Setting clear and achievable sales goals and objectives is crucial to the success of any business. Without them, you risk losing focus and direction, which can ultimately lead to missed opportunities and lost revenue.

Setting Sales Goals and Objectives That Work

At Merritt Marketing, we have developed a proven process for setting sales goals and objectives that work. Here are the steps we recommend taking:

Understand Your Business Strategy

Before you can set sales goals and objectives, it's essential to have a deep understanding of your business strategy. What are your long-term objectives? Who are your target customers? What are their needs, challenges, and pain points?

By answering these questions, you can identify the key drivers of your business and determine the most effective sales strategies and tactics to achieve your goals

Identify Your Sales Goals

Once you have a clear understanding of your business strategy, you can start identifying your sales goals. These should be specific and measurable targets that align with your overall business objectives. For example, your sales goals might include:

  • Increasing sales revenue by 20% in the next quarter
  • Expanding your customer base by 10% in the next six months
  • Improving your customer retention rate by 15% in the next year
Set SMART Objectives

Once you have identified your sales goals, it's time to set SMART objectives that will help you achieve them. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. Here's an example of a SMART objective:

  • Increase sales revenue by 20% in the next quarter by generating 50 new leads per week and converting 25% of them into customers.
Develop a Sales Plan

With your sales goals and objectives in place, it's time to develop a sales plan that outlines the specific strategies and tactics you will use to achieve them. Your sales plan should include:

  • Target customer segments
  • Sales channels (e.g., direct sales, online sales, etc.)
  • Marketing and promotional activities
  • Sales metrics and KPIs
  • Sales team roles and responsibilities
Track Your Progress

To ensure that you stay on track and achieve your sales goals and objectives, it's essential to track your progress regularly. This can include using a Google Sheet with built-in formulas to track your sales metrics and KPIs, such as:

  • Total sales revenue
  • Number of leads generated
  • Conversion rate
  • Average order value
  • Customer acquisition cost
Adjust Your Strategy as Needed

If you find that you are not meeting your sales goals and objectives, it's essential to adjust your strategy accordingly. This may involve revisiting your sales tactics, targeting different customer segments, or adjusting your pricing strategy.

Celebrate Your Successes

Finally, it's essential to celebrate your successes and recognize the hard work of your sales team. This can include public recognition, incentives, team outings, or other forms of rewards that align with your team's interests and values.


By following these steps, you can set effective sales goals and objectives that will help you achieve outstanding sales outcomes and drive business growth. To help you get started, we have created a free sales goals and objectives template that you can download from our website. Additionally, if you need any further assistance, don't hesitate to contact Merritt Marketing – we're here to help!

Download this Free Sales Plan Template to help you set and achieve your sales goals. 




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