The direct sales sector is developing dynamically and its potential is still large. That also means increase of its importance.
The image of the direct selling industry changed positively in the late 1970s. That time the US court announced that that it was a fully legal and equal form of enterprise organization.
Case study – change of image in Poland
The beginning of the 1990s brought many economic changes in the country, especially in terms of running own business. Threfore new networks appeared. The ones which brought foreing companies. And new ones which built Polish capital.
The image of the market is still improving. The opinion about the sellers is changing too. Studies show that 90 percent of them have secondary or higher education. They enjoy the increasing trust of clients. Every fifth seller has been working in the sector for over ten years. The companies cooperating with them offer a lot of trainings. Starting from initial and product ones, through developing business and motivational skills, to typically specialist ones.
Poles are more and more willing to use the offer of direct sellers. The sector’s revenues and the number of sellers are growing.
The most important factors for the development of direct sales include the following:
- Individual approach to the client, the possibility of consultation
- a richer offer of the direct sales sector,
- expansion in poorly urbanized areas,
- the growing popularity of this kind of selling, for instance in the internet.
The most important things determining the development of the sector in the near future include: systematic enrichment of the direct sales sector offer. Other product groups are gaining more and more importance too. We also see an opportunity for development in the progressive liberalization of energy and telecommunications services.
Important part of the market
Clients say that direct sales have become an integral and recognized part of the economy. Research on the direct sales market and consumer opinions show that the growing popularity of this form of trade is basically determined by several factors. The individual approach to the client, the opportunity to get consultation and advice, the fact that you can consider it before buying. This is the added value of the direct sales sector. It decides about the increase in its popularity in recent years.
The importance of direct sales results not only from its turnover. It results from the number of people it employs to create jobs too.