The Dude used to be an avid off road (and on road) motorcyclist. One thing that always gave him the willies was target fixation. You are blazing along a trail, and you see a big rock. You think to yourself “I better not hit it”, and then next thing you know BAM! you have nailed it.
This is target fixation. When you instinctively know something bad will happen if you encounter it, yet you keep heading towards the disaster.
This also affects those people in the sales organization.
How so Dude?
I am going to tell you a story. Like most businesses, our main market is segmented (scientific instrumentation). There are high end products (high performance, high value, differentiated segments) that are very profitable. There is a midrange where differentiation isn’t as important to the customers, and there is a low end, where price is the only factor considered.