Direct Seller

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used. Here is how this occupation has been classified over time:

• 2006 NOC: Direct Distributors (6623.1) 
• 2006 NOC-S: Other Elemental Sales Occupations (G973) 
• 2011 NOC: Other sales related occupations (6623) 

Direct sellers sell a particular manufacturer's goods but are not employees of the manufacturer. They are self-employed. Often, they travel to potential customers' homes to demonstrate and sell products. They also may show, describe and sell goods or services at exhibitions and trade shows, or at special demonstration stands in shopping malls and stores.

Duties and responsibilities vary in this occupation but, in general, direct sellers:

• set up displays or demonstrations
• show samples or product catalogues, and explain the functions and desirable qualities of products
• write orders and accept payment, or pass orders to others to process
• buy products from companies at wholesale prices
• deliver goods to customers or monitor orders sent directly by the company 
• distribute advertising literature or leave samples
• demonstrate how orders can be placed online
• attend meetings about new products, sales techniques and special promotions.

To identify potential customers, direct sellers may contact people by telephone, use a person-to-person approach or sponsor events for groups of friends. They generally do not sell products door-to-door.

Direct sellers who use a person-to-person approach:

• identify and approach new customers through their network of personal contacts and encourage customers to recommend them to others
• show product samples (for example, books, household cleaning products, cosmetics, costume jewellery, foods and vitamins) to friends, relatives and people they meet through other activities
• may be assigned an exclusive territory or, more often, are allowed to find customers anywhere.

Direct sellers who use a sales party or educational approach:

• establish a party or teaching atmosphere at small gatherings in people's homes and display or demonstrate products (for example, clothing, cookware, cosmetics, toys, crafts and hobby items)
• thank hosts for organizing parties, classes or shows by giving them merchandise or providing other benefits
• encourage participants to host similar events for their friends.

Direct sellers generally are expected to recruit new direct sellers and help them start their own businesses.

Direct sellers may work part time or full time. Most work part time from their own homes. Travel to customers' homes and conventions may be required.

Direct sellers need the following characteristics:

• self-motivated
• enthusiastic
• willing to learn about the goods they sell
• enjoy working with people
• able to manage their time well.

They should enjoy presenting products and catalogues, encouraging people to purchase items and taking responsibility for projects.

Most direct sellers operate home-based businesses. They are self-employed and therefore must pay costs such as vehicle and travel expenses. 

Advancement opportunities for direct sellers may take the form of additional or better sales areas, or recruiting other direct sellers who work under the direction and supervision of the person who recruited them.

Direct sellers are part of the larger 2011 National Occupational Classification 6623: Other elemental sales occupations. In Alberta, 80% of people employed in this classification work in the following industries:

• Retail Trade (PDF)
• Professional, Scientific and Technical Services (PDF)
• Business, Building and Other Support Services (PDF)

The employment outlook in this occupation will be influenced by a wide variety of factors including:

• trends and events affecting overall employment (especially in the industries listed above)
• location in Alberta
• employment turnover (work opportunities generated by people leaving existing positions)
• occupational growth (work opportunities resulting from the creation of new positions that never existed before)
• size of the occupation.

Over 5,400 Albertans are employed in the Other elemental sales occupations occupational group. This group is expected to have an above-average annual growth of 1.8% from 2016 to 2020. As a result, 97 new positions are forecast to be created each year, in addition to job openings created by employment turnover. Note: As direct sellers form only a part of this larger occupational group, only some of these newly created positions will be for direct sellers.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Direct Sellers Association of Canada (DSA) website: www.dsa.ca

For more information on career planning, education and jobs call the Alberta Supports Contact Centre toll-free at 1-877-644-9992 or 780-644-9992 in Edmonton, or visit an Alberta Works Centre near you.