How Much Should You Spend to Acquire New Buyers?

* Capitalize on the new buyers added to your continuation lists. These names are sure to be winners.

It’s unlikely you can prospect in total above the incremental break-even point. So be willing to invest in acquiring new buyers and in your company’s growth. When looking at an income statement, it’s tempting to cut prospecting to save money and put more profits on your bottom line. But is that really the right thing to do? Probably not. It’ll cause a downward spiral, and the 12-month buyer file will start to decline.