A Look at the Direct Selling News Reputation-Building Blueprint

“A good reputation is the intangible but key ingredient for any company seeking to drive growth. And while it can’t be purchased, companies who fail to heavily invest in building it won’t survive”, states Sarah Paulk in the cover story of the July Direct Selling News (DSN) Magazine. So then the question is, how is your direct sales company investing in protecting, building, and insulating your brand’s reputation?

The importance of direct selling reputation is no longer something leaders can simply state they will look at in the future because the future is now. USANA’s CEO and Chairman of the Direct Selling Association (DSA) stated, “it’s almost guilt by association, even though you might be a pristine company that does everything right, you’re still part of an industry that is questioned by a lot of naysayers out there who are constantly pumping out negative information.” Every company within the industry should be making the proactive management of their online reputation a top priority.

The cost of not investing in strategies and tools that help manage a company’s reputation can lead to disastrous results. And when you are a part of an industry where word of mouth is the number one way to advertise, it is not difficult to see why. As Paulk states, “this risk to reputation damage is higher because there are hundreds of thousands of distributors who function as spokespersons not only of their company but the entire channel as well.”

With the focus on reputation becoming a top priority, companies are now looking for ways to take action. Some are creating internal positions focused specifically on brand reputation, while others are not ready or prepared for an internal resource to be dedicated for such an important task, so they are in need of third-party assistance. 

If your company falls in that latter category, you may be wondering what to look for. Here are just some of the key items you want to consider when looking for outside help:

What type of relationship will there be? 

Success comes through authentic partnerships, not simply a business or transactional relationship. There must be a level of trust between the two teams to ensure the best results possible. Be sure whoever you select is focused on being a part of your team. You also want to select a partner who understands the direct sales industry. Having intimate knowledge of how the industry works, the challenges it faces as well as a passion to be successful is crucial.

What type of services are being offered?

There are many types of reputation companies. Many of them are experts in certain areas but may not be as strong in other areas. Be sure you take a look at what your specific goals and needs are when it comes to direct selling reputation management. Then select a partner who offers a complete package, so you do not have to manage multiple relationships. You should look at services such as “autocomplete suggestion/removal,” “review management services,” “field training,” and “brand building” to get started. Paulk shared something critical about training, “the new focus will be to devote resources to teaching distributors how to run their businesses with integrity, stay true to the company’s message, and then provide tools that help them replicate proper behavior.”

What will it cost?

This should not be looked at as a cost but rather an investment. The actual cost should be based solely on your goals and needs. Simply predetermined packages can often cost more with less effective results. You want to be sure and select a partner who listens to what you are saying and then provides the solutions that will provide the greatest opportunity for success. In general, the cost can run from $2,000 up to $20,000 plus a month but again, it will all depend on solutions needed.

Guest states the following, “So many people are talking about us as a scam, but it’s much harder for them to do that when they understand that we are giving back to the community, that we have a global foundation in place, and that we do have legitimate products that customers have been using for decades.” Building your brand’s reputation takes a balanced approach. Along with addressing negative items, there must be a consistent effort to produce positive, relevant, and brand-building content. Whether you are doing that internally or working with a third-party partner, direct sales companies can no longer kick the can down the street. It is time to make your brand’s reputation a priority. The future is now.