Learn to Prospect Efficiently

You might conclude from this that you should only prospect during the holiday season. In other words, it is better to go fishing when the fish are biting! While this is true in principle, it is to your advantage to prospect all year. At least the top 20 percent of the outside lists you use during the holidays should be mailed throughout the year. You may also find the lifetime value of a buyer generated during the “off” season better than the lifetime value of a buyer generated during the holidays. The holiday buyer is most likely a gift shopper, whereas a buyer generated during the summer or spring season is probably buying for himself. Don’t be quick to look at only the initial results.