By believing in his client's product, Kehrli says, he's able to have a greater understanding of the market. "I can then apply my list knowledge to help their plan."
In Good Times, and in Bad
A list broker's job is multi-faceted. Part of it is recommending lists, part of it is price negotiation, part of it is trying to pry information out of a clients' hands, and part of it is sharing creative ideas and engaging in dialogue about the mail campaign.
But hey, let's face it: Every relationship has its peaks and valleys.
"Much like in any union of two people, it's not always a day at the beach," Portner laughs. "There are campaigns that fail. There are people that lose money—and does it mean that you bail out on your list broker who you trust? No. You dust yourself off and move on to the next project."