Lived experience of direct sellers in MABAMA: Some stories to tell

Abstract

This qualitative study was conducted to investigate the experiences of direct sellers in Matanao, Bansalan and Magsaysay, Davao del Sur. Moreover, it also aimed to ascertain the strategies they used in selling products. In-depth interview and Focus Group Discussion were done to 12 participants. Miles and Heberman framework was used for data analysis. Thematic analysis revealed that the reasons of the participants in engaging in direct selling are peer influence, driven by self-will and curiosity and to keep bread on the table. Further, the positive and negative experiences encountered by the participants in direct selling were presented in the following themes such as sweat for coins, financial breakthrough, unreliable customers or resellers, challenges in selling products and direct selling elevates living. Also, the strategies of the participants in direct selling are network extension, brochures and demonstrations, giving freebies and discounts and establishing business agreement. Insights were revealed about direct selling which include the following: direct seller must be a risk-taker, a direct seller must be thrifty, and a direct selling requires knowing your customers. Implications showed that business seminars must be implemented, primarily to the new direct sellers. Specifically, the findings of this study will serve as the basis for aspiring business people to learn how to begin a smooth business and enhance their capability in dealing the products with the customers. Further, training and seminars will focus on the enhancement of interpersonal skills, innovative strategies in selling, and the use of technology.