As direct selling companies finalize their strategies for the year ahead, DSA is excited to offer insights from a wide variety of industry executives who shared their thoughts on what they anticipate for the direct sales channel in 2014. Below, you will find thoughts from Asma Ishaq (Jusuru)
Asma Ishaq, President, Jusuru
The year ahead is going to be an exciting one. Direct selling’s growth over the last couple of years has reflected a strong culture shift toward entrepreneurial practices in our society. Entrepreneurial studies weren’t as prevalent a few decades ago, and we’re seeing more focus on the opportunities that are created from starting your own business and academically understanding it. More students in business programs than ever before report they intend to be an entrepreneur and they can often find examples of others’ success, especially as technology enhances. For our direct sellers, entrepreneurism is a familiar and acceptable concept. The recent economic downturn caused individuals to be not only open to the idea of earning residual income from an independent business, but also of needing to rely on extra—and creative—sources of income.
Do you think diversity might be a determining factor in direct selling’s growth and success in the new year? If so, how?
Absolutely. A company’s success and sustainability will depend on inclusive practices. In 2013, Jusuru invested vastly in expanding the number of languages and types of marketing tools used to reflect the multicultural and diverse field we serve. Next year, we will continue to expand this effort, which will empower direct sellers to market toward the very diverse people they meet. Certainly, the person-to-person relationship and selling method of our industry requires a broad appeal.
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