A Chat With Sue Landay, President, Trainer’s Warehouse

CS: In the initial contact I received from Heather at Abacus, she talked about some changes you made to the book after joining up. Could you speak to what changes you made and why you decided to make them?
SL: Specific to the mailing strategy? I would say it was probably in the late ‘90s or so. The way we had been doing things previously, we were able to double our mailings and double our sales. That worked very nicely at the beginning, but at a certain point you begin to see diminishing returns. And we were beginning to saturate the lists of corporate trainers we had available to us. So the challenge was where to find more customers, and more customers who were going to have the higher response rates that we needed because we couldn’t just keep mailing more.