HOW TO SELL YOUR PRODUCT TO CATALOGS AND CASH IN!

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

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.

• 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

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.

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?

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.

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.

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.