Summer 2021

The Power of LIVE Selling

McKinley Oswald -Verb Technology Company, Inc.

Livestream selling is a trend that doesn’t appear to be slowing down. In fact, 400 million users watched Alibaba’s livestream shopping shows last year, which generated $27 billion. It’s a phenomenon that has been turning heads in Asia for years, and now it’s rapidly taking over the global market.
   
And, notably, it’s a movement that could be a huge turning point for direct sellers. As the industry has transitioned away from home parties and hotel meetings, one thing has been noticeably lacking - the in-person connection that feeds our relationships.
   
Livestream selling is the answer. Not only does it allow you to personally engage with your audience in real-time, but it can enable you to have a broader (even global!) reach.
   
Of course, live selling comes with its challenges. Targeting an audience can be difficult from a distance and, depending on your platform and strategy, data and follow-up details can be almost impossible to come by. Often, presenters have no choice but to end their pitch with, “If you’re interested, get back to the person who invited you.”
   
So, if you’re ready to start live selling, be sure to:

• Choose leaders or distributors who are effective presenters.
•  Seek technologies that provide reporting and follow-up, as well as functionality that
   allows new people to participate without having to present.
• Find unique ways for viewers to interact.
• Communicate about upcoming live selling events.
  
  By following those best practices, you’ll be live selling like a pro in no time!
  
  
  

The Long and Short of Fulfillment Services Contracts

Harry Drajpuch, Amware CEO - Amware Fulfillment

When entering into an agreement for order fulfillment services, one of the decisions direct sellers need to make is contract length. Some seek shorter-term contracts to maximize flexibility, but longer-term agreements of three to five years may offer greater benefits in the long run.

Short-term contracts give your fulfillment partner little incentive to invest. They won’t risk investing in the equipment and technology needed to improve operational efficiency if the timeframe to achieve an ROI is too short. Let’s face it, you want to grow. But do that, you need a fulfillment partner willing and able to invest to support that growth. 

Another limitation of more tactical, shorter-term agreements is that your partner won’t have time or freedom to truly understand the business. And that’s very important in direct selling, where fulfillment operations tend to be more customized. Each operation requires time to understand key questions: What is the best process to package these products? How can we leverage automation to reduce labor costs? What parcel service matches best and most economically to this specific shipping profile? It’s only when your 3PL can turn this operational knowledge into insights and recommendations, that you really start to realize the benefits of outsourcing to an expert.

You don’t want your fulfillment provider focused only on tactical execution. You want them thinking about how to innovate, how do it better, how to drive breakthrough gains in efficiency and accuracy for your fulfillment operation.  

That requires a longer-term, more strategic business relationship.

Online Marketplace Tools: Amazon’s Brand Registry

Adam Sherman - Vorys, Sater, Seymour and Pease LLP

For most consumer products, there is no way to keep them completely off of Amazon.com. Any Direct Seller that makes consumer products likely knows this. But that doesn’t mean that you have no control over the product and listing information on Amazon.
   
Amazon introduced its revamped Brand Registry program back in 2017, but the terms a brand had to accept at that time made signing up a questionable proposition. For example, under the old terms, brands had to grant Amazon a license to use certain intellectual property. For Direct Sellers that try to keep their products off on Amazon that is a daunting proposition.
   
The good news is that, as of last year, Amazon reformed its Terms of Use for Brand Registry, removing practically any concern a Direct Seller may have had previously. With this issue resolved, there are a few key reasons why a Direct Seller should consider enrolling in Amazon’s Brand Registry.
   
First, Brand Registry provides a more efficient way to submit intellectual property violation notices. These tools can help remove infringing listings entirely or remove product images a Direct Seller owns from Amazon’s listings.
   
Second, Brand Registry allows you submit marketplace violation notices. These address violations of Amazon’s policies, as opposed to intellectual property. These violation notices can be useful in getting your product listings taken down.
   
Finally, Brand Registry allows you, as the Brand Owner, to request changes to your product listings. This can be helpful in fixing misinformation about your products. Being able to take action to address listing content when necessary is a valuable tool.

Federal Trade Commission Keeps Up the Pressure

Jonathan Gilliam - Momentum Factor

Although many things were relaxed during the pandemic and into 2021 to keep businesses afloat, one concern has never waned – field advertising regulation. In fact, the Federal Trade Commission (FTC) has not only made it a point to maintain a high level of oversight in this area to safeguard consumers, but has also implemented new enforcement measures in some instances. Additionally, the commission’s stance has only been emboldened by a Democratic administration seeking to provide stronger consumer protections through new legislation.
   
