DSAM Convention 2021: Next Is Now

THE 2ND ONLINE CONVENTION RECOGNISED THE BEST WITHIN THE INDUSTRY WITH ITS RECOGNITION AWARDS, AND OFFERED INDUSTRY PLAYERS UPDATES THROUGH ITS LINE-UP OF DISTINGUISHED SPEAKERS.

the DSAM Convention 2021, themed Next Is Now opened to much excitement as the country transitioned from the pandemic to an endemic situation. As businesses begin to pick up their pace, evolution is needed to fit into the new norm in terms of family, leisure, and most importantly the way business is done.

“We must be able to innovate, educate and activate our vision to propel us to the next level – next is now,” says Kent, before welcoming, to deliver his welcome address.

PESIDENT’S WELCOME ADDRESS

In his opening address, DSAM President Datuk Tan Chong Guan expressed his gratitude to Datuk Seri Alexander Nanta Linggi, Minister of Domestic Trade and Consumer Affairs (MDTCA), and his team for the support and help extended towards DSAM. He also thanked the sponsors of the convention for the continued support.

“With over RM23 billion in revenue, and over 4 million distributors in our industry direct selling remains an important key in helping to develop the nation especially during tough times. Right after we come out of a difficult time, we need to put in a strong foundation to bring our industry to the next level,” says Datuk Tan.

“After one and a half years of uncertainty, we are definitely seeing a silver lining at the end of the tunnel. Our country is among the rare few that has achieved over 90 percent vaccination rate for the adult population. Syabas Malaysia!” exclaims Datuk Tan.

He adds that the direct selling industry grew by 20 percent in 2019, above the expectations of many. Continued growth rates is expected to be seen in 2022, which is still being tabulated by MDTCA.

Datuk Tan reveals that the industry has seen an additional 500,000 new distributors who have signed up from last year. “Our role in providing hope, to provide income and health to the people is indeed very relevant right now,” he notes.

Malaysia’s direct selling industry is ranked 6th in world and 4th in Asia Pacific in terms of sales, after China, Japan and Korea.

“We need to continue to work hard and work smart to improve our rankings,” he reminds industry players and members.

“In 2020, I talked about technology and using that technology to develop the business further. This year, I want you to nurture talents – can you imagine the half a million people who have joined our industry, and are new and fresh. It is for you to develop these talents,” stresses Datuk Tan.

He advises to use innovation to bring better value to consumers and encourages members to explore outside the Malaysian market to expand business.

“Education and learning are part of our daily routine and we need to add value in everything we do,” he explains.

He added that plans need to be activated and that each member needs to set good examples through good and ethical practices. “The DSAM Code of Ethics is among the most stringent and the best in the world. We set the standards for ourselves to maintain the good name of the industry,” he highlights.

He congratulates DSAM’s top entrepreneurs of the year and encourages all to continue to do their best and make the association proud.

Datuk Tan also thanked all those involved in the White Flag initiative for their efforts and contributions towards this noble cause.

Dato’ Haji Rosol bin Wahid, Deputy Minister of Domestic Trade and Consumer Affairs DSAM convention welcomed Dato’ Haji Rosol who addressed the audience with warmth and enthusiasm. He congratulated DSAM and its members for thriving despite the challenges posed by the pandemic. Dato’ Haji Rosol said that the pandemic has affected the world and the domestic economy. He added that many lost their jobs and sources of income, however, in retrospect, the direct selling industry has presented hope to millions of Malaysians through entrepreneurship. The industry has presented countless opportunities in generating income for Malaysians amidst the crisis. Dato’ Haji Rosol said he was proud to share that the industry achieved RM25.6 billion in sales in 2020, an increase of 20 percent compared to 2019. He adds that MDTCA will work closely with DSAM to ensure positive changes in the direct selling industry, while also providing better guidance.

THE ART OF CONVERSATION BY VICTORIA ONG, JOURNALIST, HOST AND PRODUCER

In the direct selling industry, the art of conversation is a key factor in successfully engaging customers. With the pandemic

leaving many in solitary conditions without conversational practice, some individuals may feel that they have lost their touch in the art of conversation.

Recognising that, Victoria Ong delivered an impactful session on capturing the moment through meaningful conversations. She highlights that as professionals in selling, you are likely blessed with the gift of the gap, essentially being able to talk to people confidently and convincingly. But perhaps, after months of lockdown, some may have lost their conversational mojo. She posed the million-dollar question of “how do we relearn or learn the art of conversation?”

In addressing that question, Victoria shared 7 practical experienced-based tips which include: 1. Be present – put aside all gadgets and focus on the conversation without multi-tasking. 2. Ask good questions – put some thought into asking questions and ask open-ended questions. 3. Give a compliment – be sincere, specific and smile when giving a compliment. 4. Look for common ground – do some research on the interviewee to connect better with the person. 5. Listen actively – observe non-verbal and verbal cues, clarify questions and observe discomfort in the other party.

6. Location, Location,

Location – consider where is the best place to approach the person or what platform to use. 7. Commit to memory – make an effort to remember what was said such as likes, dislikes or current happenings, and follow-up in the next conversation.

She offered 3 bonus tips for presentations:

1. Wear a bold, solid colour – brighter colours pop on camera.

2. Keep webcam at eye level.

3. Remember your hands – don’t hide your hands and make gestures to bring energy to the points being made.

DIGITAL CREATION BY MIA ONG, COUNTRY MANAGER, MGAG MEDIA (OFFICIAL PARTNER OF TIK TOK MALAYSIA)

As digitalisation takes the world by storm today, especially after the pandemic, both consumers and sellers have resorted to digital means to buy and sell. Mia Ong shared on how to capitalise on digital media to reach out to target audiences, which would be tremendously beneficial for direct sellers in this age of digitalisation.

Mia shared about how to engage the audience, especially Gen Z, meaningfully through content on Tik Tok accounts, as this app has more than 4 million active users in Malaysia. Mia explains that Tik Tok videos are expected to create high impact through content density comprising value through entertainment. She offers tips on creating impactful and effective Tik Tok content; 1. Identify your niche – successful Tik Tok profiles have a very clear niche. For brands, the niche should revolve around brand tone and content value. 2. Trendjack – if brands are to tap on trends and show that they understand the content on Tik Tok, they would be a lot more welcome by the audience. Leverage on an existing trend to showcase your product, but do ensure that it suits your campaign message. 3. Feed the community – Tik Tok is great at building a cult following. Tik Tok has many interactive features that are meant to drive engagements between the content producer and the viewer.

AWARDS

The convention ended on a high-note with members receiving industry excellence awards.