Setting Effective Sales Targets: Empowering CPG Field Sales Reps with Action-Based Goals
Every introductory business course and management book emphasizes the importance of setting targets for sales teams. But did you know that more than 80% of companies set the wrong sales targets for their teams? How can organizations and their field sales reps work together to define effective targets and achieve better results?
As the year wraps up and field sales reps calculate their annual bonuses, let’s revisit the fundamental principle of target-setting to do it right for 2025. Setting a clear, achievable goal adds tremendous power to the efforts of a sales rep in the field.
The Pitfall of Unrealistic Sales Goals
While it’s clear that having sales targets is a good idea, the real question is: Are you setting the right targets? Research shows that over 80% of companies assign sales goals that are unachievable or overly focused on outcomes alone.
Consider this: if sales managers could predict exactly how much they’d sell, every field sales rep would top the industry’s income charts. But in reality, we have limited control over outcomes. What we can control, however, is our actions.
The Power of Action-Based Goals
Combining outcome-based sales targets with action-oriented goals is the key to achieving exceptional sales performance. Thoughtfully planning and managing the required actions can deliver far greater results than traditional sales-only targets.
Take, for example, a food & beverage distribution company. Instead of setting a daily sales target of $10,000 for field reps, they set a goal to visit 20 retail points each day. Even if 17 of those visits don’t result in sales, the rep remains motivated to reach the last three locations, knowing they’re closer to meeting their daily goal. This focus on actions, rather than just outcomes, not only boosts morale but also increases the likelihood of achieving sales success.
Next-Gen Platforms: Smarter Sales Targeting
Modern platforms for sales enablement take this concept further by integrating action-based targets directly into the order-taking platforms field sales reps use. These platforms can automatically divide and assign goals based on past sales history and individual rep performance.
For example, the system can display daily visit targets or action items (e.g., demonstrating specific products or conducting surveys) right within the sales interface, ensuring reps stay aligned with their objectives while taking orders.
Lessons from Olympic Champions
Think of Michael Phelps, the Olympic swimmer. When he dives into the pool, his focus isn’t on the gold medal waiting at the other end—it’s on executing every stroke perfectly, just as he practiced. When the actions are performed correctly, the outcome naturally follows.
Focusing on What You Can Control
By incorporating action-based targets alongside traditional sales goals, field sales reps can focus on controllable factors, such as visiting a specific number of locations, sharing a catalog of new products, or completing surveys. These targets empower reps to make each customer interaction impactful and effective, without the stress of worrying about immediate results.
Action-based targets not only build confidence among sales reps but also reduce customer resistance. By shifting focus from uncontrollable outcomes to achievable actions, organizations often find themselves exceeding even their loftiest expectations.
Empower your sales teams with actionable, integrated goals—and watch them achieve results beyond anything you’ve imagined.
