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The Direct Sales Industry – 2015 Outlook

*Lemongrass Spa Products’ Founder & CEO, Heidi Leist, shared her industry insights alongside four Direct Selling executives in the Direct Selling Association’s annual "Industry Executives Discuss Challenges, Opportunities Ahead" piece in the DSA's January 22, 2015 InTouch newsletter.

The direct selling industry has experienced a steady increase in retail sales since 2009, with a 5.9% increase between 2011 and 2012 (most recent statistical year available) according to the Direct Selling Association (DSA). In the U.S., an estimated 15.9 million people are involved in direct sales, and approximately 80% of them women. Lemongrass Spa Products is no exception boasting a 65% percent increase in sales force in 2014. Click here to read Lemongrass Spa Products’ 2014 year in review. The industry growth trend continues as consumers move toward buying from small and local retailers, direct selling companies offer a variety of quality products, and people look for flexible income avenues.

I believe the direct selling industry will continue to experience growth in 2015 because of key economic indicators, a continuing surge in internet purchases, social media and the increasingly popular selling model we offer. Generation Xers and Millennials have found the extra income they can earn by having a direct selling business satisfies their need to supplement their income. Competition for well-paying jobs is at an all-time high and college graduates are discovering that the direct selling industry offers an entrepreneurial path to success. Baby boomers find that our business model is easily adaptable into their lifestyles, it can offset healthcare expenses and the social connections are invaluable to them.

Many direct selling companies have done an effective job of reforming the image of today’s direct seller from one who is pushy, old-fashioned and dishonest to one who is trendy, successful, educated and legitimate. We’re finding that social media plays an integral role in helping build a brand and in improving the perception of direct selling by helping to establish a personal connection through the use of an electronic medium. The social media venue is geared toward supporting our philosophy of sharing and caring – whether it’s sharing the lifestyle, the products or the income opportunity. Sparking change in the perceptions of consumers’ minds can happen with positive messaging, consultants who are trained to uphold ethical business practices and media attention focused on the positive impact of direct sellers. We tailor our content to touch on at least one of these areas each time we post

At Lemongrass Spa Products, it’s our goal to continually improve our product line by adding innovative, affordable and healthy products that capture the attention of our customers. Consumers of our products are generally well-educated when it comes to the ingredients we use and because of this we are continuing to find ways to anticipate their needs and meet their expectations regarding value and outstanding quality.

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