{"id":5704,"date":"2012-03-20T15:00:52","date_gmt":"2012-03-20T21:00:52","guid":{"rendered":"http:\/\/stateimpact.npr.org\/idaho\/?p=5704"},"modified":"2012-03-20T14:09:29","modified_gmt":"2012-03-20T20:09:29","slug":"direct-sales-companies-saw-spike-in-sellers-during-recession","status":"publish","type":"post","link":"https:\/\/stateimpact.npr.org\/idaho\/2012\/03\/20\/direct-sales-companies-saw-spike-in-sellers-during-recession\/","title":{"rendered":"Direct Sales Companies Saw Spike In Sellers During Recession"},"content":{"rendered":"
\"\"<\/a>

Direct Selling Association<\/p>

Amy Robinson is the Chief Marketing Officer at DSA.<\/p><\/div>\n

<\/strong><\/em>One of Idaho’s fast growing companies<\/a> is Scentsy.\u00a0 They sell wickless candles and personal care products.\u00a0 It’s a direct sales company, meaning independent consultants sell products largely through home parties (think The Pampered Chef).<\/p>\n

The Direct Selling Association is a trade group for some of the country’s most well known direct sales companies like Avon, Herbalife and The Pampered Chef.\u00a0 <\/strong>DSA has about 200 members, including four companies based in Idaho (Kyani, Melaleuca, 21Ten and Scentsy<\/a>).\u00a0 According to DSA, direct sales in the U.S. totaled more than $28.5 billion in 2010.<\/p>\n

Amy Robinson is the Chief Marketing Officer at the Direct Selling Association.\u00a0 StateImpact Idaho<\/em> recently spoke with her<\/del> about the industry.<\/p>\n

Q: <\/span>How have direct-selling companies grown in the United States?<\/p>\n

A: <\/span>The exact number of direct selling <\/strong>companies isn\u2019t a number we can identify specifically, but we have about 200 companies in our membership.\u00a0 We estimate those companies make up about 90 to 95 percent of sales.\u00a0 But there are definitely a number of small direct selling companies that are operating in the U.S.\u00a0 Certainly many of them are small businesses, just getting started.\u00a0 Direct selling is a great way to get products to market for small companies, so we certainly anticipate there will be many more companies out there that we\u2019ll learn about everyday.<\/p>\n

I don\u2019t have stats on the average lifespan of a direct selling company.\u00a0 First of all, there is no uniform registration requirement for direct selling companies, so there\u2019s no way to track how many there are, or their life cycle, etc.\u00a0 But certainly there are many companies that are well known brand names.\u00a0 You\u2019ve got Avon, Amway, Mary Kay, Pampered Chef, these are all companies that are fairly widely known and certainly have been in business for quite some time.\u00a0 And these companies all started out as small companies.\u00a0 The Pampered Chef is a perfect example.\u00a0 Doris Christopher started that business in her basement with a loan from her life insurance policy.\u00a0 That company has grown significantly and it\u2019s now part of the Berkshire-Hathaway family.<\/p>\n

Q: <\/span>Do direct-selling companies do better during certain economic cycles?<\/p>\n

A: <\/span>I think in economic times where people are concerned about losing a job or making ends meet with their current income, they\u2019re looking for other options, and they look to direct selling for those options.\u00a0 Direct selling is very flexible, they can do it while they\u2019re looking for a job, around a full time job, or they can do it <\/del> part-time.\u00a0 Most direct sellers work less than 10 hours a week at their business.\u00a0 <\/del>The flexibility is key, but during these poor economic times you have people coming in and saying, “This is something I need to try out.”<\/p>\n

Q: <\/span>What about on the consumer demand side of things?\u00a0 People have been spending less in recent years.<\/p>\n

A: <\/span>It\u2019s interesting to look at how consumers shop during a recession.\u00a0 Certainly they don\u2019t stop spending money.\u00a0 They just spend money a little bit differently.\u00a0 For example, you might have a family who goes out to eat two times a week.\u00a0 Perhaps while they\u2019re trying to watch that bottom line, they decide maybe they\u2019ll go out just once a week.\u00a0 But they still want to eat good food when they\u2019re at home.\u00a0 So, they\u2019ll be looking for gourmet food mixes, kitchen supplies and that kind of thing.\u00a0 Which of course are all sold through direct sales.<\/p>\n

