Until there is a sale, there is no business.
Finding new prospects and driving more sales from existing customers is difficult and can be a costly exercise, especially if it is an unsuccessful one. This highlights the need to create a comprehensive business plan. By undertaking a basic SWOT exercise and determining a clear direction for where you want your business to be, you can then take a decision on the time frame, tools and resources required and the estimated level of investment to achieve your targets.
By deciding how you are going to get customers and keep them, you need to also assess what sales and marketing activity is going to be deployed to ensure your route to profitable sales growth is an efficient and effective one.
Yes, you may have a great product or service, but it will count for nothing without a clear, sustainable and profitable business strategy to deliver the desired results.