Are Sales Targets Fair

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Are sales targets fair?
5th December 2018

By Karen Pickwick

Targets are a major source of discontent among today’s salespeople, says pet trade recruitment specialist Lynda Ward.

The founder and owner of Pet Trade Solutions said: “Sixty per cent of the calls I’ve had in the last three months were from people unhappy about targets set by their current employers.

“Having seen both sides of the equation – from having set and being given targets – I understand the pitfalls that business owners or managers have to contend with and also the frustration and demotivation that can be felt by those on the receiving end.”

DISCONTENT

Lynda explained: “Targets should be achievable with effort, measured, timed and, perhaps above all, FAIR. The management that consistently sets unachievable numbers, vastly increases them without justification or makes them easier for favoured members of a salesforce will soon have discontent and even falling sales as a result.”

She suggests: “The best way for ensuring that targets are a motivation (especially if they are to rise) is to spend a little time with each recipient, showing how the calculation for the forthcoming period was done and highlighting positive factors such as planned marketing activity, new products etc, then discussing ways to overcome any potential perceived difficulties on the area – that way the salesperson feels they are meaningfully involved in the process, has the tools to achieve and is not being given an impossible task that is not worth striving for.”

Lynda is always happy to personally advise on any aspects of recruitment and marketing strategy.