And how much prospecting can you afford to do?

Curtail the amount of prospecting you do in the slower season, concentrating primarily on your best list. Don’t eliminate prospecting. Simply focus on your best lists. Tighten up on list selections, and don’t test new lists or lists considered out-of-category.

Prospect deeper in your better season, and test new lists. Test new list categories and other segments of proven lists, as well.