Mr. Frederick Amissah, the Country Director of Herbalife Ghana Limited, has called on countries in Africa, particularly Ghana, to take advantage of the multi-billion Global Direct Sales industry to develop the economy.

He said currently, Africa’s share of the global direct sales is only one per cent, which he noted, was woefully inadequate.

Mr. Amissah made the statement at the Chartered Institute of Marketing, Ghana (CIMG) lecture dubbed “An Evening with the CEO," in Accra.

The programme, which is the third in a series, was on the topic: “Alternative Sales and Network Marketing, A world of Opportunities,” and attracted captains of industry as well as marketing professionals.

Mr. Amissah noted that there is a huge opportunity for Ghana in the direct sales industry because the economy is an emerging one, adding that, the other matured economies do not have those opportunities anymore.

He said, “it is time for Africa and Ghana to take a fair share of the multi-billion industry since this has the potential to create employment, wellness and to reposition the continent for the economic prosperity we deserve.”

He noted that direct sales is a transaction channel for everyone and can be applied for any product, service and proposition.

Mr. Amissah stated that marketers can take advantage of direct sales by not just selling what is on the shelve of supermarkets but should be able to talk to people, tell them about their good products, encourage them to use it and testify about it then they could be encouraged to buy more of the product.

He explained that once a person continues to use his network and people recommend you and give reference, it opens an opportunity for the person to increase his business prospects.

He said even though the base for direct sale in Ghana is good, there is, however, the need to develop the necessary infrastructure for research and development.

Mr. Amissah also noted that Herbalife is a wellness product, which ensures that whatever product one takes in he or she would derive the maximum benefits.

He said in recent times, Ghanaians have become more particular about what they eat, adding that, Herbalife with time hope to penetrate the various segment of the society.