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Achieving your sales goals

Submitted by Mitch Seigel on Tues, 12/18/2012

How many times have you asked some questions of a customer and the answers you get have you saying to yourself, “This will be an easy sale!”? More than 30 years ago I had a sales manager who explained to our staff that to reach our goals each month, we need to have more than twice as many dollars in prospective business than our goal, and we should also aim for 110% of goal.

At first I didn't quite understand. I thought it was just a manager trying to get the staff to over achieve. Looking back, I was actually correct in my feelings. The main difference though, was that my manager was trying to get us to do one dollar over goal, not 10%. Even though sales is not a science, it is proven time and time again that due to un-planned circumstances you must aim above your goal, not at your goal.

For example, a client could call you mid month and say they want delivery to be adjusted one week. That one week may be due to the new store opening later than expected or product not moving on the floor. They aren't thinking that because of that slight change in an order it has you ending the month under goal. Frankly, they don’t care and they shouldn't.

It is up to you, the salesperson to continue to fill the pipeline with orders and prospective orders so that when these un-planned circumstances come up, you still are above your goal. That manager was correct, in that having over two times your goal in prospective business will get you to your goal. In fact, I have taught many salespeople that they should target a number representing 2.5x the goal in order to net out at goal. If you end up over goal, that’s fantastic, but you don’t want to end up below goal and have to start making up the difference throughout the remainder of the year.

The bottom line message is don’t stop selling once you reach your goal. In fact, you may not reach it if changes occur. Stay safe and always keep selling.

What are your challenges when it comes to achieving your sales goals? I look forward to hearing your comments. Until next time…