Build Profits Through Booklets
Distributors can add to the bottom line through books, booklets and brochures.
Books and booklets come in all shapes and sizes and can be used for many an application. From coupon, ticket and receipt books to manifold, sales and voucher books, these tried-and-true products have provided a steady stream of sales to many distributors for many years. In fact, Bob McAleavey, president of Specialized Printed Forms, Caledonia, N.Y., reported that his company has been selling books for approximately 40 years. He sells stitched books, folded books, books with return envelopes and cards in them, foil-stamped books, books containing security features and, more recently, personalized books and booklets.
Allan Doane, president of Gulf Business Forms, San Marcos, Texas, also supplies his share of booklets—policy jackets for insurance companies, price list packets and employee handbooks for large corporations, transportation logs, and instruction manuals and parts catalogs for manufacturers.
While there is a certain security in selling books and booklets, how can one stand out from the pack when selling such readily available products in an industry riddled with competition? Doane wasn't shy about expressing his opinion on this matter.
"Thirty years ago, distributors could take pride in going to potential customers and explaining how much money they could save the company," he said. "They could explain how their education on designing the most efficient products would come into play, and how that could benefit the company in extraordinary ways. But, over the decades, the sale of business forms has turned into a commodity," he added. "Now, everyone is trying to underbid everyone else because the need for new types of forms hasn't changed in so long, and the pride of designing forms is almost obsolete."
As a result, Doane suggested that manufacturers work with distributors to sell booklet products in a completely different way—one with added value.