Learn to Prospect Efficiently

RESULT BY SEASON FOR PROSPECT LISTS

RANGE

FROM TO

Holiday 100% 100%

Fall 85% 90%

Spring 80% 85%

Summer 65% 70%

If we prospect during the summer, our results are going to be 65 percent to 70 percent of what they will be during the holidays. It will cost more to acquire new buyers during the summer season (or spring or fall) than it will during the holiday season. This is especially true considering break-even points tend to be less during the holidays due to economies of scale. More books are being printed during the holidays, therefore the unit cost per book will tend to be less. The lower the unit cost per catalog mailed, the lower the break-even point.