We always assume that the next new sale is good business. More sales, more profit. But not all sales are equal. Do you really know the incremental cost of your next sale ?
An Illustrative Story
In the bustling city of OrthoVille, a pioneering medical device company known as OrthoTech Innovations was leading the way in cutting-edge innovations for orthopedic surgery. They had developed a groundbreaking implantable device called the "BoneGuard Pro," designed to revolutionize patient care and outcomes in orthopedics. This device exemplified OrthoTech Innovations' current business model.
One sunny morning, Dr. Emily Johnson, a renowned orthopedic surgeon specializing in joint replacements, received an intriguing email from OrthoTech Innovations. The email introduced the company's latest innovation, the "BoneGuard Pro Plus," an advanced version of their existing device. It promised enhanced features and capabilities that could potentially improve surgical precision and patient recovery. Dr. Johnson was excited about the possibilities and decided to explore this new technology further.
OrthoTech Innovations promptly assigned one of their representatives, Michael Reynolds, to meet with...
