B-to-B Goes 'Plug and Play'

Of United's customers, only about 100 rely on mail-order sales as their primary business, but many others use catalogs as selling tools for their b-to-b sales forces.

Lesh says, "We do some active merchandising support and marketing to the mail-order and catalog industry. For example, we'll target a mail-order company and create a sample page for their catalog, showing them how our products could look in their catalogs if they were to include 10 to 15 SKUs appropriate to their marketplace."