To keep your business afloat, money going out has to keep pace with money coming in. If you can't move the dial on money coming in, you have no choice but to make the needed adjustments to the money going out. Cutting expenditure, especially overheads is way more unpleasant than doing stuff that generates more income, but invariably it is the part you have more direct control over.
Sure, don't stop looking for ways to increase sales. But while you're doing that, don't neglect taking the needed steps to sort out the expenditure side of the equation.
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