Embracing Simplicity in Direct Selling: Learning from the Modern Gig Economy

For years, there’s been a sense within direct selling that the gig economy is out to steal their thunder. Many in the industry proudly regard direct selling as the “original gig economy,” offering people the chance to make extra income well before gig apps were ever a thing. But while it may be true that direct selling was pioneering in flexible, side-income opportunities, it bears little resemblance to the gig economy of today. Modern gig work has evolved into something simple, frictionless, and immediate — elements direct selling must adopt if it wants to thrive alongside today’s gig-based alternatives.

A Hypothetical: If Uber Used the Traditional Direct Selling Model

Imagine if signing up for Uber was like direct selling:

1. You take a ride, and at the end, the driver gives a short presentation on why you should drive for Uber too.
2. Since you can drive, you say “yes” and sign up.
3. The driver calls you back the next day to create a plan for getting customers.
4. You’re asked to create a list of 50 people who might need a ride and contact them over the next 30 days.
5. You’re not a natural-born salesperson, so most of them say no, since they have vehicles and driver’s licenses and soon thereafter you decide that driving for Uber isn’t for you.

That might be a little on the nose, but we say it to prove a point. There is a difference between the modern gig economy, and direct selling. HOWEVER, there doesn’t necessarily have to be.

The Reality: Uber’s Real Onboarding Process

The actual process of becoming an Uber driver is seamless:

1. Sign up: Share a bit about yourself and your car.
2. Submit documents: Upload your license, registration, and proof of insurance.
3. Download the app and drive.

It’s that easy. Uber handles the sales, marketing, and payment process. Drivers simply turn on the app, accept a ride, and get paid. No personal sales pitches, no complex training on compensation plans or customer engagement. Just drive.

Steps for Creating a Direct Selling Model Fit for Today

1. Make it Accessible to All

In the modern gig economy, if you have just basic skills, you’re in. To attract and retain more people, direct selling companies need to ensure that anyone can succeed without extensive prior knowledge or natural abilities. While most companies understand the need for inclusivity, they often overlook the other essentials, like a strong network, selling skills, and a deep understanding of the product line, that new recruits may lack. The mantra is that anyone can do it if they just try.

2. Simplify Onboarding

Cut the complexity. Today’s new recruits shouldn’t be weighed down with understanding compensation structures, incentives, or back-office tools from day one. Instead, provide a straightforward path to success with easily accessible product information and essential selling tips. Clear onboarding tools and an intuitive system go a long way in creating a positive start for recruits, but don’t require that they know everything before they get started.

3. Support with Selling and Service Delivery

Uber handles the advertising, customer communication, and payment while drivers simply drive. Direct selling companies should take on more of the sales workload and let distributors focus on service and connection. That could mean providing powerful, shareable content for social media, YouTube playlists, or Zoom-style livestreams that consultants can leverage, all designed to be as hands off as possible for the consultants.

Combining the Best of Both Worlds

1. Recognize New Recruits as Advocates

Most recruits are excited and passionate about sharing the brand. Give them the resources to share and celebrate the brand effortlessly and remove any barriers that keep them from enjoying the best parts of the business. Provide them with tools that make sharing the brand message simple, allowing those tools to handle the heavy lifting of closing the sale while they are getting started.

2. Simplify the Sales Process with Regular, Accessible Events

Host weekly or monthly opportunity calls with Zoom-style or Facebook-style livestreams where you showcase products and the business model. These should be useful to everyone, especially new recruits, and ideally designed to drive revenue by getting the customer all the way to the sale.

3. Make It Easy: Join, Share, Earn

While there will always be those who aspire to build a major business, making the process easy can attract a wider audience and reduce turnover. Lowering entry barriers and simplifying the path to earnings means more people can dip their toes into direct selling with less commitment upfront.

Delivering a Seamless Solution

Many direct selling companies have successfully simplified their approach and seen great results. By making onboarding easy, supporting new recruits, and allowing the company to handle the sales process, direct selling can thrive in a modern gig economy world.

If you’re interested in learning how to create a streamlined, effective model that attracts recruits and reduces turnover, we’re here to help. And the best part? We practice what we preach: we’re easy to work with and can be implemented with minimal friction.