This article empirically investigates the efficacy of the commonly used variables in international market selection (IMS) in the direct sales industry. Data is from 31 direct selling companies that made 133 international market entries into 45 countries between 1985 and 2008. The objective outcomes of sales revenue as reported on annual reports and other regulatory reports are the dependent variable. Results suggest that two-stage market selection method is predictive of sales revenue. Outcomes also suggest that many macro-level factors may be less relevant in IMS processes for direct selling organizations when used to predict objective measures. The implication of these results is that direct selling companies that rely solely upon macro-level factors to screen and eliminate potential countries may be overlooking viable targets.