An e-catalog allows SMC Corp.of America to efficiently present its complex product line to manufacturing customers.

By Alicia Orr Suman

SMC sells through its own sales force and distributors. Working through multiple sales channels, SMC’s main goal is to feed leads to its sales force. “The online catalog replaces browsing of the paper book and waiting for a salesperson to configure the spec for an order,” Hoffer explains.

SMC requires customers to register to use the free E-Tech catalog services. This enables the company to gather and track leads, and it gives SMC valuable marketing information for very little cost.