Selecting a List, Testing It Twice …

Ask them to proactively recommend new lists to you when they uncover ones that look like they fit your model of an ideal list composition. Thank them when they do, and again, listen to their reasoning. If your list broker has taken the time to get to know your organization, these suggestions could be right on target. Sometimes we have too much tunnel vision, but the fresh eyes of your list broker can uncover something that has been overlooked. (On the other hand, if you never get new ideas, consider replacing that "family member" with a broker who will work hard for your business. Acquisition is too critical to settle for mediocrity.)