How to Use Selling Expense Ratios

So, what does the chart suggest we do? How can we alter our circulation strategy in order to reduce the direct selling expense to sales ratio? Here are few suggestions:

1. Increase the 12-month buyer file. The more recent buyers there are to leverage, the lower the selling expense to sales ratio. Look at ways to reactivate older buyers, convert inquiries to buyers, more frequently mail hotline buyers, increase prospecting, etc. Develop a circulation strategy to grow
your 12-month buyer file more quickly.