Any business man who wants to succeed in his respective field needs sensible and tangible objectives to obtain his goals. Likewise, if a company states that they would reap two billion dollars in revenues by the end of the year, it should definitely start with an attainable objective in which its goals are anchored to. However, even the smallest companies sometimes do not have any idea where to start building their goals. If “gaining revenues” is the only objective that companies have without concrete or substantial strategies to back it up; then it is time to reconsider the steps on how its goals are attained.

Many companies now employ what business experts call SMART, which stands for Specific, Measurable, Attainable, Realistic and Time-bound set of objectives. Through the years, this simple yet catchy acronym has enabled many companies to come up with objectives that are within their reach and are realistic enough to be achieved in a certain time. This acronym is also helpful to sales where standards for selling or even sales persuasion are a must.

Specific means that goals should be well-defined and focused. For instances, reaping two million dollars in five months by marketing a product through advertisements sounds more plausible than saying reaping revenues alone. This ‘focus’ can help businesses center their objectives and strategies toward a specific goal. Measurable pertains to the numbers that are used in the objectives. These numbers are indicators if the business or sales are growing or declining. For example, a publication company can assess if they are hitting the 40 per day quota for magazine distribution. Some experts experienced in sales coaching can help you identify your measurable objectives.

Attainable refers to the manageability of realizing a specific goal. More often than not, some business and sales people raise their goals to a point that they cannot reach them anymore. This then leads to the fourth word which is realistic. This means staying relevant in your goals and being honest in setting them. If you have problems with making your goals relevant or realistic because of stiff market competition, you can get help from a professional sales coach.

Last but not the least, all objectives should be time-bound. Since time is of the essence, it is important for business to clearly define when their objectives should be accomplished. Having time constraints not only helps you achieve your goals on time, but also puts discipline in the whole venture. There are sales coaching experts who provide training for sales employees to be manage their time well when it comes reaching sales objectives.

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Sales is about gaining trust. It’s not about promising a prospect the stars and the moon. If you find yourself getting down on bended knee and proclaiming of course it’s no problem to push the shipment through three days early (knowing full well the havoc this will create for production), that’s a clear sign you’ve lost sight of your mission.

Too many salespeople-especially those new to sales-fall into the black hole of overvaluing relationships. Overvaluing relationships means placing too much emphasis on the dynamic between yourself and your prospect.

Going into a sales call with a mindset of wanting to sell something compromises your filter. Instead of determining if you even have a qualified buyer in front of you, you leapfrog to the marriage proposal and place yourself in the position of saying anything to close the deal.

If this is you, you need to work to maintain an emotional distance. On the one hand, you should be able to engage prospects and clients in a cordial, friendly, professional manner while, on the other hand, allowing objection and rejection to roll off your back. If you slide into overvaluing relationships, the danger is that you:

Lose objectivity Lose sight of the mission

Have a hard time handling rejection

Take it personally when you receive an objection

Compromise too much in negotiation

Overvaluing relationships lead to a number of negative outcomes. However, there are several things you can do to mitgate these issues: Talk with your sales manager. Make them aware of the issue.

Use an in-depth sales assessment or personality assessment tool that can help you understand your cognitive structure.

Ask for sales coaching.

You may believe that ingratiating yourself with a prospect is the fastest and surest way to make a sell, but this is wrong thinking. While there’s no denying that people like to buy from people they like, they will always do business with someone they trust.

If you’re putting too much energy toward relationship building versus following the sales process, take immediate action to seek coaching on the proper method for maximizing each sales opportunity to its fullest potential. By doing so, you are creating a huge advantage for yourself and making the sales process much easier for your prospects and clients. Your closing rates can improve and your overall performance will benefit.

Barrett Riddleberger is an internationally recognized leader in the fields of sales assessment, custom sales training [http://www.resolutionsystemsinc.com/sales-training-program/], sales recruitment and sales consulting. He also is founder of Resolution Systems Inc., a strategic sales consulting firm. His book, “Blueprint of a Sales Champion,” details how organizations can find, train and retain top performing salespeople… even in a highly competitive market. An accomplished author and sales consultant, Riddleberger is also highly in demand as a business development and motivational speaker for organizations seeking to drive their sales force to greater levels of performance. For more info visit ResolutionSystemsInc.com or call 866.350.4457.

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Is there too much of you available to be desirable? If you’re ready to jump for every lead that comes your way, the answer is “yes”. Professional sales coaching will help you to understand you can increase demand for you by controlling supply without being discourteous to your prospects.

Have you ever noticed the more plentiful something is the less you want it? Well, the same is true when you make yourself available to everyone for any and all reasons. Professional sales coaching will enable you to see there are several things wrong with being overly accessible: it creates time inefficiencies and low productivity, it reduces your perceived valued in the eyes of the prospect, and it lowers your self-confidence because you’re setting yourself up to hear “no”.

So how do you increase demand and reduce your supply, and do it effectively without acting like a snob? This professional sales coaching secret is based on disqualification. Currently when you meet with a prospect or contact a lead you think of yourself as being accepted or rejected.

Your objective should be to reject any and all leads that aren’t qualified leads. You view this as being far more difficult than it is. Spend some time identifying the 1-5 key questions that you need answers to.

When you know the answers to these questions you will know if there is a reason for you to set aside time to spend with a potential prospect. That means whatever approach you’re using to attract prospects now needs to include a qualification step(s). When the prospect has successfully met the qualification criteria then and only then is there a reason for you to have a face-to-face appointment to discuss how your services might help them to get what they want.

Do you realize just how much time you’ll free up for actual selling if you stop meeting with the wrong people? You won’t be wasting ridiculous amounts of time running to meet people you shouldn’t be meeting with in the first place. And when you’re only meeting with real prospects, do you realize how much more productive you’ll be in terms of closed transactions?

When your focus is on disqualifying the prospect the power is in your court. In contrast, when you live in fear of being rejected by the prospect professional sales coaching demonstrates that you have forfeited your power. The funny thing is we all have an internal weakness meter, and when we sense it we move the other direction.

Review your appointment calendar over the past month. If you find that a paltry 20%-30% of the prospects you met with converted into clients that’s a clear indicator that you need to take the professional sales coaching philosophy of disqualification leading to a supply and demand advantage for you to heart. You have the power to put the ball in your court by knowing the critical qualifying questions and incorporating them into your marketing funnel.

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