Suzy B Software 2/Suzy B Software CD-ROM 2 (1994).iso/new_file/textfile/2catalog/2catalog.txt

Text File | 1995-04-25 | 16.6 KB | 463 lines

HOW TO SELL YOUR PRODUCT TO CATALOGS AND CASH IN!



by Dr. Jeffrey Lant



If you're like me, every day when the mail comes you get an armload of
catalogs. There are:



## book catalogs

## consumer merchandise catalogs

## house beautiful catalogs

## clothing catalogs



and even catalogs of catalogs. More catalogs are being published



This is very good news for you... if you've got a product and want to use
catalogs to make additional revenue. If that's you, read on, because what
follows is a series of useful steps you can follow right now to cash in on
catalogs.



Step 1: Become A Catalog Fanatic



If you're going to sell through catalogs you've got to be familiar with as
many appropriate catalogs as possible. This means constantly searching for
catalogs... looking at them... and reviewing them.



How many catalogs do you seriously look at now? Four or five? If you're
going to sell to catalogs you're going to have to review .. from the biggest
in the nation to the tiny ones now being produced by home-based
entrepreneurs on their desktop publishing equipment.



If you're going to make money in catalogs, you've got to keep investing
your time...



## searching for resources on catalogs

## getting on catalog mailing lists

## reviewing the catalogs when they arrive, and

## determining which catalogs are really appropriate for what you've got.



This all takes time -- and system. So get prepared as early as possible.



Step 2: Search For Resources On Catalogs



There is now more detailed information available on catalogs than ever
before. You need to be familiar with it. That's why I want to recommend
these resources to you:



 --  This catalog of catalogs is produced by Interstate Publications, P.O.
Drawer 19689, Houston, TX 77224. Lists hundreds of catalogs in all fields.
Free for the asking.

 --  The book you want if you're really serious about selling to catalogs!
Published by Oxbridge Communications, Inc., 150 Fifth Ave., New York, NY
10011. (800)-955-0231. Over 800 pages packed with thousands and thousands of
catalogs, includes address, personnel, product line, catalog circulation and
general information. Also includes tips on selling to catalogs. $225.
Updated annually.



Step 3: Get On Catalog Mailing Lists



Once you're familiar with what exists, draw up a form letter requesting
that you be placed on the mailing list for the catalog(s) you're interested
in. Put this template communication in your computer for fast call-up and
use. When you've got to review literally hundreds of catalogs, you're just
not going to have the time to do an original letter each time. Prepare now.



Step 4: Organize Your Office So You Can Review Catalogs Promptly, Keeping
What's Useful, Getting Rid Of What Isn't



Before even one catalog arrives, get yourself organized to process the
information you'll be getting. Most people receiving catalogs are pretty
casual about the process. They get a catalog... and just throw it down
wherever they happen to be. That may be okay if you're a consumer, .. but it
most assuredly won't do if you're trying to   But that system doesn't have
to be expensive or complicated.



For starters, get yourself two grocery boxes, one large, one middle-sized.
Deposit all.. or mammoth with heaps of four-color pictures) in the first.
This is the "review" box. Use the second box for a "possible placement"
file. The only catalogs that should be placed in it are those you have
reviewed and decided are possible placements for your products, catalogs,
that is, you'll be following up directly. Discard all other catalogs
ruthlessly!



Step 5: Make Time To Scrutinize Catalogs In the "Review" Box



In the daily grind of running an office and putting out immediate fires,
it's easy to forego the kinds of helpful habits that are necessary for
building your business, in this case through additional product sales
through catalogs. Don't let this happen!



If you're going to get into catalogs on a regular basis -- your objective,
remember -- you're going to have to make time to review the catalog data
that keep arriving. As in all other areas of life, here it helps to have a
specific objective. Say you have so far identified 20 catalogs that look
promising (a modest number). Say you've so far written to all of them... and
already received ten. Your objective is to review these prospects (for
that's what they are to you) as quickly as possible, sort them out and start
making your first approach to the people who select the merchandise. This
means you've got to get through the data stack as quickly and efficiently as
possible. You should be able to do this in a week... just by reviewing four
catalogs a day. So, promise yourself within the next five business days
you'll not only have reviewed the data you've got... but begun the necessary
approaches to the catalog selection directors. Then do it!



