Everyone recognises the importance of having a clear vision for their business, and of setting specific, measurable objectives. And almost all businesses have clear sales targets for the year - and usually quarterly and monthly targets too.

But what I see much less often are clear Sales Activity targets. Targets for what you are actually going to do not what you hope to achieve. Managing only using sales targets is, of course, like driving using the rear-view mirror. You get an accurate picture of where you've been - but not of where you are going. In many industries, the typical sales cycle lasts months - and so your actual sales figures show how well you did months ago - not now. Maintaining an accurate Sales Pipeline (see my whitepaper: xxx) gives you much better visibility of how you will be doing in the upcoming months - but again, it's focus is on measuring effect (the probable sales) - not cause (the activities that lead to the sales).

In order to effectively run your business you need to set clear targets for what sales activities you will be performing in the upcoming period - and measuring and managing to achieve those targets. If your business is driven by referrals then you must make sure you and your team are actively carrying out the activities necessary to get referrals. If you're in start-up mode and you're cold-calling, you must ensure that you are doing enough calls, to the right people, in the right way to achieve your targets.

Why do you need to set these targets? Won't people (including yourself) just "do their job" to hit the overall sales target?

Well, yes and no.

Unfortunately, many critical sales activities are difficult or even painful to do. Very few people like to cold call. And even with referrals, asking a client for a referral can be embarrassing for some people. Firing everyone (perhaps including yourself) and hiring people who find these tasks easy is an option - but not a viable one for most businesses. Instead, having in place a targeting and measurement system which gives people a visible reminder of what they should be doing is the answer.

Sometimes that yearly or even monthly sales target can just be too far away and too theoretical to drive action. You walk into the office in the morning, and you have emails to answer, some customer service queries to deal with, and perhaps the need to talk to the guys on the production line. All of those can seem much more interesting and preferable to getting on the phone to some potential customers, trying to get some meetings, and facing the potential of rejection. Even contacting existing customer for referrals can seem daunting in comparison. The end of the month seems a long way away, and sales seem to be doing OK - so you take the easy option and deal with the emails and chat to the production guys about the new product coming on stream next year.

But it's a different story if you've worked out that to hit your sales targets you need to be having at least 3 new customer meetings a week - and to get those you need to be making 5 calls per day. And if you don't do that, sales in 3 months time will crash. With those cold, hard figures staring you in the face (preferably literally - stuck on to your wall or PC) it's a lot easier to motivate yourself to make those calls.

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