While the FTC was dealt a blow in April from the Supreme Court’s ruling on Section 13(b) – curtailing their ability to obtain restitution for deceptive practices, the commission has not sat idle. The FTC’s aforementioned new tactics include: filing more Section 19 cases, stepping up rulemaking, collaborating with State Attorney Generals, utilizing the FTC’s Penalty Offense Authority, and relying on other statutes enforced by the commission.
   
So, what does this all mean? Pressure from the FTC is not going away. If anything, their scrutiny is increasing and so are the penalties – both from a monetary and brand/image perspective. Field compliance is imperative right now for all direct selling companies. Time is of the essence in order to make sure everything originating from the field is as clean and compliant as possible. Ignoring what is going on and rolling the dice is simply not an option. The consequences of compliance inaction are way too steep for any company to withstand.

Recent Research Shows How Much Distributors Favor On-Demand Training

George Elfond - Rallyware

While this past year has been filled with uncertainty and has impacted many industries, direct selling sales volumes, as well as the number of new distributors, are on the rise. As more and more individuals are drawn to this entrepreneurial lifestyle, it is essential that new distributors are provided with the necessary tools, training, and resources to succeed.
   
In May 2021, Rallyware conducted research into current distributor needs and goals to identify the impacts of training during this past year. Distributors took well to this approach - as our analysis revealed that 92.5% of distributors saw on-demand training availability as an extremely helpful tool in growing their business.
   
For the direct selling industry, the future looks bright. Looking forward, we predict the rise of such on-demand personalized tools to heighten the distributor experience and allow for maximum engagement.

Growing Your Direct Selling Business with Better Payments Technology

Mia Vigar - Worldpay from FIS

As a direct selling company, you might not think payments technology is all that important.  However, by creating the best payment experience for your end buyers, you may increase revenue.  The first step is understanding the ways you can do this:

Enabling Distributors to Accept Digital Payments in Person

 Digital payments are expected to represent 81% of all face-to-face payments by 2023, so it is important to arm your distributors with the capabilities to accept them. Direct selling companies can now partner with payment companies to increase their acceptance of digital payment methods even in the face-to-face selling environment.

Expanding the Range of Payment Methods Your Distributors Accept

As a direct selling company, knowing which alternative payment methods are key to your market expansion goals as well as how to implement accepting them within your payment ecosystem can be difficult. Partnering with payment companies can help you understand payment trends in new markets as well as provide you with the ability to offer as many payment methods as you need in a single integration.

Simplifying Commission Payments to Your Distributors

In today's world, many distributors want to have flexibility with their commission payments. They want to be paid when they want and how they want. A payment company can help direct sellers provide these conveniences.

Worldpay from FIS is prepared to help you take your business to the next level by providing solutions for all of the above!

To learn more about Worldpay from FIS, get in touch here: Merchant Solution | Worldpay from FIS

How to Stay Competitive as a Direct Selling Business in 2021

Sean Smith - InfoTrax Systems, L.C.

It’s hard to imagine what the rest of this year will be like as we try to stay agile and move forward. Here are a few tips for staying competitive and thriving. 

Enable Good Teamwork 

It’s important to have a more expansive view of the ways you drive distributor and customer behaviors—we recommend a compensation strategy (not just a commission plan) that involves all the teams engaging with your customers and salesforce.  

Go to the Source 

The key to your success is product sales, driven by your customers and distributors. Focusing on these two groups will help you create stability. To see your salesforce and consumers succeed, you need to know them first. As you see things from their point of view, their needs will become much clearer. 

Decide on Some Course Corrections 

Continue working on your strategy. We don’t recommend making big shifts all at once, especially if they’ll change the way your distributors are working to build their business. Small but intentional changes can have a big impact as we navigate uncertainty. 

Get the Right Tools 

As you start deciding on changes you want to make in your strategy, you might find you need different software solutions. The right solutions can make it easier on your inside teams to do their jobs well and help your customer base to do their best work, too. 

Expect Change and Try to Embrace It 

It’s not easy, but, as the old adage says, “The only constant is change.” 

https://www.infotraxsys.com/insights/how-to-stay-competitive-as-a-direct-selling-business-in-2021/

How to Use Custom Gift Boxes to Show Your Appreciation

Meaghan Kelly - pc/nametag

If there’s one thing people love, it’s getting a surprise package in the mail. Custom gift boxes are one of the trendiest ways to show appreciation whether you’re looking to surprise your team, thank new clients, welcome new team members, or acknowledge sales achievements.
   
The advantage of custom gift boxes is they can feature virtually any type of apparel, personalized gift or swag item you’d like. They’re also a great way to keep team members, customers and others engaged, no matter where they are. Everyone loves being surprised at home or in the office with a box of goodies to enjoy in their free time.
   
