Moreover, with Axxent about to be licensed for new treatments, we will have a better sense of the potential market among our existing customers.

With our different potential customer groups identified and classified, we can then define strategies to market to each. It is important that we tailor our marketing strategy to each unique group, since each type of customer will have different needs that we should address. Also, any time we have a customer that represents an opportunity to market multiple products, that creates the opportunity for sales efficiencies. This is where having an intimate knowledge of our competitors comes in. We can tailor our strategies to directly exploit their weaknesses.

We also will develop a plan for tracking our sales results. It is not only imperative that we know results for individual sales reps, but we should also be able to track by customer type, so we can...
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