Note: as you review the catalogs in your "review" box, be hard-headed and
realistic. Running a catalog as I do, I get a heap of completely ridiculous
submissions from people who a) haven't bothered to familiarize themselves
with the theme of my catalog or b) may have looked at it but decided to
submit something that is, at best, a tremendous long-shot. This is a waste
of everybody's time and resources since all catalogs have themes and catalog
selection directors want to stay within the bounds of the catalog's purpose.
Sure, every once in a while a catalog house may put in the odd item that
doesn't quite fit its normal purpose; this may be due to nothing more than
the personal whim of the owner. But by and large, selection directors are
looking for highly specific kinds of merchandise... and they only take
kindly to people who give them what they want... instead of asking them to
change their guidelines to accommodate you!



Step 6: Create A Database Of Catalog Selection Directors Where You Can Also
Store Useful Contact Information



As soon as you've sent your first catalog request letters off, it's time to
create a database composed of catalog selection directors.



For this database you need:



## the name of the catalog selection director

## his/her title

## catalog name

## name of publishing company if different from catalog name

## publisher's address

## selection director business telephone

## selection director business fax.



Until such time as you are dealing with over 100 different catalog houses,
I suggest keeping this database in your word-processing rather than list-
management program. Why? Because you can then easily store all the
information you'll need to work with the different catalogs -- and keep a
running list of annotated information on your contacts including:



## date letters sent

## date sample(s) sent

## date telephone calls made

## information on what took place during these calls

## information on what you promised to do,



Computer-purists may sniff that one should actually maintain .. one in the
list management program for the creation of labels,  and one in the word-
processing program for a list of contacts,  This may indeed ultimately be
necessary, but when you're just starting out, I think just one list in your
word-processing program will do nicely. After all, when you have two-screen
capability in your word-processing program (where you can work in two
separate files simultaneously), it's easy to have a template letter in one
file and copy the necessary mailing list information from the other.
Personally, I find this system incredibly useful, not least because it
enables you to customize post-scripts and add unique paragraphs to each
letter you create... something you can't do with from your list-management
program.



Step 7: Get On The Phone And Get The Database Information You Need



Day after day I receive catalog submissions from people who have not only
not bothered to find out what my catalog is about... and therefore what I'm
interested in reviewing... but don't even bother to call and get my name,
title, catalog name,  This is ridiculous!



Get used to the notion that selling to catalog selection directors takes
time... time and targeted thinking and process. Because your time is limited
and because you want a high percentage of your "hits" to pay off, you've got
to do your homework... and this means getting all the database information
you need before you make any formal submission. To get this information:



## call up your catalog prospect file in your computer;

## then call the catalog house;

## when someone answers, indicate that you're interested in making a
submission to the catalog for one of your products. Indicate that you
require information on how to do this.



Now pause...



If the company you're approaching is large, the person at the other end
(perhaps a secretary or administrative assistant) will probably not be able
to give you the information you require. You're going to get transferred.
This person, however, can probably give you the correct name, spelling,
pronunciation (if tricky), title, phone number (with extension) and fax
number of the right person. Enter all these data in your computer
immediately. Then ask to be transferred. Either you'll get connected to the
person you need to speak to... or you won't. If you do, say you're calling
to get product submission requirements and ask if these are written down and
can be mailed to you. If they can be, fine. If not, ask how the company
operates for new submissions. Either way enter the relevant information in
your computer for future reference. If the person you need to speak with
isn't available, leave a message that you've called for product submission
guidelines. Note: if you do not receive them within 10 business days, call
again!



If the company you're approaching is small, you may actually get to the
right person the first time; (this happens when you call me, for instance).
In this case, start the conversation by saying that you are calling to get
product submission guidelines. Now, just because a company is small doesn't
mean their guidelines are not written down. Do them the courtesy of asking.
It's a lot more efficient if these can be mailed to you. Trust me, the
submissions director probably has a lot of other things to do and doesn't
like to waste any time explaining what is already in writing. What he may
want to know, however, is a little bit about what you plan on sending. If
the person has the time to talk to you, listen patiently. If he can give you
some idea of whether your submission fits the theme of the catalog or not,
so much the better. Either way, you're saving time and trouble.



On the other hand, if the company is small and has no written guidelines
you can either



1) take this opportunity to provide a little useful information about what
you've got in mind;

2) ask when the company next plans to review ideas;

3) find out how the person you're talking to would like to handle things.



