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Sales and NLP - Using Neuro Linguistic Programming to Increase Your Sales

Author: Tony Jameson

Sales and NLP - Using Neuro Linguistic Programming to Increase Your Sales

Book Series: Sales Skills


The world of business has changed over the years. It is not the same as it used to be, in the past, and many intricate details are coming into play as time goes by. Most business owners are looking to get ahead of the curve and remain on top of their returns. Making huge profit is an essential component of running a business, but this is easier said than done in the modern age. Most people are unable to see the kind of results that are required.

Businesses are always looking to go the extra mile with regards to increasing their sales. One of the techniques that has become increasingly popular is neuro-linguistic programming, because of all the advantages that it has to offer. It takes a look at the business from a customer service perspective, and aims to increase the impact of all of the work that is going into getting the results that are desired.

Increasing sales is not as impossible as it used to be in the past. Those businesses that are willing to invest time on these kinds of techniques are starting to see significant results. This book is going to take a look at what neuro-linguistic programming has to offer those who want to increase their sales by making core changes that are going to last for a long time.

It is essential to discuss how a business can use this technique to improve their bottom line. In the end, there is nothing more important than the money that is coming into the business. This is what most businesses are going to be placing an emphasis on, both in the short and long term.

Neuro-linguistic programming should be paid attention to by everyone that is serious about getting results, now and in the future. It is these details that end up mattering the most. Most people are surprised when they start to implement neuro-linguistic programming and see results immediately. There are certain components of this particular approach that are going to take a while to implement, but there are others that are going to be far easier. It does not have to be difficult to do so unless you are avoiding this approach.

Neuro-linguistic programming has become the way of the future and all of the most successful businesses are paying close attention to these realities. There is nothing worse than cutting corners when it comes to getting the results that you need. This is one of the established methods that is now used by all successful enterprises at some level.

It is recommended to read through this book and use the tips and tricks that are listed to get going down a better path that is optimized for success.


Before moving into the tips associated with neuro-linguistic programming, it is essential to understand the history behind this particular concept and how it came about. This will establish the structure to build around for the remaining chapters in this book.

There is much detail to go into, because this is one of those theories that has a rich background. There is much detail involved under the ‘NLP’ tag and this needs to be reviewed before moving forward.

The core concept revolves around communication, as that is what matters most. It is all about being able to approach the idea of conversing with someone, at a psychological level, and truly breaking it down to observe what works and what does not.

These details can provide a lot of insight into what the right approach can be in specific situations. This is the basis from which the theory for neuro-linguistic programming was created. Communication is going to be discussed heavily when it comes to this particular concept and all that it has to offer.

The creators of NLP were John Grinder and Richard Bandler, who resided in California (USA) at the time. It was the 1970s when this concept was given birth. The creators wanted to put together an approach that would help to describe what communication was all about at the neurological level.

This would help to pinpoint the intricacies of communication and how humans interact with one another. At the time, the emphasis for the theory was not put on business, but on general social settings. It would later go on to become a fantastic theory to apply within the business environment, in order to increase sales and optimize the overall organization, and its bottom line.

The belief with this concept had to do with the understanding that each word that was uttered could be coded. There was a method that could be applied to the language that was being spoken, including grammar. It was these details that mattered the most, in the ultimate coding that would be done, using neuro-linguistic programming. There were a range of factors that would be taken into account including the tone, delivery, and overall construction of the sentences that were being uttered. All of this was emphasized during the initial stages of the research.

A book on neuro-linguistic programming was released, by the pair of researchers, to capture what they were looking to conceptualize. It was a book that aimed to pinpoint the use of therapy and language, and what it could do for those who paid attention to it. It is important to note that the initial work on neuro-linguistic programming was written as a theory - not to be used for therapeutic measures, as they eventually ended up doing. Keeping this in mind will help to clarify the intent with which their initial theory was written.

There were a few critics of the theory during its initial stages. One critic felt that there was a weakness associated with the theory, in relation to a lot of the hypotheses being untested, and unproven to a certain point. The theorists felt that it was appropriate for the research to involve further proof, in relation to how the connection would be made between grammar and psychological effects. This would make it easier to understand these details and how it worked with the therapeutic effects.

