Chapter Twelve. Sales
A major portion of most companies’ cost structure is the effort devoted to sales. When I write about sales, I do so with great trepidation because I have found that almost every company I have helped has utilized a different combination of techniques and personnel to drive sales. It is also the area where I have achieved the greatest success and the worst disappointments. I have been lied to, cajoled, stroked, and assured by sales managers. I have developed great sales organizations and have had the greatest difficulty in molding a team.
The reason for all of this uncertainty is the fact that salespeople and sales managers by their very nature are optimists and as such tend to overestimate their ability to deliver sales. In ...
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