Last week I was meeting up with an acquaintance. He is a partner with one of the major accountancy firms in Europe. Among other things, we talked about how sales has changed over the last six years. It became apparent that his idea of sales development is; the process of getting more sales. On the surface, this is correct. But he didn’t realise that sales development is really much more than that. If he only wanted to increase sales, he could simply offer steep discounts, increase customer support or shorten delivery times. Unfortunately each of these options involve a loss of profit.