The answer is simple. You may already be aware, but most loading dock equipment manufactures sell to you through an extended supply chain. i.e. Manufacturer –> Distributor –> Dealer –> Salespeople –> Customer Each link in that chain adds to the overall cost of your equipment. The end result is you wind up paying way more than you should. Alert Lighting Company has changed all that. We simply manufacture and sell direct to you. Providing you with a high value, top quality product that is easy to self-install and easy to buy, direct. Because we are a true factory direct manufacturer, we have no sales outlets or dealers that ultimately add additional cost to our prices. At Alert Lighting Company, safety is the number one goal. We want to help you make your loading dock as safe as possible.