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Yes, we are ambitious. Direct Selling News and all of the companies in this industry, that is. No challenge is too great. To illustrate this point, DSN created the Global 100, the top direct selling companies in the world, based on 2009 year-end wholesale revenue (in U.S. dollars).
The success of your business—of any business—relies on sustained growth over time. And sustained growth requires access to fresh opportunities in new markets with high growth potential. Fortunately, America has a long history of regenerating itself.
Herbalife Founder Mark Hughes was a visionary, but when he opened the trunk of his car to sell the first bottles of Formula 1, he probably had no idea that the company would grow to be one of the best-known direct selling companies in the industry, conducting business in 72 countries worldwide.
In this month’s “Executive Connection,” Direct Selling News Publisher and Editor in Chief John Fleming speaks to Herbalife Chairman and CEO Michael O. Johnson about his vision, who he admires and much more.
Direct selling is still strong around the world. Seventeen countries now have more than US$1 billion in sales annually through this channel of distribution.
Think back about 30 years. It was 1980. Unemployment was high, interest rates were higher, and we escaped to the movies to see E.T., Star Wars and Batman. It was also the last time direct selling experienced a decline in sales.
The industry has always prided itself on using word-of-mouth as the primary method for promotion and that the enormous amount of money traditionally spent by retailers on advertising was invested in the salesforce instead.
Direct sellers, especially those with nutritional products, have long counted athletes as some of their biggest fans. By landing high-profile sponsorships with Major League Soccer teams, Olympic gold medalists and IndyCar drivers, direct selling companies are enhancing both their businesses and their brands.
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