You know what you want for your company or your team today, right? But do you know how much you want it?
Sales targets should not be vague. They cannot simply be a loose phrase:
“Ah, I want to increase sales!” Or: “I want to reduce the company’s sales cycle”.
This is an objective. Okay. Great. First step has been taken. But to set sales goals, you need to talk about numbers.
It is essential to know – and expose clearly to your team – to be able to leverage CRM, the main ally to get where you want.
Today’s article helps you and your team in this regard. Setting clear sales goals and, through technology, reaching them.
Let’s check it out?
Sales goals need to be clear and didactic for everyone
You put the technology into the company’s sales process and left a complete CRM for your team to work, great.
But, do you know exactly what you want with this?
Yes, improving results, increasing productivity. But how much do you want?
Realize that there is a difference. This is an additional and extremely important question that gives your sales team guidance to work with CRM.
Sales targets are numbers. They always will be. Both absolute numbers and percentage.
And it is essential that they are clear to everyone involved.
This goes from the marketing team, the one responsible for generating leads, to the seller, closer, the one in charge of sealing the negotiation.
Without clear, defined sales goals, it is impossible to outline any strategic planning.
It is very difficult to define the activities of pre-salespeople and salespeople within the sales routine. And the marketing team too.
It is up to the managers, understanding the reality of the market, the customers and knowing the historical conversion rate to establish clear (and realistic for all) numbers.
Only then will it be possible to use CRM as a lever, a lever to increase sales in the company.
CRM sales goals: 4 right examples and 4 wrong goal examples
Setting more specific and even challenging goals is, according to research, a way to maintain sales performance at a high level.
Much more stimulating than simply telling your team to “try harder” or “do your best”.
With specific, challenging and attainable goals and objectives, it is possible to:
- that teams receive more accurate feedback towards the goal;
- that management be able to support teams to achieve the goal;
- understand the barriers and obstacles that prevent reaching the desired numbers;
- engage and encourage teams knowing exactly where it is satisfying to go.
Sales goals are the backbone of any CRM strategy. Therefore, it is important that they are clear and specific to ensure everyone’s motivation.
So we have 4 examples of how your company’s sales goals should and shouldn’t be.
The focus here is not on creating the goal. It is, yes, to show that when they are not specific they do not help your sales CRM to enhance the process.
Check out the examples to better understand:
1 – Shorten the sales cycle
Another of the vague and wrong sales targets is the search for simply accelerating sales and reducing the closing cycle.
Ok. But how much? How long?
Suddenly try to reduce the sales cycle by 50%, going from 90 to 45 days.
It is very common in many processes where leads, during the negotiation, simply lose interest.
Or, even worse: salespeople don’t contact at the right time and form, the prospect cools and the sale either gets lost or goes back to the initial stage.
It is essential, together with CRM and understanding the company’s historical conversion rates, how much it is possible to optimize to achieve better numbers.
Therefore, all actions must be aimed at improving the customer experience in each step of the pipeline.
2 – Decrease CAC
Don’t just think about “spending less per sale”. Set a goal that, for example, aims to reduce from R $ 400 to R $ 250 per customer by the end of the year.
No company can grow and be profitable with a high Customer Acquisition Cost (CAC).
When focusing on selling, you need to save time (therefore, money) throughout the trading cycle.
The focus on the profile of the ideal client (ICP) and on delivering value to him at each stage of the negotiation are fundamental.
Delivering good content that instructs and already clarifies how pains and challenges can be overcome are essential to accelerate the sale.
3 – Reduce customer turnover
Just saying that you want to increase customer retention with your CRM is extremely vague.
It will not guide your team, nor point out the current flaws in the sales process, let alone optimize the routine within the sector.
A correct goal, for example, would be:
- reduce customer turnover by 15% at the end of next month.
If at your company many customers churn after a purchase or subscription, this is a problem.
Retaining is fundamental. Because, you know (or at least should) that retaining a customer and selling to someone who has already consumed the company is 5x cheaper than getting a new buyer.
So, if your team has numbers to work with, you need to analyze the process and see how it is possible to create a better experience for the customer from the first contact with them.
Analyze the conversion rates in CRM through several funnels – not only in sales, but in contract, success, among others.
It is also important to focus on communication between teams, especially sales and customer support.
After all, the latter is the one who receives the customer’s complaints and difficulties demands. It has valuable information that should feed and strengthen the stages of the purchase journey.
4 – Increase sales
Increasing sales should always be based on real numbers for your team to know what to pursue.
A correct target is, for example, in the next quarter it increases sales revenue by 30%. Or R $ 25 thousand.
The whole company wants to grow and bring new customers, generating value for him and supplying his pain, it is the right way.
By concentrating team time and resources on analyzing the CRM, it is possible to have much greater precision in understanding the customer’s pains.
And these pains became a demand for the marketing team to produce good content to attract new leads.
Especially knowing the reasons for loss within CRM as well as the products, services that sell the most and the types of customers that buy.
Setting sales goals should be a collective effort
A well-established goal is undoubtedly half the way for your team to reach the proposed numbers.
They need to be specific and challenging (ok, you get the idea). But the question remains: who is responsible for setting sales goals?
It is important, even to optimize and maintain motivation to use CRM, that the entire sales force is involved in this mission.
It is not something to be decided in a vertical way – from managers to the team. Of course, sales management has the final say, but construction is done together.
When people participate in setting their own goals, a much greater sense of responsibility is created.
Even why, nobody would put something for themselves that they don’t think they can achieve, right?
In this way, with clear and defined sales goals, it is possible to have a well paved path to improve numbers and, of course, sell more and better.
So, how can we help you?
If you were in doubt or want to know more about how a CRM helps you achieve sales goals in your company:
Talk to a consultant
Enjoy and read two articles that will help your team convert more opportunities into sales.
The first brings some important mental triggers to accelerate more business.
The second covers some negotiation techniques for your team to use.
A hug from CWT, your CRM. #RunCWT