Tip: To Achieve Your Sales Objectives, Make Sure Your Objectives are Clear - Modern Distribution Management

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Tip: To Achieve Your Sales Objectives, Make Sure Your Objectives are Clear

It's difficult for a sales team to achieve its objectives if those objectives aren't clear or if the right tools aren't available.

Rarely will a sales force achieve its objectives if what it is expected to achieve is unclear or if it does not have the necessary tools, training or inherent capabilities. Make sure your sales team knows what your objectives are and how to attain them in order to effectively tackle the market, says Michael Emerson in Why Sales Compensation Plans Fail.

When prepared sales representatives have clarity around sales roles and key performance metrics exist, a company can attain its desired goals and implement changes that will allow the sales team to improve upon them.

Ask yourself if the following strategic issues have been addressed:

Is there clarity and agreement on the key metrics that define performance for each sales role? What customers, products, markets, etc., is each one targeting?

Are sales roles appropriate? For example, are sales "generalists" still the right approach, or would your company be better off with more focused sales roles such as hunters, harvesters and market specialists? Should you deemphasize the outside role and bulk up inside sales and/or website capabilities?

Do sales representatives have the tools they need to succeed? Having the right people is not the end of the sales manager's job. Good managers also ensure that sales reps receive continuous coaching and have appropriate sales, product and market knowledge.

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