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Resolving channel conflict: It’s the little things

Many manufacturers have agonized about how to sell direct to consumers without alienating their retailers.

Try this: Offer a simple benefit for buying direct. Don’t make it too amazing, never compete on price, but make it something nice.

Best example:  Apple will engrave a message on iPods that you buy direct from them.  A compelling benefit for some, but nothing that will freak out Best Buy or Circuit City.

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