of achieving direct sales than a small firm or a solo operator, who mayfind the indirect route more readily within their reach.
2. How big do you (or your company or your division) want toget?
If you want to be the size of Siemens International someday,tackling direct sales now will help you build the foundation for thatblockbuster future. But even if you prefer to continue doing businessas a one-person operation, you'll want to switch modes and attemptsome direct channels as your business develops.
3. How much time and money do you have?
If you have deeppockets and all the time in the world, then you have nothing to lose bygoing direct. If time is of the essence because you don't haveunlimited funds, indirect channels are more likely to bring you a fastsale.
4. Will your product require extensive on-site training andsupport?
Look at Novell, Inc., the world's second-largest producer of personal computer software. They want to maintain a reputation notonly for making a high-quality product, but also for improving people'slives. The only way to express this commitment to their customers isby staying right in their faces, all over the world! Will they rely onlocal agents to cultivate the high degree of customer satisfactionthey're after? Unlikely. The more complex and technical your product,the greater the importance of on-site customer service. But if you'reexporting a product that comes without instructions, you'll do yourcustomers no disservice by going indirect.
5. Do you feel like you know what you're doing and where youwant to go? Do you have a strong heart, mind and stomach?
If you can honestly answer yes, then go direct. If not, start off indirect.