What is the direct selling ?
Marketing Expert Ahmed Abou Zeid, Chairman of Ernova for Trade and Digital Marketing, stated that direct selling is one of the most important types of digital marketing. It is a sales process that takes place directly between the manufacturer or producer and the customer, without the involvement of an intermediary such as a retailer.
Based on this, direct selling usually occurs at the customer’s workplace, home, or any other location outside of a retail store or distribution center.
From this definition, we can conclude that the key characteristic of direct selling is that the end consumer receives the product directly from the manufacturer through one of its sales representatives rather than through another trader.
Regarding the difference between direct and indirect selling, Abou Zeid emphasized that the fundamental distinction lies in the working mechanism. In indirect selling, manufacturers rely on distributors and retail intermediaries to reach the end consumer. In contrast, direct selling eliminates intermediaries, allowing companies to engage directly with customers.
Abou Zeid’s Journey in Marketing
Speaking about his entry into the marketing field, Abou Zeid said:
“In December 2012, a friend repeatedly spoke to me about this field. Since it was entirely new to me, I initially rejected the idea. However, he insisted that I fully understand it, given its many advantages. Eventually, I grasped the concept correctly, made my decision, and started my journey.”
He also highlighted the challenges he faced at the beginning, saying:
“Any new field is difficult at first, but with determination to learn, a deep understanding of the industry, and persistence in overcoming challenges, I was able to achieve success.”
Regarding the time required to learn this field, Abou Zeid explained that it varies from person to person depending on their ability to absorb information and their level of commitment. He added that success in direct selling requires adhering to key principles, including:
• Committing to a fixed number of working hours daily
• Attending training sessions consistently
• Following the mentor’s instructions
Understanding Direct Selling
To fully understand direct selling, it is essential to identify its key players:
1. The producing or manufacturing company
2. The direct selling company
3. The independent sales representative
The manufacturing company launches a product or service, while the direct selling company acts as an intermediary between the manufacturer and the sales representatives. The direct selling company maintains databases of independent sales representatives and provides them with the necessary information. These representatives utilize their personal networks, acquaintances, and even social media platforms to sell the product or service, earning a commission for each sale.
This system ensures that the manufacturer’s product reaches the end consumer without a retail intermediary who might alter the marketing message or misrepresent the product. Meanwhile, the direct selling company receives a service fee, and the sales representative earns commissions based on their sales performance.
Income Expectations in Digital Marketing
When asked about the expected salary in digital marketing, Abou Zeid clarified:
“The term ‘salary’ does not apply in direct selling because it is an independent business, not a traditional job. Income in this field depends on the volume of sales generated.”
He emphasized that direct selling serves as an additional source of income for many individuals, as it allows for flexible working hours and can be pursued alongside a full-time job.
