The Big One
Sales is all about thinking big. Bigger clients lead to bigger profits which lead to bigger vacations, or so the logic goes, and a lot of the time that's true.
But rarely is it that easy. Big accounts are difficult to land, and even then, aren't necessarily a sure bet for big sales. In an economy where most businesses already operate on slim margins, that can spell trouble—time spent courting a large prospect that never pans out is money and resources lost. Or, as Gregg Emmer, chief marketing officer and vice president for Batavia, Ohio-based Kaeser & Blair Inc., put it: "Bigger isn't always better, unless you are talking about profit."