Fundamentals of Prospecting at Breakeven, Part 2 of 2

What about acquiring new customers to your business using channels other than mailing them a catalog? Such methods include natural or paid search, affiliate marketing, space advertising in magazines or retail events. Apply the same rule of thumb with acquiring new customers above breakeven. Just make sure you aren’t holding your catalog circulation prospecting at breakeven and subsidizing another channel by prospecting for new customers on the Web at a loss, for example. If you know your breakeven for each channel used in prospecting for new customers, you’ll be able to manage each channel to the same financial standard; that is, acquiring as many new customers as you can at or above the break-even cost of acquiring them.