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CHAPTER 4 Sales Objectives—the Sales For... > Sell Something . . . but Not Just An...

SELL SOMETHING … BUT NOT JUST ANYTHING

Image Now you have a sales force that is perfectly sized, highly capable, and totally focused on your ideal customers. The final Sales Objective that you have to communicate is this: what do you want your sellers to sell? Nearly every company has a variety of products and services it can offer to its customers. Some products are new, some are old. Some are high-margin, some are less profitable. Some are designed for specific customer uses, some are more universally applicable.

In our study of sales force metrics, we discovered that most companies are quite deliberate about which products they send their sales forces into the world to sell. Measures of Product Focus include numbers like these:

Image Revenue by Product


  

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