Door-to-door: 9 out of 10 workers choose it for its flexibility

Digital transformation has also profoundly changed the work of door-to-door salespeople, creating a new profile for salespeople – a sector that employs around 100,000 people in our country. It should be noted at the outset that almost three-quarters of those in this profession do so to supplement their income, whilst only a quarter do it as their main job. The majority are women – around 90 per cent – and, reflecting the evolution of the profession, 78 per cent say they use digital tools daily or regularly to support their work, with smartphones and dedicated apps provided by their employers being more prevalent than other devices such as PCs or tablets.

The main reason for this appreciation relates to what is emerging from numerous studies on people’s priorities – particularly amongst the younger generations – namely work-life balance and earnings. According to the first Univendita-Confcommercio survey, carried out on a sample of around 8,500 workers, nine out of ten consider work-life balance to be a decisive factor, as is the ability to manage their own time. 86.5 per cent expect to be able to organise their work flexibly, and 84.6 per cent prioritise financial independence.

63.1 per cent are satisfied with their earnings in relation to the work they do. This figure rises to 73.2 per cent amongst those under 25. A statistic that disproves the cliché of this being a temporary profession is found in the 70.5 per cent of workers who have been in the sector for at least four years and the 53.8 per cent who have been doing this job for at least seven. This latter figure rises to over 70 per cent for those aged over 55. The fact that nine out of ten are women makes the issue of gender equality easier to address: 72.6 per cent of the sample state that equal earning opportunities are guaranteed for both women and men. Marta Gamba, General Secretary of Univendita, interprets the data by stating that ‘direct selling is an ethical and meritocratic sector, well-suited to those who desire responsible autonomy at work, to those seeking flexibility, career opportunities and earnings commensurate with merit. At the same time, women – who make up the overwhelming majority of the workforce – value economic gender equality, the organisational flexibility that allows for a work-life balance, and the opportunity to build creative relationships.”

The sector’s companies’ willingness to offer extensive, comprehensive training – always free of charge – attracts many young people under 25, who value the opportunities for personal and professional growth, particularly the development of interpersonal soft skills: this is the main reason driving them towards this line of work, as more than four in ten say. 86.2 per cent of the sample feel valued, 91 per cent say they are satisfied and almost 61 per cent would recommend this job to others. Among the training topics, content relating to products and sales techniques naturally predominates, but training in communication, public speaking and interpersonal soft skills is also prominent, demonstrating that the direct, personal relationship between customer and sales assistant continues to be crucial.

93.7 per cent of staff say that a relationship of trust is frequently established with the customer, 81.9 per cent state that consumers appreciate the direct and personal relationship, and 79.9 per cent say they maintain relationships with customers even after the sale, demonstrating the value of long-lasting relationships in an era where e-commerce tends to depersonalise the shopping experience. The issue of trust is so significant that 84.5 per cent of respondents feel they are a ‘point of reference’ for their customers.