A product might be books on how to start a business or a service might be seminars on how to quit smoking. Need for quality, durability, etc. Product examples are mountain climbing gear, carpenter's tools, etc. An example is dark chocolate for some tastes, light chocolate for others. Once you have isolated a specific segment of the market on which to focus, then you can consider more subtle influences on the purchase decision.
Many prospects prefer to buy through a specific distributor or wholesaler.
For individuals this may be due to subtle, as well as, economic reasons. For example, an individual prospect may immediately think of Wal-Mart or Home Depot when considering an offering like yours. A business often has a preference so they can have a single communication point for all purchases. This also often results in lower purchase prices. Number of decision makers When selling to consumers or businesses, the more individuals or groups involved in the purchase decision, the more difficult the sale.