The main idea of selling chain management is to manage sales across all channels in a cohesive manner. As shown in the diagram, a company in the digital age can sell to a customer through distribution channels, by using sales force, through resellers by using OEM (original equipment manufacturer) approach, or by employing self service. The main idea is to manage all these channels effectively to maximize sales. There can be conflicts in multiple sales channels. For example, traditional sales force feels threatened by self service. But many companies use these channels to complement each other. For example, many banks currently provide web banking (self service) plus also support ATMs and walk-in customer support.

 

Although many different approaches are used in selling chain management, a Web-storefront is one of the most effective approaches in combining self service, distribution and other sales channels.