services to new clientele in an ever-expanding direct sales space.
—TRAVIS WILSON / Director of Business Development, Momentum Factor
Exigo
214-367-9933 / EXIGO.COM
INSIDE FRONT COVER
NOW TECH
310-428-9936 / NOW-TECH.COM
PAGES 1, 33, 99
PayQuicker
844-258-3006 / PAYQUICKER.COM
PAGE 10-11
Nexio
877-551-5504 / NEX.IO
PAGE 20
i-payout
DISCOVER@I-PAYOUT.COM / I-PAYOUT.COM
PAGE 25
Thatcher Technology Group 630-696-4545 / THATCHERTECH.COM
PAGE 29
Rallyware 877-858-8857 / RALLYWARE.COM/CONTACT
PAGE 32
Katapult
407-915-9060 / KATAPULTEVENTS.COM
PAGE 35
Flight Commerce
813-277-0625 / FLIGHTCOMMERCE.COM
PAGE 21
Quickbox
720-990-5642 / QUICKBOX.COM
PAGE 23
Squire
801-225-6900 / SQUIRE.COM/NETSUITE
PAGE 55
Metrics Global 702-757-9600 / METRICSGLOBAL.COM
PAGE 57
Direct Selling Association
202-452-8866 / DSA.ORG
PAGE 94
InfoTrax
801-431-4900 / INFOTRAXSYS.COM
BACK COVER
Teqtank 844-605-9624 / TEQTANK.COM
PAGE 39
Our mission is to serve, educate and edify the channel with daily breaking global news, emerging trends and powerful stories, made possible through the generosity and support of our Premier Supplier Partners. Thank you for your dedication to the direct selling channel!
THANK YOU TO OUR SPRING EVENT SUPPLIER SPONSORS!
For information on how to become a Spring DSU Sponsor, email jtaylor@directsellingnews.com.
NOW THAT WE ARE a few months into 2024, I’m sure you and your teams are identifying new challenges and opportunities facing your business. I invite each of you to join us at Direct Selling University next month where we will be sharing the insights and action items you need to meet your goals and mitigate any challenges in your way. I’m especially excited about the AI content we have planned as well as content focused on emerging markets, global expansion, affiliate programs and so much more.
March is International Women’s Month, and we couldn’t think of a more opportune time to celebrate the tradition and importance of women to the channel’s success. In this month’s cover story, we explore the topic of mentorship—particularly the importance of women mentoring women. We all know how the field focuses on this aspect of raising people up, but are we doing enough to help women at corporate succeed? We take an in-depth look at how the channel’s female leaders are mentoring the next generation.
Other features this month include Brett Duncan’s thoughts on field engagement and a data-driven look at 22 companies in the channel that are growing and sustaining that growth even through challenging economic times. Each of these articles provides tremendous insights into current channel pain points and offers the kind of actionable insights DSN is known for. Heather Chastain’s Generational Insights series examines the
somewhat surprising results of what the generations want (and don’t care about) when it comes to Incentive Trips and Events. Our Company Spotlights shine bright this month as we profile Touchstone Essentials and Vida Divina. These companies have both enjoyed years of sustained growth thanks to their innovative and nimble approach. We’re excited to share these success stories with you.
At DSN, we strive to be your daily resource for global news impacting the direct selling channel. Make sure to sign up for our free resources like the weekly dashboard email which delivers a week’s worth of news in a quick 15-minute read each Sunday. You can also sign up for free text alerts by becoming a member of our VIP Community where you’ll always get the top stories first and fast!
I look forward to reconnecting with old friends and making new ones at DSN 20th Anniversary Celebration Event happening April 2-4 in Irving, Texas. This will be a celebration of all things direct selling like never before—we will not only have two full days of DSU, but also our biggest Global Celebration ever. A live band and more Bravo Awards than ever before are just the tip of the party iceberg. I hope to see you there!
All the best,
16 AWARDS, LIVE MUSIC, UNPRECEDENTED ASSEMBLY OF LEGENDS & ICONS, THE GLOBAL 100 LIST AND SO MUCH MORE!
LIFETIME ACHIEVEMENT AWARD
LEGACY AWARD
You’re invited to join 500+ of your peers to experience the pinnacle of direct selling excellence at DSN’s 2024 Global Celebration & Awards.
This is DSN’s 20th Anniversary Year, and it’s also the 15th Anniversary of our Global Celebration and Awards event. If there was ever a year to pull out all the stops and throw the ultimate direct selling celebration, this is it!
This annual event unites industry leaders, innovators and visionaries from around the world with thousands of people watching the awards via virtual broadcast across the globe.
6 pm - 7 pm / Cocktail Reception
7 pm - 8 pm / Dinner
8 pm - 10:30 pm / Awards
10:30 pm - 12 am / Live Music with the Free Radicals Band
Don’t miss the most epic celebration and awards event this channel has ever seen!
The Annual DSN Global Celebration: $179/per person. DSN Supporter companies receive a set number of complimentary tickets to the Global Celebration determined by support level.
The Global Awards Live Stream is free to everyone, including distributors. Streaming available on directsellingnews.com beginning at 8:00 pm (CT).
Six hours.
Sixteen awards.
One band.
Hundreds of memories.
Led by USANA’s Executive Chairman Kevin Guest, the Free Radicals are a high-energy, high-octane world-class cover band. When they take the Global Celebration stage, this group of talented musicians will next level the party and have you dancing and singing along.
This is the first time we will have live entertainment at the DSN Global Celebration and we want you there to enjoy all the fun and part of the memories as we celebrate and honor the best of the channel.
At DSN, we take celebrations seriously! That’s why we will be presenting more awards than ever before! In addition to the annual unveiling of the Global 100 List, we’ll also be recognizing not one, but TWO Lifetime Achievement Award winners and bestowing a special Legacy Award, 13 Bravo Awards and so much more!
This is THE INDUSTRY EVENT OF THE YEAR! It’s a game-changing celebration of success, recognition, networking and unparalleled takeaways for you and your entire executive staff!
Make plans now to join us Wednesday, April 3, 6 pm – 12 am (CT) for cocktails, networking, recognition and an epic celebration of all things direct selling!
Shelley is an experienced multi-medium creative, seasoned executive and leader who has worked with hundreds of companies over 20+ years. As DSN’s Chief Brand Officer, she is the organization’s lead executive, responsible for executing the strategic vision and the day-to-day operations of the brand’s multimedia outlets and events.
With 20 years of cross-functional experience in direct selling, Heather brings a solid understanding of sales, marketing, technology, manufacturing, operations and C-Suite challenges as well as a strong collaborative and relational style of leadership to the table. Heather has held executive roles at companies like Shaklee and Arbonne and is currently Founder and CEO of Bridgehead Collective, a firm founded to help companies in the channel innovate, form and execute strategic plans in a dynamic digital environment.
TO ATTEND IN PERSON
VISIT DSNEVENTS.COM
OR SCAN THE CODE
Take control of your payments strategy
Orchestrate payouts to your distributors
Optimize your transactions to grow your revenue
Maintain flexibility in the ever-changing world of payments
Nexio was purpose-built to solve the payment problems direct sellers face. Our unified platform simplifies the complexity of the payments industry and helps you design forward-thinking strategies.
We’re excited to announce we are consolidating brands with our parent company, Complete Merchant Solutions (CMS). Consolidating our services under the Nexio brand enables us to simplify processes and optimize the services we provide.
n Zinzino Enters into Strategic Partnership with ACN Europe
n Neora Acquires ACN Korea
n Le-Vel Introduces Meal Delivery Service
n The Body Shop Closes in UK and Australia
n Scout & Cellar Enters Non-Alcoholic Wine Category
THE AMWAY CHINA LEADERSHIP SEMINAR welcomed 10,000 attendees to its five-day event in New Zealand that included gala dinners, leadership sessions, cocktail receptions and excursions in Auckland and Queenstown. The event leaned heavily on creative largescale productions that used special effects, snow machines and more than 600 hours of custom motion design content to create panoramic scenes across enormous LED screens. At dinner, each table and plate were projected with animated designs that reflected New Zealand culture and Amway’s brand.
The seminar was held across two months and welcomed twelve separate waves of brand representatives, honoring top Amway performers each time. In total, the event is estimated to have brought $25 million to the local New Zealand economy.
INGROUP, THE PARENT COMPANY OF INCRUISES, served as the presenting sponsor of the signature US event for Mercy Ships, a hospital ship that delivers free surgeries and healthcare services to communities without access to safe medical care, and raised more than $305,000 in donations and pledges toward the organization’s fundraising goal of $600,000. These funds will support Mercy Ship patients through surgery and recovery.
“We first became aware of Mercy Ships three years ago in a vulnerable time for the global travel industry and immediately fell in love with how profoundly Mercy Ships serves, and even transforms, those who are vulnerable,” said Michael Hutchison, inGroup Co-Founder and Co-Chief Executive Officer. “Their mission aligns perfectly with our core ‘live to give’ value and our overarching desire to always lead with love. We have only become more passionate about the hope and healing they deliver and are deeply grateful for the opportunity to support their transformational journey!”
INFINITUS HOSTED ITS 2024 GLOBAL ANNUAL Conference themed “Co-Creating a New Future” in Foshan, Guangdong. The live-streamed event was viewed by more than 848,000 people and featured expert panels from distinguished leaders in the fields of Traditional Chinese Medicine, Ganoderma production and Chinese herbs.
In his keynote titled “Put Customers at the Center to Embrace the Future,” Sammy Lee, the fourth-generation Executive Chairman of the Lee Kum Kee Group, detailed the responsibility that leaders have to redefine the approach to direct selling in a way that prioritizes customer expectations.
“Let us become the ambassadors of trust, the KOS for customers, and advocators for the preservation of Chinese health regimen,” Lee said. “Through every word we say and
every action we take, let us build trust with our customers. I believe that as long as we are united in thoughts and actions, we will achieve our grand corporate vision and become the most trusted company for centuries to come.” DSN
EFFECTIVE MARCH 11, 2024, the US Department of Labor’s Final Rule, called the Employee or Independent Contractor Classification Under the Fair Labor Standards Act, is expected to create further limitations for millions of entrepreneurs classified as independent contractors. This new interpretation relies on the “economic reality” test, which states that if a worker is economically dependent on an employer for work, they are to be classified as an employee and not an independent contractor.
To determine this economic reality, the new rule considers six factors:
n THE WORKER’S OPPORTUNITY FOR PROFIT AND LOSS. Independent contractors have more freedom and responsibilities for their own income and growth.
n INVESTMENTS MADE BY BOTH WORKER AND POTENTIAL EMPLOYER. Independent workers make similar investments as their employer, even if on a much smaller scale.
n WORK RELATIONSHIP PERMANENCE. Independent contractor work is definite in duration, non-exclusive and project-based or sporadic.
n THE NATURE AND DEGREE OF CONTROL. If there is performance supervision or a limitation on whether or not the worker can pursue other clients, independent contractor status is in question.
n THE IMPORTANCE OF THE WORK FOR THE BUSINESS. If the individual’s function of work is central or critical to the success of the operation, the worker would be considered an employee.
n SPECIALIZED SKILLS AND INITIATIVE. It is not specialized skills that are the determining factor, but whether or not a worker using specialized skills does so “in connection with business-like initiative” indicative of an independent contractor.
The Direct Selling Association (DSA) released a statement strongly opposing the final rule, stating that it “dismisses valid criticisms raised in the Notice of Proposed Rulemaking by DSA and could require high investments to start a business, limits the use of technology, diminishes high self-regulatory standards and disregards conflicting federal statutes defining direct sellers as independent contractors.” DSN
For the full articles, visit
David C. Chung is now the majority shareholder and chairman of Amare Global.
“David joins Amare as a respected expert in his field and is well known for creating reputable companies in end-to-end research and development and innovating business operations,” said Jared Turner, Amare Global Chief Executive Officer. “We are confident his expertise accelerates our strategic plan to continue to build a strong infrastructure, prioritize social selling, and drive significant growth as we build this brand, and we believe this will deliver value for our Brand Partners, customers and incredible employees.”
AVON Avon announced the promotion of Özlem Çitçi to Chief Marketing Officer. Previously, Çitçi led the company’s marketing departments in Turkey and Europe, where she used social marketing to significantly grow the company’s brand presence. As CMO, Çitçi will lead global brand marketing for Avon as well the company’s commercial marketing in Europe.
Çitçi succeeds Kristof Neirynck, who was recently promoted to Chief Executive Officer.
