Sales Leadership in Action Group
Individual Purpose Statements
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.
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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
“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).
• Deﬁne qualitative goals for the rep which are aligned with sales department and
• 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
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
• 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.”
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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
• 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
• Review the purpose statements and use them as living documents during coaching
© 2010 SLiA Group Inc., sliagroup.com Page 3
Putting into Practice
Ways to Recognize Sales Reps
Proﬁle Driven Motivation Tactics
You Cannot Motivate Anyone
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