The Evolution of Prospecting

Early in my career, I learned that there was an enormous gulf between retail marketers and direct marketers.

Direct marketers had the ability to literally control their businesses. If direct marketers wanted to acquire 500,000 new customers, they could acquire 500,000 new customers. If direct marketers wanted to become more profitable immediately, they stopped customer acquisition activities. If they wanted a large, growing business five years from now, direct marketers hit the customer acquisition gas pedal.