Three basic principles have been shown to increase sales The first principle is to make more calls To get more orders it only makes sense to make more calls In addition to contacting more potential customers the salesperson will also get better at making

The reading passage discusses three basic principles of business for increasing sales. However, the speaker in the lecture mentions that recent research have called those traditional ideas into question. First of all, the lecturer holds that high volume of calls correlates with sales of items that cost less but it does not prove true for expensive items. In fact, the opposite is true. A bigger decision is needed for expensive products as the company would make a large expenditure. Hence, a high quality call should be made by a well-informed salesman. Unfortunately, the salesperson would have to cut the preparation time for calls in order to make a large number of them. Thus, the salesman would sound less informed about the product, which could affect the sale. Second, the author argues that more calls should be targeted to high-level employees who have the authority to approve the sale. Nevertheless, according to the lecture, research results revealed that the same level of success could be achieved through an even distribution of calls across all levels of the organization. The speaker further elaborates that salesmen who call higher level employees would have to answer more specific questions about the product, which needs a better understanding of the company that the regular sales representatives would not be able to demonstrate since preparation time was limited as discussed in the previous point. Lastly, the excerpt contends that once customer's objections and concerns have been addressed, the salesperson should show a sense of urgency through offering a deadline or incentives. The listening casts doubt on this argument. The professor indicates that when the salesperson puts effort early on in the sale, the chances area higher for the sale to close more easily without imposed pressure. He expands more by saying that addressing consumer concerns, summarizing benefits and proposing a next step is enough to encourage the closing of the sale without deadline or incentives