Prospecting: Teach an Old Trade New (and Not so New) Tricks

CS: Explain how seasonality figures in.
JF: A customer who comes on file in the spring has a higher 12-month value than a buyer acquired in the holiday season. This is due to different buying habits, as well as the fact that customers contribute most dramatically in the short term. In the case of the spring buyer, this happens to be the very strong holiday shopping season.