The Last Word
November 2009
Bob Parker, M.D. Forever Living Products, UK, Ireland and Iceland on the importance of a forma
For many years I have believed in the importance of having a formal direct selling qualification for our industry, and have recognised the benefits that such an innovation could bring to both our Distributors and individual companies. At Forever we are extremely proud to have achieved ‘Investors in People’ status, and I know from talking with potential Distributors at our recruitment opportunity events, that they too recognise the value of this award, as it confirms to them our respect and support for our people.
I was so convinced of the need for a formal qualification for our Distributors that I considered introducing an internal qualification exclusively for Forever Distributors. I met with Joe Quilter, Principle Consultant at the PSP Group, to discuss this option, and from these meetings our initial discussions widened into the possibility of developing a direct selling industry, specific qualification. (see also Direct Selling News Europe, July, 09 edition) We saw this approach as having so many positive benefits for direct selling, as it would allow us to set industry standards and to formally record the achievements of Distributors through the awarding of a recognised Direct Selling Academy Certificate.
I truly believe that many of today’s Distributors are looking for much more than an opportunity to earn incremental monies to supplement their income. Many more people are now turning to the direct selling industry to provide them with a full time earnings opportunity and a fulfilling career. They are more likely to choose to join a progressive, supportive, direct sales company that offers the opportunity and support to gain business skills, as well as the normal compensation and incentive programmes. I would suggest to you that if a newly recruited Distributor embarks on a six months training course, running alongside their new business, it would be a compelling reason for them not to leave the company after a short period of time, which sometimes happens. After a 6 months association with a company, a new Distributor would have given their new business a chance to succeed, started to earn money, be recognised for gaining new skills to best practice standards, and feel supported and part of the Company.
In these first six months, I would advocate starting with the basic qualifications, at Forever we always strive to achieve a balance between product knowledge and business building skills. Therefore I suggest our initial modules would be on core skills and income producing activities, formatted in an interactive rather than passive listening style of learning.
Having knowledge of this subject would greatly enhance the confidence of a Distributor, leading to greater productivity and ultimately give companies higher retention levels — a win-win situation for all concerned.
For more experienced Distributors, who have already gained product knowledge, then perhaps training modules on subjects as the financial or legal aspects of running a business would be of benefit. Established Distributors within Forever have told me that they wished there could have been a formal qualification in place when they started out, as they felt this would have added to their confidence and professionalism. These same established Distributors could in larger companies be trained to become trainers and assessors through the direct selling academy. Again it’s a form of recognition to be asked by senior management of the company to take on these responsibilities. These trainers could train internally in their own companies and also perhaps provide smaller direct selling companies with the same service.
It’s always good to have a vision! Looking ahead I can see that the direct selling industry qualifications I have outlined in this article could be further developed and enhanced up to degree level. They could also be designed as European transferable qualifications, where we have the large global companies represented across Europe, we know that their Distributors require a similar skill set of leadership, presentation skills and business administration to name just a few. For these global companies in different markets recruitment, retention and productivity levels will always remain a challenge.
The possibilities for recognised direct sales industry qualifications are endless and very exciting. For our Distributors they represent a credible and worthwhile qualification record of their achievements and skills. For our sometimes misunderstood industry they would enhance our credibility and afford us commercial benefits.
Editors Note: We will continue to report on the progress of this initiative in future editions
