Are direct online sales to jewelry makers appropriate for ABC?

• A. They should always be preferred to all other channels.
• B. They could be useful for lead generation and smaller transactions, though large buyers may still prefer negotiated contracts and direct relationships.
• C. Not suitable at all.
• D. Should be the sole method.

Answer: (B)

Channel strategy in B2B sales involves balancing broad reach with the need for negotiated terms and relationships. Direct online selling to jewelry makers can be a strong asset for ABC because it makes it easy for smaller buyers to discover products, compare options, and place smaller orders quickly. It supports lead generation, provides convenient 24/7 access, and helps capture data that can inform marketing and product development. However, large buyers who purchase in higher volumes often expect negotiated contracts, clear terms, customization, and ongoing account support—benefits that typically come from direct sales relationships or dedicated sales teams, not a plain online storefront. So, this approach works best as a supplementary channel: useful for lead generation and smaller transactions, while still relying on other channels to meet the needs of big, complex purchases.