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A marketing executive bought a load of melons for $1 each. He advertised them for sale at $0.85. When his CFO asked how he planned make a profit, he proudly replied, "Volume!" Too many businesses think like our melon-selling friend. They assume they can make money on anything, if they can just sell enough. Knowing how to sell something without understanding the economic impact of those sales is a recipe for disaster. The ultimate result companies must focus on is how much cash a promotion puts in the bank.