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The Ultimate Sales Pitch

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There could not have been a better candidate to head the Direct Selling Association (DSA). Neil H Offen has perfected the politically correct pitch for direct selling, which he launches with great success at the media: When done right, it respects people and empowers them "" something that is disappearing in our world. He was in India last week to announce the code of conduct for the Indian Direct Selling Association (IDSA).

Offen, who was inducted into the Direct Selling Hall of Fame in 1983, plays part-policeman in his present capacity as president and CEO of DSA. An attorney by training, he tries to protect the vulnerable salesperson and sees that the code of conduct is enforced, while also liaising with the press and working with the government and consumer groups.

 

A vital precondition for the success of direct selling already exists in India, according to Offen. Since door-to-door sales has been successful here, the concept of direct selling should find ready cultural acceptance, he says. It might be a while, though, before India can match up to Taiwans salesperson to population ratio of 1:10 or Chinas fast-growing population of salespersons, now going strong at two million.

Offen hasnt actually done any selling himself since the time he tried to sell space for his high school newspaper. But direct selling runs in his family, so to speak "" his mother was an Avon lady who held Tupperware parties on the side.

The smooth diplomatic tongue has been put to other uses as well. Offen has political aspirations (though unlike the rest of my industry, I am a Democrat). His foreign service career ended rather abruptly when he joined the anti-Vietnam war movement, but his diplomatic skills now see him hobnobbing, on occasion, with the likes of Bill Clinton.

I like playing poker and hearts, which President Clinton plays too. Ive been inviting him to drop by for a game, but he never seems to be able to make it. The last time I suggested to him that I could go over to the White House for a game, says Offen.

Now, what better way could there be to define the art of hard sell.

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First Published: Jul 28 1997 | 12:00 AM IST

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