VWR International: Synergy in Action

While VWR’s marketing communications team likes to “touch” its customers four times a year with a quarterly tabloid newsletter plus special promotions and vertical catalogs, the delivery of the big book by the sales rep can be a major event. It gives them the chance to present the catalog to customers, answer questions and give them a free product with high perceived value. On these visits, the rep inscribes his or her name, phone number and customer account number on the inside front cover.