Prospecting: Improve Customer Lifetime Value

¥ Don’t just focus on initial acquisition costs. It’s tempting to try to make your money back on prospects as quickly as you can, but it’s also possible that a higher acquisition cost may result in better customer retention, said Trollinger.

¥ Maintain a complete history for each select on each list you use, said Trollinger. “Use what you learn through these histories to estimate which selects on future lists will result in the best lifetime value,” he said.