No matter what kind of channel partner you choose, this partner will perform a certain set of activities for the customer. These activities may vary a bit depending on industry, but according to the National Association of Wholesaler-Distributors and the Distribution Research and Education Foundation, all revolve around four key values. Add the following criteria to your channel-partner checklist:
Bulk-breaking: This allows a customer to buy what they want in a desired quantity. Even if your product is manufactured and delivered in bulk, this allows customer to hold less inventory and purchase in the quantities they will use.
Convenience: This allows customer to find and obtain products quickly and with low search costs.
Waiting time or delivery time: This is the time between ordering and receiving a product. The longer the waiting time, the more a customer must be able to plan consumption in advance.
Breadth of assortment: This is the ability to provide sufficient product variety to customers.