You sell to contractors, resellers, retailers and business customers across branches and regions. They buy from you because you have the right product at the right price, available when they need it. When an order comes back short, late or priced wrong, they notice, and they have other places to buy.
Much of that selling still runs on counters, phones and email. Inside sales and branch teams take orders, look up contract prices, re-key POs and answer “where’s my order?” all day. For a distributor, order to cash is where your supply chain becomes your customer experience.