How to Prospect More Effectively

There’s a certain attrition rate associated with a typical catalog housefile. People die, others move, and some become dissatisfied. It’s important to add new buyers to your housefile to maintain a certain level of revenue and/or to grow your business.

Rule of thumb: The percent increase in revenue growth will approximate the percent increase in your 12-month buyer file. For example, if your 12-month buyer file grows by 15 percent, your gross demand revenue will increase by about the same amount. The growth of your 12-month housefile obviously results from acquiring new buyers, but growth also can come from re-activating former buyers. Regardless of the source, focus on growing your 12-month buyer file to boost your business.