Strategies To Achieve Sales Quotas

Sale forces often feel pressure at the end of the year to make quotas and deliver results. Here are a few key stategies to help boost sales.

By Barbara K. Mednick, Star Tribune Sales and Marketing

Last update: September 11, 2006 - 9:41 AM

As 2006 begins to wind down, sales managers start getting panicky about achieving sales quotas and begin putting extra pressure on the sales force. That is because big bonuses are often at stake unless salespeople deliver the results.

There are other reasons too: Business activity picks up after the summer vacation period, and decisions on which salespeople will stay in their jobs in 2007 become crystallized.

"If a person's fiscal year matches the calendar year, autumn is when the intensity increases," says Craig Ruhland, a sales veteran who is now a graphic arts executive, IKON Office Solutions. "From the sales manager up to the CEO, the pressure to drive business and deliver results becomes tremendous, regardless of progress made to date."

Current Challenges

One of the biggest challenges is landing new clients because it is very tough to crack into the corporate market, according to Jill Konrath, author of "Selling to Big Companies."

"Other challenges include differentiating your product or service in the marketplace and dealing with downward price pressure," says Konrath.

According to John Moroney, associate partner, Acumen Management, the key challenges salespeople typically encounter are having enough and the right kind of sales opportunities.

"It's also important to know the competition and to understand how your target market makes buying decisions," he says.

Changing Sales Landscape

The sales landscape also has changed.

"It's harder to achieve sales quotas today than 10 to 15 years ago because corporations are under intense pressure from Wall Street and are focused on short-term results," says Konrath. "Many companies have downsized to skeletal staffs that cannot possibly do all the work. In addition, decision makers don't have as much time to meet with salespeople, and voice mail acts as a gatekeeper. Also, if someone is interested in learning about a product or service, they can find it online, making sales reps expendable."

Ruhland takes a slightly different view.

"I don't think it is harder now than before, but it requires different sales strategies and techniques," he says. "Buyers are more sophisticated and have the ability to shop in a global marketplace like never before. However, this can be an advantage."

Strategies To Boost Sales

Here are the key success strategies that Moroney, Ruhland and Konrath recommend to help boost sales:

"Fire your worst customers, and concentrate sales efforts on your 'sweet spot' clients," says Moroney.

"Invest in your personal network, and volunteer for an industry association," he says.

Ruhland recommends working the phones, visiting clients and dropping off information when possible. "Don't overthink things - no amount of strategy sessions or territory reviews can compensate for a lack of client meetings."

Konrath suggests focusing on making a difference versus making a sale.

"Learn to talk about your offering in business and financial terms because that's all your customer cares about," she says.

"Plan account entry campaigns because it usually takes seven to 10 contacts to crack into accounts. Most sellers give up much earlier. Lastly, never leave an appointment without agreeing on your next step. Get it on your calendar, or you'll never get back in."

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

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