LegalShield strengthened its technology leadership team with the appointment of Mark Conlin to the role of Chief Technology Officer. Conlin brings more than two decades of software engineering leadership experience in both startups and global enterprises, with an expertise in scaling operations, modernizing legacy technology and developing software teams and products.
“We view technology as a means to enhance the critical relationship between our members and the attorneys who serve them,” said Warren Schlichting, LegalShield CEO. “Mark has a unique appreciation for the fact that our tech should be both empowering and invisible.”
JACK WINN PRO Jack Winn Pro welcomed Caroline Penn as Chief Executive Officer. Penn has experience in a number of leadership disciplines, including marketing, product management, partnerships and operations.
“I am excited about the company’s future with Caroline at the helm,” Winn said. “Her leadership skills and knowledge make her the perfect fit to drive Jack Winn Pro’s growth and innovation.”
Jack Winn Pro founder Jack Winn will now focus on overseeing and leading product development as the company’s Chief Innovation Officer.
GREGG RENFREW CHIEF EXECUTIVE OFFICER, BEAUTYCOUNTER
Beautycounter Founder
Gregg Renfrew will return to the company as Chief Executive Officer. Renfrew, who sold the company to private equity firm Carlyle in a $1 billion deal in 2021, exited the company’s executive team in 2022 but remained on the company’s board of directors.
“Without question, Beautycounter’s greatest opportunities are ahead of us,” Renfrew said.
“Consumers are demanding, now more than ever, the things that we have brought to the industry from the very beginning: transparency, health and safety for people and the environment, innovative products, an engaged community and a business that is much more than its bottom line. Who we are, and the work we do, truly matters to so many people. I’m energized to build on our history of disrupting to create a movement for change and a higher industry standard.”
The Direct Selling Association of the United Kingdom (DSA UK) announced the appointment of Ayo Olaseinde to Chairman of the Board. Olaseinde has served as a DSA UK board member and is the Global President of Saladmaster.
“I am humbled to be recognized by the industry and DSA,” Olaseinde said.
“To go from my background to where I am today is a testimony of the opportunity and training within direct sales. There are no limits if you work hard, learn and apply. The only limits are the ones you put on yourself. Direct sales is a beacon of hope for the ordinary person to excel in any areas they want to. Our goal at the DSA UK is to raise the profile of direct sales, with the government and media, while setting standards.”
Amare Global has appointed Oliver Dibblee to the role of Chief Growth Officer. Dibblee has more than 15 years of experience in the consumer product goods (CPG) sector where he developed an expertise in P&L management, GTM sourcing and execution, operational efficiency and strategic sales planning.
“Our company is entering a new era, and Oliver is the perfect addition to our leadership team to help guide key strategic initiatives as we continue our momentum phase,” said Jared Turner, Amare Chief Executive Officer. “His ability to execute company strategy is unparalleled, and we are very fortunate to have him on board. I am confident that Oliver will significantly contribute to our success.”
L’Occitane Group announced Laurent Marteau has been named Group Chief Executive Officer. L’Occitane expanded its omnichannel strategy with an entrance into the direct selling space in 2021 and is also the parent company of direct selling organizations LimeLife and Duolab.
The newly created role of Group CEO combines the roles and responsibilities of CEO and Group Managing Director into one position, a move that the Group described as a way to sustain “the company’s transformation into a geographically balanced, multi-brand group.”
“As our group grows, we need to evolve,” said Reinold Geiger, L’Occitane Group Chair. “Laurent embodies the group’s entrepreneurial mindset and deep commitment to people and nature.”
STEVE BOSSON CHIEF GROWTH OFFICER, MARKET AMERICA
Market America Worldwide | SHOP.COM welcomed Steve Bosson as Chief Growth Officer.
Bosson brings almost three decades of experience at a multibillion-dollar direct selling company where he developed an expertise in global reach, economic impact, digital transformation and international direct selling. Bosson will now strategically lead the company’s global reach and economic impact initiatives.
“We are going big here with Steve coming onboard to help us continue to grow this amazing company,” said Marc Ashley, Market America President. “Steve is focused on growth of the entire business, whether it’s new market entries, leading the commercial activation of existing markets or supporting brand new product launches and initiatives.”
Mōdere announced Nate Frazier has been named President and Chief Operating Officer, as well as Executive Chairman of the company’s board of directors. Frazier brings more than two decades of omnichannel leadership experience to the role, including executive experience across retail, digital and franchise within the health, wellness and beauty industry categories. In this new role, he will oversee the company’s growth strategies, operations, supply chain and logistics, marketing, finance and IT.
Herbalife has promoted Stephan Paolo Gratziani to the role of President. Gratziani joined Herbalife in August 2023 as Chief Strategy Officer, where he was responsible for leading key strategic initiatives to drive global growth for the company. His new role was announced as part of a larger management succession planning strategy.
“Stephan hit the ground running and has demonstrated his extensive knowledge of the business and strategic strength in his role as Chief Strategy Officer,” said Michael Johnson, Herbalife Chairman and CEO. “Stephan has an innate ability to lead, drive change and inspire others. We believe his innovative mindset and vast experience as a former leading independent distributor position him well to lead our global sales initiatives and guide Herbalife towards our next chapter of growth.” DSN
A CURATED RESOURCE TO HELP YOU FIND STRATEGIC BUSINESS PARTNERS SPECIALIZING IN DIRECT SELLING.
THE CHANNEL IS EVOLVING RAPIDLY—companies and executives must stay ahead of emerging trends and technologies to build for the future. But it can be time - consuming and hard to find the right suppliers to partner with.
That’s why we’ve developed The DSN Guide. In each issue, The Guide includes curated lists by category of expertise and service. These suppliers currently serve the channel—they understand the unique challenges and opportunities that come with direct selling and can help you implement your intiatives.
Cinchshare Melbourne, FL cinchshare.com
Concept Laboratories Chicago, IL conceptlabs.org
Cosmo International Fragrances Ft. Lauderdale, FL cosmo-fragrances.com
Futureceuticals Momence, IL futureceuticals.com
Gemini Pharmaceuticals Commack, NY geminipharm.com
NOW Technology Plano, TX now-tech.com
Pharmatech Labs Lindon, UT pharmatechlabs.com
Progressive Laboratories Irving, TX progressivelabs.com
Rallyware Mountain View, CA Rallyware.com
Socialsales.io Plano, TX socialsales.io
Valentine Enterprises Inc. Lawrenceville, GA veiusa.com
Wixon Inc. St. Francis, WI wixon.com
Brian Corpron sales@now-tech.com
Rich Schubkegel rich@rallyware.com 877-858-8857
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Today’s direct selling executives look to THE GUIDE to find the right partner to help with their strategic initiatives. Whether you offer incentives, event production, payment processing or logistic services, make sure the top companies in the channel know who you are, what you do and how you can help them!
To find out how your company can appear in THE GUIDE , contact Jerilyn Taylor at jtaylor@directsellingnews.com.
Every show starts with an idea and dreams to match. We specialize in taking every element of your event and bringing it to reality.
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THE WEARABLES MARKET is poised for growth, driven by innovation and a surge in health‑conscious consumers.
WEARABLE TECHNOLOGY HAS EMERGED as a leading trend in the fitness realm for 2024, according to the American College of Sports Medicine’s “Future Directions of the Health and Fitness Industry” survey. Fitness trackers, smartwatches and heart rate monitors are transforming the wellness landscape, and with the wellness category constituting more than one third of the direct selling industry, these trends could help strengthen consumer attention in that space.
Market research by Modor Intelligence forecasts the wearable technology market to grow from $186.5 billion in 2023 to a staggering $419.4 billion by 2028. The evolution of wearable tech, driven by MEMS (micro-electromechanical system) sensors, has paved the way for dedicated devices monitoring health and activities. From smartwatches to VR/AR headsets, wearables are integrating into daily life. Studies show a surge in wearable adoption—particularly for fitness and health management—with the global pandemic accelerating remote health management and solidifying telehealth’s role.
Smartwatches, like Apple’s Series 8, are gaining traction, appealing even to older demographics because of their health-monitoring features. Amazon’s entry into wearables raises the competitive bar, with gesture-controlled earphones signaling increased rivalry. While technological advancements continue, challenges in data security and complexity persist. Despite setbacks during the COVID-19 pandemic, the wearables market is poised for growth, driven by innovation and a surge in health-conscious consumers.
Wearable payments are made easy with built-in near-field communication (NFC) technology in devices like smartwatches and fitness trackers, allowing users to make transactions conveniently on the go. For health and fitness tracking, nearly one in three Americans uses wearable devices. More than 80 percent of users are willing to share data from these devices with their doctors. Notably, earrings are now emerging as health trackers, monitoring vital statistics such as heart rate, body temperature and blood oxygen levels.
Looking into the future of wearables, innovations include a shirt equipped with GPS through haptic feedback and shoes that convert movement into energy to power internal sensors and other devices.
MONITOR HEALTH INFORMATION
TRACK EXERCISE PERFORMANCE AND METRICS
ACCESS SMART PHONE CAPABILITIES
NOTATE SLEEP HABITS CONNECT SOCIALLY
Ignitec, a design and technology consultancy agency, revealed its top-five trending wearables to keep an eye on. Here are the top three insights for each.
n Exciting possibilities with sensors and processors embedded into clothing or accessories.
n Eliminates bulky external components, ensuring comfort and easy integration into daily life.
n Software trends include container adoption; programming language debates; security focus; agile methodologies; and multicore microcontrollers.
SOURCE: TECH AND MEDIA OUTLOOK 2023
n AR and VR technologies in wearables are untapped but rapidly growing.
n IDC forecasts a 32.3 percent compound annual growth rate, reaching $50.9 billion by 2026.
n Trends involve growth in the Metaverse, closer integration of AR and AI; improved AR navigation for GPS systems; and lightweight headsets.
n Integration of electronics into fabric for sensing or communication purposes.
n Opens possibilities for interactive garments and smart shoes.
n E-textiles compete with dominant wearables (smartwatches, fitness trackers) for discreet health monitoring.
n Focus on advanced AI capabilities in wearables.
n Big players like Google and Apple lead in voice-activated interactions.
n Expect more AI-powered features, such as personalized “smart” workouts.
n Combine hearing aid and headphone functionalities.
n Bluetooth streaming with health tracking and hearing aid features.
n Trends include biometric sensors; contextual location-based suggestions; environment-based noise suppression; and gesture/touch-based control. DSN
THE NEW CYBERSECURITY BATTLE will be a war of offense and defense wielded with Artificial Intelligence (AI). Direct selling companies are particularly vulnerable, safeguarding sensitive information of tens of thousands of distributors and customers across the country and around the world. The marriage of ransomware and AI-empowered cybercriminals identifies and exploits vulnerabilities faster and more efficiently than ever. The remote and individual nature of how business is conducted in the industry creates unique challenges as Chief Information Officers grapple with the formidable challenge of securing organizations against these sophisticated threats
A cloud-based, AI-powered solution focusing on detection, security and recovery across diverse data storage environments is essential, according to a Harvard Business Review report. Cybercrime inflicted a staggering $10 billion loss on US businesses in 2022, with global estimates reaching $10.5 trillion by 2025. Ransomware’s annual toll is predicted to soar to $265 billion by 2031, an 815-fold increase from 2015. IBM reports a record-breaking $4.45 million average cost per data breach in 2023, a 15.3 percent surge from 2020. Generative AI brings even more advanced
threats, exploiting hybrid work environments and data trails, further challenging direct selling companies.
To counter these modern cyber threats, a multifaceted AI-driven solution is critical, unifying security and recovery in cloud-based and onsite environments. Streamlining disparate solutions, security leaders seek a unified platform for seamless oversight. Effectiveness requires proactive AI capabilities, predicting risks and
$10.5 TRILLION B Y 2025 .
swiftly restoring operations post-breach. Tools detecting threats within five minutes that prioritize recovery, boost ROI and slash total ownership costs.
Harnessing advanced algorithms, AI revolutionizes cybersecurity by adapting to evolving threats. Traditional systems with predefined rules fall short against emerging attack techniques, while AI systems continually learn,
analyze data patterns and identify anomalies in network traffic, user behavior and system logs.
AI extends its prowess to incident response, automating time-sensitive processes for faster and efficient management. By correlating data from various sources, it provides actionable intelligence; accelerates investigations; identifies root causes; and learns from past incidents, fortifying against future breaches DSN
“
I APPRECIATE DSN’S TIRELESS WORK to report the news around direct selling, but also how they share the positive stories surrounding it. DSN is a reputable and powerful voice that always strives to edify the channel and highlight the direct selling companies that are doing the right things .
