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Denny Hatch
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• Research customer lifetime value.
• Calculate every imaginable fixed and variable cost associated with selling your products, including cost of goods sold, inbound 800 number costs, business reply mail, postage, fulfillment, returns prospecting, etc.
• Establish a profit objective. If, for example, it is 20 percent of net sales, subtract that number from your contribution.
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Denny Hatch
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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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