Goal-Setting Tips for Sales and Marketing Professionals

The first step on your road to developing success among your sales and marketing team members is to help them outline and define where they want to go, and the kind of professional they want to become, says Vistage Associate and speaker Thomas Young.

A Road Map: Creating a Personal Mission Statement

The mission statement should be a brief statement (about four sentences) describing the person the sales or marketing professional is, or the one he or she want to be, says Young. “This is the rudder on the ship that will determine your direction. Everything you do in your sales or marketing role should be in line with your mission statement. Living your mission statement is the true meaning of success.”

A mission statement should include the following:

• Solid connection with the inner self and our purpose in life
• Expression of unique gifts and talents
• Integration of the four areas of life: mental, physical, emotional and spiritual
• Connection to concrete goals and realistic expectations

“It is important to write down your mission statement and keep it nearby as you go about your work. This makes your mission more real and tangible,” explains Young. As your team members compose their mission statements, they should also review their values, talents, principles and skills, asking themselves the following questions:

• What’s my life purpose?
• What’s really important to me?
• Does this fit with my values?

Many people have heard of mission statements, but few grasp the importance and overall concept. A mission statement is the definition of the service and benefit someone provides to others. “Your compensation and rewards will be in direct proportion to the value you bring to others. Your mission statement is not what you want to be or how great you are. Take the time to write down your mission and think about how you bring value to others.”

Road Signs: Goals and Objectives

The development of objectives and goals follow the actual writing of a mission statement. Goals and objectives help a professional create a plan to live the mission statement, Young says. This should include:

• Career goals
• Financial objectives
• Sales goals
• Appointments
• Account development
• Conversion rates
• All other key aspects of your sales and marketing process

When setting goals, your team members should ask themselves the following questions:

• What goal am I trying to achieve?
• What do I see as the actual end-result?
• Why am I trying to achieve this goal?
• How does it connect to my mission statement?
• How will I achieve this goal?
• How will I measure the results?

Tips on Setting Goals

“Goals usually mean change. Some people resist change because of fear,” says Young. “However, as you realize that change toward your true mission is a change for the better, you can overcome fears.” Here are a few tips for getting started:

• Get input from others, yet stay true to your own values and mission.
• Take time to reflect on the goals.
• Set realistic goals.
• Make sure that future growth or expansion is built into the goals.
• Ensure that goal achievement can be measured, monitored and changed as needed.
• Remember to factor unexpected events into the goals.
• Decide how you will modify your goals.
• Ask yourself if your goals are too limiting. Think big!

The step that brings a mission statement and goals to reality is an action plan. “A mission statement without an action plan is a fantasy. The action plan makes the thought concrete and determines the steps to take to reach those goals,” explains Young. “The way you live your life defines who you are. In your action plan, focus on the practical implications needed to reach your goals and achieve your mission.”

Checking Progress

Have your team members use a calendar or day-timer to track the daily, weekly and monthly activities of their action plan, advises Wood-Young. They should begin each day by reviewing their schedule or planning for the day. They should also evaluate whether or not the week was true to their mission statement and on track to reach their goals. Ask these questions:

• Did I spend all week putting out fires?
• Am I making things move in the right direction?
• Did I strengthen my relationships with customers, accounts, employees and coworkers?
• Did my weekly activities make a difference in the quality of my professional life?
• Am I on target with my goals?

Arrive at Your Destination: Success

The mission statement may change over time as your team members grow and develop. That is to be expected, says Young. “You can change behaviors to remain in step with your values, mission and goals. Practice and visualize the person you want to become and you will become that person. What you practice and do is who you are. Living your personal mission statement is the true meaning of success!”

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