Catalogs and Booklets Provide Creative Opportunity

"Distributors are well suited to go after business in this arena," said Mike Gordon, president of Commercial Business Forms, Cedar Knolls, N.J. "They can begin their sales pitch with a clean, fresh slate and then tailor the product to their clients' needs, but they need to be creative about it."

For instance, noted Gordon, Commercial Business Forms distributes catalogs to an auto parts importer, which sells its parts to auto body shops. In order to do so effectively, efficiently and successfully, the importer needs to present its auto parts and costs in a clear, easy-to-reference catalog.