In 1997, Bandler released an additional statement to defend the theory and all that it has to offer. He believed that it was important to note how mathematical equations were used to formulate the intricacies of the theory in order to assess the impact of neuro-linguistic programming on communication between people. Most of the theoretical intricacies that were detailed in the theory were based on the use of calculus to judge what worked for the terms, and how they played a role in changing the direction of an entire set of interactions.

Over time, a lot of the work that was completed by the theorists was used to further emphasize the use of these tactics for other aspects of life (i.e. business). There were many workshops that were held, to pinpoint how these core concepts could be implemented in real life, to maximize a business and to get more out of the job that was being done at the time. There were many new techniques that were added to optimize an organization and these details will to be fully covered in this book.

There are even self-help programs that have been built around neuro-linguistic programming, and its intricacies, because of the power behind the concept. This can help distinguish between what works and what does not. This concept has been around for a while and the history behind it is rich, but there is always something new being added to the mix to keep it relevant and efficient for business people around the world.

It is essential to note that the development of neuro-linguistic programming over the years has made it unrealistic to assume it is being implemented in the same manner everywhere around the world. There are countless individuals who are unable to get quality results because they are not using uniform approaches to implementing the techniques. It is essential to weed out the rubbish, from what actually works, and that is why this book should help to provide a clear guide to follow from top to bottom.

This chapter should have helped illuminate the intricacies of what neuro-linguistic programming is all about, and how it came into existence. There were many ups and downs along the way to reaching the maturity of the theory as it stands today. The key components associated with this concept should be noted immediately, and implemented, because of the rich history alone. There is a reason for this being one of the most highly used methods in the world, when it comes to businesses and their management. Many training sessions are held because of this, in a bid to increase the bottom line and better those margins.


A lot of businesses understand that customer service is important, but they never realize how important it actually is. Customer service is one of the things which have the most impact in a business – it can that can turn the tide to create positive results or, badly done, can drown it completely. These details matter a lot in the short and long run for those who focus on them. The importance of customer service cannot be stressed enough for those who are going to be working hard to improve how their organization is run. A great business is one that places a huge emphasis on customer service because that is what brings home the bacon in the end.


The first benefit that comes from quality customer service is the increased profits. The main reason for delivering good customer service is always going to be the bottom line. When a business is earning more money, they are going to be satisfied with the approach that is being taken. Customers adore being treated well and will, as a result, be more inclined to making more purchases with a specific business, if they like the service. This is often seen with restaurants, because of the interaction that goes on between the servers and the guests that are present.

Public Relations

There is nothing like a little bit of positive public relations to get things going in the right direction. One of the main reasons to focus on customer service has to do with having a great public image. When a company’s public relations are good, they are going to attract more customers now, and in the future. The effect might not seem like a lot in the present, but when prospective customers are searching for a particular service, they are going to read the reviews. This is why having great public relations is a positive that cannot be ignored.

Shareholders Love It

For those companies that have a lot of shareholders to appease, what better way to do so than to have positive vibes coming from the market because of the customer service? A business that is going to appease their shareholders is generally going to remain in the black when it comes to their balance sheets.

Shareholders will enjoy hearing good reports about the business, and this will make them willing to invest even more.

Employees Enjoy Work

There are many businesses that fall apart because they don’t treat their customers well. This ends up leading to horrible experiences for the employees that are representing the brand. The business is always going to be under fire and this can make it hard for the employees to enjoy the work that they are doing. When this becomes the case, they start to deviate away from the work that is being done and eventually quit.

This can cause a lot of discomfort to business owners who are usually looking to retain most of their employees, and the experience that they have developed over their time working for the company.

Efficiency Increases

This is another positive that links back to efficiency and all that it has to offer. Remember, there is nothing worse than having to re-train employees who are not being efficient, or to have to replace them. When there are new employees coming into the workplace, they are going to have a significant learning curve to become effective. Instead of having to deal with this, good customer service can make it easier for current employees to stay, and perhaps even teach others.

Great customer service makes everything go smoothly and that saves a lot of time that would otherwise be spent on trying to resolve issues with customers.

Less Waste

The costs of training can be wasteful when it comes to the company’s overall fiscal standing, if there is significant staff turnover, and a consequent need for repeated training. When the company is running smoothly and the need for training is reduced, it becomes easier to benefit on the balance sheets.

