The role of the "End User" is clear. He or she is a corporate purchasing or systems person who influences the purchase of office products & furniture.

Manufacturers recognize and feel the pressure to reach these people because:

• They control a significant portion of the purchasing power.
• The retail and contract channels of distribution are relatively ineffective in building any brand loyalty.
• Advertising and merchandising is relatively ineffective in developing trial and usage.

By integrating the "End User" program into a total Corporate User Program, the problems are solved while accomplishing the primary goal ... getting our company's products in front of the corporate user and building significant brand awareness and trial.

• quantified standards of performance
• coordination with the local/regional sales representation of the company
• long term continuity