Every business owner understands the importance of developing a solid sales and marketing program, but with the demands of the daily grind is all too easy for that program to lose its focus. Taking the time to refocus energy on the areas with the most potential can have a significant impact on sales force morale, and on the bottom line.

One of the most important parts of any sales program is that of account penetration. The ability of the sales force to sell more products to more customers is one of the surest ways to maximize revenue while minimizing costs, and it is important for any good sales and marketing program to focus on the importance of account penetration.

Unfortunately the world of sales is full of just the opposite – sales professionals who have developed a focus and an expertise on just one or two product lines. In many cases one or two products will make up the majority, or even the totality, of the individual’s sales.

While it is certainly good that these sales professionals are producing results, the fact is that they could be producing even better results with a simple change in focus. By changing their focus from one or two products to the rest of the company’s line, those professionals can increase their earnings, and the company’s bottom line as well.

Maintaining a stronger focus on the company as a whole can also increase the morale and satisfaction of the sales force, and increase the chances that the star performers will stick around. Retaining top talent is a constant challenge for any organization, and a change in focus can help those who are stuck in a rut discover how much more productive they can be.