July Newsletter

Are you making the right decisions when faced with declining sales? Many companies typically respond by cost cutting and increasing discounts, which could be doing more harm than good. Another way to approach this is to address those challenges based on whose sales are declining. Is it the "best or the rest" of your customers that are spending less with you?

Businesses need to vary their strategy to address shortfalls in sales based on the type of customer. Frequency, loading and promotional strategies may be appropriate, but only when you know the characteristics of the affected customer segment.

Are you giving away margin and training your best customers to buy only on discount?  Don’t get caught in these reflex responses – your business may never recover!

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