For a business with a solid growth in sales, the founders of ADA Computer Systems claim they don’t actually pay much attention to sales growth. Founded by Anita Davey, her husband, and a friend at the couple’s kitchen table, the West Sussex company’s obsession is profit. Anita Davey explains it’s a mentality borne of hardship: “Any small company that survived the last recession is never going to be complacent again,” she says. Salespeople are trained to turn away business that doesn’t meet profitability goals and to focus on increasing business with existing clients, rather than hunting for new business. “It’s easy to overlook these simple things in the quest for new business,” says Davey. The next frontier: ADA plans to launch itself as an internet service provider.
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