15 Maximizing High-Potential Accounts
The primary purpose of this chapter is to illustrate two common mistakes in sales development. They are:
1. Selling for volume rather than for profit.
2. Directing equal marketing pressure at all possible customers rather than concentrating on those with the highest potential.
To illustrate what I mean by this, I have put together four separate sales plans for the hypothetical Swing Corporation.
The Swing Corporation manufactures and markets an audio package for the elaborate-packaging market. Three models are offered: circuits, tubes, and valves. The sales plans are for the Northeast region, which represents approximately 10 percent of the corporation’s national market. The four sales plans are titled:
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