The challenges and opportunities for direct selling are many in the coming year. From the standpoint of a law firm that advises many direct selling companies, let us identify one at the top of the “to do” list: the cloud of illegitimacy over the industry, which was created by stock market short sellers in May 2012, and arising from their criticism of “personal product use and internal consumption” by distributors.
A negative echo continues to impact the press, the markets, regulators and ultimately, recruitment and sales pools. This is a perception issue and the industry needs to revalidate the network marketing channel. The DSA has undertaken good public education initiatives, but every player in the direct selling industry must contribute to an effort that will take years to accomplish.
Read Jeff Babener’s response to The World of Direct Selling here.