In 2005 and 2006, many businesses’ strategy to increase sales was basically to wait for the phone to ring…and ring it did. However, one year later in almost every industry, the phone stopped ringing. Since 2008, many business owners have had to scale their employees back dramatically and some have unfortunately had to close their doors completely. The positive side of our economic downturn was that business owners have realized the importance of taking a more strategic approach to running their business. In this article we will discuss how any business owner, or executive, should begin developing their company’s strategy to increase sales.