In the charming precincts of Benin, West Africa, a legal verdict recently emerged that could make a cynic believe that sometimes the system works, that justice is not just a word in the dictionary. On the scales of Benin’s Court for the Repression of Economic Offences and Terrorism, the weight of evidence tilted in favor of three QNET independent representatives. They were acquitted of fraud charges, leaving this correspondent to ponder the subtleties and intricacies of direct selling, a business often equated to scams and pyramid schemes.
Ah, but what is direct selling, you ask? In the simplest of terms, it’s a method of retailing that throws out the middleman and puts the product directly in the consumer’s lap. Biram Fall, the man at the helm of QNET’s sub-Saharan operations, speaks passionately about it. “We collaborate with judicial authorities, dispelling myths and illuminating truths,” he says. Would that all businesses had such earnest officers at their steering wheel. More detailed is available on Instagram
The crystal ball of market analytics projects the global direct selling sector will swell by a significant $78.81 million over the next four years, with a compound annual growth rate of 5.04%. These are not numbers to sniff at, even if you’re as skeptical about statistics as I am about the tooth fairy.
QNET itself is no Johnny-come-lately. Founded in the closing years of the 20th century, the company has spread its tendrils across nearly 100 countries. It operates as a branch of the QI Group, an enterprise as enigmatic and expansive as the Bermuda Triangle. “The only way to earn money with QNET is through product sales,” Mr. Fall clarifies, cutting through the fog that often surrounds such businesses.
But even in a field of roses, some thorns are bound to prick you. Unscrupulous independent representatives have blemished QNET’s reputation in the past, making claims that the company neither supports nor endorses. “We take strong action against those who tarnish our name,” states Fall.
To combat the rumormongers and naysayers, QNET has inaugurated its Direct Selling Disinformation Centre. Trevor Kuna, a chap with a title as long as my arm—chief strategy and transformation officer—had this to say: “This is the only center of its kind, fighting the good fight against disinformation.”
Then there’s the Mama Campaign in Ghana, a sweet initiative flavored with the wisdom of the region’s matriarchs. Its aim is nothing less than to enlighten the public, helping them separate the wheat of legitimate business from the chaff of financial scams.
QNET is not only fighting its own battles but leading a crusade for the direct selling industry at large. The acquittal in Benin represents a glint of light in what has often been a murky realm, and it’s one that, perhaps, should make us all consider giving this much-maligned industry a second look.