Get Creative As You Prospect

Diversifying prospecting tactics also makes you less vulnerable to competitors, because you have multiple acquisition “tools” in your arsenal. The more places your offer appears, the more likely you’ll be there for potential customers when their need arises. You can capture prospects who are inefficient to reach via mail, with mediums where prospects “raise their hands.” Schlagenhaft points out that the produce cataloger uses print, inserts, paid and organic search. And Cushman’s also is an Amazon.com partner and has tested eBay. Multichannel acquisition “adds a wealth of new names to our list,” she says. “We reach buyers who may not necessarily be catalog buyers.”