New Perspectives

Stories in this section:
Communicating Your Opportunity: Clarity, Focus, and Execution
Academic Forum: Leading and Manging in the Millennial Generation
Top Desk: The Elements of Greatness
What's In It For Me?

DSA: Working to Make a Difference
Amy M. Robinson, Vice President,
Communications & Media Relations, Direct Selling Association

What’s in it for me? Human nature compels us to ask this question in almost every situation, whether deciding to take a new job or signing up for a new phone service. We ask this question—sometimes consciously, other times without even realizing it—and make decisions accordingly.

Every company executive must also ask this question when making business decisions. Asking “What’s in it for me?” and being forward-thinking enough to find the right answer is a necessity for survival and growth.

If you’ve read to this point, you’ve determined either there might be something in this article for you, or --you’re still asking the question and hoping to find how reading the rest of this page will benefit you. Either way, you’re here, so I’d like to ask you to take a look at a very important “What’s in it for me?” question: “What’s in it for me to participate in Association and industry programs, projects and events?”

Now that half of the readers closed the magazine because they figured the hard sell was coming in the next paragraph, let’s get down to business. It’s disheartening when I hear company executives say they “don’t see the benefit for their company” of participation in certain industry events or projects, or they are “too busy focusing on their business.” While I understand every opportunity may not be a perfect fit for every company, the answer to the question of “What’s in it for me?” is not always found by drawing a straight line from A to B. There’s no better way to guarantee future dividends for your company than by investing a little bit whenever possible, even if the benefit is not immediately tangible or can’t be measured on the bottom line. At its core, participation in the Association is not about doing a favor for the industry (although the industry certainly benefits!), it’s ultimately about doing a favor for your company.

Having said that, I promise no hard sell here, only what might be a different way of looking at what’s in it for you.

For most readers of this publication, your company is already a member of the Association. This indicates your company has already determined there’s something about DSA membership that benefits your company. DSA member or not, have you considered the following things that devolve from active participation in the Association?

1. Third-party credibility
   We talk about third-party credibility a lot, so this is probably one you’ve already considered. In fact, it may be a driving force behind your decision to renew your membership every year. But think about the empowerment each member of your salesforce receives when they can tell their customers and potential recruits they are protected by a code of ethics that ensures their interests are represented during every step of their interaction with a company. Think about the status that gives your company when dealing with governments and regulatory bodies that may not fully understand how direct selling works or the effect it has in the United States and abroad.
   
   
2. You’re in good company
   Whether you’re the largest direct selling company or the newest start-up, the power of association is a tool you can use to your benefit. Smaller companies can benefit from being associated with well-known brand names, while larger companies benefit from the freshness of an industry that’s constantly infused with energetic new companies. Don’t take lightly the offhand jokes about being your mother’s brand of anything—get out there and prove how hip you are based on the company you keep.
   
   
3. The opportunity for your company, and you personally, to be seen as an industry leader
   DSA is run by its members for the benefit of its members and the industry. It’s through the leadership of dedicated company executives that the Association gets its focus. Sure, you have a dedicated staff in Washington, D.C., that works 24/7 on your behalf, but it’s the direction provided by members that gives the DSA staff its goals and purpose. By stepping forward and serving on committees, becoming a member of the board of directors or speaking at an industry meeting or seminar, you and your company receive the benefit of being seen as a leader. The best part is that leadership is open to everyone. Just ask to participate and you’ll get the opportunity.
   
   
4. The opportunity to share your success with others
   When you succeed, the entire industry succeeds. As a part of the industry, your success pays dividends to you each time it is shared. Networking is something each member of the salesforce is encouraged to do, and it’s no different for company executives. The tip or hint you give someone today will likely be repaid with additional insights and candor you can’t get from the outside.
   
5. The chance to help shape the policies and practices that will affect your company
   This is a benefit of membership you don’t want to passively give up. Just as Americans value the ability to help shape the laws that govern them, Association members have the ability to actively participate in the policy-making process at all levels, be it with regard to local, state, or federal governments or the policies of the Association itself.

While I’d love to conclude this piece by saying you should be an active participant in the Direct Selling Association, I’m merely going to suggest that you truly need to ask the question, “What’s in it for me?” at every opportunity—and search diligently for answers that aren’t driven by ROI calculations or bottom-line goals. Go ahead, be self-centered; the benefits for you and others will follow naturally. With that approach in mind, I’m confident there will be few opportunities you’ll be able to pass up.