Posts made in October, 2012

Nine Reasons to Sell Direct to Consumers

Posted by on Oct 31, 2012 in Uncategorized | 0 comments

Basic civilizations in history have been organized into communities where goods were made locally and sold or traded directly to the end consumer.  The American Industrial Revolution pushed the business world into complex supply chains that create many problems for the people in the world that actually do the producing.  Consumers have become distant from the producers and have generally lost touch.

The customers of your business spend money on your goods to solve a perceived problem.  In general for the last 80 years, American consumers make these purchases at some form of retail store.  The retail store buys it from a wholesaler who buys it from a manufacturer.  Several additional steps may be involved.  Each step requires time, transport, and money to exchange hands, along with earning that entity a profit.  The actual product manufacturers become distant from the end consumer that will use their product.

As a manufacturer, why would you not shorten the cycle and sell directly to the end consumer?

There are several reasons that this strategy would make good sense.


1. NO Middleman/Middlemen.

  • Remove distributors that do not understand your products and service.
  • Allow end customer to get the same pricing regardless of their geographical location

2. More profit.

  • Stop losing profit margin to distributors, wholesalers, retail outlets, etc.
  • Lower costs due to extra shipping, handling, paperwork, etc.

3. Less redundancy in customer service.

  • Manufacturers already provide customer service to wholesalers/distributors.  Instead, provide it directly to end users thereby streamlining the system required for consumers to get help for their problems.
  • Improvement in customer satisfaction.

4. Simplicity.

  • Fewer intermediaries between the manufacturer and the consumer.  Long periods of human history required the makers to work directly for their customers.  For example,
    • i.      Sawmills sold their lumber directly to people building homes and barns.
      ii.      Blacksmiths formed horseshoes directly for horse owners.
      iii.      Farmers took food to the market to sell to the hungry masses.
  • The shorter value stream will have fewer steps, simpler logistics, and lower inventory in the system.
  • Lower Supply Chain inventory reduces cost should there be quality control problems.

5. Faster payment.

  • Shorter supply chains require fewer entities through which to pass money.
  • Many distributors only pay the manufacturer when they get paid.   As products get to the end consumer in a faster manner and the payment is collected sooner, the cashflow cycle is much shorter.

6. Competition.

  • Distributors will not be selling your product directly alongside your competitor’s product.

7. Everybody else is doing it.


8. Technology allows it.

  • We are in the 21st century.  Computers and the internet have made the world smaller.  Online marketing can quickly direct customers to your website, answer their questions, and provide a method for them to place an order and satisfy payment.
  • Quote requests for custom products and orders for off the shelf items can be submitted 24 hours a day, 7 days per week, collected in one location, and be answered in a timely fashion.
  • Modern and efficient shipping methods allow for goods to be moved long distances in a fast manner and delivered directly to the best point for goods transfer to the end customer, usually their front door.

9. Faster response to market changes.

  • End consumers communicating directly with the manufacturer can quickly provide feedback for changes and improvements.  Low supply chain inventory allows for product update cycles to occur quickly and efficiently.

Wholesalers, retailers, distributors, etc all play important roles in a supply chain to the customer.  They can be removed, but their function must be replaced.  Things like marketing, advertising, collecting payment, shipping, etc. must all be handled in order to provide a positive customer experience.

Industrial Revolution changes pushed the business world into complex supply chains that create many problems for the businesses in the world that actually do the producing.  Consumers became distant from the producers and many times have lost touch.  Modern technology has advanced to create a world where mass producers can again sell directly to consumers around the world and be successful.  Companies large and small are doing it, shouldn’t you?

Read More