Individual Purpose Statements

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					SLiA Group
             Sales Leadership in Action Group



 Individual Purpose Statements


Executive Summary:

Sales reps have their own personal goals and motivators for success, but they often do not
align with corporate goals. When an individual purpose statement is created that aligns these
goals, reps demonstrate improved morale, better results, and fewer performance issues.




                Bottom Line & Business Impact:
                A well constructed individual purpose statement that clearly demonstrates an
                alignment between the sales rep, sales department, and company goals will create
                accountability, improve performance, and boost morale.




           © 2010 SLiA Group Inc., sliagroup.com                                           Page 1
                  Sales Reps and Their Goals
                  Sales reps are decidedly driven, competitive people. Their performance is primarily
                  compelled by their own personal goals, not those of the company.

                      • e.g. Typical: 
 “This is what I’m doing as a job to reach my personal goals.”
Lay of the Land

                  
       
     
       
       NOT
                      
      Desired:
 “As I do my job it will help the company reach their goals, and I will
                  
       
     
         also reach my goals of _________.”

                   Reps often feel separated from the rest of the company. They fail to link their set targets
                  to how they are contributing to reaching the overall goals of the company and to other
                  non-monetary benefits. This is particularly true for field reps that operate as if they are
                  their own business, and are simply paid by their parent company. This perceived
                  disconnect often leads to performance issues, low morale, unhappiness with their job, and
                  employee churn. Creating an individual purpose statement that aligns personal rep goals
                  with those of the company is the first step to eliminating the disconnect, and improving the
                  relationship between rep and company.

                      • Individual Purpose Statements
                      • Sales Leaders and Purpose Statements

                  Individual Purpose Statements
                  An individual purpose statement is a document constructed by the rep that states what
                  they plan to accomplish within a given period of time (usually 1 year).

                  These documents:

                      • Define qualitative goals for the rep which are aligned with sales department and
                        company goals.
                      • Indicate how achieving the rep’s goals will contribute to the fulfillment of department
                        and company goals.
                      • Outline the actions necessary to achieve these goals within the given time frame.

                  The following are several parameters for creating an individual purpose statement:

                      • Created for a specific individual – not for a company.
                      • The individual purpose statement must be derived from the overall goals of the sales
                        department which have been based on the annual targets for the company – this
                        guarantees that the individual purpose statement is aligned with both department and
                        company goals.
                             o “What should my goals be for the upcoming year that will ensure that my
                                efforts are directed and focused on achieving the overall targets for my
                                company?”
                      • Goals should be measured qualitatively – this way the purpose statement does not
                        have to be changed due a quantitative change such as new targets.
                             o e.g. “I will reach 100% of my quarterly/yearly target.” NOT “I will reach $XX in
                                the next quarter/this year.”




                      © 2010 SLiA Group Inc., sliagroup.com                                               Page 2
The individual purpose statement must be:

   • Specific to the sales rep.
   • Clear, simple, and concise.
   • Comprehensive regarding what needs to be accomplished.
   • Must clearly state how the rep is contributing to reaching the goals of the company.
   • Written in plain language so that a non-employee could understand it.

Sales Leaders and Purpose Statements
The success of sales leaders is directly related to the success of the sales team. Having
reps construct individual purpose statements that are aligned with department and
company goals will increase the performance of the sales team as a whole. Sales leaders
are responsible for ensuring that these statements are revisited routinely during coaching
or feedback sessions. This reminds the rep that their performance has a direct impact on
the department/company, gives the rep a chance to review their current progress, and
reinforces positive behaviors.

Creating the document is only the first step. Continually revisiting it is what makes it an
effective tool.

   • Have each rep construct an individual purpose statement that is aligned with
     department and company goals.
   • Clearly demonstrate the link between the reps performance and the success of the
     department/company.
   • Review the purpose statements and use them as living documents during coaching
     sessions.




   © 2010 SLiA Group Inc., sliagroup.com                                              Page 3
                Putting into Practice
                CPRD
                Ways to Recognize Sales Reps
                Profile Driven Motivation Tactics
                You Cannot Motivate Anyone




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© 2010 SLiA Group Inc., sliagroup.com                                                                  Page 4

				
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Description: Sales reps have their own personal goals and motivators for success, but they often do not align with corporate goals. When an individual purpose statement is created that aligns these goals, reps demonstrate improved morale, better results, and fewer performance issues.