Sales Topper or Door Stopper

Armed with these data, you can deliberately target your contact strategy and develop offers to inspire a purchase. Your goal should be to stabilize the ebb and flow of the order-response curve and sustain your big book’s life.

2. Let the orders begin. When a b-to-b big book is mailed, it’s the start of a season full of orders, reorders, purchase orders and auto-ship programs. Customers use the big book as a reference guide, information source, specifications guide, wish book and ordering vehicle. By knowing the catalog’s many uses, you can create an “order starter,” something to jump-start the revenue flow. An order starter can be a special insert included inside the polywrap. Or it can be a spot-glued card or page (on the cover or inside the catalog) with a great offer and an expiration date (to create a sense of urgency).