Sending less product literature to customers can actually be a more efficient way to communicate with them and service their needs. Like other companies in its niche, Design Basics, a home-plan design service, based in Omaha, used to sell catalogs to builders showing home plans of every style and size, in prices from $3.95 to $100 per catalog. Now, instead of overwhelming customers with needless information and charging them for it, Linda Reimer, president of the design firm, saves them the hassle by custom-binding sketches and layouts of specific interest to each customer and sending them on a complimentary basis.

Reimer figures the savings in printing and postage alone will offset the incidental revenue stream generated through sales of home-plan catalogs. Already, Design Basics sells more than $4 million worth of actual home-plan blueprints per year.

Copyright 1997 G+J USA Publishing