Each New Year we set resolutions or goals for the upcoming year. About 90% of people set goals on January 1st. In reality, fewer than 10% achieve those goals. What can you do as an ad salesperson to get it right?
I have identified 6 keys to achieving your sales goals for the New Year:
#1: Set goals that are realistic. All too often the goal is just too large to accomplish in the period of time that you have allocated. This seems so simple, yet it is the number one reason New Year’s goals deflate. I often cut my ad sales clients goals by as much as 35-50%. Trust me… you need to be realistic. Yes you should push, stretch and grow. But be realistic if you want to succeed this year.
#2: Set focus points. After you make a list of your goals you need to set a path to achieve them. For example: I want to grow my sales revenue by 75%. Okay, great. What is that number? Say it is $100k. What are the three things you will need to do to accomplish that? Clean up your CRM? Maybe get to work at 7am every day? Perhaps you will need to get some more sales training? Without specific points on the path, the goals are dreams at best. Get specific.
#3: Eliminate random patterns in your sales life. Each day should not be a new day in “sales land.” Identify patterns in your life that are random. If they are important to your sales process then turn them into time blocks and commit to them daily. Use your calendar to keep you on track. If they are not important to your sales life, eliminate them. If you do not know if they are important, ask your ad sales coach.
#4: Identify repeatable patterns of success. Last year were there things that went really well? Identify those patterns and repeat them. Now identify things that did not go right and figure out how not to do it again. Seems simple right? Then why do so many sales people (and people in general) do the same things hoping for a different result? And if you are not sure where your off in your sales process, ask for help.
#5: Understand that ad sales is a numbers game. Rather than set an unrealistic $200,000 media sales goal, break that down. Then create a plan to attack the smaller pieces. Once you have the number broken into manageable pieces, then back your self into your numbers. For example, if your goal is $200k and your product sells for $10k, then you will need to close 20 deals. If you close 50% of the clients that you meet with, then you need to prospect 40 potential clients. I would advise you to prospect 50. You need a buffer to stay on track.
#6: Get some help. Goal setting is easy. Reaching those goals is not only hard, it can be near impossible without some help and guidance. Think about it–when do you lose the most weight? By yourself or with a partner? When do you gain the most muscle mass? By yourself or with a trainer? Determine what and who you need to help you become a success.
These 6 keys for setting and achieving your sales goals will help keep you on the right track to super-selling. Want more? Check out my full podcast here: 360 Ad Sales Training Podcast
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More about Ryan: Ryan Dohrn is an award winning sales coach and ad sales trainer. He is also an international motivational keynote speaker and the author of the best selling sales book, Selling Backwards. Ryan is the President and founder of Brain Swell Media, a boutique sales training and sales coaching firm with a detailed focus on sales training and coaching for media and technology companies.
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