Managing expenses is essential, but to achieve success a focus on sales for sustainable revenue growth is paramount.

There is a strong correlation between successful small businesses, sales and revenue growth.

Successful companies make sales the priority

• To improve your bottom line, focus on revenue growth rather than cost cutting and budgeting.
• While making operations more efficient might be easier, sustainable growth can only come from sales.
• Focus on your sales processes to continually acquire new clients and deepen relationships with existing customers.

In a competitive marketplace, every company is under pressure to improve the bottom line.  And as every business owner knows, there are only two ways to do that: increase revenue, or decrease costs.

Where a lot of companies go wrong, however, is in their focus.  Instead of expense cutting and strict budgeting, your time may be better spent prioritizing sales.

When times get difficult, many companies instinctively turn inwards, focusing on streamlining operations and minimizing the expenditures needed to maintain those operations.  This tends to be the case especially for smaller companies that do not have a sales department.

Of course, maintaining efficient costs and sticking to reasonable budgets is a healthy practice for all businesses.  But what many companies lose sight of is the fact that true growth and success can only come from sales.

The reason so many companies turn to cost cutting is because growing revenue can seem like an insurmountable task in a slim marketplace.  But with the proper sales processes in place, any business can leverage their unique market position to win new clients and extract more value out of existing business.

Just as every week your company strives to get your product out the door, the same focus has to be applied to bringing new clients in the door and developing deeper sales relationships with current customers.

When budgeting for the upcoming year, build your budget around the sales budget – what you’re forecasting for the next year, and what resources you’ll need to get there.

That way, instead of pinching pennies you’ll be driving true growth and sustaining a thriving business for years to come.

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