WearGuard - B-to-B with a Consumer Twist (2007 words)

Abrams says customers buy WearGuard apparel for two reasons:

Identification — namely, logos embroidered or screen-printed onto clothing to represent their brands; and

Protection — a need for rugged, durable apparel on the job or outerwear to protect workers from the elements.

Prospect catalog circulation varies from year to year based on business objectives, says Abrams. But before it can create or mail even one catalog, WearGuard must identify and target the right individual from within its widely varied prospecting pool. For example, at a smaller company, it may be the owner or office manager, while at a larger business it can be an operations manager. Corporations even may have a separate purchasing or procurement department.