Michelangelo said this about sand-bagging a sales plan: “The greater danger for most of us lies not in setting our aim too high and falling short; but in setting our aim too low, and achieving our mark.” I believe in stretch goals but sales people need to “own” their goals and their plan. Some sales managers set unrealistic or unachievable goals for their sales teams without enough discussion and dialogue. This is wrong. The salesman will be frustrated, unengaged and won’t “own it”.
A Better Way:
As with selling, better results come when you ask good questions. So it is with goal setting and sales plan coaching.
Ten things to ask your sales people about the 2010 Sales Plan:
1. What major trends and changes in our business environment might affect your sales plan?
2. (Drill down…). What new potential developments in customer demand, competition, disruptive technology, or in the regulatory environment could have enough impact on our industry to change the game and change the rules?
3. How and why is this sales plan different from your previous plans?
4. What were your forecasts for market growth and sales last year? Two years ago? Where you right? What did you learn?
5. (Stretch) What would it take to double your sales and increase your margin by 25% (deal quality)?
6. Where will growth come from: expansion (bigger pie) or gains in market share (take-a-ways), services, other?
7. If your plan is to take market share from competitors, how will you do it, and how will they respond? Are you counting on a clear product advantage, pricing advantage, new value levers, better account management or superior sales execution?
8. What are your distinctive competitive strengths, and how does the plan build on them? How do you communicate our value story?
9. How different is your sales plan and strategy from your competitor’s? Why?
10. What are you going to do to hone your sales and leadership skills and how will you strengthen your team?
After going through these ten questions, ask your salesman to reflect, maybe have a team meeting, and then come back again with some clear, measurable goals for the coming year. I think you will get a better result from a fully engaged salesman.
Other thoughts? I’d love to hear from you!
Happy 2010 and of course…Good selling!
Steve
