Most entrepreneurs and business owners’ attention is squarely focused on increasing sales when instead they should be focused on profits. This can be a fatal mistake, skewing your marketing efforts and distracting you from what you should be paying attention to.
In the past few years, Washington Mutual had amazing success increasing the sales of mortgages. And as you know now, they lost money on each of these and, ultimately, caused the bank to fold.
Whether you are testing a headline, an ad, a sales letter, a website, an upsell strategy, or a followup strategy, the question you should be focused on is, “What will help us maximize our profits?” Yes, you could send out ten thousand postcards and get a few more sales, but if your response is low, your marketing costs are going to decimate your profits.
The solution to making more is to continually test and improve everything you do to market your business, so that each month, you’re generating more leads, more sales and yes – more profits.
by Charlie Cook
Sales & Marketing Skills are now available at DMI. However, we will conduct it only on a project basis or with customization. So make sure you get a team of at least 15 people interested in this course!