Today the name of the game is “choice”

In this exclusive interview, we sit down with Tomasz Muras, an industry veteran who has dedicated over three decades to the direct selling sector. As the current Executive Director of the Polish Direct Selling Association (DSA) and a former leader of the Ukrainian DSA, he shares his perspectives on the industry, the critical role of logistics, and future opportunities within the direct selling space.

Direct sales often get mixed up with multi-level marketing. How do you explain the difference?

Direct selling is unique among retail channels because of the way in which products and services are marketed to customers. This concept involves delivering products directly from producers to customers through distributors. Distributors are also final customers and ambassadors of the direct-selling brand. The multi-level marketing system enables not only earning money from selling products but also building your own business within the company, enabled by the marketing plan and the possibility to build your field structures.

You are an expert and passionate advocate of direct selling. You are also the Executive Director of the Polish Direct Selling Association. What is the role of this organization?

I have spent my entire professional life in direct selling. I am a so-called dinosaur with 32 years of experience in this industry, having worked for many years with Avon, Amway, and PM-International, not only in Poland but also in Kazakhstan and Ukraine. In Ukraine, I was also the head of the board of directors of the Ukrainian DSA. DSA serves to promote, protect and police the direct selling industry while helping direct selling companies and their independent salesforce become more successful. The Polish DSA is a medium-sized organization with 24 active member companies from the direct selling industry and six supporting companies, including Radial.

What is Radial’s role in this association?

Radial is a logistics company that joined the direct selling association to add value to many member companies looking to outsource fulfillment and transportation services. Currently, Radial serves several companies within the DSA.

How have you seen the direct sales industry evolve over the years?

The world around us is changing rapidly due to the explosion of the Internet, social media, and communication channels. We also faced pandemics, lockdowns, and wars, which have significantly altered how we find customers, communicate, and conduct international business. While the world has changed, the core of direct sales hasn’t changed much. Personal contact remains the foundation of success in direct selling. This method has a bright future because it relies on actively seeking new customers and initiating relationships.

What opportunities for growth in the direct sales sector do you see in the future?

Predicting the future is difficult. When I was ending my last contract in Ukraine in 2020, I mentioned the possibility of using holograms to give speeches in multiple cities simultaneously. Communication, social media, and sponsorship opportunities will continue to evolve, making businesses more international. However, direct contact will remain a key driver of success.

How important is the role of a fulfillment company in the success of a direct sales business?

Fulfillment is crucial to the direct selling business. It is part of the brand’s promise to its distributors and customers. The efficiency of warehousing, fulfillment, and delivery significantly impacts the company’s market perception. Quick and accurate order processing, delivery, and handling of challenges are vital. If ambassadors can place orders, pay, and receive deliveries as they prefer, they are happy. All elements of the fulfillment service are critical to the overall success of a direct selling company.

What advice would you give to direct sales executives looking to optimize their fulfillment processes?

Currently, the key is providing choices. If you offer only courier delivery without options like parcel lockers or self-collection, you seem outdated. Offering various methods for placing orders, payments, deliveries, and guarantee returns provides a competitive advantage. Direct selling executives must ensure they provide these choices to stay relevant in the market.

Would you recommend direct selling companies work with Radial?

Radial is a DSA member, and I can confidently recommend Radial as a reliable partner. Our association has a strict, transparent process for accepting new members, including checking compliance with Polish law and our ethical code. Companies that pass our one-year probationary period and become full-time members are guaranteed to be legal, transparent, and reliable. Radial has met these criteria, and the fact that several DSA companies use their fulfillment services is proof that it works.