There are less unnecessary, and avoidable, expenses to deal with when an organization has good, quality customer service. Most businesses value customer service because of this indirect effect on their financial statements. It is a positive that simply cannot be ignored for too long.

Money is Saved

There are going to be moments where the business is going to have to shell a lot of money in order to appease customers. This can be fine on one or two occasions, but when it starts to become a routine, it becomes quite an issue, especially with its toll on the financial statements.

There is a lot of money that can not only be earned with quality customer service, but saved as well. The reason for money being saved has to do with the time that is going to be spent on making sure that all clients are happy. Good, quality customer service automatically takes care of this in one shot.

Customer Confidence Goes Up

The final benefit that comes with quality customer service has to do with the customers becoming more confident in the business, and in the brand. This makes it far easier for them to spend a lot of money on the products and/or services that are being sold.

Happy customers are not going to continue to try out other businesses but instead will look to focus on staying with you - and that is what you want in the end.

This chapter should have highlighted the key benefits that are associated with customer service and why businesses are looking to go the extra mile to keep all customers happy. Not only is it the best way to get going in the right direction, it tends to bring home even more money down the road. A great business is one that is going to place focus on being the best customer friendly choice in their niche. When this is done, the money starts to roll in on its own and this is what all businesses appreciate and have realized.


Let’s get to the meat and potatoes of this book. The world of business is always changing and neuro-linguistic programming has become a key part of this transition to a more nuanced organizational approach to effecting customer response. This chapter is going to place a focus on how neuro-linguistic programming can be applied to maximize your business and increase sales. There are going to be fluctuations along the way, but when applied properly, this is going to change the way that the business works as a whole. It is important to keep these details in mind when putting together a quality approach to acquiring and maintaining relationships with customers. It might not seem easy to do at first, but it is indeed quite easy.

Be Specific

One of the biggest mistakes that people will make when they are conversing is to start ‘assuming’ that something is being said. This can be something as simple as assuming that a person is mad because of a certain thing that has happened. Don’t assume, always ask what they are mad or worried about. This can reduce the strain that is being placed on the consumer and help them to open up and communicate.

Watch the greatest salespeople in the world and they will have this part down pat. They will never make a mistake when it comes to understanding what the other person is trying to say. They never assume because that is only going to damage their chances of closing the sale.

Focus on Why Something Can Be Done

Always place an emphasis on why something can be done, because focusing on the opposite of that can do the most damage in the long run. There are too many businesses that have employees who don’t want to focus on why something will happen and instead will focus on how it ‘cannot’ happen. This can lead to the wrong mindset being implemented.

Echo the Position from Which the Customer is Coming

There are two positions from which a client can come. The first position is when they are looking to ‘move away’ from a bad product and/or service. The second is when they are looking to move ‘towards’ something that is good (like the product and/or service being sold). The goal is to imitate what they are suggesting and to carry the conversation in that direction.

An example would be if the customer is badmouthing a certain product, it might be time to start doing a nice compare and contrast between said product and what is being sold. This can start to pinpoint exactly what they want to hear.

Language is Important

There are certain things that are often ignored by people because it just seems so mundane and unnecessary, but that is not always the case. Language plays a key role in all interactions between two human beings.

For example, when speaking with a customer, it is always important to not give them a choice. Of course, this does not mean that the conversation has to be forceful, just that the tone has to be more of a direction rather than an option.

“Arrive here at this time” is better than “please try to be here at this time”. This is a great example to pinpoint when you are trying to understand the role that language can have.

Don’t Expect Magic Bullet Results

There are many people who assume that neuro-linguistic programming has a way that can ensure that it is going to work within minutes. They assume that the customer is going to be wooed within seconds using the tactics that are being displayed. If this was the case, making sales would be straightforward and companies would not spend significant money on the task.

Never Use “Try”

This correlates with the previous tip on language and the importance that it has in the long run. Using the word ‘try’ is always a bad idea during the conversation. This will help set up the conversation for failure because the customer is going to have a way out and this will harm the business’ chances of seeing success.

Always make sure to avoid this word for as long as possible. It might seem difficult at first, but this will ensure that the results are in the business’ favor instead of letting the customer walk away.

Having is Greater Than Wanting

There is something more important about ‘having’ than ‘wanting’ that has to be understood to better direct communication between the business and the consumer. It is far too easy to continually have the customer wanting something, but what can make it change to them having it? All businesses that start to redirect their focus towards this goal will end up seeing better results than those who don’t.

