People and communities move forward, evolving through time. For businesses it is a must to adapt to this evolution. Currently the direct selling industry is facing a period that requires the adaptation to the digital tendencies that frame our daily life, it is essential to overcome the challenge on how to venture into innovative models without loosing the essence that characterizes this industry which is the personal ingredient, the consultative selling and the one to one approach.
Digitalization and the internet are tools that can leverage Direct Selling in a way of reaching new generations, the ones that are constantly seeking for new income alternatives, the spread of scope, the speed of purchase and delivery. This is really important since no industry can be a strange to the needs and preferences of it’s clients, this would lead to failure.
The E-commerce for direct selling model takes special relevance in this context, due to the fact that it covers the need of direct selling companies to have a closer relationship with the clients of their clients, through the E-commerce, digital catalogues, influencers and the possibility of having orders directly from the final customer through the replicated sites, thus conserving the importance of the company’s consultants.
The aim of this model is that companies can have a profiling and knowledge of their end customers, not looking to be a competition to their sales network but a complement for their business. This is achieved by focusing on different Psychographic profiles from the traditional and current direct sales client. Some consultants will be willing and interested in working with both models, one portion of the sale is done by the traditional model and another portion through their replicated sites, selling to the final customer. By performing this, the final business will grow because it takes advantage of the natural historical sales network, plus the network contacts of social networks.
But what is the real difference between the traditional model and the E-commerce for Direct Selling model?
Traditional Direct Selling:
- Distributors have a senior age and have a medium – low technology use.
- The commercial model is limited by the logistical capacity of the representatives
- The clients offer is done through the catalog, phone or visit.
- Distributors are in charge of delivery and collection.
E-commerce for Direct Selling:
- Distributors have a minor age and have medium-high technology use.
- The commercial model is catapulted by the contacts network and their motivation to promote them.
- Final clients buy through the distributors replicated site. Making them become digital influencers and advisors.
- The company is in charge of delivery and collection.
This model is also leveraged by the presence of digital influencers that allows business expansion. There are different profile of influencers, on the one hand there are those who focus on the sale and on the other hand those who focus on referrals or leading programs. These influencers must count with an incentive model and
Management tools that allow them to have an adequate handling and a sustainable expansion of the business.
S4DS software counts will all the necessary tools to operate this model. Some of these include consultants replicated sites, a complete E-commerce management, lead management system, follow up indicators of the commission plan, goal manager, auto responders, and more, that will allow the model and business to grow in an organized and structure way, achieving an important exponential growth.
E-commerce for direct selling is a model that step by step is entering in the Latin American market, nevertheless in the European and American market is a consolidated model that fulfills the customer needs.
We have a great challenge ahead as industry and as region, we cannot remain behind on global trends and on new generations behavior.