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When business conditions are harsh, you need every dollar of revenue you can find. Unfortunately, so do your competitors - who seem willing to do almost anything for a buck. You don't want to buy business indiscriminately at discount rates. But you also aren't willing to sacrifice market share to more-aggressive competitors. So, how is it possible to gain share without giving away the store? One powerful way to shore up sales and margins in a downturn is to make your sales force more effective. A more-focused selling operation, in other words, can increase productivity and work wonders for the top and bottom lines when both are under pressure.
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