Get the MOST out of your sales team: 4 steps to achieve your Sales Mission
Geplaatst op 4 maart 2019 door Ronald Swensson

For many sales managers focusing on short-term day-to-day results, it's often challenging to think like a leader and focus on achieving a long-term vision. But that is exactly what a sales manager must do in order to maximize the performance of his or her sales team. A Sales Mission is a statement that indicates where you want your sales team to be at some future time. Without a Sales Mission, a sales team may have lack of focus, difficulty prioritizing activities, or a feeling of drifting. A clear Sales Mission provides focus and direction for you and your team, energizes your team, and improves results and performance. The M-O-S-T process is a powerful framework that helps you develop and achieve a long term vision. M-O-S-T is an acronym that stands for Mission, Objectives, Strategies and Tactics. The first step of this process is to create a strong Sales Mission, for example: “To be one of the top five dealers within the next 12 months.” 

A Sales Mission may be somewhat vague. In order to make it concrete and easy to understand for your sales team, you need to translate your mission into one or more specific Objectives. Next, you should develop some broad Strategies to achieve your Objectives. And finally, identify step-by-step Tactics that you and your team will need to execute each of these Strategies. 

1. Creating your Sales Mission 
Creating your Sales Mission means answering the question: Where do you want to be? That means thinking about where you want your team to be with regards to sales within your company or relative to your competitors. An example of a Sales Mission statement could be “Improve our Customer Satisfaction Rating by five percent within the next 6 months.” Notice how this sales vision statement is future focused and seems attainable in some reasonable period of time. A good rule of thumb is to develop a sales vision that is attainable within 6-12 months. Why 6-12 months? Missions that are achievable in a shorter period of time are typically too narrow and too easily achievable to be true mission. Conversely, a longer period of time is indicative a mission that is too far-reaching and possibly too difficult to keep your team focused on. A Sales Mission must also be challenging, something that is above and beyond the normal expectations. It should also be attainable, that is, realistic enough to be achievable if you and your team stretch a bit. Your Sales Mission should also specify some positive change that you are committed to realize through concerted effort with your sales team. In fact, it grows from an intense desire to make something positive happen. And of cause your mission must align with organizational goals. 

2. Translating the Sale Mission into Objectives 
The next step in developing a Sales Mission is to focus the broad vision you have identified by converting it to one or more Objectives. The more specific your Objectives, the easier it will be to communicate it to the team and the easier it will be for the team to understand it, commit to it, and work toward it. The familiar SMART acronym is a great guide in setting effective objectives: Specific, Measurable, Attainable, Relevant, and Time-bound. So if your Sales Mission is “To be one of the top five dealers within the next 12 months.”, a related SMART goal that ties to that mission could be: “Increase sales volume by 10% by June 30 and increase sales volume by 15% in Q3 and Q4.” 

3. Developing Strategies 
The next step is to develop Strategies. Strategies describe how you will achieve your Objectives. For instance, in pursuit of your goal to “Increase sales volume by 10% by June 30” you could have increase your team’s sales coverage by hiring additional salespeople or use marketing automation, run a special sales incentive program for the sales team, or target key accounts and communicate additional areas of value you can offer to grow existing business. So each of these Strategies directly tie back to your Objectives. 

4. Identifying Tactics 
Now that you know where you want to go, what you need to achieve, and how you are going to get there, you need to identify specific action steps, or Tactics, you will take to implement each Strategy. In other words, what steps need to be taken, by whom, by when and how much? In determining your Tactics keep these ideas in mind: 
- Identify major activities or benchmarks. Just as you would note landmarks on a road map, you should identify key points and activities in your action plan to be sure you’re on the right track and are headed toward your destination. 
- Define responsibilities and other resources needed. Each team member should play a defined role in carrying out the action steps and helping to achieve the Sales Mission. To ensure successful completion of individual Tactics, be clear and specific in defining responsibilities and how they will be carried out. Identify necessary resources and include them in your action plan. 
- Specify target dates for completion. In order to move closer to your goal and reach it within the designated time frame, set target dates for each action step. Target dates also create a sense of urgency and motivate the team to move ahead together. While there many aspects to leading a sales team, developing and achieving your Sales Mission is a key sales leadership ability. By following the M-O-S-T process you get the MOST out of your sales team! 

Download and use our presentation ‘4 Steps to Achieve Your Sales Mission’ and/or use our INNOmap Sales Mission.

This blog is also published on LinkedIn.