10 Statements a Catalog President May Not Want to Hear

1. Your company won’t grow if you don’t prospect more. Invest in new buyers. You’re not always going to find enough good lists to enable you to prospect at or above the incremental break-even point. To grow, you need to prospect to lists performing below breakeven. That’s not to say they’re bad lists. Rather, the payback will be longer, requiring you to make an initial investment.