theBeef: Why do we let Distributors have Customer accounts?
Welcome to theBeef.
Here’s the idea: there are things in direct selling that simply need to stop. You could say that about any industry, sure, but in our channel, the list is long and colorful. So in theBeef, I’ll share my beef with direct selling. I’ll pick a topic that, in my humble opinion, deserves to be called out. But most companies are just too chicken, or too lazy, to do it. I’ll rant, complain, and maybe even step on some toes. We’ll have some laughs, too. And who knows—maybe, just maybe, someone will actually do something about it.
So here’s my beef this time:
Why on earth do we let Distributors also have customer accounts?
I got a bone to pick with companies that allow Distributors to also have customer accounts. I mean, really. Who thought this was a good idea?
Every time I see it, it gets in the way of a good idea. You’ve got a killer promotion lined up, or an innovative customer rewards program ready to roll. You’ve built out a smart update to your hostess program. Then—BAM!—somebody reminds you that Distributors will just game the system with their “customer” accounts. And just like that, what could have been a great idea dies on the conference room table. Or worse, you launch it, and you don’t really get an incremental bump. Your Distributors just tap into more rewards.
It’s not just about promotions.
Letting distributors double as customers ruins accurate segmentation.
It kills visibility. It wrecks good marketing automation and makes email targeting a nightmare. It turns product discounts into pseudo-compensation, which is the last thing we need more of. And don’t get me started on hostess programs. They’re already tough enough to execute without having them gamed into oblivion.
And here’s the kicker: it complicates the process for new Distributors. Why should someone who’s just signed up to build a business have to create yet another account just to order product? Nothing screams “this is a clunky business” quite like duplicate logins.
Now, I get it. Sometimes the technology platforms force your hand. If that’s the case, fine—then my beef is with the platforms, too. Because at the end of the day, it’s the customer (and Distributor) experience that suffers, and the company’s strategy that gets watered down.
I know this toothpaste is hard to put back in the tube. For a lot of companies, the mess is already there. And completely correcting it could bring the existing business to an absolute halt. But can we at least agree to start moving in the right direction?
And new companies … please, for the love of growth! … vow from the beginning not to let it happen. Our hope lies in that fresh powder before you. Don’t screw it up.
Direct selling already has enough challenges without us inventing new ones. Cleaning this up won’t solve everything, but it’ll clear the way for better ideas, cleaner data and smarter strategy.
That’s my beef. What’s yours? Email us at thebeef@thisisthejuice.com with your beef.
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