Revenue Objections? Uncover True Costs & Capacity Drains NOW! #shorts
In this concise sales/operations briefing, Bill Canady outlines a three‑step approach to exposing hidden losses behind revenue objections. First, he urges asking for the true contribution margin—calculated after all cost‑to‑serve items such as order handling, service minutes, freight, returns, and working capital—rather than relying on the ERP‑reported gross margin. He notes this margin is often zero or negative, indicating a loss‑making product or service. Second, he recommends quantifying the resource consumption by pairing capacity metrics (e.g., percentage of total capacity or order lines) directly with the revenue figure, stating both numbers aloud to make the disparity evident to stakeholders. The goal is to force the audience to confront the gap between revenue and the real cost and capacity impact, prompting reconsideration of the offering.
