Sharon R. Cole Marketing

When marketing business forms, working smarter—not harder— is a valuable philosophy By Sharon R. Cole Marketing products need not be a one-man show for distributors trying to propel sales. Manufacturers offer techniques that make the marketing game a win-win situation for everyone involved and, according to Bob McAleavey, general manager, Specialized Printed Forms, Caledonia, N.Y., most manufacturers prefer to help distributors. "It's a two-way street in this business. If a distributor is trying to increase sales on a product that we're manufacturing, then sign me up!" said McAleavey. Conducting joint sales calls, working the trade show circuit and printing direct mail campaigns are a few ways Specialized Printed Forms