Learning the Ropes

This month, I attended the Direct Selling Association’s 101 Seminar, held in Bethesda, Md., and it is always one of my favorites (I say that about every DSA educational event, don’t I? Well, there’s nothing that helps me do my job better than getting to know the company executives and supplier members that we feature in Direct Selling News).

But DSA 101 does hold a special place in my heart, since it was the very first industry event I attended after joining Direct Selling News in 2005. And, coincidently, the first person I saw when I arrived at the hotel almost three years ago was Alan Luce, President of Luce and Associates and one of the folks who was instrumental in developing the 101 seminar. I only knew it was Alan because he had been inducted into DSA’s Hall of Fame at the 2005 Annual Meeting. We ran his photo in what was my very first issue of Direct Selling News.

Some things never change. The first person I saw after I checked in was again Alan, and I was delighted we had an opportunity to catch up. As always, Alan did a terrific job—this year along with Dan Jensen, Spenser Reese, Jan Gilmore, Dan Murphy and Bob Hipple—of presenting a great deal of valuable and often complex information in a straightforward way.

My favorite part of 101, though, is meeting those new to the industry. Some, like Elizabeth Chester of Maddy Moo Creations, have burgeoning young businesses, and others have little more than a dream. DSA’s 101 also gives me a chance to catch up with my fellow supplier members, many of whom are valued Direct Selling News' advertisers and contributors.

This trip, I had the pleasure of getting to know Mike DeWitt from DSA supplier IDSTC. Mike has been part of the direct selling industry for just two short months, and he attended 101 to gain a better understanding of the industry he now serves. Mike and I had much to talk about, as he is a former Tampa Tribune outdoors correspondent. Take a look at some of Mike’s experiences on the Florida Trail. Mike e-mailed me today about his experience at 101: “What an amazing group of people,” he wrote. “Accomplished, fiercely independent, intellectually curious and laser-focused—I felt lucky to be among them. Most importantly, I learned what we as a software vendor need to do to give these bold entrepreneurs everything they need to succeed.” Looks like we have another direct selling industry convert!

One of the most valuable—and often entertaining—components of 101 is “Learning From Experience.” In a session that draws from that cornerstone of the direct selling industry—storytelling—executives from three successful direct selling enterprises share their experiences getting started in the industry. This year’s panel was a true trifecta featuring Jacques Mizrahi, CEO of SwissJust USA, a 75-year-old company whose first foray into the U.S market targeted Hispanics, and that recently revamped its entire business to go after mainstream U.S consumers while maintaining its deep connection with its Hispanic consultants. Orville Thompson, President and CEO of Scentsy, gave attendees insight into a company that has marketed no-flame candles since 2004 and has experienced unbelievable growth in less than four years. And Barb Pitcock, Vice President, Livinity, offered a truly unique perspective on successfully launching a direct selling company. Barb and her husband David were at one time successful distributors and have approached their new venture with an eye to what is best for their salesforce.

The night I arrived in Bethesda, Alan Luce kidded me about attending 101 for the third time. But I am here to tell you, 10 years from now, I’ll still be the first to register. I always learn something new. And I always make new friends.