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By Chinenye Anuforo
Honesty and Transparency have been described as key attributes needed by Nigerian youths, with entrepreneurial spirit – if they are to succeed in venturing in the direct selling industry.
Biram Fall, QNET Regional Manager for Sub-Sahara Africa made this submission.
Underscoring the need for honesty and transparency from entrepreneurs involved in direct selling, Fall explained: “It has become common these days to find interesting stories on social media where people share their frustrations about what they ordered online versus what they got.
“Although some of these stories are hilarious, they show how some online business people are riding on shoppers’ ignorance to exploit them by presenting enticing images of products online yet selling inferior ones to customers because they know it may be challenging to track them down.”
He added, in the past, companies did not prioritise transparency and honesty in business. Most organisations operated opaquely, and not even employees had first-hand information on all the company’s operations.
In today’s market, however, companies, QNET’s General Manager for Sub-Sahara Africa stressed: “must learn that honesty and transparency inspire trust, and as the level of trust increases, so does the likelihood of success.”
Businesses, he emphasized need to do more to gain and maintain customer trust through transparency and honesty in an age where customers have more options and understand customer rights and privileges with easy-to-access regulatory agencies like the Federal Competition & Consumer Protection Commission.
A consulting firm, Label Insight’s survey found that 94% of consumers prefer brands that practice transparency. Studies show that 52% of Millennials research background information about products before purchasing, and 42% expect to know what goes into products and how goods are made before they purchase them.
Fall noted, two fundamental elements of honesty and transparency have emerged as the benchmark for businesses in today’s society, and companies are reaping remarkable benefits economically while at the same time building their reputation.
He revealed, treating employees, partners and customers how the business owner would want to be treated aids in creating an environment of trust and support. Such become the building blocks of long successful relationships, a phenomenon no different in the direct selling business, which has penetrated the African market somewhat aided by the COVID-19 pandemic.
Reaffirming the need for transparency and honesty by stakeholders in the Direct Selling Business, Fall informed, direct selling business relies heavily on salespeople getting in front of customers in non-traditional settings to sell products.
” When marketing products and services, every salesperson has no choice but to be honest, and truthful. If they deal honestly in business and consumer confidence is positive, customers will forge a long-lasting relationship with the brand. Dishonest business practices will only lead to a long brand reputation damage and a trust deficit,” QNET’s Regional Manager for Sub-Sahara Africa pointed out.
On the other hand, honest business practices in direct selling build foundations of trust with customers and every other individual and entity. By putting credible information in people’s hands, they can make more informed and, therefore, better decisions and choices.
QNET, for instance, he noted launched in Nigeria early last year to give Nigerians access to high-quality products and offer a unique opportunity to earn additional income in an internationally tried-and-true business model. The company discloses essential business operations, goals, values, and information.
He concluded: “Firms and individuals involved in direct selling must deal with customers with integrity by backing up their work and products to be everything they have been advertised because consumers expect this as a bare minimum.
“The value and importance of honesty and transparency in direct selling have apparent and subtle implications. Small and big direct-selling business owners should operate based on a commitment to provide valuable services or products. Failing to meet your corporate responsibilities establishes a climate of mistrust and potential illegality.”
According to the World Federation of Direct Selling Associations (WFDSA) report, Africa in 2020 saw a 17.3% year-on-year increase in the number of individuals involved in direct selling with brands like QNET tapping into the trend by expanding its presence in the region.