— JONI ROGERS-KANTE / FOUNDER & CEO, SENEGENCE
When one company succeeds, the entire channel benefits.
It’s with that sensibility in mind that we developed the DSN Supporter Program in 2022 and welcomed dozens of companies, representing billions in cumulative revenue, committed to helping this channel grow and enhance its relevancy.
Our mission is to serve, educate and edify the channel as the daily resource for breaking global news, emerging trends and powerful stories. With DSN, it’s easy for direct selling executives to stay informed, engaged and always one step ahead.
Your support helps DSN continue to provide relevant information, exposure, edification and education for companies and executives to help evolve the channel forward for the global community.
ACTIONABLE INSIGHTS AND OPPORTUNITIES
FROM THE FIRST‑EVER DIRECT SELLING GENERATIONAL ENGAGEMENT STUDY.
BY HEATHER CHASTAIN
DIRECT SELLING HAS BECOME AN INCREASINGLY POPULAR AVENUE for individuals to start their own businesses and earn income. To gain a comprehensive understanding of the perceptions surrounding direct selling, the Direct Sales Generational Engagement Study was conducted by Bridgehead Collective and carried out by The Center for Generational Kinetics, led by President Jason Dorsey.
In this first-of-its-kind study, Bridgehead Collective chose to partner with the Center for Generational Kinetics, which has led more than 100 research studies in all major industries. Their seminal annual study, The State of Gen Z, formed the basis for the best-selling book, ZConomy and has been consistently featured in national and global media including The Wall Street Journal, New York Times, CNN and many more.
I set out to discover America’s perceptions of entrepreneurship, the gig economy and—more pointedly—direct selling. Statistical significance was of ultimate importance in this analysis, so the study represents a wide-sweeping sample that is reflective of America, with an equitable mix
of genders, demographics, employment status, education levels and location that allows for a 97 percent confidence level. This study aimed to explore the attitudes, motivations, limitations and beliefs about starting a business in America, as well as uncover perceptions of direct selling, recruiting strategies, onboarding methods, distributor retention and preferred payment structures.
YOUNGER MILLENNIALS AND GEN Z TEAM MEMBERS are highly motivated by “being seen” and have their own ways of measuring that.
WE DESIGNED the study to provide actionable insights across 10 key categories:
n Perception of Industry and Channel
n Recruiting and Prospecting
n Motivations and Decision Criteria
n Onboarding and Getting Started
n Training
n Compensation and Value Proposition
n Recognition
n Incentive Trips and Events
n Retention
n Duplication and Role of Team Building
In this series, we are digging deeper into each of these categories, focusing this month on all things related to Incentive Trips and Events.
As we shared consistently throughout this series, the news surrounding all generations is that EACH generation is radically different in how they want to be prospected, talked to and approached about direct selling opportunities. We have highlighted that a “One Size Fits All” approach simply doesn’t work anymore, and while that is still the case when it comes to Incentives and Events, this was one of the topics on which each generation was perhaps a little more closely aligned. However, the insights are still a stark departure from the traditional types and channels for Incentive Trips and Events that many of us currently utilize.
Last month we focused on recognition and highlighted the significant upside for Younger Millennials and Gen Z team members when we get it right. They are highly motivated by “being seen” and have their own ways of measuring that. When you implement some of the learnings from this section, you will see the results in increased engagement, activity and retention (my favorite needle to move!).
This month, we turn our energy to the insights gained on Events and Incentive Trips. While we may not deliver as many shocking “a-ha”s in this area of insight, I challenge each of you to look closely at your programs through this lens and (perhaps ruthlessly) edit. Done well, you can see massive savings by not paying for duplicative rewards and increased productivity by focusing only on the most compelling offerings.
We jumped right in on this one and didn’t mince words. We asked each group which types of events they would find most engaging. Across the board—all generations were unified on this one—incentive travel topped the list with 46 percent of all participants ranking that as their top-of-box choice.
WHICH TYPES OF DIRECT SELLING EVENTS WOULD YOU FIND THE MOST ENGAGING?
Incentive Trips
Not surprising, the younger generations flagged the opportunity to bring someone not in the business (friend or family member) with them as a key element of the appeal, and 89 percent said that the ability to share this destination on social media in an aspirational way was a deciding factor in how compelling and engaging they believed the event to be.
Again, we all sort of knew that…or certainly could have come up with it if we thought about it for a few minutes. It’s when we start to dig into additional choices that we start to learn some new things.
ACTION ITEM: An annual incentive trip (with no more than a 9-month qualification period) is the new table stakes. Be sure your destination is Insta-worthy; marketed that way; and that you promote the ability to bring others and share this experience. Language around “helping others experience something new” was the highest rated language to use!
46%
84% OF YOUNGER GENERATIONS RANKED “HEARING FROM SUCCESSFUL LEADERS IN THE BUSINESS” SIGNIFICANTLY HIGHER THAN ANY OUTSIDE MOTIVATIONAL SPEAKER.
One of the types of rewards that we asked about (mostly because I see so many companies offer this) was the opportunity to have a reception or dinner with company leadership. I was super prepared to hold on tightly to my ego when reviewing these results, assuming that the future generations would be beyond nonplussed at the very idea.
Turns out…I was WAY off. It’s actually the Older Millennials and Gen Xers that are totally over us, with only 15 percent saying that was an interesting or compelling reward vs. 39 percent of the younger generations. That is a HUGE gap and leads us to our second Action Item.
ACTION ITEM: Actively look for ways for your senior leadership team (Founder, President, etc.,) to interact with your field in exclusive opportunities. Again, the ability to promote this socially is critical but rethink the environments and venues to make sure that you are gearing these events to those who want them more—the younger generations.
Also topping the list and coming in third and fourth place with 33 percent of participants ranking them in their top three choices of most compelling events are weekend leadership retreats and destination conferences.
WHICH TYPES OF DIRECT SELLING EVENTS WOULD YOU FIND THE MOST ENGAGING?
“
The message is crystal clear—give me an experience, and I will work like crazy to earn it.
Sensing a theme here? Yes, you got it! Take me somewhere new; somewhere interesting; somewhere beautiful. Somewhere that I can share with all my followers and make them want to be me. The message is crystal clear—give me an experience, and I will work like crazy to earn it.
As with many elements of this study, what the younger generations did NOT want was just as interesting (and instructive) as what they DID want.
This category did not let us down in that regard. The bottom of the list…or the least compelling and engaging events include conferences at a business hotel and—the very last, lowest rated item at all—this one didn’t surprise me, but you may find shocking for this industry. It also may give you some huge relief when you look at your budgets for your annual events.
What is the least desirable type of event with only 21 percent of all participants and only 5 percent of Younger Generations ranking it in their top three?
Sad, slow drumroll please…
Hearing a motivational speaker. I know—it seems a little off brand for our channel. However, when we probe it a bit more, it really comes down to the availability and accessibility of this type of content today. It used to be that the only way to hear from motivational speakers was to come to an event like the ones we put on or spend a fortune on your own either purchasing content or going to see them.
That’s SO not the case anymore. Content from virtually every speaker is available everywhere. For free. And in friendlier formats they already regularly engage with (You Tube, podcasts, etc.).
So, save your money and their time and refocus your events to showcase your field leadership. Thirty six percent of all participants and 84 percent of younger generations ranked “hearing from successful leaders in the business” significantly higher than any outside motivational speaker.
Unless…perhaps…you all went to Bali to hear them!
That covers the most compelling types of events and what will get (and keep) your field motivated. Next month, we will dig even more deeply into retention. There is so much woven through all areas of insight that I want to share how to pull it all together into one cohesive (and effective) retention plan. DSN
WANT TO KNOW HOW ATTRACTIVE YOUR COMPANY IS TO EACH GENERATION? Scan here to schedule your Generational Attraction Assessment today, complimentary for DSN Gold and Platinum Supporters.
DIRECT SELLING COMPANIES WITH FOUR YEARS OF PROVEN REVENUE GROWTH
REVENUE GROWTH is the mark of a company that is doing something right. When a company can continue a pattern of revenue growth for two or three consecutive years, it signals healthy momentum and creates a new level of credibility among peers and customers. But four years? Four years of consecutive revenue growth tangibly illustrates that a growth mindset and resiliency is cemented into a company’s DNA.
This year, 22 companies qualified for our elite list of organizations that experienced four consecutive years of revenue growth. These companies have given a masterclass on how to harness opportunity; scale efficiently; and respond to challenges (like a global pandemic, a hiring crisis, supply chain upheaval, drastic inflation and ongoing hurdles involved with hybrid and remote work) in a way that builds community and strengthens their product offering for consumers.
COMPANY PRIMARY CATEGORY
ACTIVZ Health & Wellness
Amare Global Health & Wellness
BELLAME Beauty
FASTer Way to Fat Loss Health & Wellness
Family First Life Financial Services
Green Compass Plant-Based Wellness
Hegemon Group Financial Services
Hy Cite Homegoods
inGroup Travel
Jordan Essentials Health & Wellness
LifeWave Health & Wellness
pawTree Pet Products
People Helping People Financial Services
PM-International Health & Wellness
PPLSI/Legal Shield Legal Services
Primerica
NYSE: PRI Financial Services
QuiAri Health & Wellness
Red Aspen Beauty
Utility Warehouse LSE:UW Essential Services
Vida Divina Health & Wellness
World Financial Group Financial Services
Zinzino STO ZZ-B.ST Health & Wellness
DSN LOOKED AT the approaches, behaviors and trajectories of these trailblazing companies to discover what the industry can learn from their pioneering strategies for building and maintaining momentum in the midst of a bruised economy and ever-changing market landscape.
The next generation of loyal customers expect authenticity, and that means that the companies leading the way are leaning heavily into building that interpersonal connection online. The companies that saw revenue momentum used this opportunity to not only double down on their existing digital infrastructure, but also scale new innovations, like FASTer Way to Fat Loss, which tapped into powerful lead generators; and PM-International, who implemented PM DirectCash, which pays online sales income immediately to distributors.
“Personalization and integration of Artificial Intelligence into customer service are trends we definitely find exciting, and that we are already integrating into our strategy,” said Rolf Sorg, PM-International Founder and Chief Executive Officer. “Digital transformation remains a key issue. We see big value in listening closely to our sales partners to keep offering innovative solutions in an ever-evolving digital landscape. However, in direct sales, we never work only offline or online. The future is hybrid.”
Within this new social commerce environment are layers of tradition and regulatory details that deserve renovation—something BELLAME Founder and Chief Executive Officer Melissa Thompson is calling for in her own organization and the industry at large.
“The past five years of my 30 in this industry have brought the biggest shifts,” Thompson said. “Social media, various side gig opportunities and legal implications of independent contractors call for trading in traditional protocols for ones more aligned with today’s business environment. Just as one example, many industry agreements still prohibit departing partners from discussing a new business on social accounts where they’ve previously promoted their company. This might have made sense 15 years ago, but now, social media is part of our personal and professional lives, so outdated rules such as these hinder the necessary flexibility and progression that our industry needs.”
1 / PERSONALIZED CUSTOMER SERVICE IS KEY
AI and other technologies don’t necessarily mean a more impersonal approach. They can be utilized to build more genuine, enduring connections.
By embracing new strategies such as affiliate programs and their offshoots, these companies strongly resonate with people who previously didn’t consider direct selling.
These growing companies make the concerns of Millennials and Gen Z their concerns as well. A focus on diversity and sustainability is very appealing.
The applications of this technology extend well beyond product-focused companies, as servicebased direct sellers are also finding new and innovative ways to incorporate AI into their business.
As inGroup Chief Operating Officer Anthony Varvaro explained, “We are integrating predictive response and intelligence into many areas of the customer experience, web development and how we gather and analyze customer data about customer behavior. We routinely utilize many AI-based tools in our creative, content generating and social media outreach processes. The markets—both direct selling and travel—are moving faster than ever with new options coming online all the time. We feel the need to be in a state of constant evolution.”
Embracing social media and online connections is a paradigm shift that has been challenging for the industry’s legacy companies who built the bedrock of their business on face-to-face meetings and in-person gatherings. But the rising stars in this category have learned that going outside the tools and resources that have been traditionally used within direct sales is the key to unlocking new opportunities for growth and success.
Red Aspen, for example, is currently working to integrate machine learning processes to assist with forecasting and data analytics and considering how it can wield the power of AI to boost their marketing. As of now, AI informs the company’s choice of hashtags, helps it evolve copy and brand voice, streamlines attribution and ensures that the company’s leadership takes a data-centric approach to every decision.
