Industry News
November 2010
New Director General at UK Direct Selling Association
Kathy Slater, Managing Editor, DSNE, talks with Paul Southworth (previous Editor, DSNE), who has been appointed to the position of Director General of the UK Direct Selling Association.
In May of this year, at the 2010 UK DSA Annual Conference, Richard Berry, Director of the UK DSA, announced his intention to retire, following 25 years of loyal service to the direct selling industry. Paul Southworth was chosen by the UK DSA Council to succeed Richard and assumed his new role of Director General of the UK DSA on 1 October 2010, with the aim of creating a re-branded, modern association. His appointment has been enthusiastically received by the membership eager for changes to equip them to meet the business challenges that lie ahead for the industry.
Kathy: Why did you accept this new role?
Paul: I was honoured and very pleased when approached by the Chairman of the DSA Council, who asked me to consider taking on this job. As I near the end of my business career, I see this role as a wonderful opportunity to give something back to an industry which has given me so much. Quite simply I just love direct selling and the wonderful people I have met over the years, and I will do everything I can to serve the members to the best of my ability over the next two years.
Kathy: What kind of changes do you envisage making?
Paul: The world is constantly changing, and we have to change with it and adapt our direct selling businesses to meet new challenges. Firstly, I want to look at the image of direct selling. We need to portray a fresh, modern and vibrant image that will attract people from all walks of life to our industry. We aim to design a new logo, have a focused vision and develop dynamic promotions to drive forward ambitious but achievable plans for the future. Secondly, we need to focus on delivering value to all sectors of our membership by providing help, support and service to meet their needs and expectations. To do this, we will develop a professional and caring team to engage with members at the grassroots level. Thirdly, we need to be more cost effective. Our first step is to move the DSA office from its current London base to the less expensive location of Northampton. Our aim is to reduce costs but also provide quality service for the members. Other changes include an education programme, additional seminars and PR activities. Change is healthy and should be constant.
Kathy: How will you communicate these changes to DSA members and will they be involved in them?
Paul: We organised a special launch event for all members on 19 October 2010 titled ‘Vision for the Future,’ where we will unveil our plans and new image. We will also ask members for their feedback and involve them in ideas going forward. We will introduce our new team and outline our immediate plans for events and changes to member services at the event.
Kathy: Will this new approach affect relationships with the World Federation of Direct Selling Associations (WFDSA) and the Federation of European Direct Selling Associations (FeDSA)?
Paul: I believe that our new modern approach can only strengthen our relationships across the whole industry. Basically, I want the UK DSA to be the ‘trail blazers’ in leading the way into a new era for our great industry. We have a great heritage of success and need to ensure the future is secure to continue our fabulous story!
Kathy: Paul, we wish you every success and have no doubt that your energy and vision will ensure that the UK DSA goes from strength to strength.
