Want to Put Your Customers to Work for You?

But is requiring extracurricular work from your customers really your smartest sales strategy? Your catalog should provide the information customers need to make buying decisions. What data must your catalog supply? It depends on your products and customers.

For example, apparel should list fit-and-feature information that’s not evident from the photos, such as the presence of pockets, location of a zipper on slacks, or if a jacket is cut boxy or fitted. Selling a laptop computer? List the types of ports, and the weight and size of the power supply. Sure, some customers will call anyway, but many more will shun that extra work, and you lose those extra sales.