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If you’ve spent any time at all looking for tips on how to choose a direct sales company, I’m sure you’ve heard that you should “choose a product you are passionate about.” And while I agree that it’s much easier to sell a product you use, like, and believe in, I think it’s just as important, if not more important, to sell what your target market is passionate about. If your potential customers don’t believe in or want your products, they just aren’t going to buy them.

The good news is that you are likely a member of your target market, so you probably understand them very well. Still, it’s important to consider the demographics of your market – their gender, age range, disposable income level, marital and family status, occupation, an so on. Moms make different buying decisions than single women, and single parent families have different needs than two-parent families. We know women and men make very different purchase decisions, and twenty year olds shop differently than 50 year olds.

Find out what your customers want, need, and are willing to pay for on a regular basis. Trendy or “hot” products can be quick money makers today, but you’re going into business for the long term. Make sure the company you choose is prepared to keep up with trends, or select products that your market will still want next season and in the years to come.

Are your customers currently using products similar to those offered by the company you are considering? A recognizable product and brand is easier to sell. If you sell something so unique your customers don’t know how to use it, you will have to educate them about what it is and why they need it before they’ll think about buying it.

You may be tempted, as many other have been, to make sure your target market wants your products by offering “everything.” Choosing a company that sells a huge variety of products or signing up for multiple companies isn’t the best choice, especially when you first start out. You can’t be all things to all people. Trying to meet everyone’s needs often becomes confusing, maybe even chaotic, and you end up not being able to offer the personal service customers prefer. By specializing you can become the expert “go to” person for your products.

What is the competition selling? It’s natural to think that if there’s no competition for your products they’ll sell like crazy. But it may be that no one else is selling them because they figured out that no one is buying them. While I might avoid jumping into an overly saturated market, it’s not necessary to shy away from competition. Compete by providing something others don’t. Give your customers extra value, extra time savings, or just good old, extra personalized customer service.

Products don’t sell themselves. When you become a direct sales consultant you’re going to have to market and sell the products. Be enthusiastic about your products and passionate about offering your customers what they want.

For more help deciding which direct sales company to join, claim your free report and email series, “Choose Your Opportunity.”