Traditionally, sales people have left the complete catalog with customers and this impressive volume has been our standing presence in their offices. In addition to the complete catalog, we also issue about 200 specialty catalogs for specific product lines, client categories, and more, but it has been the complete catalog that has been our public face. Yet the sales people and customers alike have been shunning this catalog of late. Even though we are dealing with at least as many clients as ever, our complete-catalog press runs are about half what they were before.
  
In exploring the reasons for this, I have been struck by the increasing use of digital information. Presentations and sales pitches use computer data now. Everything -- including the data for simulations -- fits inside a light-weight laptop, and there is no need to lug heavy catalogs around. (Each weighs about 1.5kg.) We used to assume that having the catalog on the client's desk meant more notices and more sales. But now we send out email updates and reminders. It is on-line interaction rather than on-desk presence. Sales is changing in some very basic ways, and I am beginning to feel old.
  
Nanba Yoshifumi
Itoki