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Women Say Direct Sales Offer 'Best Of Both Worlds'

Cheryl Bentley/SUNCOAST NEWS

Kimberly Coit checks out the look of a purse in a mirror at a recent Purse Party at the Trinity home of Sheryl Chelena. As a direct seller, Chelena does much of her business through such parties.

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By Cheryl  Bentley | The Suncoast News

Published: January 30, 2008

Sheryl Chelena never sat down. For three hours the tiny blond whirlwind sold her purses, talked with each of her guests and walked away with future business contacts.

Chelena was giving a party at her Trinity-area home to promote Purse Party, a home-based, direct-sales business selling purses and jewelry.

Women arrived throughout the event, chatting about families and other aspects of their lives while examining Chelena's purses.

"We're women" said Chelena, describing the party's tone. "We love to talk. We love to wear pretty things."

Purse Party is one of more than 200 companies that are members of the Direct Selling Association. The DSA is a national trade association of direct-sales firms that are committed to ethical business practices.

Direct sales involve person-to-person sales outside retail businesses. Sales are frequently made at home parties such as Chelena's.

Direct sellers often sign up other sales persons and get commissions on their recruits' sales.

Number rise

Their numbers are increasing. According to the association, the number of direct sellers jumped to more than 15 million in 2006, a 2 million increase since 2002.

Those numbers have caught the eye of the national media, including ABC's "Good Morning America," which has done two segments on direct sales.

More than 85 percent of direct sellers are women. They are drawn to direct-selling's flexible hours, which allow them to spend time with their children.

In Chelena's case, during her time as a single mom, she worked outside the home when her daughter Rachel, now 18, was growing up. After marrying Jon P. Chelena in 2003, Sheryl was determined to be a stay-at-home mom for her son, Chase.

"I have the best of both worlds, watching my child grow and meeting people," she said.

Part of job

Chelena works around 3-year-old Chase's schedule. During his naps, she makes phone calls and contacts the women she has recruited to sell. Part of her job is to support and encourage them.

As for sales, that's easy for the outgoing Chelena. In addition to giving parties, she makes contacts while doing errands around the growing Trinity area – always with a Purse Party bag on her shoulder. Women often comment on her purses, giving Chelena the perfect opening for a sales pitch.

"It's the ideal opportunity to sell your product and make new connections wherever you go," she observed.

In New Port Richey, Jessica Croghan-Ingraham, a representative for Shaklee Corp., said she often gets business while sitting on a park bench watching her children.

Many mothers share her concern about the toxicity in household products and are open to talking about Shaklee's environmentally friendly products.

In becoming a Shaklee representative, Croghan-Ingraham follows the path of both her grandmother and mother.

"They tell me I have it easy," she said.

Inventory issue

Croghan-Ingraham can recall her grandmother stocking an entire garage with Shaklee products. These days, as is the case of many direct sales companies, Croghan-Ingraham does not have to keep inventory on hand.

Instead, she or the client can go online and order products. The merchandise will be directly shipped to the client.

Judging from the tone at Chelena's party, direct sellers appear to be creating their own woman-friendly model that stresses inclusiveness and support to go along with business acumen.

In line with the model, Croghan-Ingraham and Wendy Milonas, a graphic designer, recently formed Network of Women in Business. According to their Web site, they want the site to "become much more than a 'networking group' and more of a place to recharge and get support when you need it most."

She does not feel comfortable referring casual business contacts to her wide range of acquaintances, Milonas explained. With the site's emphasis on personal contacts, she hopes to change this.

"You get to know each other – and then you can refer people."

To for more information on Chelena, call 727-834-8987 and Croghan-Ingraham call 727-534-3736. For Network of Women in Business, visit its Web site.

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