Note: I operate on the assumption when submitting ideas for catalogs that
the person on the other end of the wire isn't sitting there waiting for me
to call. What I want to know then is:



## do you have a catalog submission form?

## when are you next reviewing submissions?

## what are your usual terms of business?



If this can be handled on the phone, fine. If not, you'll need to append
these questions to your submission letter.



Step 8: Develop And Send A Prospect-Centered Marketing Communication



Depending on the information you either hear on the phone or receive
shortly afterward by fax or mail, it's now time to send the whiz-bang
marketing communication that's going to get your product looked at and, one
hopes, selected. Please note the emphasis on the word "marketing." This
means you've got to write a prospect-centered communication.. not just about
the product itself. This is where most novices in catalog selling go
seriously wrong. They tell you every last thing they know about the product
and its features... but not about the benefits to the catalog house, the
all-important prospect. Mistake!



This communication should:



## indicate you've done your homework. Explain precisely why you feel
confident the product in question fits in to the catalog's existing mix.
Note: if what you're proposing looks competitive with an existing item,
either point out why your product is different (and hence non-
competitive)... or superior (and hence should be preferred).

## include price and discount information

## give inventory information (do you have, for instance, an adequate
supply for six months? A year?)

## provide shipping terms

## list testimonials from individuals who have satisfactorily used your
product or who are prepared to recommend it.



Should you send a sample? That depends. If it's small and inexpensive
(costing you under $5), then by all means send a sample. If the cost is
greater, send a photograph and supporting marketing materials. Believe me,
if the catalog is interested in what you've got, they'll let you know their
usual policy about samples.



Step 9: Follow Up Religiously

 If you've picked the catalog wisely by doing your homework, your
submission is in the ball park and you might well get a prompt reply. Still,
in most cases you're going to have to follow-up. When you do:



## ask if the submission is of potential interest to the catalog house;

## find out if they need any further information from you;

## get an indication when you might hear from them and how you should
follow up.



Enter all this information in your word-processing file for future
reference. Then use it accordingly!



In the meantime, keep this catalog abreast of developments with your
product... including favorable media, results-oriented testimonials, product
developments and updates, market share development,  In other words, once
you've decided that the catalog really is a prospect, keep up your
marketing... and don't be disappointed if you don't hear immediately.
Catalog houses are often infuriatingly slow to adopt new products... even
when it's obviously in their interest!



Step 10: Don't Lose Your Head When They Say They Want You



Following these methods, you'll find that catalogs will start expressing an
interest in carrying your product. Congratulations. You've earned this good
news! Don't blow it now by agreeing to terms that just don't make sense.
Thus:



## don't provide ruinous credit terms. Sure, most catalog houses want you
to consign some merchandise and extend some credit. But keep it to the limit
you can afford. There's nothing wrong with working out reasonable terms...
giving the catalog house some merchandise... and requiring payment before
sending more. Protect yourself!

## don't consign too much of your product. It costs you money to ship
product to the cataloger and, if it doesn't sell, to get it back. Ship, say,
a two weeks' supply and indicate that you have sufficient product available
to ship as necessary.

## don't let invoices slip. Catalog houses have heavy upfront expenses and
the money comes in more slowly. If you're a new account, it's easy to push
your payment back in favor of more privileged vendors. Don't let this
happen. Stay in close touch with the catalog to ensure you get your money in
a timely fashion. And by all means check with some of these vendors before
you do anything, to see just how good the catalog is about honoring its
commitments and paying you in a timely fashion.



 Jeffrey Lant is one of America's best known marketers. You can profit from
his methods in many ways: through his Sales & Marketing Success Card Deck
reaching 100,000 different business decision makers every 90 days for the
lowest prices in the entire card-deck industry; through his Nationwide Lead-
Generator Program generating thousands of leads for every kind of product
and service business, and through his many books including NO MORE COLD
CALLS: THE COMPLETE GUIDE TO GENERATING -- AND CLOSING -- ALL THE PROSPECTS
YOU NEED TO BECOME A MULTI-MILLIONAIRE BY SELLING YOUR SERVICE ($44.95
postpaid, 680 pages) and MONEY MAKING MARKETING: FINDING THE PEOPLE WHO NEED
WHAT YOU'RE SELLING AND MAKING SURE THEY BUY IT ($39.50 postpaid, 289
pages.) Get these items -- and a free year's subscription to Jeffrey's
quarterly Sure-Fire Business Success Catalog featuring over 350 ways to make
your business more profitable by calling [phone] or writing JLA, 50
Follen St., Suite 507, Cambridge, MA 02138.