Setting Annual Sales Goals are a Waste of Time II—Sales Goals Strike Back
Next, from a chat room for distributors, where one group member of "Be Bold, Be Different, Be Memorable" copied and pasted the article for discussion:
"I think he makes a lot of sense in many ways. When you don't hit your goal, it can be depressing. Sales goals can also get you focused on the wrong thing. Now your sale becomes your focus rather than your client. You start compromising everything to close the deal just to get your numbers up."
I love it when people agree with me! Focus on the client, not the dollar amount. And again below from the same chat room discussion:
"The way this guy thinks makes a lot of sense...although, I also know that it is important to have written goals, right? What do y'all think?"
I don't know who "y'all" is, but others weighed in, mainly in agreement with the 'shocking' point of view I presented, but others disagreed. Another, Steve Gerson, weighed in thusly:
"Having been in the premium, promotional item business for 25 years I always recall the new 'marketing manger' setting annual sales goals, and I always replied, our projects are not building upon pre-existing sales of the same items, but on new orders of completely new items, and it is impossible to predict what clients will do each year. You can however set goals for new client acquisition, which—if successful—could really grow a business. I agree that setting unrealistic or impossible sales objectives is really counter-productive. What I do approve of is doing product research, like semi-annual trips to the Canton Fair to come back with photos and new ideas to inspire clients. The key is to search for items that relate directly to the usage of clients' products, such as corollary items or accessories that fit with the clients marketing approach. The more you know your clients, the more you do not frustrate them by offering inappropriate items for promotions or me-too items that will show your lack of creativity"