PLANNING TO ACHIEVE YOUR SALES GOALS IN 4 STEPS

A PLAN FOR SALES SUCCESS - 4 ESSENTIAL STEPS

In business we hear a lot about the value of setting goals, but successful organizations take the time to create a written Plan for how they will meet the goals.  For sales and marketing professionals this is especially important because missed sales goals can undermine broader company goals.   Research provides evidence that those who establish a practice of writing goals along with a system of accountability succeed nearly 75% of the time.  A well-crafted Sales and Marketing Plan captures your goals in a published plan that establishes accountability and creates a blueprint for success.  Here are four steps to help you create a Plan to meet your sales goals:

Step 1   Focus on a vision for your future

A clear sense of direction and clarity of purpose allows operations, sales and marketing departments to establish common goals that are aligned with broader company goals.   So take the time to clearly define your vision, purpose and niche expertise so you have a firm foundation for your Sales Plan.  Be sure to gain consensus on why the organization exists, and the outcomes it seeks to achieve. 

Set aside time to assess the following:

• Vision – where you are trying to go.
• Purpose – why you are doing what you do.
• Niche – core competencies, expertise, and specific customer market.

These items provide strategic direction and will clearly define what your desired future looks like so that you have a clear direction from which goals and objectives can be defined.

Step 2   Establish measurable goals

With a clear definition of where you want to go, the next step is to set SMART goals (specific, measurable, achievable, realistic and time-bound) so you can measure progress toward your goals.  Make sure you clearly identify and write down who is responsible for what and by when.     

According to a study done by Gail Matthews at Dominican University, those who wrote down their goals accomplished significantly more than those who did not.   The study also provides empirical evidence for the importance of establishing accountability and commitment, so it is essential write your goals into your Plan and get buy-in from everyone who is accountable for meeting your goals.

Step 3   Define the steps to get you where you want to go
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This is the part where your Plan becomes actionable and defines the specific business development and marketing activities you will undertake to meet your goals.  According to Stanford psychologist Kelly McGonigal achieving goals requires that people understand the incremental steps needed to edge you closer to meeting goals. 

A well prepared sales and marketing Plan helps to provide direction and focus for all employees and connects your execution to your strategy.  It points to specific results that are to be achieved and establishes a course of action for achieving them and clearly spells out your goals, how you’ll pursue them, what you must do to get there, and what’s in your way. 

Step 4   Take action, review and adjust your process

While it is essential to write down and publish your Sales Plan, it is equally important to recognize that a sales and marketing plan is not just a document, book or binder.  What is important is that the Plan captures a defined process that defines how your company is going to achieve your goals.   By taking the time to map out and detail your Plan you will have a documented process that can be tracked, analyzed and improved. 

From Idea to Sales Success in 4 steps

With a clear Plan that outlines where you are today, where you want go and how you want to get there, you are positioned to meet your Goals for Sales Success. Follow our 4 step blueprint to success:

1. An Idea with a Purpose becomes a Vision
2. A Vision written down with a date becomes a Goal
3. A Goal broken down into steps becomes a Plan
4. A Plan with Action Items becomes a BluePrint for Success

To learn more about how you can develop a Sales Plan to meet your goals, join us for one of our Workshops at the Society for Marketing Professional Services (eligible for 1.5 CPSM credits and 1.5 AIA CES LUs); or at Associated Builders and Contractors.  If you need some help getting started, contact us today.