Setting Effective Goals And

Objectives

Teguh Wibawanto, SSi, MM

Website: www.hydro.co.id
E-mail: guhid@yahoo.com
HP : 0811 896 414

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 The Impact Of Sales Force

CUSTOMER Communicate SALESPERSON

What is Important

Ensure Measure
Customer Focus Accomplishment

GOALS
Suggest Effort Increase
Allocation Motivation

Reward Assist In
Performance Evaluation

COMPANY
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hnology
 Type Of Sales Force Goals

• Goals Akan berbeda pada masing-masing

komponen penjualan
• Goals dan Objectives menunjukan
lingkungan penjualan seperti kultur dan
nilai dari sales force
• Goals Setting Observation

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 Penyesuaian goals pada anggota
komponen penjualan
Sales Force People Sales Customer Company
Investment and force result result
culture activity

Senior Sales XXX XX XX XXX

Managament

First Level X XXX X XX XXX

Sales Manager

Sales person X XXX XXX XXX

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 Lingkungan Mempengaruhi Goals

People and Sales Force Customer Company

Culture Activity Result Result

The Predictability of demand is poor Result can be effectively measured

Activity is important : Executing Sales result are important : the

the selling process
(sales and service) effectively leads
to long term success
Sales are determined primarily
By a group or term effort
Company has a strong need to
Achieve its financials objectives
Sales Are determined primarily by
The skills, motivation and efforts of
The individual sales person

The firm has the best understanding The salesperson has the best
Of the most effective sales force understanding of the most
activities Effectively salesfore activity

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People and Sales Force Customer Company
Culture Activity Result Result

Control Focus Empowermwnt Focus

Long Term view Short term View
Firm Assumes the risk for sales Salespeople Assumes the risk for
Success Sales Success
Intrinsically based motivation Extrinsically based motivation is
is preferred Preferred
Manager for performance Pay for Performance
loyalist Gunslinger

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 Menentukan goals dari territory
Step 1 Step 2 Step 3 Step 4 Step 5

Finalized the
Formula or Review and
Understand Develop
Process by Finalize
Set Territory Potential
Evaluating The Regional/
National Goals Expectations Allocation
Consequences Distric Goals
And And Behavior Formula
Of the porposed With Sales
Objectives Or
Alternatives MAnagers
Processes

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 Understand Territory Expexctation
and behavior

• Product sales In any Given Year Are Highly

Correlated With Sales Prior Year
• Product Sales In any Given Year are Positively
Correlated with Market sales in the Prior Year
• Product Sales in any given year Positively corelated
with Competitors Sales in the Prior Year
• The Market Share Change Expected for any given
year is related to the strating market share in that year

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 Develop Potential allocation
Formulas or Processes

• Method 1 : Allocation Based on Prior Sales

• Method 2 : Allocation Based on prior Sales
and Market Potensial
• Method 3 : Allocation Based on a
weighting of Territory Factor

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 FINALIZE The Formula

• Menguji 3 Method pada langkah 3

• Melihat implikasi pendapatan dari goal
yang ditentukan

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 TRACKING Performance Againts
Goal

• Buat data performance semua sales people

• Menggunakan data untuk memudahkan
sales menghitung pendapatan yang lebih
baik dan mengarahkan sales pada activitas
dan motivasi yang tepat

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 KESIMPULAN
• Goal setting yang lemah akan meningkatkan biaya dan spirit yang
lemah
• Goal dengan pandangan jangka pendek dan koreksi tengah tahun
digunakan pada perusahaan yang penjualannya mudah
• Akan terjadi goncangan pada goal jika didasarkan pada market
potensial saja
• Penentuan goal yang paling baik adalah jika didasarkan pada objetives
dan lingkungan bisnis
• Jajaran sales bisa diajdikan alternatif untuk penentuan Goal
• Membatasi Goal hanya samapi 3
• Proses penentuan goal dapat mengahsilkan benefit sama seperti goal
itu sendiri
• Penentuan Goal harus dibedakan antara goal untuk performa evaluasi
dengan goal untuk reward

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