What is the Direct Sales Association? And what do you need to know about it? Also known as the Direct Selling Association or DSA, this association is a trade association composed of approximately 200 different direct sales and multi-level marketing companies. Some of the larger companies include Shaklee, Amway, Herbalife, Fuller Brush Company, Gano Excel USA, Jafra, Kirby, Lia Sophia, Melaleuca, Neways, Nikken, Nu Skin and many others.
Info about the Association
According to the association website, the mission is “To protect, serve and promote the effectiveness of member companies and independent business people they represent. To ensure that the marketing by member companies of products and/or the direct sales opportunity is conducted with the highest level of business ethics and service to consumers.”
The Direct Sales Association launched in 1910 and has been in business just over 100 years now. It is the largest association affiliated with the Direct Sales industry. Both direct sales companies and suppliers of direct sales companies can join the association.
The association has a board of directors, which is composed of senior executives from member companies. As of 2011, the Chairman of the Board is Mr. Jerry Kelly of Silpada Designs.
The DSA is membership based. Direct Sales Companies wishing to join the DSA agree to pay a membership fee based upon a percentage of its direct sales. If a company wants to join the association it must go through a one year waiting period. During this time, the DSA will review the company, its business plan and determine if it meets the strict criteria to join the association.
Whenever a company joins the association, it commits to follow the code of ethics. The code of ethics outlines acceptable and unacceptable practices concerning the direct sales industry.
Direct Sales Association Awards
Each year the association presents a variety of awards to include the Technology Innovation Award, Excellence in Sales force Development Award, Rising Star Award, Vision for Tomorrow award, Success Award, Partnership Award and several other awards. In my opinion, the DSA does a great job regulating the industry and rewarding companies for innovative processes and procedures.
Please know there are many great network marketing companies affiliated with the Direct Selling Association. In all, nearly 200 companies belong to the DSA. On the other hand, just because a company belongs to the organization doesn’t mean it’s a great (or bad) opportunity. It’s up to you to evaluate the company, its products and compensation plan, before you decide to become an independent consultant.
In conclusion, the Direct Selling Association is a corporate membership organization for direct sales companies and suppliers of direct sales companies. The mission of the DSA (summarized) is to protect the reputation of the direct sales industry and maintain a high level of integrity in the industry. In my opinion, this association does lots of great things for our industry.