Sound Circulation Tactics for B-to-B Catalogers

Conclusion

A cataloger selling b-to-b or b-to-i has a lower selling expense to sales ratio compared with a consumer cataloger. Use your housefile to prospect. And be careful limiting the number of catalogs you mail to a single location.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He can be reached at (302) 537-0375, or by e-mail via his Web site: www.lettdirect.com.