The function of education in direct sales product marketing

Nowadays, although the technological developments are intense and the concept of Industry 4.0 is met with high acceptance, the human factor never loses its importance. Human resources are the most valuable and indispensable resource for a company aiming to survive and want to make a difference in a competitive environment. Companies can be inspired by their products or services, but the human factor is a power that is not easily copied. If we talk about an understanding of the whole piece, the success of the whole is possible with the success of each of the parts separately. The knowledge and skills of the employees involved in the journey of meeting the consumer with the products or services are very important for achieving the business objectives. The insufficiency of this knowledge and skill or the low belonging power and motivation are the biggest obstacles to the development of many enterprises. As in the technology that cannot keep pace with change, human resources will leave the business behind in competition. In today's highly competitive environment that is not open to discussion, investing in employees is a necessary cost component. Success in this cost, that is, the return on investment, will be possible with accurate and timely determination of needs. These needs should be combined with corporate culture and objectives, and scientific education programs should be prepared. The meticulously prepared and presented trainings are a must for a cycle and working life by evaluating compliance with the initial objectives after the process. As in all sectors, the direct sales sector wants to maintain its presence in a competitive environment by having independent entrepreneurs with high knowledge and skills. The function and results of the direct sales sector, which has a structure different from that of a conventional audience, were investigated. For this purpose, the trainings for the members of a firm which is a very important actor in the sector were examined and the contributions of the training results were analyzed. Key Words: Marketing, Direct Marketing, Direct Selling, Education