10 Ways to Put More Zing in Your Prospecting With Alternative Media

Tip #9: Always compare your alternative media results against list rentals.

Think of list rentals, even though they may show sagging results, as the benchmark by which to compare alternative media. Cost to acquire a new name (a buyer) is still the standard by which all prospecting needs to be measured. With decent tracking, you can compare new-media acquisition costs against your historic list-rental standards.