Tom Minthorn

Two sales representatives carry competing lines of business supplies. Both call on the same customer. The first tries to sell from a 3,500-page “all-products” catalog. The second presents a slim 36-page catalog. It features a customized product selection based on purchase history and is personalized with the company’s name. Which sales rep is more likely to get the sale? We all know the personalized approach is more effective. But there are hurdles in the way of establishing an on-demand catalog solution. By knowing what the major hurdles are in advance, you will be in the best possible position to ensure a smooth implementation. The