Is Bad Economic News Affecting Your Catalog Sales?
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Jim Coogan
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Look closely at your sales from customers vs. sales from prospects. Your customers may be responding well, while response from prospects may be where you’re falling off. A good metric to look at is zero- to 12-month customers because it’s easy to compare their performance against the performance of the same segment from the prior year. (Click on the chart in the bottom row position at the bottom of the page for an example.)
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