Final answer:
A salesperson can act as a change agent by understanding the price elasticity of demand to make pricing decisions that maximize total revenue. The success of revenue growth depends on whether demand is elastic, inelastic, or has unitary elasticity at a given price level.
Step-by-step explanation:
To achieve increasing revenue in an account over time, a salesperson acts as a change agent is generally true. In the realm of business and sales, a change agent is an individual who promotes and enables change within an organization, aiming to improve sales processes and outcomes. The salesperson as a change agent must understand the key concept of the price elasticity of demand to maximize total revenue, which is the product of price and the quantity of goods or services sold.
Knowing whether the demand is elastic, inelastic, or has unitary elasticity at a certain price level will dictate whether the salesperson should adjust the price to optimize revenue. When demand is elastic, decreasing the price might lead to a more than proportional increase in the quantity sold, thus increasing total revenue. Conversely, if demand is inelastic, raising prices will likely result in a smaller decrease in quantity sold, also raising revenue. Understanding and manipulating these economic principles is part of what makes a salesperson a successful change agent.