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I markets and how you can win more profitable business from them
I because if you become too “future-minded” you are in danger of
I having no future to enjoy. Part of our consultancy work is to win
I those profitable sales today for our clients to fund their future.
I Our approach is to get in and out quickly. Do the job and leave the
I client with the tools to do it again and again. Only when today is
I secure can we turn our minds to tomorrow.

Some performance indicators

n Are our customers consistently expressing delight?
n Are we winning the customers that we are targeting?
n Are our sales rising as forecast?
n Are we coping with the logistics?
n Are we maintaining our margins?
n Are we within budget?
n Are our salespeople bringing in worthwhile customers rather than

just going for numbers?
n Is our credit control remaining effective?
n Are our competition showing signs of feeling the pain?
n Are our people committed to achieving more at lower cost?
n Have we avoided the trap of delivering more than the market

demands?
n When we last advertised what was the cost of each enquiry?

– What was the advertising cost of each sale?

Sales reporting

Salespeople hate writing reports, but you must know:
n On whom are they calling?
n Why are they calling?
n What is the result of the call?
n What do the customers want?
n What are they likely to want in the future?
n What action is required after the call?

You can buck the market! 147