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

By Alicia Orr Suman

The site funnels as many as 150 new leads a day to SMC’s sales staff of 500 sales reps.”In the world of manufacturing sales, where the salesperson is still an integral part of the process, those leads are key to success,” Noftle adds.

More than 90,000 customers registered to use SMC’s Web site in its first three years. The system is easy to use, Noftle says; all the user has to do is navigate through a product tree.