A company, dealing in dog food,was holding its annual sales convention. The sales personnel were brimming with ideas. The advertising director introduced a point-of-sales scheme that would "revolutionize the industry". The sales director extolled the virtues of "the best damn sales force in the business".Finally it was time for the president to go the podium and make his closing remarks.
"Over the past few days" , he began, "We've heard from all our division heads their wonderful plans for the coming year. Now we draw to a close, I have only one question. If we have the best advertising, the best marketing strategy,the best sale force, how come we sell less dog food than anyone else in the business?"
There was pin-drop silence in the convention hall. Finally, after what seemed like forever, a weak voice answered from the back of the room.
"Because, dogs hate it."
Implication of this story: Don't overtook the obvious. See the underlying cause from every angle
for effective sale of any product should be given maximum priority.
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