Having something is far more important than going down a route that is not straightforward. Always try to help the customer get from where they just want something to the stage where they want to ‘have’ it.

Use “Yet” In Conversations

The final tip for neuro-linguistic programming is to ensure that ‘yet’ does come into the conversation. This might seem perplexing at first, but the core concept becomes clear soon enough. The reason for using ‘yet’ is straightforward and should be focused on immediately.

The reason for using the word has to do with always having something to look forward too. It means the success that the business is craving is right around the corner. It will keep the communication driving forward, which is the main goal in the end anyway.

Using the word ‘yet’ can help a lot for those businesses that seem to get stuck with bad sales on a regular basis, and don’t have a solution in sight.

This chapter should have made it easier to understand how neuro-linguistic programming can be implemented in real life. Most other theories might look nice on paper, but when you go ahead and try to put them to work, it becomes near impossible to get the results that you have always wanted. This is why it is imperative to focus on making the changes that are easy to do and are not as complex as one might assume.


It is important to understand why businesses want to use neuro-linguistic programming in the first place. There are many businesses that might read this book and start implementing the tips that have been listed in the previous chapter. It might sound like a good idea at first, but is it really beneficial to do so without knowing what to expect? What is the reason for a business to go down this road besides the improvement in customer service and increased sales? Are there other reasons that most businesses admire the advantages that come along with neuro-linguistic programming?

Easier to Set Goals

The first reason that businesses decide to go with neuro-linguistic programming has to do with how much easier it is to go ahead and set goals. Goals can provide a bit of direction to the rest of the business and help to carve out a vision that can be adhered to by one and all.

Learn to be Positive as an Organization

The organization is definitely going to have ups and downs along the way and that is natural. It is essential for the management and the rest of the staff to drive home positivity as something that is the best way to go. If there is no emphasis placed on positivity, neuro-linguistic programming is never going to work out as required.

Being positive is essential for those who are looking to get long-term results. Being positive is something that is a challenge for many, but is the best way forward.

Easier to Take Action

The reason that businesses want to go ahead and start to implement neuro-linguistic programming has to do with how much easier it becomes to take action. There are so many good ways of increasing sales, but the best way is to crack the code when it comes to speaking with the consumers and knowing what to say at the right time.

This is what can be practiced right away, without having to spend a lot of time on crafting the approach that is being taken. This is the charm of neuro-linguistic programming and all that it has to offer.

Making Changes is Easier

There are so many changes that have to be made and it can become near impossible to do so without realizing what the changes can do. The positive nature of neuro-linguistic programming ensures that changes don’t have to be something that is always in the ‘future’ of the business.

Change should happen as soon as possible and that is indeed true for those businesses that start to pinpoint what neuro-linguistic programming can do for them. Changes are part of an evolving business and those that remain stagnant will falter over time.

Learning How to Evaluate Becomes Straightforward

A great business is one that is going to learn the importance of evaluation and all that it can do for the organization. A business should always be looking to evaluate what it is doing right and what it is doing wrong. This is where neuro-linguistic programming can really do a lot. It is able to set up a little system that can be followed at all times for evaluation purposes.

Evaluation does not have to be an impossibility anymore and businesses are starting to understand this. In the past, evaluation used to be viewed as a hurdle and something that was not an exact science. This has all changed with neuro-linguistic programming.

Salespeople Learn To Build Relationships

Let’s take a glance at the benefits that come about for the actual salespeople who are implementing the core concept. Salespeople are going to be communicating with the consumers on a regular basis, and this means they need to know what power words to use, and what will work the best. Building relationships with customers is a big part of neuro-linguistic programming and that is what they will be learning how to do immediately. Salespeople who are putting in work will realize that the sales increase is going to be exponential.

Management Learns To Beat Operational Issues

Businesses that don’t realize the effect that neuro-linguistic programming can have on the management team are not realizing the power of the concept as a whole. There is no reason for overlooking this reality because management is going to notice massive operational changes when neuro-linguistic programming is put to task.

The reason businesses around the world adore neuro-linguistic programming has to do with the impact that it has on the management. It becomes easier to pinpoint the issues that are causing the most problems in terms of expenses and what could be cut and optimized better.

