Do You Know How They Want to be Contacted?

Test the following to help gauge customer contact needs/wants.

1. Simplify everything.

2. Change [your catalog] cover and opening spread.

3. Decrease circulation by raising the standards of sales per book.

4. Allow "cost of customer acquisition" to determine prospecting strategy.

5. Consider creating a prospecting catalog.

—Michelle Farabaugh, partner, LENSER