In Sales, there is a huge difference between goal setting and goal achieving. Many set goals, few achieve them. To set goals you need a piece of paper and a pencil. To achieve goals you need a system of execution and performance–on, that will guide you every step of the way, all year-long.
Start by setting goals that are specific; don’t say that I want to make millions of shillings in sales this year. Set a clear goal to achieve a sales target of 150 million Kenya shillings by December 2011.
Then have a clear strategy based on the overall mission and vision of the company. This is a course of action to achieve the goals set for instance to achieve a sales increase of 60 per cent. The strategy in this particular case would be to: increase brand awareness, create better relationships with existing customers and finally create new customers.
With the strategy in place, devise tactics to implement it. Tactic is the choice of action. Tactic can be changed quickly according to market conditions and reactions of the competitor. Tactic takes creativity and surprise.1- 5 tactic for each strategy is enough.
An example, for Brand awareness; regular newspaper adverts, FM radio adverts and wall painting would suffice. On creating better relationship with customers, visiting customers once a month and breakfast meeting with the customer would be appropriate. Tactics for getting new customers would be devising ways to Customer Preference.
Lastly, follow up consistently, evaluate and get feedback.
