Strategy Alternative Prospecting Methods (1,424 words)

by Stephen R. Lett

It is no surprise that catalogers rely primarily on the use of outside rented names to grow their housefiles—the most proven and fastest way to generate new buyers.

But there are other cost-effective prospecting methods that can be used to supplement traditional ways of generating new buyers. It's easy to stick with using outside rented names and cooperative databases for new buyers. Why should a cataloger consider alternative methods that take time to set-up and cost money to implement?