Is 2013 the Year to Add a Direct Consumer Sales Channel?
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This represents a shift from "buyer beware" to "seller beware." When a product is sold B-to-B, the responsibility for its performance is in the hands of whoever has possession of it. When a product is transferred to the end consumer, the responsibility usually stays with the seller.
Adding a B-to-C sales channel will require a big change in focus and scale. For example, a B-to-B customer service department is going to have to starting answering a wider range of questions. In addition, legal and regulatory infrastructure and costs will increase. A PR department will receive more work because communication is going to move more in the public eye than it was in the B-to-B space.
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Mark Donnelly
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