Most businesses have goals and metrics for their sales teams: revenue targets, quota attainment, number of calls or meetings. But if these goals aren't properly aligned with what customers actually want and need, sales can quickly decline.
Here are three signs your sales goals may be misaligned - and how to correct course.
Revenue targets only. Chasing revenue above all else can cause reps to push existing offers and make sales at any cost. But customers just want their problems solved. Reassess targets to incorporate metrics like customer satisfaction, repeat business, and problem resolution.
Focused on activity, not outcomes. Goals based just on number of calls or meetings reward activity, not results. Rework goals to prioritize outcomes customers truly value, like issues resolved, needs met, or problems solved.
Incentives aren't customer-centric. If reps are incentivized mainly by revenue and not customer satisfaction, their priorities will be misaligned. Reframe incentives around metrics like ease of doing business, customer loyalty, and long-term value creation.
To fix misaligned goals, start by interviewing customers to understand what truly matters most to them now. Then build goals and incentives around:
Providing the highest value, not just making sales
Solving customers' most important challenges
Earning customer loyalty through an easy, hassle-free experience
Here are some additional points on misaligned sales goals and how to fix them:
Look beyond pure activity metrics like calls and meetings. Focus on what outcomes those activities actually achieve for customers. Shift goals to prioritize value creation, not just completing tasks.
Involve your sales team in setting customer-centric goals. They know firsthand what customers really want. Engage them to brainstorm effective metrics and incentives that motivate customer-focused selling.
Transition goals and incentives gradually, not all at once. Make changes in stages to give reps time to adjust and embrace the new priorities. Provide coaching and support through the transition.
Use data to track progress toward goals and identify gaps. Gather customer satisfaction feedback and measure key metrics like repeat purchase rates, problem resolution, and customer effort scores. Make adjustments as needed.
Be transparent with reps about why new goals are needed and how they benefit customers - and the business. Explain that revenue will follow as customers become more satisfied and loyal.
Set "soft" goals around customer experience in addition to "hard" revenue targets. Things like feedback scores, Net Promoter Scores, referral rates, etc. These intangibles are crucial to long-term sustainable growth.
Empower your sales team to make customer-centric decisions at the moment, not just hit call or revenue quotas. Trust them to prioritize what truly benefits the client, even if it means a smaller initial sale.
Align your sales team's goals with what actually drives value for customers. Require customer feedback data to guide planning and incentive true customer-centric selling.
Remember: customers care more about their outcomes, not your metrics. Make sure your goals serve customers first - then the revenues will follow.
With the right sales goals focused on customer value and problem-solving, you'll develop a long-term sales engine driven by loyal, delighted customers. Keep goals aligned by checking in regularly to ensure customers' needs - and yours - are still being met.
Comments