“Programs like SMS, email automation and more are ways to drive growth in the future,” said Jesse McKinney, Red Aspen Co-Founder and Chief Executive Officer. “At Red Aspen, we plan to train our Brand Ambassadors on traditional ecommerce marketing tactics to grow their businesses and help them succeed. Investing the time and effort into training the field allows them to grow their businesses in new and innovative ways.”
Many of these leading companies have begun to consider how they can expand their footprint and potential reach by embedding affiliate models within their existing structures or creating an omnichannel presence. For pawTree, opening up its operations to a tailored version of affiliate marketing was a way to outsmart competitors from outside the industry who were eager to encroach on their market share.
“We are hyper focused on how we can attract and retain the next generation of sellers,” said Roger Morgan, pawTree Chief Executive Officer. “It’s a broader mandate than creating an affiliate model through semantics. Our effort encompasses more than simply changing a comp plan to reward sellers or rebranding what we call our consultants. We want to help masses of people make $300 to $500 per month, and we are evaluating every part of our model and business strategy to make it easier to help people do that.”
“
WE’VE ACCOMPLISHED SO MUCH in the past five and a half years since our inception, but there is zero time to rest. We will always consider ourselves a work in progress, an ever-evolving brand. I am more committed than ever to seeking innovation. My goal was never merely to be the best in our industry—it was to set new standards in beauty and wellness, all while putting milk on the tables of those who share our brand. We will continue to honor the rich heritage of our incredible industry while paving a relevant path in the new world of entrepreneurship.
—MELISSA THOMPSON / BELLAME Founder and CEO“
COMPANIES SHOULD INVEST IN INFRASTRUCTURE and projects that will enable them to drive growth. Creating a foundation for growth is crucial. For example, investing in a robust ecommerce platform will not necessarily create growth itself, but it will be the platform that enables the ability to drive growth this year and beyond.
—AMANDA MOORE / Red Aspen Co-Founder and Chief Growth Officer“
AMARE IS THE TRUE PIONEER of the mental wellness movement in our channel. We have excellent corporate and field leadership teams committed to sharing our products with the world. We are seeing the marketplace respond by rewarding the company with double-digit growth. We operate in 45 countries worldwide and believe people everywhere are seeking the solutions we offer. We have a goal of reaching one million homes within the next five years and are well on our way to achieving this milestone.
—JARED TURNER / Amare Global
CEO“AS THE DIRECT SELLING INDUSTRY EVOLVES, we are taking a deep dive into all aspects of our business and asking ourselves how we can better appeal to the ‘next generation’ of sellers. This isn’t a Friday afternoon team brainstorm session; it’s a major strategic priority for our company. They are the future of this industry, and what they are looking for is quite different from what most of us are offering.
—ROGER MORGAN / pawTree Founder and CEO“I BELIEVE THE KEY TO OUR SUCCESS is clearly a combination of various factors, such as staying true to our values as a family business and combining premium quality and innovation with a burning desire to evolve. For us, a pivotal decision was to focus on a long-term vision rather than short-term profits. From the very beginning, this was embedded in our company DNA.
—ROLF SORG / PM-International Founder and CEO“RETURNING TO LIVE EVENTS in the post-COVID environment has been a key element in our growth strategy over the last couple of years. Additionally, in 2023, we made focused investments into our commission structure, incentives and training opportunities for our associates. We believe that these investments will significantly contribute to the success of our associates and to the continued revenue growth of our company.
—DON THOMPSON / LegalShield President, Network Division“THE KEY DRIVERS FOR OUR MOMENTUM since 2020 have been to prioritize and focus on as many interpersonal touchpoints as possible. We encouraged small gatherings and culture building events just to get people together. We rolled out our first in-person ACTIVZ Academies and ACTIVZ schools throughout our largest market, Mexico, which had a remarkable spill-over affect into our secondary markets. Focusing on building strong relationships throughout the field and especially with mid-level leaders on up, we’ve greatly benefitted from the unity that’s been created which is now taking our company into momentum.
—RYAN THOMPSON / ACTIVZ President and Co-Founder“
WE ARE UNWAVERING IN OUR COMMITMENT to our core strategies. We’ve diligently honed our brand positioning, establishing ourselves as pioneers in test-based, personalized nutrition—a distinction that resonates deeply with health-andwellness conscious consumers. We remain agile in our approach, regularly reassessing and refining our business and marketing strategies to adapt to evolving market dynamics.
—GABRIELE HELMER / Zinzino Chief Marketing Officer“GROWING IN 2020-22 WAS A LOT MORE CHALLENGING for us because of the COVID headwinds really affecting the travel industry. We chose to invest in our Members and Partners during that time and worked hard to create new advantages in our product and opportunity. With the pandemic in the rearview mirror, we are now enjoying tailwinds as people return to cruising with a vengeance.
—ANTHONY VARVARO / inGroup Chief Operations Officer
Each growing company has found a way to put their own unique footprint on these innovative practices. At FASTer Way to Fat Loss, Founder and CEO Amanda Tress credits the affiliate model with her company’s continued success. The company offers two tracks in their affiliate program: Certified Coaches and Ambassadors. The Ambassadors are primarily bloggers and social media influencers who simply refer the program to their followers and receive a one-time commission for their efforts.
Certified Coaches go through an in-depth FASTer Way certification course that equips them to run their own FASTer Way businesses, accompanying their clients throughout their journey. They therefore have multiple opportunities to earn on each client.
For BELLAME, finding a combination of multiple approaches has been key to their success.
“In March of 2022, BELLAME pioneered the Omni Marketing Opportunity, a merger of the two worlds of network and affiliate marketing,” Thompson shared. “This model embraces the culture and opportunity of our network marketing heritage while equipping our field with the benefits that affiliate marketers enjoy, such as zero fees; the ability to represent multiple brands; and the digital tool arsenal for success. The Omni Model has contributed greatly to the consistent success of our brand these past two years. And, more importantly, positioned our partners to have a competitive advantage in tomorrow’s world of entrepreneurship.”
Red Aspen has become known for its ability to consistently present new product offerings every week. It’s a commitment that their customers have come to expect, which has built credibility and trust, but it’s also a fun and branded way to have authentic touchpoints with customers and representatives on a weekly basis.
“Companies should always be looking to diversify and grow their product lines, but also ensure it stays true to who they are,” said Genie Reese, Red Aspen Co-Founder and Chief Strategy Officer. “At Red Aspen, we are continuing to diversify our
product line, but also on maintaining our brand, mission and Brand Ambassador community. Ultimately, what is going to drive the most genuine growth in direct sales companies is keeping the rep at the heart and center of everything you do. The moment you veer away from that key focus is the moment when you risk letting them down and ultimately your brand down.”
Prioritizing the values of the next generation, particularly environmental sustainability, has been key for companies in this elite list. Zinzino introduced compostable coffee pods. Hy Cite added solar photovoltaic panels to power its headquarters. Green Compass leaned on sustainable farming practices for its hemp production, and pawTree underwent a complete rebranding and repackaging process to transition all of its product packaging to recyclable materials or recycle-ready. The result was a sleeker, more polished look, but more than that, the premium packaging better reflects their premium price, making it an “easier” sell for the part-time distributor.
“We know this is important to the next generation of sellers,” Morgan said. “We are feverishly working on the next wave of improvements that will further empower them.”
There are many common core principles and mindsets these companies share. A focus on fundamentals; ethical business practices; nimble response times; and a willingness to evolve with the channel rather than cling to an outdated status quo.
As Zinzino’s Chief Executive Officer Dag Bergheim Pettersen explained, “Central to our strategy is the strategic evaluation of various facets that drive revenue growth and enhance shareholder value. This includes ensuring a compelling product portfolio; bolstering our brand positioning; maintaining competitive pricing structures; and cultivating a dedicated and motivated sales force. Our overarching aim is to solidify Zinzino’s global ecommerce footprint across all seven continents, ensuring a robust and sustainable business.” DSN
Joni Rogers-Kante credits her commitment to consistency, devotion to family, and abiding faith to achieving success as a business and family woman. Joni has paved a path toward a life of abundance, and she devotes her life to empower others to find theirs, too.
For Joni, her company SeneGence stands for more than its cutting-edge and highly desirable beauty products. Its causedriven purpose is to promote more women
in business and care for communities in need through its nonprofit. Not only has Joni built a rewarding global business, she is also changing lives closer to home. Joni passionately protects rights of independent entrepreneurs in the direct selling industry and works to improve the economic lifeblood in her home state of Oklahoma.
Joni believes accomplishment is unique for everyone, and we are all here with
our own important purpose. She says a fulfilling life is made with the four E’s: Earn, Evaluate, Evolve, and Explore. When we value and respect each other, we will all move forward together.
We are proud to partner with Joni and those like her who consistently prove that hard work and courage are rewarded with limitless possibilities. After all, people are our greatest strength.
BY BETH DOUGLASS SILCOX
What I love most about the direct sales space is it is built upon the premise of mentorship. Women from varying backgrounds, geographic locations and skill sets can learn from each other to adv ance toward a common goal.
—AMBER OLSON ROURKE / Co-Founder and Chief Sales and Marketing Officer, Neora
ODERN CULTURE DOES a great deal of shouting about what and who to emulate—creating carefully curated online personas, it feeds a steady stream of so-called “role models” targeting people of all ages. “Admire me, envy me, be me,” they say. Young girls and women are a favorite demographic for these campaigns. And if they’re lucky, these females choose good role models, whose influence is positive in their lives.
But heavily marketed role models don’t really serve the long term. Women and girls eventually need more than the social media influencer, athlete, singer or movie star can provide. And as they outgrow their role models, they seek deeper connections with people who are living the journey they want to take in their own careers and personal lives.
1 / MENTORING WOMEN SHOULD EXTEND BEYOND THE FIELD
Direct selling is known for building people into the best version of themselves. While this is traditionally thought of as a field initiative, the home office can also strongly benefit.
2 / BUILDING RELATIONSHIPS IS KEY
Just like their male counterparts, women want guidance, support and accountability from someone who understands and someone they can trust to help them meet their goals. Mentors—that’s what women really want.
Like generations of men whose mentors opened doors to career advancement, women want and deserve to experience mentorship’s transformational power in their lives, too.
Much of the direct selling industry’s success since inception can be credited to the transformational power of mentorship in the field. Relationships between uplines and downlines of field organizations make it possible for new representatives to gain the knowledge of those who have walked the path before them and succeeded. Product demos, prospecting advice, pep talks and training—effective mentorship is a duplicatable key to building field leaders and successful field organizations.
“What I love most about the direct sales space is it is built upon the premise of mentorship. Women from varying backgrounds, geographic locations and skill sets can learn from each other to advance toward a common goal. Almost every compensation plan rewards the very act of helping someone else achieve what they want. In traditional business
Mentorship can take many forms, through formal programs or more organic relationships. But whatever they look like—they build better leaders.
3 / SERVING AS A MENTOR ALSO SERVES THE CHANNEL
Growing and nurturing the next generation of female executives helps to ensure that companies will better reflect their field and be more inclusive.
it is all about competition, where in our model it’s all about collaboration. This creates a unique environment that allows women to thrive,” Amber Olson Rourke, Co-Founder and Chief Sales and Marketing Officer, Neora, said.
But what about women who choose to work in corporate direct selling roles? Are they thriving? Are they growing? Are their voices heard? Are they decision-makers? Are they finding the mentors they need to make all those things possible?
Representation in the boardroom is the surest way for w omen to see themselves aspiring to the direct selling corporate arena, whether they already work in the industry or not.
“One day in 2014, I was in my office at Avon Products in New York,” Melissa Thompson, Founder and CEO of BELLAME, said. “I laughed when I read our branding…’The Company for Women,’ a line that once inspired me during the era of Andrea Jung, now amused me—the irony of it all. The Company for Women. Designed by Men. While I greatly respected my male colleagues, there was something fundamentally off when the decisionmaking boardrooms hardly mirrored the reality of our field—where most of our leaders, those driving our business forward, were women.”
In corporate America, men in senior leadership roles outnumber women by a 2:1 margin, according to the “Women in the Workplace Study” by McKinsey & Company. A quick glance at today’s direct selling corporate board rosters indicates Thompson’s impressions at Avon in 2014 are still being played out industry wide in companies large and small, a full decade later.
