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Goals are important performance indicators for a sales team. Hitting the target means, for many managers and salespeople, not only achieving the expected result, but showing that they are capable of achieving even more.

Through the establishment of goals , managers are able to recognize possible failures , identify which of their subordinates are having difficulties in the sales process and, thus, direct their attention to the salesperson’s improvement.

This would be the ideal procedure when we talk about increasing the number of sales and improving the team’s performance. But despite the efforts and efforts, reaching the goal is not in the routine of most salespeople and we’ll tell you why.

Hitting the Goal: 5 Reasons You Can’t Achieve Yours

1. There is no organization and planning of the sales process

Like any other job, sales requires a process. No, people are not born with the gift of selling or have a “knack” to convince their customers to buy.

Would you be able to diagnose an illness without studying the symptoms, the cause, the history of the illness? In sales, it’s the same. You must have full knowledge of every move that will be made in this game.

Salespeople who fail to reach the goal do not study their customer, the product/service they offer, the company they work for and the market in which they operate. They don’t plan every step of the sale and don’t organize their routine.

When you arrive at your place of work, do you know what you will need to do throughout the day? Do you have all activities and appointments scheduled?

And when you finish an approach, do you know what the next action is in contacting that customer?

When a salesperson doesn’t organize his tasks, he wastes time trying to find himself in his own work. And when he does not master the steps of the sales process, the chances of making mistakes, which will result in the customer giving up the purchase, are huge.

Planning and organizing are the pair you need to increase your productivity and your sales.

2. Not prospecting correctly

Prospecting or searching for potential customers is one of the most difficult tasks for most salespeople. Despite this, prospecting is the key moment in the process, as it will directly influence the success of the sale.

After all, if you find the right contacts, you can establish a relationship easily, using the right tools. Consequently, the dialogue with this customer is optimized, as you are in tune about what you offer and what he needs.

Salespeople who can’t hit the target don’t know, and therefore don’t like, to prospect. When these salespeople carry out the prospecting, they do not pay attention to looking for contacts in the right places, according to the client’s profile and what the company sells. 

So selling really becomes difficult. If a salesperson prospects in the wrong way, he will follow the sales process trying to convince, in every way, that that contact (who is not interested or does not need the product/service) should buy from him. 

It’s like looking for a car lover in a motorcycle club and trying to sell a new car to one of them. That is, it takes time and energy and, in the end, not to achieve any result.

See if you and your team are prospecting correctly:

  • Does attracting new customers follow the profile of the company’s buyers?
  • Where are these new customers looking for?
  • Does this place make sense for the product/service that the company offers?

3. Doesn’t build a customer relationship

The sales process and the contact between salesperson and customer must be a relationship. Both are in search of something and this search consists in making an exchange. The customer wants to solve a problem and the salesperson has the solution.

Building a customer relationship is key to optimizing the sales process and eventually selling more and better.

Salespeople who fail to meet the target are not seen as partners by their customers, as they do not seek to understand their motivations and needs. These professionals do not mind talking to the client, finding out what their problem is, understanding what result they are looking for and worse: they are not open to listening.

Just pushing a product/service, highlighting its qualities and characteristics is not a sales technique.

Let’s remember the previous example, but think differently. Now, yes, you are selling a new car model to the ideal customer profile: a car lover. To make this sale, even if you have reached the ideal buyer profile, you still have to understand what he needs and, for that, you must know more about this customer, creating a friendly relationship.

When the professional establishes a dialogue with his contact, he is able to understand the customer’s situation, desires and expectations for that purchase.

He raises the needs and, based on that, he is able to guide the buyer until closing the sale, as he already knows which strategies to use in the relationship with that customer.

4. Does not know how to negotiate

Many sellers miss the opportunity to close a sale right at the time of negotiation. This actually means that they don’t know how to negotiate.

And when the seller does not have a sales process, has no planning and is not organized, does not prospect correctly and does not establish a relationship with the customer, the negotiation (when the seller manages to make the customer reach this stage) happens to base of weak, aggressive arguments and resources detrimental to the company’s profitability.

Salespeople who fail to hit the target come to the deal desperate and willing to do anything to get the customer to buy. They give discounts without thinking about the consequences, put pressure on the customer with ultimatums, and don’t know how to get around the objections presented by the buyer.

The result of this is much more than a missed goal. A failed negotiation impacts the impressions your customers have of the company and the sales team.

Think about how many times you’ve been seen by a salesperson who has done the same things mentioned above. Would you recommend the service of this brand to a friend?

We must not forget the importance of the relationship with the customer. Just as a good sales relationship is synonymous with trust in the company, a bad relationship ends up with the customer wanting the sellers and, consequently, the product/service of that company far away from him.

Negotiation is the moment that will determine whether this relationship continues or not!

5. Does not convert into any of the sales steps

As you’ve noticed, the main reason most salespeople don’t hit the target is conversion at every step of the sale and process execution failures.

Customer conversion is even a topic that can be measured through the conversion rate, a simple calculation that allows you to visualize the sales performance at each stage. That is, it is possible to identify which phase of the sale is not being carried out well and is failing to convert the company’s contacts.

Salespeople who fail to hit the target are not concerned with mastering sales techniques, getting to know their customer, and leading them on an assertive buying journey. 

A salesperson can be great at attracting new customers, but if he doesn’t have the skills to listen and empathize, it will be difficult to continue the relationship and, as a result, converting that customer will become a challenge.

That’s why we see smaller companies, with lean teams, selling much more than big projects. The secret is in the quality of the process!

When a salesperson can identify where he is going wrong, he can correct his failure and improve his performance. For this, it is necessary to be willing to improve knowledge and understand that selling requires studying the techniques and methods of the area.

The truth is that many salespeople are not concerned about offering the best customer experience as a way to bring positive results to the company. To reach the goal, it is necessary, above all, to understand how it is possible to improve performance at each stage of the sale.

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