Get Creative As You Prospect

Diversification Reduces Risk

A key benefit of multichannel prospecting is reducing risk through diversification. Think about how a financial manager reduces investment risk by diversifying your portfolio with stocks in different sectors, and apply the same concept to customer acquisition. If you only rent lists, you become highly vulnerable to postal increases, deterioration of list-rental universes, etc. When using a variety of prospecting approaches, these things impact you, but your business isn’t decimated.