Trading Gross Dollars For Profitability
Big deal, Black Friday was a so-called success with sales up over last year. I say the opposite is true as the reason for increased sales was deep discounts and lower profitability. So, was there really a net gain? No.
The commercial market is committed to increasing gross revenue, it is deeply embedded in our psyche. I urge change – lower revenues with higher profit is better, much better.
Profit controls the health of a business, not gross revenues. We must change our mindset. The marketplace has changed and we must change with it. Failure to change can be fatal.
Tattoo it on your hand: “Profit over gross revenue”! Add value, don’t discount and compete for lowest price. Volume doesn’t control anymore.
