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Don't Just Sell More

The employees of these businesses talk a lot about growth in sales. That's appropriate as long as there is equal focus on profits. Many times businesses that get hung up on selling more tend to decrease prices to stimulate faster growth rather than doing it in a manner that calls for enhancing relationships, customer service and product/service quality. There is so much short-term focus that these businesses often make bad decisions in order to meet sales growth goals. When looking at sales growth, consider how that growth will be accomplished. Will slashing prices do it? Or will it be done with hard work, better promotional efforts, better customer service and stronger relationships? Remember that price-cutting is a short-term solution that can sometimes set unreasonable customer expectations about future pricing.

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