The creators of direct selling companies and their CEOs and executive teams who lead them hold the key to the resurgence of capitalism in America and beyond. Those who have invested in the enterprise of direct selling must always be reminded what an important contribution they make as they teach the free-enterprise system and individual personal development.

­Great customer service is one of the hallmarks of any successful company. The one aspect of customer service that can break a company is not delivering product in a timely and cost-efficient manner. Many companies have experienced challenges with this in the wake of a growth spurt or while facing business decline as the economic climate changes. The trick is to stay in front of the changing landscape—plan for the future, and fit your operations to handle growth and the cycles of the future.

After months of internal meetings, site visits, late nights and planning, the first day of the annual convention is finally here! At the registration desk, everything is calm and organized as attendees from all over the country eagerly line up to receive their conference packet full of important information regarding general sessions, breakouts and events to be held during the convention. Behind the scenes, however, there is a different scene full of last-minute changes to scripts, finishing touches on the stage, audio-visual setup, VIP arrivals, room gifts, airport transfers, lost luggage and unimaginable organized chaos. All of these details are carefully arranged and facilitated by the meeting planner.

It’s official. Direct selling today looks little like the party planning business of the past. The digital age has brought with it powerful social networking tools, mobile technology and readily available content, all of which are ways for consumers to connect with large brands on a new level. The advent of social media alone has fashioned a different world in which we communicate. Connections can be initiated and fostered through social networks, extending our abilities to engage and enhance those into more personal relationships.

It’s simple—when the salesforce grows, your company grows. And there’s only one surefire way to make that happen: consultants sharing the opportunity. Making recruiting the foundation of the company and the culture of your business from the inside out is what will grow the company and the salesforce.

Most of my 35-plus years in direct selling have been spent building and managing new or established companies, either as a senior executive or an outside consultant. While the companies changed, one thing did not: They were almost always party plan companies.