Success Depends on the Growth of Your 12-month Housefile

By what level you can grow your business is dependent on the increase in your 12-month buyer file, as you can see in this issue’s list of the Top 200 catalogers. If your housefile is growing, your revenue likely will increase, and vice versa.

No doubt you pay a lot of attention to your catalog’s daily and/or weekly demand report. Is it up from last year? How does it look against budget? But you probably don’t pay enough attention to the increase/decrease in your 12-month housefile. This month I’ll examine why this file is critical to your growth rate. And I’ll offer strategies to grow your file and explain what it means if you don’t.