Sound Circulation Tactics for B-to-B Catalogers

Selling expense to sales ratios for a consumer catalog usually range from 25 to 30 percent — or more. This same ratio for a b-to-b catalog typically is about 18 percent of net sales. The key differences are noted in the chart "Direct Selling Expenses."

"Title Slug" Your Housefile

One way to get more out of your housefile is to use it as a prospecting file. Your housefile contains the names and addresses of companies that have bought from you. It's possible the person you have in your customer record is no longer with the company. So the catalogs you're mailing to a particular business may not get to the right person and may end up in the trash.