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

On the flip side, favor those affiliates that bring in truly incremental sales. Treat them as partners in business, and you’ll both benefit.

NOT Working: Giving away the farm. In the rush to keep up with online retailers, catalogers have become much more promotional, sometimes without evaluating the economics. Even if the numbers work on the front end, promotion-generated customers may be more fickle, with lower lifetime values.