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STEPPING UP 
DIRECT SALES WITH 
STORYTELLING
BRAZIL IS IN THE TOP 5 OF THE WORLD FEDERATION 
OF DIRECT SELLING ASSOCIATIONS RANKING.
WE ARE TALKING ABOUT 
US$14,6 BI IN BUSINESS VALUE…
AND 8.000 DIRECT JOBS 
THAT WERE GENERATED IN 2013
…Which means there are 4.5 million 
people in this market, plus the customers.
IT'S A LOT OF PEOPLE.
…People who are connecting themselves and 
creating personal relationships all the time.
IT'S A NETWORK!
Some people say it’s the 
ORIGINAL SOCIAL NETWORK
TAKE THAT, ZUCKERBERG.
And what keeps a network alive are 
THE CONNECTIONS.
And what keeps a network alive are 
THE CONNECTIONS. 
IN THIS CASE, 
THE RELATIONSHIPS
And what's better for deepening and 
improving relationships other than 
STORIES?
A company often launches new products, lots 
of them, and need to communicate in a 
engaging way the features and the core 
values of each one of them.
Without it, they all look pretty 
much the same.
What’s the best way to do it?
STORIES!
This is a regular perfume 
It smells good… 
And that’s it. 
VS
This is a regular perfume This is not! 
VS 
It smells good… 
And that’s it. It smells good… 
But there is a story behind.
This is a regular perfume This is not! 
VS 
WHICH ONE WOULD YOU PICK? 
It smells good… 
And that’s it. It smells good… 
But there is a story behind.
Learning #1 
STORIES ADD SOUL!
When selling a product, companies quite 
often try to address it to some kind of 
stereotype the consumer might have.
“So you're a 50 year old 
woman? I've got 
something dedicated to 
50 year old women!”
THERE’S A BETTER WAY TO DO IT!
KNOW PEOPLE FURTHER THAN 
THE STEREOTYPES 
AND SINCE DIRECT SALES IS ABOUT 
RELATIONSHIPS, GETTING TO KNOW 
PEOPLE BECOMES EASIER
THIS IS CRISTINE THIS IS FLAVIA 
THEY’RE BOTH 35 YEARS OLD
THIS IS CRISTINE 
“I’ve never been really worried 
about my skin and now I’m 
starting to feel some age signs, 
so I need a product that will help 
me with that.” 
THIS IS FLAVIA 
“I’m very strict with skincare. I 
look for a product that will help me 
maintain my daily effort to have a 
smooth and healthy skin.”
People are not separated characteristics. 
THEY'RE PEOPLE 
They have different BACK STORIES 
and different NEEDS!
Learning #2 
STORIES ARE THE BEST WAY 
TO MULTIPLY EXPERIENCES
Companies need to talk to all 
stakeholders and make sure people 
get and remember all the information. 
It's not that simple.
What’s the best way to do it?
Exactly, 
STORIES!
“Information attached to a story have 
A 20X BIGGER CHANCE TO BE REMINDED. “ 
Jerome Bruner
When spreading your values and 
messages to your stakeholders you 
can say:
“OUR RESELLERS NEED 
STAY ACTIVE, KEEP IN 
TOUCH AND ORDER 
EVERY CYCLE!”
OR YOU CAN PLAY A LITTLE COOLER…
“THIS IS CLÁUDIA…
“THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS…
“THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, 
PART TIME RESELLLER, PART 
TIME PHARMACEUTICAL…
“THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, 
PART TIME RESELLLER, PART 
TIME PHARMACEUTICAL… 
HER INCOME IS 40% 
ABOVE THE AVERAGE 
WHEN COMPARED TO THE 
OTHER RESELLERS.” 
$
“THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, 
PART TIME RESELLLER, PART 
TIME PHARMACEUTICAL… 
HER INCOME IS 40% 
ABOVE THE AVERAGE 
WHEN COMPARED TO THE 
OTHER RESELLERS.” 
$ 
WHY?
“THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, 
PART TIME RESELLLER, PART 
TIME PHARMACEUTICAL… 
HER INCOME IS 40% 
ABOVE THE AVERAGE 
WHEN COMPARED TO THE 
OTHER RESELLERS.” 
$ 
WHY? “I GO TO EVERY EVENT, 
READ THE NEWSLETTERS 
AND ORDER EVERY 
SINGLE CYCLE!”
ENTERTAIN 
instead of being bossy!
Learning #3 
STORIES WILL HELP CARRYING 
YOUR MESSAGE IN A MUCH 
MORE ENGAGING WAY
With stories, connections can 
become more effective...
And your network will become tighter.
Which means people will get CLOSER. 
And your brand will achieve MORE TRUST.
THANKS! 
GOOD LUCK 
WWW.LUKSO.COM.BR

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