chapter 9

Prospecting: Target Key Prospects

Overview

The vice president of marketing for the National Linen Service (NLS) in Atlanta, Georgia, concluded from my research, “No one but dinosaurs will want our service. Without new prospects, we’re going out of business!”

Alsco bought NLS trusting that its key prospects would be like its key customers. Aesop advises, “Example is better than precept.”

Many direct marketing companies use the traits of key customers to identify key prospects. For example, InfoUSA advertises, “We’ll analyze your customers to find hot prospects just like them!” Let us learn how to target key prospects with a direct marketing campaign.

Vignettes

Dinosaurs Devour the National Linen Service

My first marketing research client ...

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