Meeting sales goals is the number one requirement of sales leaders in all fields, and the security industry is no different. Here are ten strategies successful sales leaders use to accomplish this goal.
1. Set realistic and achievable goals.
While this seems simple enough on its face, setting goals is not always in the hands of the sales leader. Instead, goals are often produced by the president or owner, and you may or may not consider them realistic. The best way to address this challenge is proactively. Take the necessary steps to set your sales targets first and present your own recommendations. The steps are the same as you’ll take when you are responsible for setting the goals.
Make goals challenging yet attainable. Analyze historical data, market conditions, and the capabilities of your team when establishing targets. Very unrealistic or overly ambitious goals can demotivate your team and hinder their performance. Note: If you find you are limiting your goals due to the capabilities of your team, you have a problem that must be addressed.
2. Communicate clear expectations.
Clearly communicate the sales goals (install revenue, RMR, etc.), along with specific objectives or key performance indicators (KPIs), to your team. Sales reps often have a different vision than the one their sales leaders thought they had delivered. Make sure your team understands what is expected of them and how their performance will be evaluated. Reference those expectations, both the positive and negative, in your regular sales team meetings and one-on-one meetings with your sales reps. Keep everyone aligned toward the common goal.
3. Provide adequate resources and support.
Equiping your sales team with the tools, resources, and training is necessary if you want them to be meeting sales goals . Even top sales reps can hit the maximum production possible when they run out of hours in the day or week. Make sure your CRM software, marketing collateral, product knowledge training, and ongoing sales training all work together to provide a streamlined, accurate process. Ensure your team has the right support to enable them to use their time for its best use. Don’t require your sales team to spend hours doing administrative tasks when they could be in front of prospects, bringing in more sales. Provide support to overcome roadblocks and meet their goals effectively and efficiently.
4. Foster a positive sales culture.
Cultivate a positive and motivated sales culture within your team. Too often, sales reps are only berated for errors and never receive approval for what they do well. Remember, these are employees who deal with negative responses regularly. Even the most optimistic sales rep can become dejected. It’s important to celebrate successes, recognize achievements, and create an environment that encourages healthy competition. Encourage collaboration with all employees, knowledge sharing, and continuous improvement. A positive culture boosts morale and drives better performance.
5. Regularly review and adjust strategies.
Continuously review your sales strategies and tactics to identify areas for improvement and be open to suggestions from your front-line people. Stay on top of market trends, customer feedback, and sales performance data to refine your approach. If you don’t have a customer feedback strategy, put one in place. Customers have opinions they share with others. Make sure you know what they’re saying. Be willing to adjust your strategies to stay competitive and meet evolving customer needs.
6. Provide ongoing coaching and feedback.
Actively coach and mentor your sales team members toward meeting sales goals. Too often, sales reps are sent out to sell and just held to their quotas with intermittent vendor training. Meet with your reps regularly. You’ll necessarily need to meet with newer reps more frequently, but make sure you don’t overlook your long term salespeople. Offer constructive feedback (good and bad) and guidance to help them improve their sales techniques, overcome challenges, and reach their targets. Regularly assess individual performance and provide tailored development opportunities to address skills gaps.
7. Motivate and incentivize.
Develop an incentive program that rewards high performers and motivates the entire team with regard to meeting sales goals. Monetary incentives, recognition programs, and non-financial rewards can drive salespeople to go the extra mile and exceed their goals. Not all salespeople will be driven by the same incentives, so it’s important to understand the personal goals of your team and set motivators that benefit your team and the company.
8. Encourage customer-focused strategies.
Urge your team to focus on building and maintaining strong relationships with customers. Stay on top of their needs as they grow and change. Emphasize the value of providing exceptional customer service and delivering solutions that address customer pain points for meeting sales goals. Delighted customers are more likely to become repeat buyers, contributing to meeting sales goals. They can be great sources of referrals, testimonials, and online reviews.
9. Monitor and measure performance.
Meeting sales goals also means Implementing an accurate system to track and measure sales performance. Analyze key metrics such as conversion rates, average deal size, and pipeline pace and depth. Identify areas of improvement and take proactive measures to address performance gaps. Use data-driven insights to make informed decisions and course corrections.
10. Lead by example.
As a sales leader, it is crucial to lead by example in meeting sales goals. Showing your enthusiasm, resilience, and commitment to achieving goals makes your team more likely to perform at their best. Be careful about taking leads that cause you to sell ‘against’ your team. Nothing demotivates sales teams faster than being required to compete against their boss.
Treat your team with respect and earn their trust, and they will follow your lead to meeting sales goals.
I wrote the above article for the JUL/AUG – 2023 ESA’s Security Nation Magazine issue.
* If you’re a sales leader or planning to become one, following these steps will
help you avoid missteps and ensure you will be meeting sales goals. *
For more tips, see Coaching Talent for Success and 5 Easy Tricks to Keep Your Sales Pipeline Full