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Rethinking Direct Sales: Let’s Get Real About Connection, Community, and What Really Matters


Alright, let’s talk about the direct sales industry. It’s messy right now. Companies are closing, shifting to affiliate models, and a lot of people are feeling lost. The old way of doing things—big flashy events, complicated compensation plans, and this relentless focus on recruiting—isn’t working anymore. And honestly? It’s not just about the money or the strategy. It’s about the fact that people are craving something deeper. They want connection. They want to belong. They want to feel seen and valued. And right now, the industry is missing the mark.


But here’s the thing: when we get real about what people truly need, when we lean into vulnerability and authenticity, that’s where the magic happens. Companies that focus on building community, simplifying their approach, and creating spaces for real connection? They will thrive. When a recent client asked me to step in and work with their top leaders to teach them how to coach their teams, they felt valued and they turned the learning into growth. Leaders who had stopped recruiting picked it back up again and felt the joy that was left behind when their businesses grew beyond their skillset. So, let’s dig into what’s going on and how we can do better.


What’s Not Working: The Old Playbook is Exhausting Everyone

First, let’s call it like it is. The old playbook is tired. Big production events with all the bells and whistles? They’re expensive, they’re overwhelming, and honestly, they’re not what people need right now. Sure, they might look impressive, but they don’t leave people feeling connected or inspired. They leave them feeling drained—and maybe a little empty.

And those compensation plans? The ones with a million levels and rules that no one can keep straight? They’re confusing and frustrating. People don’t want to feel like they need a PhD in MLM just to understand how they’re getting paid. They want simplicity. They want clarity. They want to know that their hard work is going to pay off in a way that makes sense.

And let’s not even get started on the recruiting frenzy. When the focus is all about signing up as many people as possible, it starts to feel transactional. It starts to feel like you’re just a number in someone’s downline. And that? That’s the opposite of connection. That’s the opposite of belonging.


What’s Working: Community, Connection, and Keeping It Real

Now, here’s the good news. Some companies are getting it right. They’re ditching the old playbook and focusing on what really matters: building real, authentic communities. They’re creating spaces where people can show up as themselves—not as some polished, perfect version of themselves, but as their real, messy, imperfect selves. And guess what? People are showing up. They’re staying. They’re thriving. They're getting their MOJO back!


These companies are simplifying their compensation plans, making them easy to understand and easy to explain. They’re investing in personal development—not just in how to sell more, but in how to grow as a person. They’re hosting virtual events, small group coaching sessions, and online communities that feel intimate and supportive. They’re focusing on relationships, not transactions.


And the result? They’re growing. Not because they’re pushing harder, but because they’re creating something that people actually want to be a part of.


How We Can Do Better: Let’s Get Brave and Make Some Changes

So, how do we take this momentum and run with it? How do we create a direct sales industry that’s built on connection, community, and authenticity? Here’s what I think:


  1. Build Real Communities, Not Just Teams

    Let’s stop focusing so much on recruiting and start focusing on building real, meaningful relationships. Create spaces where people can connect, share their struggles, celebrate their wins, and support each other. When people feel like they belong, they’ll naturally want to bring others into the fold.


  2. Simplify the Compensation Plans

    Let’s make it easy for people to understand how they’re getting paid. Ditch the complicated tiers and rules. Create something straightforward and transparent. When people know exactly how their efforts will be rewarded, they’re more likely to stay engaged and motivated.


  3. Ditch the Big Events and Invest in Real Connection

    Instead of spending a fortune on big production events, let’s invest in smaller, more intimate gatherings—virtual or in-person. Let’s create spaces where people can have real conversations, ask real questions, and feel truly seen and heard.


  4. Focus on Value, Not Volume

    Let’s stop pushing for more recruits, more sales, more everything. Instead, let’s focus on delivering real value—to our customers and to our team members. Let’s offer products and services that genuinely make a difference. Let’s provide training and support that helps people grow, not just as entrepreneurs but as human beings.


  5. Be Honest and Authentic

    Let’s get real about the challenges and the rewards of this business. Let’s stop pretending it’s all easy and perfect. When we’re honest about the struggles, we build trust. And when we’re authentic about our own journeys, we give others permission to be authentic too.


  6. Adapt to What People Actually Need

    The world is changing, and so are the needs of our audience. Let’s stay curious. Let’s listen. Let’s be willing to pivot and try new things. The companies that will thrive are the ones that are flexible and responsive to what people truly want and need.


The Bottom Line: It’s Time to Show Up and Do the Work

Here’s the truth: the direct sales industry isn’t going anywhere. But it is changing. And that’s a good thing. It’s an opportunity to create something better—something built on connection, community, and authenticity. It’s an opportunity to show up, be brave, and do the work.


So, let’s ditch the old playbook. Let’s stop trying to impress and start trying to connect. Let’s build something that matters. Because when we do that, we don’t just create successful businesses—we create spaces where people can truly belong. And that? That’s worth fighting for.


That's my opinion. What's yours?



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