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The Unrealistic Targets
What makes an unrealistic sales target?
An unrealistic sales target is one where there is no way for even the best member of the sales team to accomplish in the given amount of time.
This would include goals which are significantly higher than what the business should expect to achieve, or any other number deemed simply unobtainable.
In the case of the digital agency industry, an unrealistic sales target would be anything over the 20% profit margin. However, this is of course dependent on individual agencies themselves, and should always be calculated depending on the business' own profit and place in the market.
How does an unrealistic sales target effect employees?
Typically, an unrealistic sales goal will put undue pressure on employees, discouraging them from making reasonable sales, or even attempting to sell at all.
Of course, this pressure will often come from the top down, where unrealistic sales targets are given by those in a position of power such as CEOs and Sales Directors. This is typically done to motivate their employees at lower levels, but it doesn't always work.
As a sales director, it's vital to take full accountability of the negative impact unrealistic sales targets can have on the sales team. Overworked employees not only leads to less sales, but results in poor mental health, an ineffective work-life balance, and tensions within the workplace.
As a business owner or director, confident and realistic support of the sales team will naturally build confidence from within, motivating salespeople to achieve great things. This in turn leads to an increase in sales and productivity for the business as a whole. This is why it's important to always take into account realistic sales targets, and never underestimate their power.
