A Chat with Arnie Zaslow, executive vice president, ATD American Co.

CS: How do you narrow down your prospects?
AZ: We utilize that time-worn concept of recency and frequency. We measure very carefully who our best prospects have been. We try to identify and profile those prospects, then duplicate them in the prospect market. After prospects have been converted to customers, we ask “who were the people who were converted?” We carefully examine our customer list and constantly update the criteria to make sure we’re identifying our customers with every attribute that’s available. We overlay those attributes on the prospect file.