[You Hit Where You Aim]
Not too long ago, I was meeting with a CEO. The conversation was regarding sales goals for the upcoming year. After looking them over, I commented his goals were incomplete. He was shocked and asked me why I had said what I did.
My reply was, "I see your sales dollar goal, but you are missing your gross margin goals."
"What difference does that make?" he asked. "If we are profitable we are good, right?"
Actually, the answer is wrong. No one starts a business to sell. Companies exist to make a profit, among other things. With that being said, why wouldn't you have a sales goal that reflects why you are in business?
Profit dollars are what you are after. To that aim, you need a goal and then you need a plan. At a minimum, a good sales plan addresses two things; growing sales and increasing margin. Hence, you need a goal for both in 2018.
You hit where you aim.
The Sell More While Spending Less approach addresses both of these needs. Tools and techniques for this top and bottom line approach will be covered in upcoming issues of this newsletter.