Some companies sell products on trade that can be serviced or supplied on cash. For example, a company sells a binding device on trade but charges cash for orders of supplies. The supplies can be purchased from other vendors, but since customers have a business relationship with the initial company they tend to continue it for the cash business as well.

One way to build in a cash customer is to sell a franchise on trade. A magazine franchise, for example, might sell on trade, then printing and graphic services could be sold to the franchisee for cash. Meanwhile, the trade accepted for the franchise fee could be used for advertising to attract new customers for the franchisee.

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