Spend to Grow
Assess your cost to acquire a new buyer
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Rule of thumb: A catalog company can’t break even on the initial orders generated from prospects. Catalogers must be willing to invest to acquire new buyers to grow, or at least maintain, their 12-month buyer count.
This month, I’ll cover the cost to acquire a new buyer, why it’s important to invest in prospecting and why you shouldn’t expect to break even on the initial order.
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