Another critical distinction is between “prospect” lists and “customer” lists. The definition is pretty simple. A prospect is someone who has NOT bought anything from you yet. A buyer is someone who HAS bought something from you. In your business you will have both types of lists. And the important thing to remember is that a list of buyers is a lot more valuable than a list of prospects. In my experience, a person on your buyer list is worth 10 to 15 times what a person on your prospect list is worth. This leads to a couple of key points. First, you want to try to move people from your
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