Business Marketing Advertising

A great sales manager, now at the head of one of the largest businesses of its kind in the world, divides sales people into two classes ? “daily providers” and “once-in-a-whilers.”

The “once-in-a-whiler” often has a reputation for being a wonderful sales person. Business comes easily for him. His orders are spectacular. Glory is showered upon him. Yet, if the business were dependent upon his efforts it would probably fail.

All well-managed business enterprises are operated on a budget basis. Fixed sums are set aside for various activities and purposes. To meet this budget an even flow of orders is required. Every thousand dollars that will be spent next month must be matched by an equal volume of business from the sales force.

The salesman whose orders come in fits and starts; who closes a big contract today and then goes along for a week banking on another big order he sees ahead, is on a par with a factory worker who lays off for periodical jags. You can’t operate a factory with workers of that type, and you can’t operate a business with salesmen of that type.

The budget by which your business is regulated provides for a daily outlay of cash to operate you. This money is not paid out “once in a while” but every day. By seeing to it that each day’s business offsets each day’s expenses, you put yourself in the “daily provided” class where every good salesman belongs.