To fulfill the promise of empowerment that direct selling companies so readily extend to their female-led fields, Thompson believes companies need to position women in corporate leadership roles, too.
Representation in the boardroom is the surest way for women to see themselves aspiring to the direct selling corporate arena, whether they already work in the industry or not. And championing corporate mentorship is the way to open those doors to capable and driven females and others to expand diversity of thought, experience and expertise for the benefit of the larger industry.
Ashlee Headlee, Awakend’s Co-Founder and Chief Program Officer, shared, “I believe the first step
corporate leadership can take to foster stronger female-to-female mentorship is committing to building a culture that values and supports the professional and personal growth of women. Intentions matter. If pure intentions regarding the development of women in the workplace are set, a beautiful, multi-faceted strategy will undoubtedly blossom. A strategy where mentorship programs, female-to-female mentorships, recognition programs, networking opportunities, and so much more can thrive.”
And according to recent research by MentorcliQ, advancing a mentorship culture and associated programs is good for business. When Fortune 500 companies were hit hard economically in 2020, talent development programs and mentoring programs eased the pain. Companies with mentoring programs (not exclusively female-focused) had profits 18 percent better than average, while those without mentoring programs had profits that were 45 percent worse than average.
Companies that also had female CEOs doubly benefited, according to Forbes reporting on the study in May 2022. “Fortune 500 companies that have both mentoring programs and female CEOs emerged from the economic ravages of 2020 with an average year-over-year profit change that was positive instead of negative. So, while other companies, even those with mentoring, saw negative numbers for their year-over-year profit changes, the 41 companies with female CEOs (90 percent of which have mentoring programs), on average, enjoyed a growth in profits or a significantly more muted downward turn.”
n Be a good listener
n Ask probing questions
n Think strategically
n Let values guide behavior
n Help, inspire, influence and simplify
n Be frank about your limitations
n Understand that advice given may not be taken
n Share the vision
n Start with shared activities—collegiate alumni networks, civic activities, volunteering, pickleball, etc.
n Leverage professional networks—social media special interest groups, online networking platforms, professional mastermind networks
n Seek compatibility blending mentor expertise and experience with your goals
n Don’t be shy—ASK!
n Communicate what you want to gain
n Share backgrounds and life/career journey stories, including career paths and goals
n Commit to meet regularly
n Establish a routine that includes preparation and advice
n Ask for feedback, listen and evaluate the advice
n Strive for authenticity—not all leadership looks the same
n Commit
n Leverage data to make a case for the need for mentoring and how it can meet organizational goals
n Design the program with specific business goals in mind, i.e. close a gender gap, DEI, deepen strategic alliances, scale the business, tackle a widespread challenge, speed on-boarding
n Make it mandatory if correcting poor performance because those most in need won’t volunteer
n Use a profile system similar to dating profiles to reduce bad mentor/mentee matches
n Establish clear expectations, interaction protocols and boundaries
n Keep best practices top of mind, reinforce learning for both parties with training and outside support
n Create a timeline with a pre-determined review process or end date
n Evaluate
MENTORING HAS EVOLVED BEYOND the traditional superior/novice pairings of the past
Here are FOUR BOOKS that highlight the ever-changing world of mentorship.
/ 1 /
The Ultimate Guide to Great Mentorship:
13 Roles to Making a True Impact
BY SCOTT JEFFREY MILLER/ 2 /
Reverse Mentoring:
Removing Barriers and Building Belonging in the Workplace
BY PATRICE GORDON/ 3 /
Mentor Coaching:
Effective Mentoring for the Personal and Professional Development of Young Adults
BY TERRICE THOMAS/ 4 /
Reciprocal Mentoring
EDITED BY JULIE HADDOCK-MILLAR, PAUL STOKES AND NORA DOMINGUEZHistorically, mentoring relationships have been tricky for females working in predominately male workplaces. Men tend to mentor men and with fewer women occupying roles in the C-Suite, female pairings could be scarce. Of course, gender doesn’t dictate mentor pairings nor predict their value or success, but gender dynamics in the post “me too” era may contribute a tenuous characteristic to some male/female mentoring relationships.
The vast majority of Red Aspen Co-Founder and CEO Jesse McKinney’s mentors have been male and their relationships impactful; however, she thinks a female mentor can speak to different things. “Having solidarity with someone who listens and understands adds another layer of dimension to mentorship. One form of mentorship isn’t better than the other, male-to-female or female-to-female, rather they are unique and valuable in their own ways.”
Executives throughout the industry echoed her thoughts. As Aspen Emry, Co-Founder and CEO of Bravenly Global shared, “Mentorship in general is so powerful, but there is something inherently special about female mentorship. As we go through similar struggles—both external struggles in corporate America, but also many of the internal struggles that can run deep. Women often struggle with ‘mom guilt.’ We are pulled in many different directions and want to believe that we can have it all. We don’t need to choose between a career or motherhood, but we often feel guilty about this choice to choose to have it all and do it all. Female mentors who have successfully navigated this journey through entrepreneurship and leadership can really pour belief and vision into women who are somewhere toward the beginning or middle of this journey.”
HISTORICALLY, mentoring relationships have been tricky for females working in predominately male workplaces.
And Nancy Bogart, Founder and CEO of Jordan Essentials, said, “Mentorship is the path forged by one person that another can take as a light unto a path. I have loved mentoring women as well as the vital relationships I have had with my mentors. Women mentoring women give that unique perspective of a woman in business; a woman having a crucial conversation; a woman finishing the business day and heading home to her family.
There are so many opportunities to learn from a strong mentor and a life and career well lived.”
So, what does mentorship, particularly female-tofemale mentorship, look like at direct selling corporate and what can it accomplish? Red Aspen is a “transformative place for women in the workplace” and provides a unique case study within the industry. They’ve harnessed female mentorship capabilities since 2017 with RAMP, the Red Aspen Management Program. More than 70 percent of their corporate team of 100 is female, including their warehouse and shipping teams, and RAMP is designed for anyone who wants to grow and become a manager.
“No matter the goal title, they learn together, read books, have team-building outings and learn how to properly set goals and objectives. RAMP has helped numerous team members transition into leadership positions and provided them with the foundation to be successful leaders,” Amanda Moore, Red Aspen, Co-Founder and COO, shared.
Mentorship has brought the Red Aspen team to new heights, and Moore said she’s witnessed beautiful growth in her shipping, warehouse and
support teams. “Everyone has their own desired path, and it is so fulfilling to me as a leader to see them grow with time and get to where they want to be. It’s powerful to see the evolution of a woman in the workplace as they work to achieve their goals and seek knowledge and growth. Seeing one’s questions evolve from transactional to more strategic; seeing women gain the confidence to make decisions on their own; and watching them lead from the front is empowering to me as a leader.”
RAMP was the lone formal corporate mentorship program among the companies queried for this story; however, each female executive respondent held mentorship in the highest regard and spoke of the importance of one-on-one relationships cultivated in their own companies and beyond.
While Awakend does not currently have a formal mentorship program, this story piqued Headlee’s interest in adding one to their current femalecentered coursework that teaches women how to “tap into their innate power and embrace their feminine strengths,” she said.
Life chips away women’s confidence, leaving them to feel inadequate, especially in male-dominated workplaces where they compare themselves to men and mimic male strengths. But as Headlee said, “The workplace desperately needs our feminine strengths…I truly believe that as we shift toward embracing our beautiful feminine qualities, we will begin to see a new level of authenticity, connection and success that our industry and the world are craving.”
I hope we are showing the way for leaders to rise up so that strong women leaders can be confident, open and sharing, I kno w there is enough room for all of us to rise and succeed.
—NANCY BOGART / Founder and Chief Executive Officer, Jordan Essentials
Sarah Spencer of Q Sciences is also the Founder and DIrector of the Financial Freedom Movement, and embraces mentorship in many forms, including incorporating field mentorship philosophies at corporate. “It’s created a very amazing feeling to pull people up through the corporate structure ranks and give that mentorship. Even if somebody doesn’t get pulled up, they still need that mentorship to stay where they are and continue on in the corporate structure. Otherwise, people fizzle out and they quit. I believe mentorship creates good vibes and good feelings, but also a long-term employee.”
Mentoring is symbiotic. It unlocks professional growth potential for mentees, while improving leadership and communication skills for mentors. Both gain new perspectives and enhanced meaning in their professional lives, and report more frequent promotions and salary increases. Mentorship has long been seen as integral to becoming an executive.
The companies who actively promote mentorship leverage their programs to engage, develop and retain employees at all levels, while assuring job-relevant knowledge passes on to new hires. And bridging generational and attitude differences paves the way for happier and more productive workers. Mentoring can also boost minority representation at the management level and retention rates for minorities and women as well.
While the responsibility for mentorship does not lie completely in the hands of corporate entities, the attitudes, environments and programs they create can either hang heavy or uplift the individuals embarking upon mentoring relationships. In some circles within the direct selling industry, a sisterhood
is coalescing and committing to extend a hand of expertise that pulls women forward in hopes that more executives and leaders—both female and male—follow their lead.
“I believe there is a culture of female executives forming now. I have been in our industry for almost 24 years and the ‘high tide floats all boats’ attitude abounds as I spend time with fellow women executives. The open sharing, support, compassion and even a little butt-kicking have all helped my success story now more than ever,” said Bogart. “I hope we are showing the way for leaders to rise up so that strong women leaders can be confident, open and sharing, I know there is enough room for all of us to rise and succeed.”
And extending a helping hand should be seen as a debt of honor for female executives. “I believe it is a responsibility of female leaders to provide mentorship to the next group of women. One of my favorite things about my job is helping mentor others and watching them succeed. Knowing that you’ve helped someone on their journey and made a life-long relationship with them is both rewarding and impactful on your own journey. As leaders, we have been through many different experiences, challenges and situations that can help us to better guide and mentor others. To me, mentorship is believing in people and helping them believe in themselves. If you believe in yourself, you can do anything you set your mind to,” Genie Reese, Red Aspen’s Co-Founder and Chief Strategy Officer, said. DSN
HOW FIELD DEVELOPMENT CAN BETTER REFLECT AN EVOLVING CHANNEL.
BY BRETT DUNCAN
that direct selling is evolving at a faster pace than we’ve ever experienced before. But is our field development keeping up with it?
In the case of most of the clients I work with, the clear answer is “no.”
HOW WE THINK of “field development” in today’s world should look considerably different than what we’re all used to
Many companies are rushing to adopt new approaches and new programs to attract today’s social sellers, and—in doing so—many of the tried‑and true “best practices” of our channel are being questioned and even tossed aside like never before.
In addition, if we’re being honest, many of us don’t have the expertise in some of these new areas that we are used to having. Of course, we can learn and grow, and we do. And yet the pace of change often makes what we learn today irrelevant tomorrow.
Sometimes it can feel like “direct selling” these days really isn’t “direct selling” at all.
At the same time, I caught myself smiling as I listened to a recent episode of the Direct Approach podcast when Rudy Revak reminded us all of the importance of “building the people, and then the people build the company.” When you’ve witnessed this “building of people” in real life, like so many of us have over years and years in direct selling, you understand that’s what truly hooks us, above all else. At a time when it’s so easy to toss aside some of the clichés of our space, I find myself terribly reluctant to toss that one aside.
1 / SEPARATE SELLING FROM TEAM BUILDING
Team building is not for everyone— and no longer necessary to direct selling success. Limit your messaging on this in the beginning and let interest develop organically.
2 / THERE ARE FOUR DISTINCT TYPES OF DISTRIBUTORS
One size most definitely does not fit all. It’s important that you tailor your training programs and language to resonate with the unique needs of the different buckets.
3 / SOCIAL SELLING IS MANDATORY IN TODAY’S ENVIRONMENT
Simply put—it’s table stakes. Having an established social media presence and a thriving social selling space is increasingly the norm in today’s direct selling.
But what does “building the people” look like now?
I’m of the opinion that, for most companies, how we think of “field development” in today’s world should look considerably different than what we’re all used to. It doesn’t mean the principles of what we’ve been doing for decades are irrelevant, but it does mean the methods and even the primary focus of those efforts will lag behind if we aren’t deliberate about how field development evolves alongside every other part of our operation.
Ready for a field development evolution? Here are some thought starters worthy of some discussion at your office!
