Success In 2006: Set Sales Goals

By Barbara K. Mednick, Star Tribune Sales and Marketing

Last update: January 5, 2006 - 9:17 AM

Now that the new year is upon us, have you set your sales goals for 2006? If so, you need to make sure you write them down and connect them to specific, measurable strategies and tactics, say local sales experts. First, decide how you will measure success.

Second, make sure that you don't have too many goals.

Determine What Success Means To You

"When setting goals, specific plans need to accompany those goals. Don’t make them too lofty and aggressive that you can't succeed," says Paul Harry, president, BusinessWorks Consulting, a Twin Cities sales consulting firm. “Your goals need to align with specific strategies and tactics you plan to carry out.”

Sales professionals need to answer the question, "What does a successful 2006 look like?" According to Beth Wellesley, president, Promoting Brilliance, Inc., Minneapolis,"You need a clear vision and mission statement that includes an assessment of what you accomplished in 2005. Be sure your goals align with the organization and the marketplace, and remember to develop tactics to attain the goals," she explains.

Limit Number Of Goals

Harry and Wellesley recommend having no more than three or four goals per year. A key challenge is that many salespeople tend to be overly optimistic when developing goals. "Their optimism is what makes them successful, but it can also cause them to set goals that are too aggressive," says Harry.

Link Goals To Strategies

Another challenge is linking strategies and tactics with goals.

"Often salespeople set goals and don’t have accompanying strategies and tactics for each goal. Why? Because determining specific strategies and tactics to achieve those goals is hard work," says Harry. "You need to set the goal and ask yourself, 'What action or behavior change do I need to carry out to accomplish this goal?' For example, if you set a goal of losing 20 pounds but don't have any behavioral changes to accompany that, you probably won't accomplish your goal," he says.

"It's also important to acknowledge and celebrate your achievements," advises Wellesley. "We have a propensity to move ahead without recognizing what has occurred in today's business culture. This is due to the speed in which we operate. Validation is a powerful reinforcement for achieving goals in 2006."

Examples Of Goal/Strategy/Tactic Combinations

Here are examples of a poor goal/strategy/tactic combination and a good goal/strategy/tactic combination. The key difference is the good combination is specific and has metrics, while the poor combination does not. Each goal should be linked to strategies and tactics that are specific, measurable and time-oriented.

Poor combination Goal: Increase sales in 2006. Strategy: Increase visibility among clients and prospects. Tactics: Do more networking. Do more speaking. Join more industry associations.

Good combination Goal: Increase sales by x dollars during 2006. Strategy: Increase visibility among clients/prospects in x industry. Tactics: Go to one networking event per month. Secure five speaking engagements during 2006. Join one new industry association during 2006

Barbara K. Mednick is a Twin Cities marketing PR/communications consultant and freelance writer.

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