A Chat With David Isham, president/CEO, National Roper’s Supply

So from one month to the next, we changed the mail order ad to read National Roper’s Supply and the phone calls quadrupled. We were still filling orders from the stock room of the store, grabbing a used boot box and packing an order. We even ran the sales from the cash register.

Everybody’s first question when they called was, “Do you have a catalog?” I’d say, “No, but I’ve got everything you need.” I had to talk everyone through the sale on the phone. But every single caller asked if we had a catalog. I knew instantly that we had to produce a little catalog.