In our previous blog post, “3 Guiding Principles for the Application of Lean in Marketing & Sales”, we offered a trio of overriding Lean commandments. In this post, we point to specific Marketing & Sales targets for Lean that will simultaneously increase customer received value and marketing and sales ROI.
Between the banks pushing for higher prices and margins on your products to generate improved cash flows (or you lose financing), and your big customers pushing for lower and lower prices, what’s a manufacturing firm to do? And, how does a sales person make a living if he isn’t price competitive. Isn’t some margin, albeit low margin, better than losing a customer?
For small to mid-size businesses, the decision to commit resources to target a large account should considered carefully. The primary considerations are: "What are the implications of winning?" and if those are acceptable, "How should we go about it?" So let me provide you both sides of the story.