When planning marketing and circulation strategies, one of my first questions is the size of a company’s 12-month buyer file. I’m always surprised at how frequently company owners don’t know this critical piece of information.
In addition, it’s important to know whether the trend in your 12-month buyer file is up or down because there’s a direct correlation with your company’s growth or decline.
It’s all too common for business owners to think they can stop prospecting for a while to save cash, and revenues will stay the same. They forget that some attrition is natural, and it’s necessary to at least replace the prospects you lose. You need to keep running just to stay in place on the treadmill.
