Steve Hitchcock

By Hallie Mummert The dangers of slowing your prospecting ... and strategies for bringing in new business Necessity, as the saying goes, is the mother of invention. But it's also the mother of action, for nothing breaks a pattern of inertia like dire consequences. A necessity for new names is the catalyst behind the recent uptick in prospecting activity witnessed in the list industry. After close to two years of working every last dollar out of their customer files, many marketers simply have nothing else to do but look for new customers. "The problem is," says Susan K. Jones, professor of marketing at Ferris

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