How Much Should You Spend to Acquire New Buyers?

At a minimum, be willing to prospect at a rate that will enable you to maintain your current level of sales. If you want to grow beyond that level, the amount of prospecting you do must increase. Again, view this as an investment in the future of your company. Sacrificing the long-term growth and good of your company for short-term profits never is wise. Be as concerned about the change in your 12-month buyer file — from one period to another — as you’d be about the results shown on your income statement. The change or growth of your 12-month file will give you a good idea of the health of your business.