Managing the Middlemen Give top billing to leading existing distributors when deciding which partners will receive Web help first. Then look for easy ways to help smaller partners. Also seek new distributors to reach untapped markets. Give distributors Net incentives, such as special margins or shipping dates for Internet orders, co-op advertising funds for Web banner ads and more technical or sales support. Control conflict, but don't worry about eliminating it entirely.
Manufacturers can sell direct to small, targeted markets without alienating big distributors.