Author: Mark West
Let’s face the music. Business is a game of give and take. At the end, whether it is for the shareholders, or for ourselves as a sole proprietor, the measure of the business is the profit margin. Only two ways to really increase the profit: Sell more and/or buy better. So we prod our sales people to create sales, and beg our procurement people to find savings. Actually here in lies the problem. To get more sales, you need more leads. More leads, generally means more marketing. More marketing, means high costs. Now if all this worked like clockwork, that could be fine, but it doesn’t. We all know that only a small percentage of the prospecting we do actually turns into leads. This is not the fault of the Marketing industry, it is just the nature of the beast. As it was once said…you need to knock on a lot of doors to make one sale.