It's a two phase operation here. Building product stores is one phase but that means you have to teach the buyer why your product is different than say Tyvek and always have product in stock. IMO, company needs to spec their product into architect plans. That requires either meets and greets at their location or company HQ or appearances at trade shows where company hosts a hour presentation of their product. It's best for long term sustained orders imo. It also hinges on the company being able to produce as much product as needed or are there times where supply cannot meet demand which runs the risk of losing sales to those customers that cannot wait for fulfillment.
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