Meet Your Buyers

Selling to Tough, Marginal Customers

“Mary, that catalog we always love so much has arrived! But look: They’ve improved it! The type is a lot easier to read, and now you can actually tell which copy goes with which picture. And the headlines are much clearer, too.
“We’ve been good customers for years, but with all of these improvements, this catalog is just way too clear, appealing and easy to use. Let’s never buy from it again.”