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 every day.
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
(617) 547-6372 or writing JLA, 50 Follen St., Suite 507,
Cambridge, MA 02138.