When creating your box, start with a theme. For example, a “work from home” box could include items that improve productivity such as a notebook, pen, water bottle, and a healthy snack. A "coffee break" box could include a coffee mug, locally roasted coffee, and a Bluetooth speaker to play some relaxing tunes. And lastly, a company-themed box could include fun branded items with your organization's logo.
   
Once you’ve identified your theme, select colors for your box and packing paper. Adhere custom art to the inside and outside of the box, add branded apparel or gifts, then finish it off with a handwritten thank-you note to add meaning.
   
Need more curated gift box ideas? From tasty treat boxes to sophisticated client appreciation boxes, visit pcnametag.com/curated-gift-boxes to explore pc/nametag’s gift box best-sellers.

Making Distributors Authentic Yet Compliant on Social Media Authenticity and its Pitfalls

Max Pecherskiy - PromoRepublic

Did you know that brand authenticity is #2 when customers are determining where to buy? Their first priority is discounts.
   
With a pandemic that digitalized the world almost overnight, both relationships and shopping moved online. People now search for brands, review, like, rate, follow, and buy on social.
   
Savvy customers feel emotionally invested in authentic brands and are more likely to maintain loyalty to them, even when there are alternative options. But if you don't deliver according to your clients’ needs, you'll hear about it on social media.
   
Direct sales companies are uniquely positioned to serve more people now with their remote working environments and e-commerce business model. The more active and authentic your distributors are, the higher ROI you get. Still, more than 95% of regulatory issues and risks come from the field.
   
The principal pitfalls that prevent growth from authenticity are:
   
   Ignoring regulatory oversight
   Ignoring regulatory requirements
   Ignoring your brand’s message and reputation.
   
 Framework to amplify authenticity while staying compliant:
   
Company Brand
   Review your core brand values and messaging before implementing a new framework.
   
Content Strategy
   Producing high-quality content can help companies build trust with new audiences and, ultimately, succeed over the long haul. Therefore, content strategy is entirely necessary early on.
   
Authenticity
   Pursuing authenticity requires honesty, a compelling narrative, and delivering your brand's promise. Authenticity is an important component of a personal brand, so explain to distributors all the benefits of building their own.
   
Compliance Rules
   Your #1 task is to establish clear rules of conduct and never tolerate unsubstantiated claims. Compliance tools and manual searches can both help identify non-compliant statements.
   
Technology
   Proper compliance training and an intelligent marketing platform can protect direct selling companies from regulatory issues. Such a platform won't let distributors post text containing banned words.
   
Training
   Companies should never expect their distributors to be social media experts. Solid education creates a standard for the field and leads to a more professional sales culture.
   
Field Communication
   Create a community and connect distributors so they can interact, collect feedback, share company news, and to encourage further work.

Shipping: Turning Afterthought to Advantage

Dylan Lozano - Auctane

It is no secret that the last year brought explosive changes for sellers across the globe. Among these changes came a shift in consumer expectations, particularly around shipping. Thanks to companies like Amazon, consumers desire fast delivery and expect various delivery options for their purchases, too. What was once an afterthought, shipping quickly became, and remains, a quintessential tool for ensuring customer satisfaction, reducing churn, and delivering a memorable brand experience.
   
While relationship-building serves as the foundation of direct selling, a fortified shipping strategy further solidifies the relationship post-purchase. Here are three tactics for strengthening your brand experience through shipping:

1. Share tracking information through automated messages.
    a. Communication is critical for building any relationship. Automated tracking
    messages allow you to communicate with your customers post-purchase without
    expending additional resources and mitigate any anxiety they may have
    regarding their package’s delivery status.
   
2. Utilize branded shipping labels to enhance your brand experience.
    a. Before using the product purchased, customers first engage with the shipping
    label and packaging. Branded shipping labels can create a memorable unboxing
    experience without the cost of branded packaging.

3. Ship from multiple locations and streamline your shipping operations.
    a. Manage consumer delivery expectations better by partnering with warehouses in
    strategic locations, integrating data with your shipping partners, and improving your
    order processing systems. These not only lower your shipping costs but
    also guarantee faster delivery times!
   
Click here to learn more about how ShipStation helps businesses capitalize on shipping and start your 30-day free trial today!  

Top Tips to Engage Sponsors in a Hybrid Environment

Mae Ibe, CMP - Meetings & Incentives Worldwide, Inc.

