6 Simple Things
You Must Do to Achieve Your Associationís Ad Sales Goals in 2016
great, but execution is the key. Set yourself up for success with these
specific ad sales strategies.
By Ryan Dhorn
Each New Year,
we set resolutions or goals for the upcoming year. Experts tell us that 90
percent of people set goals on January 1st, yet less than 10 percent achieve
those goals. Here, I have identified six things you must do if you want to
actually achieve your associationís advertising sales goals for the New Year.
Idea #1: Set
goals that are realistic. Consider cutting your goals by as much as 35 to 50
percent. Trust me ó be realistic. Push. Stretch. Grow. But, be realistic if you
want to succeed this year. Often, the goal is just too large to accomplish in
the period of time that you have allocated. This seems so simple, yet it is the
number-one offense of New Year goal setting.
Idea #2: Set
focus points. After you make a list of your goals, you need to set a path to get
there. For example: I want to grow my publicationís or websiteís sales revenue
by 75 percent. Ok, great. What is that number? Say it is $100,000. What are the
three things you will need to do to accomplish that? Perhaps, clean up your
CRM? Maybe get to work at 7am every day? Perhaps you will need to get some
sales training? Without focus points, goals are dreams at best. Get specific.
Eliminate random patterns in your life. Each day should not be a new day in
"sales land.Ē Identify patterns in your life that are random. If they are
important to your sales process, then turn them into time blocks and commit to
them daily. Use your calendar to keep you on track. If they are not important
to your sales life, eliminate them.
Identify repeatable patterns of success. Last year, there were things that went
right in your associationís sales efforts. Identify those things and repeat
them. Identify things that did not go right and do not repeat them. Seems
simple, right? Then, why do so many sales people repeat things that do not work
and hope for a different result? Because from birth you have been taught that
if you work really, really hard, you can achieve anything. This is not true.
Sorry.Working hard at the wrong things will get you nowhere. If youíre
not sure where youíre off in your sales process, get some help.
Idea #5: Understand
that ad sales is a numbers game. Break down your numbers into bite-size pieces.
Rather than stare at a $200,000 media sales goal, break that down. Then create
a plan to attack the smaller pieces. Once you have the number broken into manageable
pieces, then back yourself into your numbers.
For example, if
your goal is $200,000 and your product sells for $10,000, then you will need to
close 20 deals. If you close 50 percent of the clients that you meet with, then
you need to prospect 40 potential clients. As a sales coach, I would advise you
to prospect 50. You need a buffer to stay on track.
some help. Goal setting is easy, but reaching those goals is not only hard ó it
is near impossible without some help and guidance. Think about this: When do
you lose the most weight ó by yourself or with a partner? When do you gain the
most muscle mass ó by yourself or with a trainer? What do you need to be a
Ryan Dohrn is a global media sales coach and trainer with 360 Ad Sales.He works with
over 50 media companies, associations, and event managers and has trained over
3,000 ad sales people in seven countries.