Here’s a summary of an article Brett Duncan recently published on WorldOfDirectSelling.com. Read the entire article here →

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The ever-persistent question that dances through my mind and discussions, both in grand auditoriums filled with the eager faces of field leaders and the more intimate confines of boardrooms adorned with pensive execs: “What is the fundamental unit of success in direct selling?” It’s a query I toss into the air every chance I get, hoping to catch reflections, insights, and perhaps, that elusive nugget of truth.

Responses, oh, they vary wildly—from the tangibles like recruiting, customers, and retention to the more abstract realms of trust, service and products. Each answer, a testament to the diverse perspectives I encounter, yet none quite hitting the mark I aim for.

You see, when I speak of the “fundamental,” I’m diving deep, seeking that bedrock principle upon which everything else precariously balances.

It’s not just important; it’s essential, irreplaceable. And after sifting through the myriad of answers, I’ve landed on a simple, perhaps even elementary conclusion: it’s all about the conversation.

 

Why the Conversation is So Important

Now, hold on, don’t rush to judgment on its simplicity. Think about it—every facet of direct selling we cherish (be it sharing, selling, recruiting, or retaining) is predicated on the existence of conversations. Without these initial exchanges, our business, our mission, everything remains stagnant. It’s the seed from which the vast forest of our channel grows.

Yet, here lies the crux of the issue: a significant portion of our distributors stand at the edge of the field, seeds in hand, yet never sowing. Whether it’s …

• fear of rejection
• a lack of understanding
• procrastination

… the result is the same—a barren field.

It’s a sobering realization, especially when you consider the role of conversation not just as a driver but as the fundamental unit of success. If these initial conversations are not happening, what hope do we have for growth, for reaching those lofty ambitions we set for ourselves and our company?

This recognition shifts the paradigm of our responsibilities as corporate leaders.

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Our primary task becomes clear: to ignite as many conversations as possible about our business. Every strategy, every decision should circle back to this key objective.

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But how, you might wonder, in this digital age where conversations have morphed into texts, tweets, posts and live streams, do we achieve this? The landscape has evolved, and with it, so must our tactics.

 

We Must Provide … Direction

The challenge, as I see it, isn’t just about encouraging conversations; it’s about making them accessible, understandable, and actionable for the average distributor. Many are paralyzed, not by a lack of desire, but by a lack of direction. Our job? To provide them with the words, the methods, and the motivation to break through this paralysis.

When a new distributor joins our ranks, we should view it not just as an addition to our numbers but as an opportunity to proliferate conversations. Imagine the potential of every new distributor as a beacon, capable of igniting hundreds of conversations, each a spark that could light the way for others.

Yet, it’s not just about the distributors. Our corporate strategies, too, must be meticulously designed to foster conversations. Every tool, every campaign, every product launch should serve as kindling for these crucial interactions.

Read the original article in its entirety at WorldOfDirectSelling.com.

THE FULL ARTICLE

 

Make Sure Your Company Stays Relevant

So, as I reflect on the myriad challenges we face, I can’t help but circle back to the concept of conversation. It’s not a panacea for all our woes, but it’s a significant part of the solution, a fundamental piece of the puzzle we’re all trying to solve.

In the end, the direct selling company that can master the art of sparking conversations, of turning those initial sparks into roaring fires of engagement and enthusiasm, will stand victorious. Let us, then, focus not just on the end goals but on fostering the very activity that will lead us there. After all, sparking conversations isn’t just a strategy; it’s the very foundation upon which our success is built.

Need help teaching your field how to have these conversations? Or maybe help designing tools for content you already have created? Reach out to our team, and let’s discuss all your needs, then let’s make something beautiful together.