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Why Diversity Is Important in Direct Selling

/ 10.10.2018 / Organizations

You’ve probably heard of the term “diversity” more than once, as it has found its way into all kinds of conversation. From casual talks with friends to company discussions, diversity is one of the most common topics to date. Diversity celebrates difference, and the fact that no two people are precisely alike presents a significant enough reason to discuss how it helps us function better as a world, both in and out of the workplace.

What Is Diversity?

“Diversity encompasses complex and varying perspectives, identities, and points of view among members of an institution as well as among individuals who make up the wider community.” These include race, ethnicity, gender, socioeconomic status, religion, and sexual orientation, among others. Granted, this concept seems to be a bit abstract for most people because the term encompasses so much. However, in its most basic form, diversity regards the ways we see and celebrate difference. Everyone is unique in their upbringings, life experiences, and methods of thinking. From outward appearance to every last personality trait, diversity helps us see that we are no better than the person next to us. It teaches us to remain humble and teachable by allowing our differences to shape and better our understanding of the world. It helps us become better workers, better friends, and, overall, better people.

As promising as it may seem, many companies fail to realize that diversity is an essential workplace asset. Companies often hear the basic definition of the term without conducting much research, and then try to adopt it into their values immediately. Although this is well-intentioned, it is inevitable that ignorance will cloud such efforts. Diversity is deeply involved and intertwined with people. Thus, when you try to bolster your brand by listing diversity in your values without a strategy to indeed implement it, you have missed the point. 

Why Is Diversity Important in Direct Selling?

The Direct Sales business model is unique because it is constructed in such a manner that you have no choice but to talk to people. Although it is 2018 and technology takes much of the work out of actual interactions, direct selling intentionally places you front and center with your customers. This selling model includes recruiting a downline of other distributors and consultants as well as customers, all at the same time.

Direct Selling was built for relationships and underscores just how essential diversity should be in your Direct Selling Organization (DSO). If your DSO revolves around empowering your distributors and nurturing a loyal customer base, diversity is paramount. The beauty of direct selling is that it genuinely gives equal opportunities to anyone and everyone. When those opportunities are realized, relationships of all shapes and sizes develop. Through such connections, you no longer have to worry about relying on mass advertising and can instead build on your diverse customer and distributor base to connect with people who you wouldn’t be able to reach yourself. Diversifying your customer base will also better insulate your business from unseen factors that could whittle away customer segments over time. In the end, it’s a little more work to attain those relationships; however, there are greater advantages and rewards. By adopting diversity, your pool of potential clients and distributors is endless, and through the relationships you develop, you will be exposed to so many types of people from whom you will learn. Ultimately, these bonds made through interactions will help shape and better your DSO.

Diversity Is More Than You Think It Is

At the end of the day, diversity isn’t the key to wealth and success in your DSO, for it is so much more than that. It should be seen as valuable not only for your organization, but for you as a person. Embrace it. Although diversity is abstract, humans are as well. Direct selling isn’t an industry in which you merely close a sale and be done; it is far from detached and impersonal. There is more time, investment, and work involved.

Ultimately, your real reward will extend far beyond just more money. Instead, loyal customers will remain and become friends along with a downline of people like an extended family. Diversity is difficult because not everyone is used to change. But change is good, and this particular change will be one worth adopting for your DSO.

Brad Levene

Director of Marketing, Retail Success

My articles | Email

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