INTRODUCTION: If you’re reading this book, chances are high you’re a CEO, an entrepreneur, or a sales and marketing head looking for a sales breakthrough. Any number of scenarios could’ve led you here:
• Perhaps your sales are heading in the wrong direction and you need to get things turned around.
• Maybe your sales aren’t declining, but they aren’t increasing
either—they’re just stubbornly stagnant, despite all the effort and energy being invested in moving the needle.
• Maybe your sales are growing, just not at the rate you think they should be.
Whatever the case, you want to grow your business. You aren’t alone, and perhaps you’ve come to the right place. I say perhaps because increasing sales in your business could be done in many ways. There are short-term solutions, long-term solutions, and an infinite number of options in between. This guide presents a framework for a very specific type of growth — sustainable and scalable growth. I’ll dive more into what that means later, but for now just know that if you are looking for shortcuts or cheap solutions, this is unlikely to be the guide for you.
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