B-to-B Prospecting: Dig Deeper for Better Names
In this scenario, B-to-B prospecting takes a different tack. Instead of asking, “How do you find new customers?” ask, “How do you find new customers predisposed to making a second purchase?”
“The ultimate goal is to build your own prospecting database and your own model,” says American List Counsel’s Lowenthal. “That’s what the big-box retailers are doing with great results.” Of course, smaller companies usually don’t have that capability, but they still have options.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