Direct selling companies have been launching all kinds of new programs as part of the evolution of our space. Comp plan updates; affiliate programs; customer rewards, etc. But our training has not been keeping up with it. Which often only further confuses distributors. Every new program deserves
THE DATA SHOWS that people are increasingly involved in more than one gig. We can’t assume we’re their only source for what they’re looking for.
two types of training: an orientation, which shows you the details of how the program works, and then the onboarding, which shows distributors practical examples of how to work the program. Orientation helps me understand it; onboarding helps me “get on board” and excited about using it. They are two sides of the same coin. Orientation without onboarding is boring and stale; onboarding without orientation is often just hype.
I’ve often been guilty of focusing on the orientation, assuming the onboarding piece is self‑evident. It never is. If we’re going to lead a volunteer army well, we need to leave no man behind when it comes to orientation and onboarding.
Building off the last point, whether it’s a program, a new tool—whatever—don’t launch it and leave it. Thanks to a near constant launch of new products, programs, tools and more, those of us at the home office are forced to move from one launch to the next and pay little attention to truly incorporating that new thing into what we do for months to come.
“
IF YOUR TRAINERS aren’t actively using the tools as part of their ongoing training, no one else will. If you’re gonna launch it, you gotta lean into it!
If you can’t incorporate it in some way into your ongoing training, then maybe you shouldn’t launch it. I’m not talking about training about the tool. I’m talking about how you reference the new tool while you’re training about everything else.
For example, if you just launched a new media library, make sure you show what resources you would use in the new media library while you’re training on having recruiting conversations—and what you would do with those resources. If you launched a new contact management platform, use that platform while you train on the importance of follow up.
If your trainers aren’t actively using the tools as part of their ongoing training, no one else will. If you’re gonna launch it, you gotta lean into it!
People join as distributors for all kinds of reasons, and most of the time they aren’t quite as committed or focused as we think they should be. But what’s more important: for them to get what they want out of being associated with our company, or for us to get what we want out of their involvement?
As the generational research from Bridgehead Collective continues to point out, Gen Z is abundantly drawn to learning how to become leaders, and how to manage people (maybe even more so than earning income). If they see our “opportunity” as their opportunity to gain that, let’s give it to them! If someone wants to grow as a person and simply wants to step into entrepreneurship by selling our products and has zero interest in team building, let’s show them how to do that and stop trying to talk them into team building.
The data shows that people are increasingly involved in more than one gig. We can’t assume we’re their only source for what they’re looking for. They’ve chosen us to provide a specific piece to their puzzle, not necessarily the whole puzzle. Let’s just be thrilled with being a part of their puzzle.
For me, “field development” implies a focus on what we would typically call our “leaders.” We go live with top leaders; have calls with top leaders; host events for top leaders, etc. The training is often just as much about leading large teams of people, promoting through the ranks of our compensation plans and growing in strategy, mindset, time management and so much more.
And we need to keep doing every bit of that! But we all know two things to be true:
1. Growth comes from our next generation of leadership, not the current one.
2. People stick around for a lot less time than they used to.
Too many companies don’t really kick into solid training until a distributor gets to the fourth or fifth level of their current plan. And yet 80 percent or more of all distributors never get to that level. We need to commit to making an impact much sooner. And we need to do it not just because it makes it more likely for them to get to those higher levels, but for the simple reason of wanting to impact the lives of people who are choosing us.
Do we want them to stick around for years? Of course! But we can’t ignore the data that shows that they won’t. Let’s focus more of our time on creating an environment that helps a distributor take a next step right away.
This means more attention on getting that first order; on selling online; on hosting a show; on sponsoring that first person; on posting online. Don’t just tell them they should get three customers right away; spend lots of time sharing ideas on how to do that.
Whether us “long timers” like it or not, the divide between selling and team building is becoming wider and more defined. Companies are finding more and more ways to just let people sell products and then raise their hand if they are interested in building a team.
I know you may have all the reasons as to why this is a bad idea, but I don’t think it’s going to matter. If your compensation plan updates, your enrollment options, your company positioning, your website messaging are all accommodating this, then so should your field development and training.
Step 1 is that you need to create training that is 100 percent committed to selling, and all that implies, and very rarely mentions the team building opportunity. And definitely don’t assume that those watching have a team. Then, create a separate program that speaks to everything related to building a team, leading a large organization, etc.
Step 2 is finding ways to let your distributors self identify (see the next point), and then start them on the journey that fits them best. In your welcome series, you can certainly mention that team building is a viable option, but link to it and let them choose to go there. Don’t assume that’s what everyone needs. Survey your new distributors as part of your enrollment process and find out for sure.
Now let’s get into the practicality of all of this. I believe every modern direct selling company needs to have four main categories of training. You could make a case for more, and I won’t stop you. But if you commit to segmenting your distributors by what they want, then you need to make training that shows them how that works.
The lifeblood of any direct selling company is this group. These are the people who are typically interested in earning up to $500 per month. They do this very part time, and many have never done “something like this” before. They aren’t interested in building a team (at least not yet), and they don’t have a huge online following. Show this group what it takes to get two customers, then five, then 10 or 20. Show them how to manage their business in 15 minutes a day. Get granular and make no assumptions. Spoon feed them as much as you can and help them put the basics of your business to work as quickly as possible.
When an experienced seller joins your company, they’re ready to jump in head first and start making it rain. These folks are often online sellers with large existing audiences and high social selling savvy. They don’t need you to show them how to sell online. In fact, they could probably show you a thing or two. What they do need is a clear and quick guide as to how things work at your company. How to track sales, share links, get media assets, what to say (and not say) about products and how payment works. These folks are adding your company to their universe (not the other way around), and they do this sort of thing all the time. Give them what they need fast; clarify the boundaries; and then let them do their thing. And above all else, do NOT force them to wade through beginner training just to get the info they need to get going.
When someone does decide they want to build a team, that’s a big deal. Let’s not ask them to go from zero to sixty in three seconds flat, though. Let’s focus on our favorite word: “duplication.” Show them how to sponsor one new distributor; how to support one new distributor; how to help that one new distributor sell and share online, etc. Provide the simple, streamlined methodology to sponsor and support the right way, so that when duplication does occur, it duplicates the right thing.
GROWTH
from our next generation of leadership, not the curr ent one.
This is the training we typically gravitate toward, so I don’t need to go into much detail here. But let me underscore the importance of allowing your distributors to self select their path. Otherwise, everyone else gets this training when data shows us it’s not really what they’re looking for.
Too often, the home office lets top field leaders direct training for other top leaders. Ninety percent of the time, this is a great idea. But sometimes, the tone or approach of that training can actually be counterproductive in terms of what the home office should (or should not) be endorsing. So, make sure you commit to corporate training that the home office manages, endorses and oversees, and allow field leaders to contribute (but not dictate).
If you’re going to develop social sellers, you better be comfortable with the platforms and approaches that those social sellers use. Gone are the days when you can just “rely on your social media guru.” Social media is table stakes for successful direct selling today.
I won’t go so far as to say anyone who leads field development for a modern direct selling company must have a large, vibrant online following themselves, but I think it’s headed that way. And the immediacy and rate of change of social media and its use are so fast that it’s too difficult to “delegate” your online presence to someone else.
We can’t always keep up with the field, and we don’t have to. But it’s time we become greater thought leaders in social selling at the home office.
If ever there was a space in direct selling that has historically demanded a deep direct selling pedigree, it is in field development. But I think it’s time for us to rethink that.
Here’s a common scenario: Company ABC launches a new affiliate program. They want to attract more of the influencer/creator/affiliate world, and this new program and update to their compensation plan is designed to do just that. They launch it, and then hand it over to the VP of Sales and Field Development to work with all these new people.
The problem is that the VP has never worked with people like this before. They’ve spent a career working with direct sellers, and they’ve done it well. If you’ve tried working with influencers or affiliates you learn pretty quickly just how different it can be. Could your field development team learn how to do it? I’m sure they could. But do you have the time and patience for that to happen? Probably not.
Notice I’m not at all suggesting that we replace our existing field development resources. We still desperately need what they do. But if you choose to add new ways and approaches to join the company, and that attracts new kinds of people, then we need to add the expertise in house to serve them well and appropriately.
We are no longer the only gig in town. Which is an opportunity for us. As the world grows more and more aware and accepting of gig work and side hustles, we can stand out by doing more, not less, of what’s always made us special: developing people. DSN
EVERYTHING we think you (and your field) should be reading, listening to and utilizing in order to stay engaged, informed and one step ahead.BY CHELSEA HUGHES
While there is a wealth of information on YouTube, there’s little time to consume it. Increase your viewing efficiency with ChatTube, which is like CliffsNotes for videos. You can instantly request information about any video; translate its contents; summarize key points; and get insights. ChatTube creates a more immersive user experience while deepening comprehension for you as the viewer—perfect for serving up daily motivation, competitive research and/or industry trends.
Although Fast Company’s newsstand publication made the brand a household name, the diverse content on their website is equally rich in news, trends and business advice—much of which is free to access. Check out their collection of podcasts such as “Leaders in Innovation” and “The New Way We Work.” The website also hosts helpful videos, cutting-edge articles, free newsletters and even educational courses.
Based on the true origin story of fast-food giant McDonald’s, The Founder boasts a talented cast, clever script and countless business insights. Michael Keaton stars as Ray Kroc, a scrappy salesman who becomes enthralled with the revolutionary concept of the original McDonald’s Restaurant—and seeks to make it his own. Lessons in sales and entrepreneurship run rampant throughout the film, including persistence, persuasion, innovation and business ethics.
“WORDS TO L EAD BY:
The best way to find yourself is to lose yourself in service to others. —MAHATMA GANDHI
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Psychologist Richard Wiseman was frustrated by the clutter of the self-help industry. He wanted to provide simple solutions that would produce meaningful results. Wiseman created a YouTube channel with videos based on these ideals. With over 1.5 million subscribers and bite-sized video hacks on topics like happiness, likeability, persuasion and beating procrastination, these addicting lessons can help anyone live smarter.
ROBERT B. CIALDINI PH.D.
Influence became a international bestselling book soon after it was published in 2006. Recently updated with new research, insights, examples and online applications, Influence remains the premier resource for learning the art of persuasion. Author and behavioral scientist Robert Cialdini, Ph.D. teaches this art seamlessly, training the reader on how to apply his science-backed principles of persuasion: reciprocation, commitment and consistency, social proof, liking, authority, scarcity and unity. DSN
SINCE LAUNCHING in June 2021, the Direct Approach podcast has been providing direct selling executives an in-depth look at the biggest challenges facing the channel—and unique solutions for tackling them.
Wayne and the rest of the DSN family would like to thank our growing audience and the 60+ executives and guests for their candor and participation.
MEET THE HOST Wayne Moorehead has deep experience in marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.
Here’s
[ EPISODE 69 ]
PAULO MOLEDO joined Hy Cite in 2019 as Senior Vice President of Strategy and was soon promoted to President. His experience in direct selling includes five years as President of JAFRA. Prior to that he built a successful career at Avon. In his role at Hy Cite, Paulo emphasizes sustainable growth and audience engagement.
IN THIS EPISODE Paulo shares his thoughts on fostering a transparent and collaborative environment and how to develop successful strategies that maximize sales and enhance brand loyalty.
[ EPISODE 70 ]
ONCE A YEAR we pull the high-impact takeaways, strategies and actionable wisdom from the dynamic direct selling industry leaders and expert guests who shared with us on the podcast. Just when the direct selling industry thought it had seen it all, 2023 delivered a series of unexpected twists and turns that left industry leaders in awe.
IN THIS EPISODE, we reflect on these captivating stories, practical strategies and mindsets for relevance in the dynamic direct selling landscape shared by our 2023 guests.
NEVER MISS AN EPISODE —2024 promises to be another year of insights, tips, takeaways and action items provided by some of the most notable names in the channel. If it’s impacting direct selling, Wayne and his guests will be talking about it on the Direct Approach. New episodes drop every other Thursday—make sure to subscribe!
The SHIFT podcast, hosted by Blake Mallen, sets a bold new standard for excellence in direct selling. It’s a community and platform from a trusted source where top performing distributors can share their stories to motivate and inspire micro-entrepreneurs across the globe.
The SHIFT not only helps your existing distributors grow as people, it can help you grow in numbers! We talk about what’s working today, empowering your field with the right tools and the right mindset to finally make The SHIFT!
The pod is off to a great start—and the momentum is growing! We’re giving you the power to shine a spotlight on today’s trailblazers and power players by using the QR code to nominate your top performing field leaders.
TOP 100 in US*
TOP 50 in Canada*
#2 in Italy*
Approaching 10K downloads
12 high-impact guests and counting *in entrepreneurship podcasts.
“A *MUST* podcast for any entrepreneur looking to level up in business”
“All the gas you need to set fire to your business!”
