The Direct Seller's Podcast
The Direct Seller's Podcast
Her Business Was Thriving - Then It Was Gone
What would you do if your direct sales company suddenly shut down? That’s exactly what happened to Jenny Hillenburg, a top leader in a large direct sales company that closed its doors in December 2024. In this episode, Jenny shares her journey of navigating uncertainty, building a backup plan, and launching her own business—on her terms. If you’re a direct seller, this conversation is a must-listen.
Key Topics Covered:
- Jenny’s 21-year career in direct sales and the abrupt closure of her company.
- How she started preparing for her next step before the announcement came.
- Why having a backup plan is critical for direct sellers (and how to create one).
- The importance of branding yourself and not just your company.
- The freedom of running your own business and how Jenny transitioned from direct sales leader to entrepreneur.
- Why systems are key for business success—and how Jenny helps direct sellers get organized.
Resources & Links:
🔹 Connect with Jenny: JennyHillenburg.com
🔹 Follow Jenny on Instagram: @jennyhillenburg
🔹 More Free Resources for Direct Sellers: Rachel’s Website
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Send me the message PODCAST over on Instagram at @rachelaperry and I’ll send you my "Parties-Optional Profit Plan!"
For Additional Resources for Direct Sellers:
www.rachelaperry.com
Welcome to the Direct Sellers Podcast, the podcast for direct sellers who are ready to get uncomfortable, build their business and grow a team while changing the face of the direct sales industry. I'm your host, rachel Perry. Join me as we get real and talk about all the things you need to kick some serious direct sales booty From overcoming limiting beliefs to sharing the exact strategies you need to attract the right people who become customers and beg to join your team. I've got you covered, girl. I'm going to be your new BFF when it comes to balancing life and kids while building your direct sales business with poise, peace of mind and, of course, a good set of fake eyelashes. Let's get started. Hello, my friends, welcome back to the Direct Sellers Podcast. I'm your host, rachel Perry, and you guys. We are lucky enough today to have a repeat guest, so welcome back to the show, jenny Hillenburg.
Speaker 2:Thank you for having me. I'm really excited to be with you today.
Speaker 1:I am so excited to have you and I was thinking I couldn't remember when you were last on. I meant to look, but I feel like it was like a year ago. Was it a year ago, Was it?
Speaker 2:Yeah, I was trying to think about that this morning too, but I think it was about a year ago, okay.
Speaker 1:I'm like cause, literally, time just sort of it goes by so fast for me and I just, but then at the same time everything seems so long ago. But anyway, things have changed a little bit for you since we last talked. Yes, they have Big time.
Speaker 1:So I wanted to have Jenny come back on, because, as you remember, jenny was a top leader in a rather large direct sales company and now things have changed because since we spoke, that direct sales company has shut down and Jenny is kind of like figuring it all out on her own now. So I kind of want to hear your story. So can you pick up from where we left off, which was you were helping us with systems, I believe? And so since then, just give us a little bit of your story.
Speaker 2:Okay, yeah, so I have been in direct selling for 21 years and so for 21 years I invested all my time and energy into my direct selling business and built a very large organization and my team was the top selling team at the company, the biggest organization in the company. So I loved what I did and unfortunately we had to close our doors in December of 2024. So basically I kind of knew things were a little shaky for about a year or so, really wasn't sure which direction we were going to go. So in the meantime I hired a business coach and just tried to figure out like what, what do I want to do outside of 31? And it really wasn't because I thought the doors were going to close, it was really because I was burnt out and overwhelmed and I just needed some type of outlet outside of my company.
Speaker 1:Yeah, and it's a good thing that you did Right, because then when and I'm so sorry because that that that is such a massive loss for everyone and it's such a time of I mean like truly, you have to let yourself grieve and go through that, because it truly is devastating, and so I'm so sorry that happened. Yeah, thank you. So then, so you have now sort of started your own business. So you were already sort of creating and I'm calling something that I'm teaching my audience is built to build up a kind of a backup plan, like have something else that you're doing that is yours right, that if something were to happen because these things happen sometimes without warning you guys had a little bit of warning, but it still wasn't much. So how? How has that gone now, as you are? So, when you found out that the doors were closing, did you just lean more into that? How did that gone? Now, as you are? So, when you found out that the doors were closing, did you just lean more into that? How did that happen?
