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When you can’t figure out why your sales have surged in one month and plummeted in another, it’s easy to shrug your shoulders and mark it up to “seasonality.”. Seasonality refers to fluctuations in your sales revenue that are caused by external factors and occur on a predictable schedule around the same time(s) every year. To be fair, you can’t really control seasonal shifts in consumer behavior, especially when those shifts are permanently tied to the holiday schedule or growing seasons.
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Over the last couple of months, I have had a number of clients share with me that they lost out on a couple of large deals that they had felt pretty strongly about. In each of those scenarios, my first question was, "Do you know why?" More often than not, the answer to my question was, “I’m not sure.” Anyone who has ever been in a sales position has received a “no” in their career – most likely more than they would like – it comes with the job.
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Speaker: Susan Spencer, Principal of Spencer Communications
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