It involves several things. We've always had a knowledgeable sales staff, but we're taking them up to the next level. They're getting more professional training, more industry training, more product training. Greg Dixon has built a wonderful tech support staff. Our tech support to sales ratio is 1 to 1, which in distribution circles is unheard of.
Catalyst now has a staff of seven devoted to business development.
Some of them focus on data, telephony solutions, and working with different ISVs, such as Sound Advantage and Rockwell. The manufacturers just aren't providing nearly as many leads as they used to. So Catalyst has devised an initiative involving advertising in direct mail, newspapers, radio, etc. Resellers pay for this service, but they get a reduced rate because Catalyst is able to spread the creative costs across various media and can secure media contracts in volume. And instead of doing the promotion by vendor, they're doing it by application.