Speaker 2:Yeah, so, like I said, I started coaching with a business coach that she's a good friend of mine. She knew my business because she used to be with our company, so she was like the perfect person for me. And when I first started coaching with her, I just knew I needed something else like to fill my cup. So I spent about a year a little over a year prior to our announcement of closing working with my coach and just trying to figure out, like, how do I want to fill my cup? It wasn't like I wanted to create a whole new business or anything like that. I just needed an outlet. And you know, there's certain things about direct selling that I really love, which is I loved being able to be a mentor for my team members and my leaders and teaching them things and one of the great things I'm really good at is systems and so I just started to follow this path. But it was a very slow path. I couldn't like quite nailed down exactly what I wanted to do. So through the process, I ended up reaching out to people like you and being on podcasts and sharing my stories and other things that I love to do, and that was very filling for my cup. So I learned that I really liked doing podcasts and just talking about my story.
Speaker 2:But once we got to the actual announcement in October of 2024, I had, at that point, really figured out what I wanted to do.
Speaker 2:I narrowed it down to I want to teach direct sellers and small business owners how to create systems, or create the systems for them and teach them how to use them. So when the announcement came, I just kind of fast-tracked everything, which was like building a website, getting new branding and new headshots and there was a lot that happened in about six weeks time, just so I could like throw this all together and have something once the doors close. I didn't necessarily have to do that. Thankfully we've been smart with our money. But the thing is is I'm 52 and I just was not ready to just sit at home and I yeah, I knew I I didn't want to jump into another direct selling company. I wanted to take a pause from that. Love direct selling. I'm cheering on all my fellow team members that have moved on and um, but I knew just for me it was that was not my path and it not to say it's never going to be my path, but for right now it's not my path.
Speaker 1:Yeah, and I and I. It was the same for me as well, and I wasn't building a business in direct sales for as long as you were by any means, but it definitely reached a point where I was like, okay, I think I'm ready for the next step, and obviously we love the direct sales industry. We think it's great, we've been there, we're teaching direct sellers. We've been there, we're teaching direct sellers Like we love the industry. Yes, the truth of the matter, though, is that it is changing, and it's not as it's. You don't own your business, which so many people are learning the hard way we're. So I'm assuming that there are some people on your team, or probably many people on your team, who were not in the same position that you were, in, that you had a backup plan. Was it pretty devastating for some of them? I mean, it was devastating for everyone, but in a way that like, oh my gosh, what am I going to do now?
Speaker 2:Yeah, oh, I saw a lot of that going on and complete shock. And I mean I always feel like there were signs leading up to it, like, if you're really paying attention, and maybe people just didn't want to believe that it could happen to us, even though we kept seeing it happen all last year over and over again. I know I didn't want to believe that we could be. And it's sometimes I wake up and I'm like is this for real? Like did this really happen? Like it's still hard to really believe and soak it in and realize that it's gone. That's a really hard thing.
Speaker 2:So, yeah, I saw a lot of devastation and, you know, some people jumped right back into direct selling and I encouraged a lot of my leaders before we closed to lean into your strengths of what are you good at and what do you love to do. Don't think that you can. Your only next step is to jump back into direct selling. I mean that can be part of it, but what else can you do? And that's something that I think is really important. I like I mean I am not saying anything bad of direct selling. I am a supporter, I always will be, but I just think that you know, you just got to have more than one avenue, just in case.
Speaker 1:It's so true, Just in case, Exactly. And the beauty of it and direct sales is that you can do more. You can do your direct sales business and also do something else. And you started slow. I started very small, selling a very small, like a $19 product that you don't have to start big. It doesn't have to be like you're completely shifting.
