Obviously, financial resources and cost-effectiveness are important in considering distribution and sales force options. What can you afford, and what will give you the most bang for your buck?
For example, Life Designs, an independent architect specializing in residential work, has identified three primary distribution channels for its residential design services and estimated costs for each one:
Life Designs knows from talking with media suppliers, competitors, and contractors that the least expensive distribution channel is sales from contractors and developers. However, the frequency of sales referrals and volume of business is unpredictable. It is also somewhat out of the architect's control because the business is dependent upon many outside variables such as the economy, style of home wanted by buyers, etc.
Life Designs decides to work with two distribution channels concurrently —
both media and the contractor/developer channels, since most of the spending
commitment is for media. The contractor/developer channel requires personal time
and some minor entertainment expenses (wining and dining the contractors). This
one-man architect firm cannot spare much free time, and media spending will
provide a good alternative when he is busy with a project.