Sanders restructured the company to focus on direct marketing of its products via independent contractors or independently owned distributors. Rexair's independent distributors and their independent dealers may use direct marketing techniques such as door to door lead generation or the use of referral gathering to get their leads. The main promotional tool it advocates is labeled as "Talent Scouting" which is recruiting a prospect to join the organization as a salesperson and a person who can "scout (more) talent". Once a lead is generated, salespeople will attempt to contact this lead to schedule an appointment to show the Rainbow Cleaning System (sometimes called a vacuum, sometimes called an air filter). Rexair has been issued a certificate from the Association of Home Appliance Manufacturers (AHAM), adding to the title of vacuum cleaner, "air filter".