It Becomes Easier To Gain Control in Conversations

The final reason that businesses are looking towards neuro-linguistic programming as a good solution has to do with gaining control in conversations, at all times. It becomes far easier to gain control in conversations when neuro-linguistic programming tactics are being applied and maximized. It might not seem easy at first, but over time, the tips that have been listed should be excellent as a weapon to gain sales.

Conversations between the business’ representatives and the consumers are key. When the conversations are being optimized in the business’ favor, it becomes easier to see results and that is the trick that neuro-linguistic programming provides.

This chapter should have painted a better image of why businesses are looking to go down this route and why they are spending the big bucks to do so. There is no denying the impact that neuro-linguistic programming has on an organization, and what it can do for the bottom line, for those who are spending a lot of time on implementing these changes. A business that does start to implement these changes is going to get the results they covet because this is a proven theory that has been around for a very long time and has worked like a charm in the past.


There are certain assumptions that have to be kept in mind with neuro-linguistic programming. The theory that has been created cannot be employed without these assumptions being kept in mind at all times. When these assumptions are maintained, it becomes easier to see quality results that are going to last as needed. The assumptions that are highlighted in this chapter should help illuminate why these techniques work in the first place and what it is able to do for those who are going down this path.

Mind and Body are One

The best place to begin is to understand that the mind and body are not separate entities, and should not be treated as such. They are interlinked, and are always working together, in order to respond to certain indicators within a conversation. The reason that neuro-linguistic programming works fantastically well has to do with this reality alone.

The mind and body are always on the same page and this can make it easier to pinpoint what direction the consumer is going and what should be said to woo them.

Failure is Impossible

This might be difficult to understand at first, but those that do will realize that failure is indeed impossible. Why is this the case? It has to do with the fact that failure cannot happen because changes can always be made. The only thing that can come out of ‘failing’ is that the individual has an opportunity to gain detailed feedback on what is working and what should probably be tweaked to improve results. In the end, a ‘failed’ result is just a stepping-stone in the right direction towards more sales and better results in general.

Adaptation is Key

Businesses that don’t adapt will never realize their full potential. It can be compared to small businesses that never get online and create a website to entice the younger generation. The same can be said of neuro-linguistic programming - there is so much being missed out on by those businesses that don’t know more about these techniques. This is an assumption that should be remembered because adaptation is what makes businesses better in the first place.

It is Always a Matter of How

Anything is possible as long as the term ‘how’ is being used. The reason for neuro-linguistic programming being such an effective tool has to do with always pressing forward and making the changes that are necessary in the first place. Those who do place an emphasis on ‘how’ will always get the results that are needed.

This assumption should always be understood because it always comes down to ‘how’ a change can be made or ‘how’ an increase in sales can be seen. Those who don’t understand this will end up with mediocre results, and are never able to get a lot out of neuro-linguistic programming.

Language is Experience

People are always conversing and this can become an extended version of ‘experience’. A person is always learning new things through the conversations that they are having. This is why it is assumed that language is just an extension of experience.

The way in which language is spoken, and in which grammar flows, can differentiate between a sale and a failed attempt. This is why neuro-linguistic programming is such a fantastic opportunity to tweak those details, and to get more out of language, to change the experience of the customer. It becomes easier to gain positive results on the business’ bottom line.

Map Isn’t Territory

This is a complex reality that most people are not able to grasp. The best way to lay this out is through understanding that maps are essentially what is perceived by the individual about the setting around them, whilst the territory is what actually is around them. The business has to realize that each individual has his or her own ‘map’ or view of what the world looks like.

This can be linked to the olden times when North America wasn’t present on the map. Even though it was there (territory), it was not on the map so it essentially didn’t exist in the eyes of the European population at the time. The business has to look to expand the individual’s map and enlighten them with the right use of neuro-linguistic programming.

Behavior and Self are Different

The self and behavior are two different realities that have to be understood, in a detailed manner, to gain a better understanding of neuro-linguistic programming. The self is something that cannot be restricted to the short-term and should indeed be focused towards the long-term.

This is different to behavior, which is restricted to the moment. It is like a person behaving badly and yelling at a server, but that might just be because they are having a bad day. It might not mean that they always behave badly.

