Hello Reader,

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As the new year begins, many businesses set ambitious goals to grow and succeed.

But when it comes to sales targets, how can you set objectives that drive success without overwhelming your team?

How do you even know that you’re setting the right targets?

The reality is that it’s incredibly important to have your targets set up.

But they need to be realistic – while also able to grow your business.

Because sales targets are more than just numbers — they're the cornerstone of your business’s financial health.

A well-defined target:

• Motivates your sales team,
• Provides clarity, and
• Ensures alignment with broader business goals.

However, unrealistic or poorly thought-out targets can lead to frustration, low morale, and missed opportunities.

So, with that in mind, here are some practical tips and strategies to ensure your sales targets are achievable, motivating, and profitable for your business.

Step 1: Understand Your Industry Benchmarks

The first step in setting the right sales targets is understanding your industry norms. Look at your sector’s average conversion rates, deal sizes, and sales cycles.

For example, let’s say that in the car sales industry, converting 2% of leads is the norm. However, very niche industries may see much higher conversion rates, like 12%.

So, understanding these benchmarks ensures your targets are grounded in reality.

Actionable Tip: Research industry reports or analyse past performance data to gather insights about what’s achievable within your market.

Step 2: Use Actual Data, Not Assumptions

While it’s tempting to set targets based on intuition, it’s far more effective to use historical data. Analyse how many calls, meetings, or proposals it took to close deals in the past. Break these numbers down into measurable daily or weekly activities to create realistic goals.

Example: If your team converts 10% of leads with minimal interaction but 40% when engaging with prospects via detailed follow-ups, build targets around increasing those high-impact interactions.

Step 3: Involve Your Team in the Process

Sales targets shouldn’t feel like mandates handed down from above. Instead, involve your team in the discussion. By asking for their input, you’re not only making them accountable but also gaining valuable insights about what’s realistic. When salespeople feel their voices are heard, they’re more likely to commit to achieving the targets.

Conversation Starters:

• “What do you think is a realistic goal based on last year’s performance?”
• “Are there any obstacles you foresee that might prevent you from hitting this target?”

Step 4: Break Down Targets into Bite-Sized Goals

A large annual target can feel overwhelming. Breaking it into monthly, weekly, or even daily goals makes it manageable and gives your team a clear roadmap to success. Regular check-ins allow you to adjust the plan as needed based on performance and market conditions.

Pro Tip: Use dashboards to track progress in real time. Seeing incremental wins can boost morale and keep momentum going.

Step 5: Align Targets with Business Returns

Sales targets must align with the financial needs of your business. Calculate the return on investment (ROI) required to justify your sales team’s costs. For instance, if a salesperson’s total annual cost is £50,000, consider aiming for them to generate £200,000–£250,000 in revenue to achieve a 4-5x ROI.

By tying targets to financial outcomes, you ensure that both the business and your team benefit from achieving goals.

Step 6: Create an Incentive Plan

Motivating sales teams often comes down to creating the right incentives. A great commission plan rewards performance without being overly generous for baseline achievements. Consider offering uncapped commission. Letting your salespeople earn as much as they’re capable of achieving can drive exceptional results.

Quick Win: Add short-term incentives, such as raffles, bonuses, or team outings, to boost engagement and excitement around meeting targets.

Step 7: Track Progress and Adjust Regularly

Setting targets is only half the battle. The key to success lies in consistently tracking progress and adjusting based on data. Regular check-ins ensure that your team stays on track and has the resources they need to succeed. If someone is falling behind, identify the challenges early and address them with training, support, or additional tools.

Example Tools: CRM systems, weekly team meetings, and individual performance reviews help ensure transparency and accountability.

Step 8: Reinforce the Importance of Targets

Sales targets shouldn’t be “set and forget.” Make them a living part of your team’s daily focus. Share successes, celebrate milestones, and remind your team how achieving these goals contributes to their personal and professional growth.

So, the key to long-term sales success is setting the right sales targets.

But it isn’t just a one-off exercise — it’s the foundation for sustainable growth.

When your team sees progress, celebrates wins, and stays focused on achievable goals, their confidence builds, and momentum takes over.

But remember: targets are just part of the equation. Success comes from pairing them with consistent coaching, actionable insights, and a supportive environment where your team can thrive.

By putting these strategies into action, you’re not just aiming for numbers on a chart — you’re creating a culture of achievement and purpose that drives your business forward.

Now, if you need help, or if you’re looking to refine your sales process and set targets that drive results…

Then you or your sales team can take our scorecard (it's free and will only take you 3 minutes).

It’s the quickest and most effective way to identify strengths and areas for improvement, ensuring you and your team are positioned for success this year!

​The scorecard will identify the weak points in your sales team, and my team will personally help you strengthen them.

And it’s all obligation free!

Let’s make 2025 the year you smash your sales goals and achieve that success you want.

James

P.S. This scorecard is the simplest and quickest way to bridge the gap between not meeting your targets, and meeting your targets. If you want to set the path for 2025, this is what you need!​

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