by Dr Greg Chapman
The big mistake businesses make is using Sales as a proxy for growth. When economists speak about growth, they look at profit, which is not the same Sales. In certain circumstances, increases in Sales can reduce profitability, but people continue to use Sales as an indicator of growth because it’s easy to measure.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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