You all have very valid points. Perhaps I am over complicating the process again. I got the idea for the small catalog from Aquascapes. They produce pond and waterfall pumps and filters, as well as an entire system for building ponds. When I was building ponds and water features it was an incredible sales tool that answered a lot of the simple questions we always would get asked time after time. After using it for a while we noticed we were selling to a much more informed clientele. The amount of questions and opposition dropped dramatically and our sales came much easier. Was just thinking of trying to duplicate the process for the lighting biz.
Greg from Aquascapes is pretty impressive. I sat with him at dinner on a conference a couple of years ago. I like his catalogs and his marketing approach.