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– Bill Farquharson, president, Aspire For, Duxbury, Mass.
"In sales, the most productive and financially rewarding business is one balanced between small, medium and large accounts. That almost guarantees a similar balance in the size, scope and value of projects. As a starting point, I suggest to salespeople that they allot 35 percent of their time and resources to small-order business, 40 percent to medium-order and 25 percent to large-order business. There is an inverse relationship to individual value of an order and the volume of those orders. Lots of small orders and few large ones. But, surprisingly, the revenue from each group may be close.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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