Organizations that rely on revenue from sponsors are tasked with reimagining conferences and tradeshows in a world still filled with more virtual than in-person events. And, let’s add the latest option into the mix—the hybrid environment. With all of that in mind, organizations must consider the business goals of their sponsors to understand how a hybrid format can uniquely help them identify leads, connect with prospects, grow brand awareness, and close sales. Sponsors want more than logo placement or a virtual exhibit hall to justify their continued support of your event.

5 Ways to Offer Value to Sponsors for Hybrid Events

1. Demonstration Scheduling: A great way to increase engagement with your sponsors is to allow attendees to sign up to attend demonstrations that the sponsoring organization hosts, or even better if they can feature their own product or service.
2. Session Content Contribution: Create session opportunities that offer your sponsors the ability to position themselves as thought-leaders in their area of expertise whether enlisting representatives as moderators, presenters or broadcasting a sponsor’s educational content.
3. Discussion Forums: Allowing your sponsors to participate in online and in-person discussion forums organized by topic is a popular strategy for enhancing the conference experience.
4. Attendee Access: Technology continues to get more robust and authentic when it comes to virtual networking, chat functionality, dynamic tradeshow booths, one-on-one appointments, and the ability to converse in the session chats. We see that the future will be a blend of virtual and in-person networking opportunities extended over time.
5. Network of Prospects: Sponsors need to make new connections and sharing targeted data can be key in helping them build a network of prospects and offering creative ways to let your attendees self-select to participate and engage with the sponsor.

Interested in learning more about our conference and tradeshow services or how M&IW can help you secure top dollar sponsorships for your next in-person, virtual or hybrid event? Visit Exhibit & Sponsorship Sales (add link to "Exhibit & Sponsorship Sales" https://www.meetings-incentives.com/event-services/exhibit-sponsorship-sales/) and Conference & Tradeshow Services (add link to "Conference & Tradeshow Services" https://www.meetings-incentives.com/event-types/tradeshow-management/) or call 262-835-3553 and ask to speak to a conference and tradeshow expert.

The Pesky Work of Sales Tax Compliance

Brian Brown - Avalara

I was just working on an important email when a fly landed on my forehead. I attempted to swat it... but instead hit myself in the head. Kinda hard too. Then, I got the swatter. The next attempt was much more successful, and fortunately (unfortunately for the fly) ended the annoyance.
   
Managing sales tax compliance is a lot like trying to swat a fly. Sales tax rules, rates, and even your own growth move faster than you can swat it. Even with multiple companies like Avalara promoting and educating about how software fills the gaps, still the vast majority of direct selling organizations go at it with pieced together, human resource intensive, manual processes.
   
Sure, every once in a while that slap to the face does get the fly. But, we’ve all been there when it doesn’t. The aftermath is a headache and continued frustration. Especially for high-growth direct selling organizations, the “flies” tend to reproduce quickly! Avalara recently shared, “5 Reasons high-growth companies stumble with sales tax” (hyperlink 1). A meaningful read whether you’re just starting out and expecting growth, or in the thick of it.
   
Whether you’re an executive, a finance or IT professional, we hope this summer you’re finding ways to enable your teams to do their best work, despite the constant flies buzzing around them. And if you’re really curious why it’s so hard to swat a fly with your own hand, check out this BBC article (hyperlink 2).
   
Links:

1. https://www.avalara.com/us/en/learn/whitepapers/5-reasons-high-growth-companies-stumble-sales-tax.html
2. https://www.bbc.com/news/science-environment-41284065

Reconnecting the Human Connection: The New Best Practices for Highly Engaging Hybrid Events

Leslie Blye - L!ve

Best Practice No. 1: One event. Two experiences.
   
You might think that creating a hybrid event, by definition, means compromising. Surely you’ll have to sacrifice a few things to make an in-person event work virtually as well, right? Wrong. In fact, if you hope to make a true human connection, you can’t compromise. But don’t worry, it’s not as demanding as it sounds. The biggest requirement is a change of mindset.
   
Rather than trying to force the in-person portion to perfectly mirror the virtual portion, think of the two as distinct experiences. They’re part of the same event, but they’re different situations and they need to be treated as such. Why? Because the best ways to engage an in-person audience are not necessarily the best ways to engage a virtual audience, and vice versa.
   
There’s a marketing principle that goes like this: when you try to appeal to everyone, you wind up appealing to no one. The same holds true when creating a hybrid event. If you try to only use methods that simultaneously engage both audiences, you’ll wind up engaging neither audience.
   
When you treat the in-person and the virtual as two different experiences, you can leverage the strengths of each platform to create an event that truly engages everyone. That is the guiding principle to creating an excellent hybrid event: create an excellent in-person event and an excellent virtual event.