“Modern twists on traditional selling dynamics!”
“Golden nuggets of tips, strategy and encouragement!”
WHAT COULD INSPIRE A DIRECT SELLING VETERAN to build another company from the ground up after he’s achieved incredible success over three decades as an entrepreneur, author and speaker? Armand Puyolt will tell you in one word: Love. Vida Divina, the latest chapter in this industry leader’s story, is a health and wellness powerhouse that’s sharing love through its people, its products and its possibilities
“
I one hundred percent believe in all these herbal products because I saw with my own eyes what it did for me.—ARM A ND PUYOLT / Founder & CEO
ARMAND PUYOLT SHOULDN’T STILL BE HERE. In 2010, he was diagnosed with an aggressive form of gastric cancer and given six months to live—a tragic ending to a vibrant and successful life for one of the industry’s most celebrated leaders.
“I was a single father at the time,” he explained. “I knew I didn’t want to take chemo or radiation. All I wanted to do was build a residual for my kids.”
He accepted the diagnosis and went to work building a company with a partner, but he had someone else by his side who refused to believe that his life would be measured in months. Esther Ramos, an herbalist from Mexico who would go on to become his wife, immediately went to work on a combination of herbs that she believed could change Armand’s outcome. Her love and insistence that he infuse his diet with these herbs would save his life.
FOUNDED:
2016
HEADQUARTERS: Ontario, CA
TOP EXECUTIVE:
Armand Puyolt / Founder & CEOPRODUCTS: Health and Wellness
“She went with me everywhere, giving me a spoonful every so often,” he shared. “Six months went by; seven months went by; eight months went by. And I just kept feeling better, but I never had the courage to go back to the doctor. I went back in 2015, almost five years later and the very first thing the doctor told me when he looked at my file was, ‘This is not you. I think there was an error, a mistake.’ It felt like I’d been given a brand new life.”
With this second chance, Armand knew he couldn’t continue with the company he’d been building with a partner—he had to build something new focused on the herbs and plants that he believed had saved his life. Together, he and Esther founded Vida Divina.
With a manufacturing facility in place and deep relationships throughout the direct selling industry, Armand and Esther launched the company in September 2016. When 43,000 people signed up in the company’s first weekend, the couple was both elated and scared.
“I was kind of scared because we had produced product for 10,000 people,” Armand said. “We weren’t expecting that many people coming into the company! By the next Friday we had around 68,000 people in the system. And then by the end of the year—which was only a few months later—we had over a hundred thousand people. We just kept growing, and we’ve had some difficulties, obviously because of the growth. We grew from a massive 50,000 square foot facility to a 10-acre facility that we just moved into”
Today, Vida Divina is home to over 800,000 consultants across 58 countries and 13 facilities, sharing the company’s line of over 90 products. And they are still growing; within the last six months, Vida Divina has acquired Mialé, an MLM from Peru, and Radien Brand, which is backed by hundreds of patents and thousands of medical studies. Esther’s original herbal formula became TeDivina®, a detox tea comprised of twelve herbs that served as the
company’s flagship product. Vida Divina’s product line has since expanded to include teas, coffees, extracts, shakes, supplements and skincare. The same herbal ingredients that Esther used to rewrite Armand’s story are foundational to the product line.
“It’s everything that we used and everything that now I believe in,” Armand shared. “I one hundred percent believe in all these herbal products because I saw with my own eyes what it did for me.”
Love comes in many forms at Vida Divina. While Armand and Esther’s story is a piece of the company’s history, a different kind of love drives Vida Divina’s success.
“Lead with love, that’s our motto,” Armand shared. “We use the hashtag ‘lead with love’ everywhere, in everything that we do. You’ll see it in our corporate offices. You’ll see it everywhere else around. And what it means to me is that you help people so they can grow, so you can grow. I came from a single mom home and everywhere we went, we didn’t have enough to eat. So, one of the things that I ask is, ‘how can we help people?’ That’s our mission: How can we help the single mom? How can we help the family that doesn’t have enough to eat?”
This key question—how can we help people—has led the Vida Divina sales field to function as one
team. There are no individual teams in the field, as they’re not permitted. Instead, every distributor is part of the larger family, helping one another and sharing resources and ideas.
“We create a structure where people basically are in love with what we do,” Armand added. “It’s about helping people more than everything else. Will there be millionaires? Definitely. I think we’ve created more Latin American millionaires in the last few years than any other company.”
Vida Divina is based in the United States but has chosen to prioritize the Spanish-speaking world— both here and abroad—in both customer and field communications. Over 80 percent of the company’s sales are within the United States, and most of the field is here too, but Vida Divina is specifically catering to the Spanish-speaking market.
“We’ve grown the English-speaking market, but the Spanish-speaking market has grown tremendously faster for us,” Armand explained. “We do everything in Spanish at our events, instead of the other way around. Our first top earners were all in the English market, and our first few conventions
WE CREATE A STRUCTURE where people basically are in love with what we do. It’s about helping people more than everything else.
—ARM A ND PUYOLT / Founder & CEO
were all in English. But the people who stuck with us were in the Latin community. In the last three years, we converted to a Spanish-only convention. We do a regional event in English, but a giant convention in Spanish. I think it’s drawn more people because they feel at home. They feel like they’re important instead of feeling second rate anywhere else.”
Like many companies, Vida Divina experienced tremendous growth during the pandemic, in both sales and new consultants joining the field. The field growth in the Hispanic market was astronomical.
“During COVID, we quadrupled in size with the Hispanic market,” he shared. “When they closed restaurants, the busboys were the ones who had three jobs. The waiters were looking for a job. Everybody was looking for something. We were the one that everybody pointed at.”
Armand believes that the opportunity for Vida Divina to continue to impact the Hispanic market is only going to grow, and he encourages more leaders to actively pursue and serve this community, too.
“When people are looking at the growth of Vida Divina, especially within the Latin community—we’re talking about hundreds of thousands of people—I want people and other company owners to understand that they can create that too,” Armand said. “They have to show that love to people. They have to be on the ground. Your corporate team has to show up to these countries because it’s very difficult when you’re trying to grow a company in Mexico, but the CEO doesn’t want to step into that
country. Or you want to try to grow your company into Peru, but your corporate staff has fear of going to Latin America. It’s important that people know that you care so much that you’re there; you care so much that you show up.”
With economic uncertainty looming on the horizon, Armand knows that direct selling will continue to be a powerful tool of hope and love in this community and beyond.
“The economy is going to drop,” he said. “I’m excited about that. And people go, how can you be excited? Because if COVID showed me something it was that when the economy is going to drop, our growth is going to expand. So I’m excited about everything that’s coming up. I’m excited about getting up every morning and breathing. Because I know I shouldn’t be here, but because I’m here, it’s a gift every single day. And to me, that is the meaning that I need everybody to understand within our company and outside our company. You’re up and you got the opportunity to live today, take advantage as much as possible. That’s what we do.” DSN
AS THE DUST SETTLES IN THE POST PANDEMIC direct selling landscape, many of the companies that watched their sales skyrocket during those turbulent times are finding themselves back to pre‑2020 numbers, regrouping for whatever their new normal now looks like. But health and wellness focused Touchstone Essentials went from strong and steady to strong and soaring—exciting customers, empowering distributors and staying one step ahead of industry trends.
FOUNDED: 2012
HEADQUARTERS: Raleigh, NC
TOP EXECUTIVE:
Eddie Stone, Founder & CEO
PRODUCT CATEGORY:
Health and Wellness
The Touchstone Essentials team had no problem working from home when everything shut down in 2020. The entire corporate team had been happily working from home for four years already by the time the rest of the world was sent home in a pandemic panic
“We’ve been a totally online organization since 2016,” says Eddie Stone, Founder and Chief Executive Officer of Touchstone Essentials. “We didn’t do it all at once, and we were a little bit nervous because it changes how you manage your work and how you think about the people that you’re working with. But in our case, it really worked. Now when we hire, we’re conscious of an independently minded person that we can feel comfortable with them meeting the standard of work, even from home. I believe that’s
allowed us to hire better people because if we find a talent, you can keep being that talented individual wherever you want to live.”
Transitioning to a remote workforce is just one of Touchstone Essentials’ forward thinking, trendspotting moves that’s set up the company for consistent success. As early adopters of digital marketing within the direct selling industry, the company has seen time and time again how listening to both their distributors and customers pays off.
“We need to be in all of those spaces where consumers are and want to make sure that we’re competitive in that space and not just within the traditional old school direct sales channel,” said Sonia O’Farrell, Chief Marketing Officer. “We were early adopters of incorporating reviews into our
OUR ENTIRE ECOMMERCE experience is designed to optimize converting customers into loyal fans.
SONIA O ’ FARRELL / CMO
website, recognizing the fact that Amazon has led the way in terms of consumers seeing reviews before they make a purchase. Our entire ecommerce experience is designed to optimize converting customers into loyal fans. When somebody visits thegoodinside.com, that initiates a fully integrated digital marketing system, that includes retargeting ads and Google ads, at no cost for our distributors. It helps to ensure that our distributors can focus on what they do best, which is building relationships with their customers, and it enables us to take care of every aspect of digital marketing.”
These types of initiatives are second nature to the Touchstone Essentials team—because while the company launched in 2012, they’ve functioned more like a startup than a business with more than a decade of success under its belt.
“We’ve always tried to maintain a start up mindset because we try to apply best practices consistently, looking for ways to innovate, adapt and be nimble because it’s an ever changing ecommerce environment,” Sonia added. “We’re not just competing within the direct sales space, but in the ecommerce channel overall, so we need to try and stay competitive as a standalone brand because the majority of consumers are either Googling a product, or they’re starting their search on Amazon or in their scroll on social media.”
While the company is energized by the challenges of change, it’s grounded in the integrity of its products. Touchstone Essentials launched with “a commitment to clean ingredients, organic practices and sustainability” and has kept that promise. This commitment to transparency and purity sets the company apart in a busy health and wellness space and has proven to be another example of the team’s forward thinking
“
THERE ARE VERY FEW COMPANIES that are focused almost completely on a clean product line.
EDDIE STONE / Founder & CEO
“When you look broadly at the industry, there are very few companies that are focused on a clean product line,” shared Eddie. “We’ve been very upfront about utilizing USDA certified organic ingredients every place where that’s possible. We’ve also been very careful and upfront about the fact that we won’t be using isolates or synthetics. Consumer awareness of these factors has blown up—the consumer started walking towards us instead of us walking towards them.”
Touchstone Essentials launched with natural detox and targeted whole food supplements in capsules but has since expanded to include ready to mix superfood powders as well. Today, the carefully curated product line addresses detox, everyday nutrition and a range of specific body systems and concerns, from immune, heart and joints to healthy metabolism and energy
The company’s seamless digital marketing system makes building a business simple for its distributors, by driving consumer sales that lead to sustainable growth. It’s an approach validated by a customer to distributor
of 40:1.
“It needs to be as simple as downloading our app and now you’re in business,” said Eddie. “We want to really have the same curb appeal as gig work. That simplicity—ease of getting involved, products that we hope sell themselves to a large extent—that’s all on the app. I don’t need to be a marketing or IT genius to be able to use these tools to quickly build my business.”
By focusing on distributors’ needs and customers’ preferences, Touchstone Essentials has experienced consistent growth that has yet to slow down in the post pandemic economy.
“People love our products so much, which is reflected in the reviews. We’ve always been a very customer centric company,” shared Sonia. “That presents a robust opportunity simply because it creates a sustainable level of people ordering, reordering, loving the products. Maybe the growth is slower, but it’s steady and sustainable, and that’s helping us build something that lasts.”
So what’s next for this soaring “start up”? The Touchstone Essentials team is excited about the future—for its distributors, its product line and the families that will be impacted by both the products and the business opportunity
In 2024, the company will launch in country shipping in Australia, joining existing distribution in the United States, the United Kingdom and the E.U., with plans to expand into Japan in the near future. From these distribution centers, Touchstone Essentials’ products are shipped to customers in over 50 countries. New products are on the horizon as well, as the team is currently developing an anti‑aging technology that will launch in the next year.
The company’s digital marketing strategy is only set to expand, supporting distributors near and far and staying one step ahead of the changing sales landscape.
