Danger Ahead?
Though increasing in frequency, the threat of direct sales might be less than expected.
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Finally, there’s the issue of trust. Many avenues of direct selling compete on price alone, but that strategy can backfire. Delivery speeds, product safety and other core sales issues revolve around reliability instead of price. That could convince those who buy direct to return to the traditional sales chain—especially if they get burned on a direct sale gone bad.
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Michael Cornnell
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