Every year, we create sales objectives and set up touchpoints to guide on-going assessment of where we are, where we should be, and if we can meet our goals. We may need to adjust along the way due to market conditions or changes in production capabilities, but the endgame is the same. Keep sales coming in and keep the sales team working efficiently.

Companies that have been in business for more than a few years usually have well-oiled sales machines, but mergers, acquisitions, changes in production capabilities, and market fluctuations could push the plan out of sync. That puts the business at risk. Sales needs to sell to the current capabilities and help set the strategy for future investments to support what customers are moving toward in their purchases.

To test how in sync your sales team is with your capabilities, do a quick tune-up at the start of each quarter. In most cases you are meeting on a regular cadence, but the business of following up proposals, nudging estimates, finishing proposals, and cajoling clients tends to occupy more than the allotted time. You may want to set aside the first meeting of the quarter or book a separate meeting that sets the stage to touch on the following topics.