Danger Ahead?
Though increasing in frequency, the threat of direct sales might be less than expected.
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Gerry Barker, president of Barker Specialty Company, Cheshire, Conn., said that customers lost to direct selling will come back when seemingly great price deals disappoint. “We are finding that buyers are becoming increasingly cynical of spectacular online offers, and it only takes getting burned once to jade you forever,” he said. Barker cited dependable delivery, product quality and the ability to keep information confidential as value-adds that will sway customers from direct selling. He also stressed the importance of following industry trends and adding value to your business in response to them.
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Michael Cornnell
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