Direct Sales Transformation: Key Opportunities in 2021 and Beyond

Thank you to all my connections in the direct sales industry who responded to our Direct Sales 2021 Benchmark survey. Your insights have been invaluable to understanding the key opportunities for the industry in 2021 and what the priorities are at a leadership level.

Change is here, are you ready?

Take a look at our findings for some insights into the top five themes that came out of your responses:

1. Digital Transformation Delivered

2. Wellness as a Core Value

3. Reimagining Events

4. Evolution of Buying Experience

5. Celebrating Consistency + Performance

Direct Sales Transformation: Key Opportunities in 2021 and Beyond

If there’s one thing we’ve learned from the 2021 Direct Sales Benchmark Survey it’s that change is not just coming, change is here. The repercussions from the pandemic have been the greatest catalysts for the direct sales industry since the widespread use of social media. It’s widened the divide between companies that had started the digital transformation journey and those that were hesitating to begin. Corporate teams were challenged to deliver fast improvements across multiple business objectives as traditional staples of direct sales operations (in-person meetings, parties, events, in-person coaching, customer meetings, etc.) had to turn digital overnight. What was a roadmap of multi-year digital transformation was compressed and delivered to the field within weeks, not years. 

The most innovative businesses turned the challenges of the pandemic into opportunities, they delivered short-term solutions to the field, while building a larger vision of fully digital-first operations. 

In the survey, we asked about some of the greatest challenges direct sales corporate and leadership teams are facing in 2021, in this report we distill them to the core trends and then discuss them in light of the opportunities they present for the industry as a whole.

Explore the full report: Direct Sales Transformation: Key Opportunities in 2021 and Beyond

Discover the Top 5 Themes

1. Digital Transformation Delivered

A streamlined tech stack fit for the industry’s purposes and growth allowing for agile change. 

Across the board, survey respondents identified digital transformation as the most critical initiative for 2021. In this section, we explore what digital transformation looks like.

2. Wellness as a Core Value

Supporting corporate and the field to help reduce burnout and prioritize a healthy work-life balance. 

This section looks at the common thread tying together the industry-related critical initiatives for 2021. Read on to find out how Wellness as a Core Value is going to change direct sales.

3. Reimagining Events

Combining traditional methods with digital methods. Fight Zoom fatigue and travel issues with innovative hybrid events.

To continue attracting customers and distributors, social selling needs to take events to the next level so one of the industry’s USPs maintains its global edge. Read this section to find out how.

4. Evolution of Buying Experience

Exceeding customer expectations beyond traditional e-commerce into a personalized buying experience.

How can direct sales strike the perfect balance of digital-first yet personal touch? Find out how to take the customer journey to the next level.

5. Celebrating Consistency + Performance

Shifting the industry’s mindset to reward consistent performance alongside celebrating high fliers.

In this section, we look at changing the industry's sometimes narrow view of consultants. Read on to see how diversifying your success narrative can transform your field.

Head over to the Direct Sales Transformation: Key Opportunities in 2021 and Beyond for the full invaluable report!

P.S. Want to know how Penny’s data-driven social sales enablement platform can drive revenue growth for your business? Let us show you - Book a demo.