Profile of Success: Press Button for More Voltage

HOW HE TACKLED THAT CHALLENGE: “First, I looked for product lines,” he says. “Then, I created a catalog, which I didn’t know how to do, then bought a mailing list. I sent [the catalog] out to somebody and waited for somebody to call.”

CURRENT CHALLENGE: Diversifying marketing communications. “With 17,000 SKUs and some rapidly [changing] prices in some of our product categories,” he says, “it’s very difficult to keep the catalog current. It’s always been a challenge, but there’s a lot more price volatility today in some categories.”