What business are you in?”
The typical response from someone in our industry might be, “I’m in surface finishing,” or, “My family owns a metal plating company,” or, “I manage the powder coating operation for XYZ Company.”
While the aforementioned statements might explain some of the services your operation provides, I believe that none of them truly describe the aspect of your business that will be most critical to your future success.
"We just need our sales people to sell more!" Such was the business improvement game plan proposed by the short-lived president of a previous employer.