When Should You Prospect

You look at the orders/sales report every day. However, it’s also important to monitor the growth of your 12-month buyer file, at least monthly. Tracking its growth is key to the health of your business.

The best time to prospect depends on the market you serve. If you’re a business-to-business cataloger, you prospect at about the same level all year. Apparel mailers prospect heavily in spring and fall. Food mailers prospect later in the season (i.e., October and November). Gift mailers obviously prospect heavily September through early December. It’s always best to go fishing when the fish are biting! By doing so, you’ll maximize your investment in acquiring new buyers.