Be a Survivor

Individual Actions That Can Help

In addition to the above built-in advantages all catalogers have in common for surviving tough economic times, there are several specific individual actions you can take.

• When cutting costs, don’t hurt your high-value multi-buyers. Last year, a national cataloger facing an urgent need to cut costs sharply reduced the quality of its new-product photography. The resulting catalog’s appearance didn’t support the company’s fairly high price points, and sales declined sharply—even sales to its best customers.