The Seismic Shifts in Marketing’s Role in Direct Selling

“Marketing doesn’t matter for a direct selling company.” Have you ever heard this one before? If you’ve been working in direct selling for more than ten years, there’s a good chance you’ve heard someone say this outright, or at least imply it. In fact, that person may have even been you. For example, it was a popular rebuttal to any marketer with a consumer packaged goods background prior to coming on board, as they began their journey in the mysterious waters of direct selling. You’d hear this sentiment when a creative director was asking for packaging that would take away a few extra pennies from the bottom line. You’d even hear it when it felt like corporate was over-stepping their bounds, relying on the field to come up with their own tools, their own campaigns and their own messaging on how to share the products. I always loved the simplicity of that statement, and the loaded implications behind it. Unfortunately, I think there’s a little more to it than that now, though”.    Source: Brett Duncan, World of Direct Selling Direct selling & marketing

 

Quote for the month:

 “You don’t have to be great to start, but you have to start to be great”.    Zig Ziglar

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