Sales
The value of extra sales is usually much greater because once the fixed costs of the organisation have been covered the increase in profits is much higher. For example, £100 of extra sales may cost £60 to deliver leaving £40 to add to the profits as all the other costs have already been covered.
Any organisation which requires income from sales will be more than likely to gain more income if the customer, or prospective customer, experiences well people who are well managed in a well organisation.