Today’s mandate for sales and marketing executives is clear: boost revenues and profits, cut the costs of sales, and increase customer satisfaction and retention. Things get muddled, however, when executives try to figure out how to meet those objectives in the face of increasing competition, spiraling sales costs, and ever-escalating customer demands and expectations.
Unfortunately, no single strategy guarantees superior sales performance. Superior sales performance results from the organization-wide commitment to attracting new customers while increasing the profitability of existing customer relationships.
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