I've had some catalogs, and usually I'm disapointed by the time they are printed...

"should have added this..." "why did we put that in there..." argh. "that picture isn't very good" " should have put a picture in for that item." "needs descriptions!"

and the one complaint I get from potential customers... "needs pricing"

which I won't do. I just don't believe it's a good idea for us. I'd have to restructure my whole company. the software system, the website, and all just to align with the catalog. I'd rather not get locked into specific pricing. i think that is one of our advantages being a smaller company, we can fluctuate when needed to help out high volume customers.

anyhow, I have some new inside sales people starting and I need SOMETHING for them to mail out. I'm thinking instead of investing in catalogs, I'm going to go with the tri-fold type glossy pamphlets. I'll show a couple items, perhaps a LITTLE bit of pricing, descriptions, mention the 3 ways they can order (phone/fax/online... of course the could come here to, but...).

anyhow, any thoughts on this? I don't believe catalogs are a good investment until you can send out thousands a month. I'm looking at sending 100 a month. My goal is to have the cold-callers get 'in the door' with the pamplets and a business card, then when we make our warmer calls they at least have heard from us, seen us, and felt us. catalogs just seem like a waste for a company like us right now.

I have been a graphic designer in the commercial printing industry for about 15 years. I have done TONS of catalogs for small to corporate level clients. One thing I can tell you is that most people won't buy unless they know the price. And if you force them to call for a price, or have to work too hard to get a price, they will go elsewhere. I believe you are shooting yourself in the foot if you don't include a price.

I understand exactly what you mean when you say that you are a small company with room to move on price, and you don't want to not get a sale if the price is too high. I believe what you might want to do is offer your best price in black and white in your catalog, with quantity discounts. They can call for other discounts. This leaves it open for other possibilities and you aren't being firm on your price. You will have options.

What you don't want to happen is having to spend your time negotiating on everything. Your time is money, and you can't spend it haggling over price all the time. If your customers know that you will budge on everything, then they will always try to exploit that. It is a can of worms, my friend! I say offer a good price and stick with it, unless there are unusual circumstances, for which you are willing to discuss price. This will limit the haggling and still allow you to make the larger or unusual sales.

As far as whether or not catalogs are the best type of advertising... that depends on the type of business. Most companies that sell products can benefit from catalogs. However, as we attempt to leave the printed world behind for the paperless society, most companies are going more and more to just an online catalog. 80% of the U.S. is on the Internet and catalogs can be very expensive, not just printing, but also postage, as I am sure you are aware. What some companies do is have a small amount of catalogs printed, and mail them out to qualified, potential clients that would show promise. But to do this, your sales reps will need to do their homework on that client. Obviously, it would mean that they will be buying expensive items or high volume, before sending them a catalog. And companies are also sending catalogs along with sales reps to show to a client. This give credibility and they can immediately see the products. Another thing you can do is put your catalog on a CD and give it to the client. Or, if your sales people carry laptops with them, they can pop in the CD and show off your catalog on the laptop. These are some variations you can try.

I hope some of this helps.

Good luck

in our structure our target audience has been IT professionals and Procurement executives. I have never known these folks to make calls or place orders from a catalog alone. My most successful formula has always been:

1. the Cold Call.
2. mail out the info.
3. the less cold call.
4. warming up...lol at this point most STILL haven't actually looked at the catalog they now hold. so I am asking question on every call regarding the different types of products we offer, and they buy.

usually 6 minimum contacts for a new client. but thats an optimistic number as cold calling typically only bring is about 2-4% of attempts statistically I believe (and experience). So for this reason I am aiming not really to put my complete lineup in their hands as much as just SOMETHING, so we can say, yes we took that step now lets move on. lol, know what I mean?

although, after I posted these two topics a new idea came to me:

Go ahead and put pricing in small mailer catalogs or fliers. however, date it. make it sale pricing with a deadline.

my biggest fear is having low pricing get into the hands of someone who pays more and having them complain. or even worse, not complain... just go somewhere else. dont' get me wrong, I don't take advantage of my customers by any means! I just have a lot that like to nickel and dime me, and that can make matters confusing. as you said, selling a product for less is better than not selling it at all as long as it's profitable. so my profits range from single digit to tripple depending on product...

