Why You Missed Sales Quota

sales quota with balls funnel
Quota is much-argued situation in most sales
organizations. How is sales quota set? Do previous successful months offset less
successful months? Is it a moving target, growing as you become more
successful? Is management doing anything to support achieving quota? Sales pros
love quota when they’re ahead, and hate it when they’re behind. Should a company
even use quota anymore?
Sadly, quota isn’t going anywhere. It’s how most sales
organizations predict the cash flow they will generate to support the rest of
the company. These predictions need to be pretty accurate, or the dominoes fall
fast and hard. So why are they so difficult to hit? It may be a combination of
management’s fault, and your problem.

Quota isn’t always important.

If meeting sales quota isn’t a consistent qualification for keeping your job, it may be an excuse to fire reps who haven’t fit into the corporate culture, or rubbed management the wrong way. Or it may only be important if cash flow is tight. Inconsistent attention to
quota makes it hard to take seriously. If you miss quota occasionally, you’re
normal. But beware: if no one mentions it to you, and asks if your pipeline is
recovering this month, and asks how they can help, management may be using
missing your quota as a way to ease you out the door.
You aren’t doing the right homework.
Sales pros are prone to
bouts of burnout – feeling like our work is under-appreciated,
over-paper-worked, and too repetitive. It’s work to keep it fresh and still be
effective. Read at least part of some sales philosophy or sales system book or
tweet (@SalesDynamoNY) or blog every day. Every time you tweak your perspective, you stave off burnout. Also, create a strong list of call objectives for each call. If you
had one before, shake out the ineffective goals and replace them with new
stuff. New conversations will yield new results.

Management doesn’t support the team.

Does your manager
help? Or threaten? Does upper management bring in outside trainers to offer you
a fresh perspective? Are you discouraged from taking time off? Is the
organization aligned with keeping customers, and serving them well? Some
managers are just as burned out as their team, making them ineffective at
providing the support, sounding board, and education the team needs. Some
customer service staff look at every customer as a list of problems. It’s very
hard to be a successful solo act if your management has a negative attitude.

You flip out when you have a slump.

In simple terms,
you’re superstitious. You think a bad week means you’ve “lost your
touch.” If you could make sales two weeks ago, you can still do it. (It’s
not a magic trick, it’s a skill set!) Do an objective check of whether you’ve
let your side of the equation slide. If you’re still doing a thorough and
professional job, shake it off. No coin comes up heads every time. Statistics
insist that everyone have a slow patch sometimes.

Quota is an unreachable number.

If your sales quota keeps
changing, it usually is growing. There is a market potential beyond which
higher numbers are impossible. There aren’t enough hours in the day, or
customers in the market to make the numbers required sometimes. This is a very
bad sign. It means management hasn’t aligned their outlook with current market
conditions. It tends to make the relationship between sales and management
adversarial. Particularly in organizations where sales pros are also the
primary account managers, the more clients you have, the less likely it is you
can keep hitting big numbers based on the sheer volume of time it takes to keep
your accounts happy. Talk to management to see if there can be a better balance to your workload.

Your reputation is, well, tarnished.

 Remember that in
sales, it’s all about trust. If the prospect doesn’t trust you, they won’t
trust what you tell them. Have you been professional, thorough, and honest in
every interaction? The grapevine will bite you in the end. At one happy
hour, one of my managers became very drunk, and very belligerent. (Yes, he was
old enough to know much better.) Within two months, the company transferred him
out of the area with a stern warning: you’ve made yourself poisonous to the
restaurant community once. Any further trouble, and you’re fired. He was lucky.
Bad behavior has a way of living on forever. You never know who knows each
other, or how long your outburst will live in social media. Clean up your act.
You have a very public job. It will make a difference!
Still stuck? Visit our Sales Performance page to learn how we can help!