“Our marketing system is working in a way to help bring big business tools and techniques to the everyday person,” Sonia explained. “It’s really exciting to me to be able to see how people love to share these products. They’re excited because it’s made a difference in their lives. There’s so much reward that comes from seeing everyday people get a piece of the pie, rather than big corporations. Being able to empower families and see them be rewarded is what makes this business so amazing. Digital marketing is really the future for direct sales.” DSN
Designed for the sales, marketing, communications, field education, and social media leaders who inspire their field members to achieve greatness, the Sales Conference showcases your brand among the channel’s most dynamic and forward-thinking strategists. As these direct selling executives share the latest insights into how they will continue to capture even greater market share, your brand’s presence will help showcase how you can drive their success.
KICKING OFF 2024 with the DSA START Summit was an absolute gamechanger, setting the tone for what promises to be an incredible year. We gathered in Orlando, and the energy was electric as we honed in on the common goals that unite us.
Our very own Danny Lee, the powerhouse CEO of 4Life and DSA Chairman, fired up the Summit by emphasizing the power of rallying behind a shared vision. He nailed it when he highlighted how unity is the key to expanding our influence and achieving monumental growth.
START was a true testament to the strength of direct selling. We had an exclusive crew, including Platinum, Gold, and Silver DSA Supplier Partners, joining forces with over 200 channel leaders from 60+ DSA member companies. From CEOs to emerging talent, we all dove deep into growth strategies to empower the channel in the dynamic business landscape of 2024.
Looking ahead, the DSA SALES Conference, graciously hosted by USANA Health Sciences, in Salt Lake
MELISSA K. BRUNTON
Senior Vice President , Education & Meeting Services, DSA
City on March 18-19, is the next stop on our 2024 executive education journey. With keynote speakers that include the incomparable Erin King, SALES will assemble the top minds in marketing, communications, education and event planning.
In addition to honoring the top marketing and product entries for the 2024 DSA Awards, the SALES Conference will explore how to inspire and engage your sales force to perform at even greater levels; shape new educational pathways to maximize the return on your marketing investment; and broaden your brand and product portfolio’s reach to tap into new demographics.
The 2024 DSA ENGAGE Conference Series continues with the Technology + Operations Conference in June, hosted by Scentsy, Inc. and Legal + Regulatory and Finance + Payments conferences following in the second half of 2024.
Knowledge is the currency of the future, and it’s time to invest in your education. The journey to a brighter 2024 starts with the DSA Executive Education 2024 Series. DSN
1329 South 800 East Orem, UT 84097 801-515-0977
squire.com
For nearly 50 years, Squire & Company has provided financial excellence and NetSuite expertise for clients in the Direct Selling industry. We offer personal service, responsiveness, and expertise in all areas.
400 Linden Oaks, Suite 320 Rochester, NY 14625 844-258-3006
payquicker.com
PayQuicker is the leading global payout provider to direct selling organizations. Instantly make secure and compliant payouts to your field in local currency across the globe with our award-winning solution that provides the largest selection of flexible and modern spend options.
1160 N. Town Center Drive, Suite 100 Las Vegas, NV 89144
info@metricsglobal.com
702-757-9600
metricsglobal.com
We are the industry’s leading payments partner, long-established advocate, and problem-solver. Our unified commerce & payments platform will connect you to a global marketplace, enable your international expansion strategy, and fuel your exponential growth plans. Let us show you how.
540 NE 4th Street Fort Lauderdale, FL 33301 discover@i-payout.com 866-218-4668
i-payout.com
Since 2007 i-payout has been the leading payment choice for pay out and pay in solutions. We pride ourselves on exceptional service paired with integrated and customized solutions.
900 Wilmeth Road McKinney, TX 75069 info@lacoretechnologies.com lacorepayments.com
LaCore Payment Technologies is a payment platform designed to support direct selling companies globally. Our services include: Global connectivity to 150 countries in 50 currencies, including direct connectivity to most alternative payment types, secure tokenization, customized fraud solutions, including our proprietary Fraudhawk™, advanced reporting tools, and online dispute management.
2201 Long Prairie Road, Suite. 107-316 Flower Mound, TX 75022 407-891-9265
strategicchoicepartners.com
SCP offers the most holistic consulting services specific to direct selling companies today. We’ve worked with more than 70 companies over the last three years alone, and served more than 250 years collectively in the industry.
11905 Sara Road Laredo, TX 78045 956-712-8842
minergroup.net
Miner Group LLC offers solutions for the Mexican Market! For over 30 years, we have helped companies expand to or optimize their operations in Mexico. We offer product and ingredient evaluations, customs clearance, regulatory compliance, label translations, and logistic services for the Mexican market.
727 N 1550 E, 3rd Floor Orem, UT 84097 877-551-5504
nex.io
Nexio simplifies and accelerates payment processing in the Direct Sales Industry. Nexio offers swift deployment to distributors, streamlined payment operations and seamless integration with software solutions allowing you to navigate payment complexities with ease and confidence.
4505 Newpoint Place
Lawrenceville, GA 30043
sales@amwarelogistics.com
866-888-2999
amwarelogistics.com
Handle fulfillment for many direct sellers. DSA member with 15 fulfillment centers, nationwide, for 1–2 day ground delivery to 95% of U.S. population. Offer comprehensive B2C fulfillment services, including complex kitting, plus discounted parcel shipping based on our large volume of freight.
1615 Clark Blvd.
Brampton, ON Canada L6T 4W1 905-564-2115 x2
canadacartage.com
CCLS is your gateway to turn-key e-commerce sales and distribution in Canada. With fulfillment centers across Canada, our pick, pack and ship options, and real-time inventory visibility, we will help your business grow. We are NHP Site Compliant, Health Canada licensed, and GMP Compliant.
900 Wilmeth Road
McKinney, TX 75069 214-817-4802
lacorelogistics.com
LaCore Logistics provides distribution and order fulfillment services. Our highly automated distribution center provides both domestic and international direct-to-consumer shipping solutions. We offer omni-channel fulfillment solutions ranging from marketplace fulfillment for leading marketplaces to businessto-business fulfillment for leading retailers.
6380 Silver Sage Dr. Park City, UT 84098 dianna@adimeetings.com 321-423-7229
adimeetings.com
ADI meetings is a women owned global corporate incentive travel, meetings, and event management company. We curate once-in-a-lifetime experiences for your attendees, connecting top achievers to your brand while understanding and meeting the needs of your industry.
5840 Red Bug Lake Road, Suite 140 Winter Springs, FL 32708 407-915-9060
katapultevents.com
Fresh. Exciting. Bold. Your field deserves the best and we help you deliver. Out-of-the-box creative production with experienced show management. We execute on budget and make you look AMAZING!
11551 E 45th Ave. Unit C. Denver, CO 80239 720-990-5642
quickbox.com
“Whether your products are headed direct to your end customers’ doorstep, to a big box retailer, or to an Amazon warehouse, QuickBox will help you deliver a seamless experience that keeps your customers coming back for more!”
1701 Clint Moore Road Boca Raton, FL 33487 800-523-2682
mig.cc
Founded in 1979, Multi Image Group (MIG) is a women-owned, family-run creative event production company fueled by innovators, strategists, and technologists who craft custom live, hybrid & virtual experiences for some of the world’s biggest brands.
844-344-7177
hannashea.com
Since 2007, Hanna Shea Executive Search has been the go-to search firm in support of the direct selling industry. Hanna Shea finds top talent for companies in need of building or improving an executive leadership team for organizational success.
33 Franklin McKay Road Attleboro, MA 02703 800-445-1007 eadion.com
Dion’s jewelry solutions are perfect for career path, sales & recruiting, corporate anniversaries and incentive travel recognition awards.
1080 Caribbean Way Miami, FL 33132
Royal Caribbean International’s Corporate Sales Team 800-345-7225 (SELECT 2, THEN 1) royalcaribbeanincentives.com
ICONIC SHIPS. EPIC ADVENTURES. ULTIMATE EVENTS.
Royal Caribbean® transforms events into the ultimate productivity paradise. Impress your attendees with epic venues, vibrant restaurants, onboard thrills and beautiful destinations.
4801 Spicewood Springs Road Suite 250 Austin, TX 78759 512-690-2134
momofactor.com
Momentum Factor is a leading digital risk management firm specializing in online compliance monitoring and global online reputation management services for the direct selling industry. Our passion and mission are to protect companies from the brand and regulatory risks associated with online and social media technologies.
5717 Legacy Drive, Suite 250 Plano, TX 75024
sales@now-tech.com
now-tech.com
With over 35 years of industry experience, NOW Technologies is the premier provider of mobile tech tools designed to grow revenue and recruiting for our Direct Selling clients. The NOW platform provides powerful features such as sampling, social selling solutions, smart alerts, prospecting tools, content management, and onboarding & training capabilities.
9503 Princess Palm Avenue Tampa, FL 33619 sales@bydesign.com
813-253-2235
bydesign.com
Award-winning social commerce software for affiliate, influencer, MLM, party plan, and social retail companies. Our turnkey back-office solutions include Wayroo, delivering advanced commerce, comment selling, and payment solutions.
1600 Viceroy Drive, Suite 125 Dallas, TX 75235
214-367-9933
exigo.com
The leader in commissions, back office and eCommerce software and services. The global leader in cloud-based Platform-as-aService (PaaS) for direct selling companies. An open framework for billion-dollar giants to startup companies. Exigo supports MLM, Party Plan and Affiliate models, operating in single global markets.
1208 E. Kennedy Blvd., Suite 222 Tampa, FL 33602 813-277-0625
flightcommerce.com
Global Operations Management Software. Advanced Comp Plan Programming. Sales Force Backoffice & Automation. Web Site Design & Replication.
1875 S. State Street, Suite 3000 Orem, UT 84097 801-431-4900
infotraxsys.com
Software & SaaS solutions for startup, emerging, and global direct selling companies. See our ad on the back cover.
55 Shuman Blvd., Suite 350 Naperville, IL 60563 866-698-3848
thatchertech.com
Thatcher Technology Group provides Sales Force, Compensation and Incentive Management Software for the Direct Selling Industry.
“ PARTNERING WITH DSN has helped QuickBox emerge into a vertical of great merchants and vendors alike. They have helped us grow and understand the industry and how we can better support the great companies in it.
—IRENE SCHARMACK / CEO, QuickBox Fulfillment
Drive Competition and Performance
Gamify distributor activity for maximum engagement!
Engage and reward the field with fun challenges that reward the most impactful actions! Create competitive challenges driven from in-app actions like sharing, attending events, or even award points with a customer watches a portion or more of videos! Create badges and rewards for rank advancements, team building, sales records, anything!
Create challenges that drive real performance:
The top 10 content sharers this month earn this special badge
All distributors able to get leads watch at least 80% of 10 or more videos earn this badge
The Top 10% event creators this quarter earn this badge
Award badges for attending annual conventions or other events
Let top performers show off with badges for…
Rank Advancements
Sales or Volume targets, goals, or records
Team Building or Recruiting Metrics
Announcing the first-ever Direct Selling University (DSU) Europe—a free two-day in- person event! Register today to join 200+ of your European executive peers, subject matter experts and visionaries united by the shared goal of growing your business in 2024 and beyond. DSU is free for all active direct selling corporate executives and event supplier sponsors.
Showcase your commitment to continuous learning and industry expertise—earn an impressive digital certificate of Direct Selling University class completion!
More to be announced soon!
June 4, 2024
9 AM - 4 PM / CEO Forum (invitation only)
5 PM - 8 PM / Evening Welcome Reception (open to all attendees)
June 5, 2024
9 AM - 4 PM / Full Day of DSU
5 PM - 7 PM / Evening Networking Reception (open to all attendees)
June 6, 2024
9 AM - 12 PM / Half Day of DSU
All times are local.
Be a part of the conversations as we discuss important topics of interest like:
n The impact of the Green Deal
n Independent contractor status and regulations
n AI: what it can do for your company plus can’t-miss legal and regulatory insights
n Maintaining a strong and compliant business
n Effective compensation plan strategies for today’s micro-entrepreneur
n And so much more!
To register and for more information, scan the code or visit DSNEvents.com
SCAN TO REGISTER
Scan the code or visit DSNEvents.com
JOHN ADDISON Founder & CEO Addison Leadership Group STUART JOHNSON CEO, Direct Selling Partners, DSN & NOW Tech DANNY LEE CEO, 4Life & Chairman US DSA GARRETT MCGRATH President ANMP KELLY LLOYD-SANDERSON Vice President & General Manager UK & Poland Arbonne HEATHER CHASTAIN Founder & CEO Bridgehead Collective CHRIS McDERMOTT CEO Cambridge Weight Plan SUSANNAH SCHOFIELD Director General DSA UK