The prospect's large office suite was almost empty. The CEO of the firm was sitting in the corner office. I walked over, met him and started the business meeting. After about 10 minutes of conversation, I learned that the business had been started 2 years ago with his personal funds. Presently, the firm was struggling. Earlier this year, he invested $200,000 in a marketing campaign that yielded almost no new clients. The frustration in the CEO was clearly coming through. Next, he speculated on how long he could stay in business. At times, he looked like he was going to cry. As we talked further, I realized that the problem was not at all solvable through marketing but through a better application of the fundamentals of sales. I quickly estimated that Increasing Revenue, Inc. could get his firm back on the right track with an investment of $5,000 - far less than the $200,000 he had spent. As I related the good news to the CEO, he related the worse news to me - he did not have the funds to pay for my far less expensive and far more appropriate services. Suddenly his American Dream of owning his own business had turned into the American Nightmare of Bankruptcy. `

About once a month we encounter a firm or a division of a firm that invested heavily in inappropriate revenue generating strategies for launching a new product or service. Often, this leads to tremendous financial loss to the firm and the owners.

We can help organizations insure the greatest chance of success with new products and new markets. Success in generating revenue takes effective planning and, more critically, effective execution. We can help firms start off on the right path.

Without trying to respond to all the issues that we commonly see, here are five common things that people often do not think about during a launch:

1. The cost of marketing and sales is often far greater than the cost to develop a product. Developing new markets can also require more time and effort than the development of a new product.
2. Marketing and sales are not something that most people intuitively understand. It takes years to master these skills. People will pursue what they think is logical and rational not realizing that they are violating the fundamentals of revenue generation.
3. A sense of urgency must always be present. Failure to act will cost revenue.
4. Managers or business owners that are reluctant to be involved in hard core sales activities themselves will often produce organizations that are reluctant to sell.
5. Developing an outstanding business plan and not executing it guarantees failure. Often, people are so focused on the planning that they forget the execution.

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