For most women, when they look at cutting their budget, cosmetics aren\u2019t the first thing to leave that list, so you\u2019re always going to have women looking to buy cosmetics.\u00a0 And perhaps they\u2019re looking for a new brand.\u00a0 The fact that their friend might be inviting them to a [direct sales] party might be a good opportunity to find a new brand they love.\u00a0 There are certainly a lot of products sold through direct selling that I think compliment very well the different way people look at spending money during a recession.<\/p>\n

Q: <\/span>Direct sales receipts, like traditional retail, have gone down since before the recession started.\u00a0 What trends have you noticed?<\/p>\n

A: <\/span>Traditionally, direct selling has done well during a recession, particularly during the last two recessions.\u00a0 We saw direct selling increase during the recession.\u00a0 When you compare it to traditional retail, when retail was declining direct selling was increasing.\u00a0 The recession we\u2019re coming out of now was the deepest we\u2019ve seen in a long time, and I think the commensurate decline in sales was not particularly surprising.<\/p>\n

Q: <\/span>Do direct sales tend to do better in certain parts of the country?<\/p>\n

A: <\/span>If you look at the raw statistics, you notice the South generally has a higher sales percentage than the Northeast.\u00a0 I think that has something to do with the urban versus rural makeup of those regions.\u00a0 To some extent, you have companies based in different parts of the country, particularly growing companies.\u00a0 You have a lot of growing companies based in one region or another.<\/p>\n

If you live in an urban area, you might be more likely to go to the coffee shop. People living in an apartment might not have the space, and might not tend to meet there.\u00a0 These are just guesses on my part.\u00a0 So, in a place where you have people who tend to entertain at home, or have people stay at home, I think you\u2019re more likely to have a higher sales rate there than in an area where people don\u2019t congregate at their homes as much.<\/p>\n

Q: <\/span>What about the demographic breakdown?\u00a0 Who is signing up to be direct sales consultants?<\/p>\n

A: <\/span>Most direct sellers are women, about 85 to 90 percent.\u00a0 As far as particular generations that might be direct sellers, we really are seeing a wide range of different types of individuals getting involved.\u00a0 We have a lot of stay at home moms who tend to be in that 35 to 40 range.\u00a0 But we\u2019re also seeing a lot of mature adults, 60 and above, who maybe have retired and are looking for a second career or a little extra spending money.\u00a0 We\u2019re also seeing a lot of Gen X and Gen Y individuals who really, when you look at their business outlook, don\u2019t ever intend to have a boss.\u00a0 They want to go into business for themselves they want to have that flexibility in their schedule.<\/p>\n

Q: <\/span>What are the risks involved with direct sales companies?<\/p>\n

A: <\/span>One of the things we tell people is to evaluate a company very carefully before joining.\u00a0 There are a lot of companies out there.\u00a0 You want to look at what that start-up cost is.\u00a0 The median start-up cost is around $99.\u00a0 If you\u2019re being asked to invest several thousand dollars for essentially the right to recruit other sellers, that\u2019s definitely a red flag.\u00a0 You want to look at the buy-back policy.\u00a0 If you decide direct selling isn\u2019t for you, will that company buy those products back from you?<\/p>\n

The Direct Selling Association requires our members have buy-back policies that offers at least 90 percent of the price you paid for inventory and sales-aids for at least the last 12 months.\u00a0 You also want to understand how you\u2019ll be compensated.\u00a0You want to make sure you\u2019re compensated for sales, not merely bringing people into the business, because that as well is a red flag.<\/p>\n

DSA data shows U.S. direct sales revenue peaked in 2006 at $32.18 billion.\u00a0 It fell as low as $28.33 billion in 2009 but ticked up to $28.56 billion in 2010.\u00a0 For some companies, like Meridian-based Scentsy<\/a>, sales have only continued to increase, even through the recession.<\/p>\n

This interview has been edited and shortened.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

One of Idaho’s fast growing companies is Scentsy.\u00a0 They sell wickless candles and personal care products.\u00a0 It’s a direct sales company, meaning independent consultants sell products largely through home parties (think The Pampered Chef). The Direct Selling Association is a trade group for some of the country’s most well known direct sales companies like Avon, […]<\/p>\n","protected":false},"author":40,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[147,46,146],"acf":[],"_links":{"self":[{"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/posts\/5704"}],"collection":[{"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/comments?post=5704"}],"version-history":[{"count":0,"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/posts\/5704\/revisions"}],"wp:attachment":[{"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/media?parent=5704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/categories?post=5704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stateimpact.npr.org\/idaho\/wp-json\/wp\/v2\/tags?post=5704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}