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Sean Norris
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Ultimately, that can make large accounts less lucrative than they appear. The time required to land one large client might be spent on several smaller ones, resulting in greater total sales. "A single $25,000 order from a large account will likely have less total profit than five $5,000 orders from five smaller accounts," Emmer explained. "And the total time necessary to write the five orders might be less than the single big order. This can be further complicated if you realize that while salespeople are investing their time to hopefully get the big order, other business they could more easily get is being ignored."
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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