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Are You Asking Customers What You Really Need to Know?
We’re constantly comparing today’s sales trends with past records, trying to analyse current results, and also striving to predict sales of the future. In doing so, it becomes frighteningly clear how close to impossible it is to keep up with the constantly changing methodology, developments and tactics that encircle the sales industry. The very statistics that hold the fort together play an important role in telling the story of a business - that is, as long as they’re reliable and valid.