Definitely, sale prices with a deadline creates urgency, especially if you can show regular pricing from a catalog or other advertisement. And I understand what you are saying about putting your prices out there for your competition to see. You will need to keep control of your prices, should you do a catalog. Maybe only give the catalog out to qualified leads (as stated above) so that it minimizes circulation and the possibility of getting into the hands of competition. Still, it remains that catalogs are very expensive.

One idea is to do a design piece, such as a flyer or brochure (like you are saying), one that would explain who you are and what you do and maybe offer some specials and also thumbnails that represent each of the main categories of items you carry (similar to a catalog cover) and have a separate price sheet ready for those who really need it, for which you would obviously control who gets it.

As far as IT people placing calls from catalogs, I guess CDW is a good example of that. I have also been in the IT field for quite a few years, and have colleagues who are IT people and who have run IT and MIS departments, and they all have used the CDW catalog. Their catalog has been well-known for many years in the IT field and a lot of companies keep their catalogs on hand and call them whenever they need components and equipment. In fact, I have been one of those people. If you can keep a catalog or a price list near the buyers, they will at least look at what is most handy, first. That may be your catalog or price list. Unfortunately, most of the time they just look to see who is the cheapest and make the buy. That is what you will need to decide. Do you want to compete based on price, or service, or what? It has been said that there are 3 areas that a business can focus on: Price, Quality, and Service. To stay in business, a successful business must compete on 1 of the 3. Some businesses only worry about price and that is what they go after, but the customer usually gets what they pay for. You need to find your niche and sell that niche. You can sell for more, but your customer must see a reason to pay more. Do you offer better service (outside sales reps to personally take care of their needs)? Are you cheaper than the other guys? Or, is your stuff a higher grade because it is all custom-made? Find your niche and push it.

Sorry about being so wordy, but I hope it helps.

no problem, great feedback and I'm agreeing

well when I target IT professionals I usually first start with the most common product, copper network cables. Then fiber optics, then I get into the nitty gritty cable management, etc.

perhaps there is a way that I can create a price list that is very short (only a few producst) that professionals can keep on their desk.... Mousepad! perhaps I could provide a price list of my standard length CAT 5E cables and have it printed on a mousepad. Now that is more handy then a catalog!

<runs with idea>

I've heard this many times, and I honestly couldn't tell you which is my highest focus. I would say Quality, but I've seriously bent over backwards and taken some low margin orders to beat the competition. sometimes I beat them for fun because I have rivalries

I would say Price, because as mentioned below I try to ALWAYS beat my competition, but I've been at customer sites LATE into the evening (midnight) on holidays (day after christmas, 6am, 2 hours away) and service has always been a big referral-selling point for us...

Okay, so here is what I think we need offline.

Brochure for cold calls and mass mailing.
Catalog for qualified leads, perhaps those who I meet with face to face.
Mouse pad, or other promotional item that can carry quick pricing on it for a desktop. something other than just our logo.

we already pass out leatherman tools, screwdrivers, pens, etc., but for some reason I'm realling diggin' this mouse pad idea I've got... lol

thanks for your replies.
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I think it's all coming into focus for you. The mouse pad idea is actually a GREAT idea! Any time you can offer advertising that has a purpose (an item that they will keep because of the item, and not because of the advertising on it) is a winner! And in your line of business, a mouse pad is the most valuable piece of real estate. Great idea! People will keep mouse pads around forever.

There is nothing wrong with focusing on 2 of the 3 areas. Just let current and potential customers know that and give examples. In fact, get testimonials to that fact. This will help you advertise your focuses, which makes you more valuable to them.

I hope you understand that I wasn't knocking brochures in the previous posts. I just believe that in your line of work, you at least need some way of showing all of the items you sell. Otherwise, your customers won't know you sell them. Brochures are a necessity and a great way to get in the door, but once there, you will need the catalog. I think you nailed it... "Brochure for cold calls and mass mailing. Catalog for qualified leads, perhaps those who I meet with face to face. Mouse pad, or other promotional item that can carry quick pricing on it for a desktop."

thanks for the confirmation I'm going for it!

If You Wanted To Send Out Catalogues, But Only A Small Quantity, Why Not Send Them Out To Your Regular Customers, Showing What Else You Have To Offer.

Using Mouse Pads Is A Great Idea, You Could Also Send Them To Your Regular Customers As A Gift, Its A Small Cost, But For Them To Have Your Number 24/7, And In A Decent Place, It Sould Work.

Good Idea To Whomever Said The Mousepads