Speaker 1:And you touched on the part you said really you told your girls to really lean into what they're good at, and that is something that's so important. I talk about it all the time on here. It's like figure out what are your superpowers, when do you shine, what do you do that comes so naturally to you, and lean into that, because there's so many opportunities out there. What would you say? Because you know I speak a lot on branding too and I know you and I had conversations about this what are your thoughts on? I know a lot of direct sellers are kind of confused as to like what branding is and all the things, but which is basically you guys?
Speaker 1:Just as a recap, I know if you listen to my podcast, you've heard me talk about this all the time, but it's you just being you and sharing more of you. You are the brand, not your company. You represent your company, but you are not the company. So what would you like, what would your lesson be? Or what would advice let's say advice would you give to the girls, ladies who are in direct sales now, who and listen, we all want to believe that our companies are okay and most of them are probably, but we have to be smart about it and it's not in our control. So branding yourself is something that's very, very important. So I would love to know, like, if you have any advice to the girls who are in direct sales now, who don't have something else, what would you say yeah, so yeah, that is definitely a lesson that I have learned in the last year.
Speaker 2:I I've had like Jenny Hillenburg, Jenny Hillenburgcom for a long time.
Speaker 2:So what I learned in the last year is how important it is to talk about me as a person and what I love outside of my company and it kind of. I mean, people don't want to just be sold to, they want to know you as a person. They want to know what your interests are and how they can connect with you on a level outside of what you're selling. So I think you know it's taken me a while to understand that and listen to your podcast and other podcasts that really say that, and but still, even it took me a while to understand it. So now, after I've been through this whole process, I understand how important it is to someone goes to my social media. It's not just about what I sell and what I offer, it's about me as a person and the things that I love. You kind of figure out like what that is and then you just that's what you talk about and people either like it or don't and will follow you or not, based on what you like.
Speaker 1:But it goes beyond what you're selling it really really does, and that you said that so beautifully because it really. People want to know you, they want to feel connected, they want to feel seen. Like how often have you watched like an influencer or someone or not even an influencer, like someone with a small following and they say something and you're like, oh my gosh, me too, right, like I feel so seen. I thought it was just me, I thought it was just my teenagers or whatever.
Speaker 1:So all those memes are all these like mom memes that come out, like I saw one recently about all I want for Christmas is all my dishes back from my kids rooms, and I was like that, yeah, like not all three of my kids do that, but one of them in particular does. And I'm like, do you need a cabinet up here? Like what's going on? Why? So it's just like, but that's so relatable, right, so that that whoever put that out there, I'm like, oh my gosh, I feel seen and that's what we want. We want people to see us and go. Oh yeah, and it's just little things. Like it can be little things like what books you're reading right now? Like I know, like romanticist books are really big right now, like people want to know that it's so hilarious, but like, if you, what are the silly things, things that you might hide, or or and I don't mean like secrets. You know what I'm saying.
Speaker 1:But you know, like just what are things about you that make you you, and that's what people want to know. So I would love to know what are you doing now? And, yeah, tell us a little bit about your business now.
Speaker 2:Well, so, like I said earlier, I love systems. My brain works in processes and systems and so I took the love of a couple of things mentoring women and just helping them through my whole journey with my company. That was one part that I just really loved. So I decided to create a business it's called Simply Structured Systems and Training so I can help direct sellers or small business owners, help them figure out, like, what systems they need, because a lot of times I'm you know people just don't even know what they need.
Speaker 2:They want to get to this point of consistency and being organized, but they just don't know the path to get there. So that's where I come in and help them by a series of questions and worksheets and things to get them to the point of figuring out what they need. And then I create the systems and then I get them to the point of figuring out what they need, and then I create the systems and then I teach them how to use it. So that's what I'm doing now and I love it. I love being able to like it's just me, I'm doing my own thing, I'm my boss and not answering to anyone else and can create my own schedule, and it's amazing.
