Key Elements of the Sales Process: Establishing the Objectives

If you are in the sales profession or are about to enter one you already know the whole premise of your job; get someone to buy what you are selling. That is obviously the main objective. On the surface it seems simple enough, but in order to be successful at this task there a number of variables which must be planned out in advance. First there must be defined parameters which will guide the entire sales process. These will establish company expectations, customer expectations, and most importantly what is expected from the individuals who will be executing the sales call. Clearly defining these objectives is the first step towards building an effective sales process.

When looking at company expectations in light of sales, they must first determine their overall objectives. Do they want to grow sales volume in terms of total units sold, increased sales revenue, improved margin on what is sold or widen the distribution of where their products are sold? In most cases they will want all of the above. The company needs to set the big picture objectives first. Once the overall goals are determined, they can then break them down across territories, divisions, or individual sales personnel. By making each objective as clear and concise as possible they will ensure that everyone is on the same page when it comes to what is expected.

Another aspect that is equally, if not more important is making every objective reasonable. Unreasonable goals either too high or too low are the main cause for disconnect between those setting the goals and those who carry them out. Realistic
objectives that take into account past performance, market conditions, and the competitive environment are vital to managing and motivating the sales effort.

The next area that needs to be considered is the time frame to achieve the objective. The shorter the time frame the more relevant the objective becomes. The most effective increment, daily, weekly, or monthly will depend on the type of business. All sales objectives should be reviewed at the very least on a monthly basis. Anything longer than this will reduce focus on the selling effort.

The final step is to break down each objective to correlate with individual expectations. This should then be communicated to each and every person involved in the sales process. If everyone knows what is expected of them, they can devote all their effort on achieving their goals. If each individual achieves their assigned objectives, the overall company will surely achieve theirs.