Total test equipment is focused on used equipment (refurbished) sector. While it is more “demanding” and favors a customer-direct model, it is, nonetheless, the more advantageous market to compete in compared to the new equipment market. The primary reason would be that the new equipment industry has no real barriers-to-entry; all a reseller is selling – is a “box.” Moreover, while distributors must not only compete with other distributors, they also compete with manufacturer / supplier companies that sell customer-direct. Total test equipment’s quest is to “stand-out” in a sea of distributors / resellers that stress price, delivery / availability, and their product’s quality or their “reconditioning process.” These “competitive advantages” have been largely eroded due to being over emphasized by most, not to mention, largely regulated reconditioning protocols (and thus assured, by all resellers). While, it is necessary to “keep-up-with-the-jones,” especially if the consumers demand “it”, and to be on the same “playing field” to qualify, it is however how effectively a company can “own” its own unique benefit within the mind of its target audience, which means not what every competitor can suggest is theirs.