Speaker 1:I would love so that. It's interesting that you said that, because when I went full on it with the tag team, I remember there was a freedom somehow and I loved my, my direct sales business and it was very, a very hard decision to give that up to focus on tag team. But I remember feeling a freedom somehow, like a release, if you will and I don't know if that makes sense, Cause it sounds like I felt weighed down by my business but there's like a freedom that comes from being your own boss, literally being your own boss, Like not having, like you said, not having to answer to anyone. You make the rules, all the things. It's pretty, it's pretty awesome.
Speaker 2:Yeah, it is awesome and I will say because I felt like I was in this hustle mentality but at the same time, was trying to figure out like, okay, what am I doing when I come to my office every day? Like before I had a routine, I knew what I was doing, I had a schedule, but now it's like, oh wait, I need to redo my to-do list. I also had to have this mindset shift of getting out of the hustle, because this is not a hustle business. It's much slower paced and that has taken me a minute to get used to. But every day is new and I'm figuring out oh, I need to add that to my to-do list. So it really is just building from the ground up and so I can understand, like the relief I do I get that a hundred percent.
Speaker 1:And it's. I mean, I don't mean to like minimize, it's a lot of work to build your own business, but it's just different. And there is a hustle culture in network marketing and it's not that I, but I agree that we sort of do it to ourselves in a way, but there's this competition and they're not necessarily in your case, but like there's just this, this, this hustle Right, and it does get exhausting and so now you can sort of and you can always make your own schedule, but it's different somehow, and so I love hearing this and I love your business. So many direct sellers need that. So many direct sellers need that. In fact, every time I would ask my girls, in whichever program I was working in, it's always like I need systems, I need more systems, I need systems. And I'm like well, I actually am not your girl for that, because that is not my gift. So where can people find you? Because I know they're going to want to know how you can help them or how they can work with you.
Speaker 2:Yeah, you can find me on Instagram, facebook. I have a website, it's JennyHillenbergcom. If you sign up for my newsletter, I send a weekly newsletter and it's all filled with tips on systems. So I'm just trying to give a little tip each week that you can implement right away, give you the steps to implement the system and then, if you wanna take it a step further, you can hire me to help you do whatever it is that you need, and that's really custom to each client, right? I love that so much.
Speaker 1:So, before we go, if there's one message that you want every direct seller who's listening to take away, what would it be? Oh my gosh, one message, like, based on what your experience and your story I know you're like well, girl, I don't have all day and I have a lot of things that I want to share but like if there was one thing that you, one piece of advice you, could give direct sellers now, what would it be?
Speaker 2:I think if I go back to Nothing, you can put on the spot I know because there's so many. If I go back to the beginning of my business and who I was, then if I could go back to that person and say put your boundaries in place, be consistent and, you know, figure out what your work week looks like and structure it to work for your life, not your business life. And you know, I think if you're just consistent and you persevere, you're going to be successful.
Speaker 2:And a lot of people give up and I hate it when that happens, but you know it is frustrating because you know if you're not getting the bookings or the sales or whatever, it's easy to give up. And so I think, consistency and perseverance and realizing that it's going to be a slow process and that's okay, and I'm having to tell myself that now with my current business, it's the same message. But you got to show up each day, give it. Your all ask yourself how you can add value and be consistent in doing that every day and persevering through those hard times. That was not one message, that was multiple but I love it, though.
Speaker 1:It was perfect. It was perfect. It was exactly what we needed to hear. So thank you so much for being here, jenny. Thank you for being willing to share your story, because I know it's still new and I know it's still raw, and so I just appreciate you so much being willing to share that with me and with the listeners, because I think your story is important and I think it needs to be told, and I just appreciate you.
Speaker 2:Well, thanks for having me on again. I really appreciate it and it was so much fun to chat with you today. Thank you.
Speaker 1:That's it for this episode of the Direct Sellers Podcast, but our fun doesn't have to end now. You'll catch me hanging out over on Instagram between episodes and I'd love for you to join me. So hop into my DMs. I promise you're not getting any hate girl messages and I promise I'm not gonna be asking you to weirdly buy anything. Send me the message podcast so I can send you my free 90-day action planner, because who doesn't love a good template?