The Essence of Communication is Response

The final assumption is one that is easier to understand and that is that communication only happens when there is someone to ‘respond’. The goal is to get a certain response, as a business, to gain positive results and to truly get the sales that are necessary in the short and long-term. An increase in sales is only possible when using neuro-linguistic programming to move forward.

A business that does not value the importance of responding in a certain manner through calculated means will never be satisfied.

This chapter should have made it easier to understand the value of neuro-linguistic programming in the first place and why it can do such a wonderful job of making communicating with customers that much simpler. There might be moments where this theory will not work, but that does not have to do with the assumptions that are in place. As long as the assumptions are understood, this theory is going to deliver the results that are wanted. It is essential to understand what the neuro-linguistic programming is grounded in as that can make it far easier to find a solution that is coveted and will work out as needed immediately.


There are specific techniques associated with neuro-linguistic programming that should be remembered at all times. This can help better pinpoint what works and what does not. There are certain techniques that have been tried and tested in the past by numerous businesses with great success. It is important to carry on and use what has worked for others and implement it for your business. This makes it far easier to understand and maximize the benefits of neuro-linguistic programming. The techniques that are listed in this chapter will be important to grasping what the right approach is for the organization as a whole.

Coaching Staff

The best technique that is employed with the help of neuro-linguistic programming is through coaching the staff as a whole. This not only includes those who have just been hired, but more importantly those who have been working with the business for a long time. The reason for this is that many bad habits can become ingrained in the employee’s mindset and that can cause an issue.

Setting Goals

A key technique associated with this solution is through the establishing of goals for the short and long term. The reason for doing this is that setting goals can set the foundation for what the business is going to do, now and in the future. Goals are a great tactic for putting a bit of organization into how the business is being run as a whole.

Goals not only have to be set, they have to be followed exactly to deliver the best results.

Understanding Stress

The main technique associated with neuro-linguistic programming is to understand what stress is all about. When the business and its employees begin to recognize the nuances of stress, it becomes far easier to put together the right approach to communicate with consumers.

Stress is something that can be dealt with easily and the consumer that is being targeted will need to see their perceived stress reduced in order to be happy with the results. Understanding stress is essential when it comes to dealing with implementing neuro-linguistic programming.

Stress is all about what the customer is feeling and that can change the direction of the business as a whole.

Enhancing the Skills of Customer Care

Customer care is all about knowing what the customer wants and making sure that they get to hear exactly that. This is what great customer service is all about, but most people are unable to understand this, and it translates into poor sales figures.

The skills associated with customer care are important to improve and those that do that will get a lot more out of the experience than those who don’t. The implementation of neuro-linguistic programming is all about customer care and the nuances that come along with this type of communication.

Improving Customer Relationships

It has been noted in the past that customer relationships with the business and sales tend to have a direct correlation with one another. This is not by mistake as the better the relationships that are built with the customers, the more willing they are to go ahead and do a lot for the business and eventually make purchases.

Customer relationships are always being built and those that do place an emphasis on this tend to get the best results. Businesses have to realize that improving customer relationships is an art form that should be pursued at all times.

Improving Productivity Through Understanding People

One of the most important techniques associated with neuro-linguistic programming is that the business is able to focus on productivity as a whole. This comes through what the business is doing with its operation all the way from the salespeople to the management that is running the show. Everyone has a role to play in how productive the setup is and that is what neuro-linguistic programming looks to pinpoint and target. The maximization of this is of utmost importance and neuro-linguistic programming is designed in a manner to ensure this is what is being targeted at all times.

Know Outcome in Advance When Possible

Knowing the outcome is something that might seem fantastical at best, but that is not the case. It is all about estimating what is going to happen and targeting the approach that is going to be taken. This is what causes the most issues because businesses are not willing to determine what the right approach is to know the future outcome.

In fact, many businesses spend a lot of money trying to read the future, but end up failing. With neuro-linguistic programming, it becomes far easier to know the outcome in advance, as that is what matters most.

Taking Action ‘Now’ is Essential

The final technique has to do with taking action and know what to do right ‘now’. Those who don’t know what to do right ‘now’ will never be getting the results that are needed. Make sure that the business does understand why neuro-linguistic programming is going to do a lot in regards to taking action as soon as possible.

There is no need to always hope that the future is going to be better because that is not going to do enough for the business and is certainly not going to increase sales. This is why taking action right ‘now’ is deemed to be critical.