Get the Most From Outside Lists

Effective prospecting must be evaluated on incremental expenses, not fully absorbed. That is, results from prospecting can’t be expected to cover overhead expenses. Rather, results from mailings to your housefile must do the job.

Obviously, all mailings can’t be considered incremental. Rent, wages and utilities must somehow get paid. But again, your housefile must be large and strong enough to cover these expenses. When prospecting, try to recover only your out-of-pocket expenses—that is, your incremental expenses. Bear in mind, this is difficult to do.