Sales don’t happen in a vacuum. They’re the result of many parts of the business working in concert – not just the final act of “selling the pen.”
A sale is really a promise: quality, consistency, trustworthiness, dependability, prestige, convenience… the list goes on. The transaction is simply the evidence that the promise has been bought into.
Before the sale ever happens, we have to ask ourselves tough questions. Are we living up to our brand promise? Is our talent truly up to par? Are we serving the market the way we claim? Can we scale without breaking? And maybe most importantly – what happens between this sale and the next?
The choices we make about who we serve and how we serve them matter. Do we want to reach the masses, or focus on a select few? Are we targeting the bottom, middle, or top of the market? Each decision signals to buyers who we are for and just as importantly, who we are not for.
So while it’s natural to zero in on sales when revenue dips – without examining the entire business, we may overlook the true cause… and the real opportunity.
Poll Results: The results are in from last week’s survey:
Song of the week…
Tim Martinez
“The Inside Man”
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