The impact of direct selling on consumer buying behavior is significant because it involves a face to face approach. First-time consumers are more likely to trust the product if sellers physically demonstrate the product in their presence. The impact of Coronavirus has led to people becoming socially distant for their safety. Self-isolation helps reduce the impact of the virus, which is spreading at a rapid rate. Social distancing has harmed potential customer buying perspectives as well. This has changed prospective mindsets because experts claim that keeping distant from people, in general, is possibly the best way to eradicate the virus. Direct selling organizations are trying to comprehend the situation and figuring out how to reach their target audience without disrupting the importance of social distancing. There is a strong psychological factor involved, as well. The media, with its focus on the virus, is instilling fear in the general public. This has resulted in people take measures to not shop for a while and stay home to protect their loved ones. Below are a few reasons why social distancing has influenced individual buying behavior.
1. The stay at home factor: The effect of social distancing can at times impact your mind in a negative way. With a global pandemic spreading globally, the influence on consumer mindsets is more skeptical than encouraging. Direct selling initiatives can prove no good if entire cities across the nation are under lockdown. With other mediums to market the product, network marketing organizations should work with individual distributors and establish a social presence before it’s too late.
2. Official website with top-notch sales service: Have a strong online presence and have meant that update product details on time. Educate customers that precautionary social distancing measures are good, however, that shouldn’t affect the way they shop. Have an official website and submit articles on social media platforms that help customers arrive at profitable purchase decisions from home.
3. Training and development: Direct selling companies should train their sellers to work with potential customers using conference and video calls. Holding interactions is important because it develops productive relationships and encourages consumer feedbacks and suggestions. Motivate employees instead of concentrating on the ill effects of self-isolation, purchasing value-added products can have a positive effect. Providing consultancy services from remote locations can keep relationships active. Keep in constant touch with your clients and let them know that they aren’t missing out on anything during this tensive period.
4. Provide tutorials and product guidance to distributors: Network marketing is all about working with distributors for product sales. During this pandemic where people are forced to stay in, share tutorial videos and product guidance material online so they could circulate the same among their network of sellers. Provide alternatives and help your distributors with tactics and strategies that could help them understand customer mindsets and get innovative.
5. Reward direct sellers and customers: It is important to keep both the direct sellers and customers engaged and motivated. Start initiatives to reward distributors and sellers by submitting challenges online. On the contrary, start competitions regarding your product and motivate customers to participate in lucrative rewards. This keeps them on the edge and gets them active during this dull period.
6. Allocate time to analyze current market trends: Allocate this time to educate yourself in forecasting future market trends. Have discussions with your team via video calls and set objectives that comply with individual goals. Incorporate tools that set compensation plans for direct sellers and distributors working under them. Set repetitive campaigns that target your active customers to generate awareness about new and upcoming products.
In conclusion, considering the effects of social distancing, following the above-mentioned strategies can help direct selling organizations uplift, encourage, and influence customer purchase decisions.
Read More: How QNET helped Indians during the Pandemic