During times of uncertainty, we all need leadership and stability in the areas of our life that we can control. We increased our customer service team and ramped up all areas that were in touch with consultants and customers.Īs the CEO, I also put a large focus on communication and wanted the entire process streamlined. We, as a corporate office, also had to add an additional focus to our e-commerce and social media platforms. With virtually the whole world going into lock-down, our consultants had to quickly transition. ![]() What obstacles or concerns did you face in 2020?Ĭhris Cicchinelli: Our business was 95 percent done through in-home parties. We also started pushing e-commerce product bundles and online sales promotions to help the social sellers generate business. The goal of the social seller starter kit is to serve as a gateway to the business, an entry without the expense of an initial inventory purchase. ![]() This brought 10,000 new consultants into the business-each with their own website. We launched a social seller business starter kit for the first time in the history of the company with a $39 market entry. We have always been nimble in our operations and corporate strategy, and this helped as we quickly changed directions in March and April. Our training and creative teams were dedicated to providing marketing and sales assets and support for Zoom and Facebook live parties and social selling. This forced all of us to pivot in a matter of weeks to nearly 100 percent virtual selling. What worked for your company? Were you somehow better prepared? Were there standout successes? Were you more adaptive and flexible?Ĭhris Cicchinelli: We have been encouraging our consultants to implement online parties and social selling for the past few years. CEO And President Chris Cicchinelli and COO Chris Postler on 2020 The Cincinnati-based company ranked #37 on DSN’s Global 1, with revenues of $225 million, will undoubtedly rank up in the 2021 listing. COO Chris Postler expects to finish the year “above $350M in gross revenue or +55 percent YOY on a consolidated basis.” The phenomenal results also speak to the number of new Pure Romance consultants joining the ranks in 2020. April to September revenue growth was up 85 percent year-over-year. The changes in the world this year spun positively for Pure Romance, which reports 2020 YTD through September revenue increases of more than 51 percent. Their product offerings allow consultants and customers new ways to explore, expand and deepen relationships, and their sales figures for 2020 reflect consumers’ desire to do just that. Well over two decades ago, Pure Romance placed its mission squarely in the middle of strengthening relationships. PURE ROMANCE FOUNDED / 1993 HEADQUARTERS / Cincinnati, Ohio TOP EXECUTIVES / Patty Brisben, Founder and Chairwoman Ĭhris Cicchinelli, CEO and President Chris Postler, COO PRODUCTS / Relationship Enhancement and Wellness And lastly, they look forward through a pragmatic and transformative lens on a 2021 that will ultimately be what direct selling companies make it. They share what sustained them in strife and offer up advice to those feeling the strain today. ![]() They detail what worked this year, what challenged them, and how they coped with the unpredictability 2020 consistently threw. Here, they lay out how they intend to do that using the insight of hindsight. And these companies, much like direct selling legacy company Tupperware Brands-who experienced a resurgence thanks to more people needing to store leftovers during the pandemic, marked quadrupled profits of $34.4 million in the most recent quarter and saw stock prices soar from $1 in March to $28.80 per share in late October-want to ride this wave of sales through 2021. Here, eight executives reflect on a year that sometimes delivered unexpected and rapid increases in sales and growth for their companies, despite less-than-optimal pandemic conditions that caused pain and recession-like contractions for so many other businesses.īeyond having in common the ability to adapt and be nimble, these companies are all driven by products in demand by consumers and readily accessible via robust e-commerce platforms. BY Beth Douglass Silcox | Decem| read / Company Spotlights To gain perspective and understanding about what’s around the corner for 2021, it seemed prudent to profile some 2020 direct selling outliers.
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