IDEA: Send catalogs/literature to the customer’s end-user 1st, then the buyer. You need to sell the end-user; he will override the buyer.
Send literature and catalogs to your customers’ end users, as well as the buyers. For some purchases, buyers decide upon the selection, but for most, they use the vendor dictated by the assigned customer employee (production managers, engineering managers, maintenance managers, etc.). Thus, every time you send a catalog to a buyer, a copy should be going to the end user simultaneously. That is who has to be made happy.