This document discusses the importance of setting SMART sales objectives and the process for doing so. It outlines quantitative factors to consider like sales trends, market size, and budget/profit. Qualitative factors include economic conditions, competition, and organizational personality. The process involves setting individual objectives using macro, micro, and expense-plus approaches, reconciling them, and adjusting based on qualitative factors. The objectives should be specific, measurable, achievable, realistic, and time-bound to help achieve overall corporate and divisional goals.

1. SALES OBJECTIVES
Chapter 03

2. IMPORTANCE OF SALES OBJECTIVES
 Sales objectives are self-defining in that they
represent projected levels of goods or services to
be sold.
 Every thing in the plan is to achieve sales
objectives

3. SMART OBJECTIVES
 S – Objectives must be specific
 M – Objectives must be measurable
 A – Objectives must be challenging & achievable
 R – Objectives must be realistic
 T – Objectives must be time specific

4. FACTORS TO CONSIDER IN SETTING
SALES OBJECTIVES
Qualitative factors
Quantitative factors

5. QUANTITATIVE FACTORS
 Sales Trends – trending of market in past and
company sales when projecting sales.
 Market sales
 Company versus market sales
 Market share trends
 Size and purchase rate of your target market
 Budget, profit and pricing considerations
 Sales expenses
 Cost of doing business / operational cost
 Expected profitability

6. QUALITATIVE FACTORS
 Economic considerations
 Recession, Inflation or stable conditions
 Competition
 Expand its sales force, add distribution channels, add
retail outlets etc.
 Fad Volume – Sports tournament, Health related
 Negative / Positive & how long ?
 Your PLC
 The mission and personality of your organization
 Conservative , Charging ? What is the expectation?

7. PROCESS OF SETTING SALES
OBJECTIVES
1. Set individual sales objectives using three
different quantitative methods.
2. Reconcile these different quantitative goals into
composite sales objectives.
3. Adjust the quantitatively based composite sales
objectives through the interpolation of the
relevant subjective, qualitative factors, such as
the economy, competition, and the personality of
your organization

8. THE PROCESS OF SETTING SALES
OBJECTIVES
Task 1 Task 2 Task 3
Set quantitative Reconcile into one Qualitative adjustment of
Objectives composite sales composite objective into
objective marketing plan sales
objective
Market +
Macro Share
Composite sales Marketing plan
Micro Top + Bottom
objectives Sales Objectives
Expens Profit +
e plus Expense

9. SETTING QUANTITATIVE SALES OBJECTIVES
 Outside macro approach
 Inside micro approach
 Expenses plus approach
 Alternative new product / category approach

10. OUTSIDE MACRO APPROACH
 Look outside your company env and estimate total
market or category sales for each of next 3 yrs
 Then estimate your company market share for the
next 3 yrs.
 Sales objective = total market sales x market share
 Should end up with a 3 yrs projection for both unit &
dollar sales.

11. INSIDE MICRO APPROACH
 Start at the top or with a review of the companies
total sales.
 Using the straight percentage or trend line
approach project sales for next 3 yrs
 Calculate the above for each department / product
line and add all together to arrive at a company
sales projection for next 3 yrs
 Reconcile this total with your initial sales estimate
for the entire organization to determine an ultimate
top projection.

12. INSIDE MICRO APPROACH CONTD
 Estimate sales from where they are generated to
arrive at the bottom up figure
 Sales by each channel
 Store unit
 Service office center
 Add them together to reach each years projection
 To reach the final micro sales figure reconcile the
top sales estimates with the bottom sales estimates

13. EXPENSE PLUS APPROACH
 Budget based method / ideal for short term
Estimate the cost and the required profit for the next year
Exp Op.expense% = Gross Margin% - Exp PBIT%
Sales Objective = Bud. Exp / Exp Op.expence%

14. ALTERNATIVE NEW PRODUCT / CATEGORY
APPROACH
Review the potential target market and work
back word to a sales objective number
 Used when you don’t have historical data
 When introducing a product for the first time
 Numbers can be highly speculative and in accurate

15. RECONCILING SALES OBJECTIVES
 Analyze the Macro, Micro & Cost plus approach
and reconcile the differences
 Use three of them and get a weighted average
 At least use two methods

16. QUALITATIVE ADJUSTMENT OF QUANTITATIVE
SALES
 Review the qualitative factors that has an impact on
the sales objectives
 Increase or decrease based on the qualitative
factors that you are considering
E.g.:-
A. Recession – negative impact (reduce)

17. OTHER CONSIDERATIONS
 Include rationale with sales objectives
 Process used, assumptions, factors considered
 Involve upper management in setting sales
objectives
 Plant to revise the sales objectives

18. EXPECTATIONS OF CHAPTER
 Acknowledge the importance of setting sales
objectives
 Appreciate both quantitative and qualitative factors
of effecting sales
 Set sales objectives in achieving the corporate and
divisional objectives