Published by:
Harvard Business Publishing
Length: 5 pages
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Abstract
Companies increasingly rely on industrial distributors to sell their products. Products suitable for distributors usually: 1) have a large potential customer base, 2) are stockable, 3) are sold in small quantities, 4) are bought by people who are at low levels in their organizations, and 5) require rapid delivery and service. Companies should select distributors that serve the market segment, not just the geographic area, and are suited to where the product is in its life cycle.
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Abstract
Companies increasingly rely on industrial distributors to sell their products. Products suitable for distributors usually: 1) have a large potential customer base, 2) are stockable, 3) are sold in small quantities, 4) are bought by people who are at low levels in their organizations, and 5) require rapid delivery and service. Companies should select distributors that serve the market segment, not just the geographic area, and are suited to where the product is in its life cycle.