There are a lot of people in business who either believe more sales equals more profit or want you to believe more sales equals more profit. Let me share this – more sales does not equal more profit.
Certainly, sales are important and I am in no way suggesting it isn’t. However, sales are but 1 part of a business. If used correctly it can be an important contributor, if allowed to go forth and sell, sell, sell, it can destroy your business. Understanding both how it can do that and what to do about it to prevent that is an important step to developing sustainable sales revenue and sustainable profit.