Nordstrom: Following, Bending & Breaking the Rules

Catalog consultant Jack Schmid writes: Not all catalogs need an order form.

Many business catalogs receive 99 percent of their orders by phone and fax and could argue that an order form is a waste of printing, paper, and lettershop dollars. The counterargument is that even one order missed because of the absence of an order form is one too many. I urge business-to-business catalogers in particular to turn their order forms into “telephone organizers” to assist their customers in placing orders.