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

By Alicia Orr Suman

SMC’s salespeople received hands-on training on the system, so they can answer customers’ questions. Hoffer says the sales staff was receptive to the new online catalog. “If customers are happy, our salespeople are happy. And this [online] capability is something our customers wanted.”

The E-Tech catalog also allows greater visibility into what customers are doing on the site at any time, he notes. “We know what they’re looking at in the online catalog, so our salesperson can respond. We can do a better job of customer service. And better customer service equals more sales.”