Sales Goals In An Uncertain Economy: Mistakes Can Sabotage Profits - Forbes | Canada News Media
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Sales Goals In An Uncertain Economy: Mistakes Can Sabotage Profits – Forbes

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Uncertainty about the economic outlook makes setting sales goals unusually difficult and also illustrates some of the flaws of traditional approaches to the problem. The economy is likely to show good growth in 2021 as Covid-19 vaccinations increase, but the timing and extent of the economic recovery are far from certain. They depend on the current surge of the virus, the production and distribution of the vaccine (not an easy task), the effectiveness of the vaccine and social attitudes regarding vaccination and social distancing as the pandemic abates.

Common approaches to setting goals for sales representatives depend on a forecast of how much sales are possible, which for most organizations depends, at least in part, on the economy. (The exceptions include new products in which changes in market share will swamp overall market fluctuations, some government procurement and other items whose buyers are impervious to economic changes.)

Why not take a guess at sales, bump it up a bit to a stretch goal, and call it good? Goals that are much too low don’t motivate sales people. They hit their goals early in the year and coast thereafter. Goals that are too high also don’t motivate people once they learn that their goals are not achievable. The ideal goal is achievable, but only through strong performance. But when managers don’t know how much is achievable, setting a revenue target is dangerous.

One alternative to a results-based sales goal is a sales activity goal. In many situations, successful sales people use the funnel concept: make calls, set meetings, develop proposals and then close sales. The specific steps vary with type of sales activity. Setting activity goals for these steps ensures that representatives are doing the things that need to be done to achieve sales. This is often a good tool for beginning representatives in a situation where the manager can benchmark activities of the most successful veterans. The new representative is told what steps to take to achieve success. This leaves out the skill with which each activity is conducted, but at least it motivates activity.

Unfortunately, a common way to set sales activity goals simply works backwards from the dollar sales goals, calculating what that means for sales calls, meetings, etc. The activity goals simply become another way to set a sales goal, subject to all the uncertainty of the economy.

Activity goals can also lead to counterproductive behavior. Fred procrastinates on his activity goals, knowing he can make his needed calls the last week of the month. But one of those calls turns out to be a hot prospect who wants further information as soon as possible. Fred’s achievement of his activity goals conflicts with what needs to be done to land a sale. This sort of conflict will not happen all the time, but managers should be aware that sales reps invariably learn how to game whatever incentive system is used.

A hybrid approach requires hitting activity goals when actual sales fail to meet dollar goals. A representative who is making the calls deserves compensation even if the sales environment is exceptionally tough. With traditional funnel activity goals, though, calls could be easy, but the next steps may be difficult. Prospects who will not buy soon don’t want to set up meetings or request proposals. Sales reps would do better accepting this reality and making more calls, even if that means missing some of the late-stage goals.

The difficulty of setting goals for sales people raises the question: Why have goals at all? Perhaps compensation should be simpler, such as a simple commission, so that hitting some arbitrary number doesn’t make the sales person better off financially. Getting the mix of base salary and commission right is difficult and requires an understanding of what normal sales could be, but that’s easier than predicting 2021 sales.

Athletes improve their performance with goals that are S.M.A.R.T.: Specific, Measurable, Attainable, Realistic, and Time-based. A soccer player might set a specific goal to improve endurance, while a swimmer might focus on turns for a season. Such goals are specific to the particular athlete. Sales representatives can use the same approach individually, which could mean writing proposals that close more sales by the end of the second quarter. This is valuable but different from the broad goals common in sales teams.

With the fluid economic environment, locking representatives into year-long goals based on a guess as to the market strength will likely set up failure. Compensate representatives for both performance and activity, and monitor the economic environment on a monthly basis.

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Economy

Canada’s unemployment rate holds steady at 6.5% in October, economy adds 15,000 jobs

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OTTAWA – Canada’s unemployment rate held steady at 6.5 per cent last month as hiring remained weak across the economy.

Statistics Canada’s labour force survey on Friday said employment rose by a modest 15,000 jobs in October.

Business, building and support services saw the largest gain in employment.

Meanwhile, finance, insurance, real estate, rental and leasing experienced the largest decline.

Many economists see weakness in the job market continuing in the short term, before the Bank of Canada’s interest rate cuts spark a rebound in economic growth next year.

Despite ongoing softness in the labour market, however, strong wage growth has raged on in Canada. Average hourly wages in October grew 4.9 per cent from a year ago, reaching $35.76.

Friday’s report also shed some light on the financial health of households.

According to the agency, 28.8 per cent of Canadians aged 15 or older were living in a household that had difficulty meeting financial needs – like food and housing – in the previous four weeks.

That was down from 33.1 per cent in October 2023 and 35.5 per cent in October 2022, but still above the 20.4 per cent figure recorded in October 2020.

People living in a rented home were more likely to report difficulty meeting financial needs, with nearly four in 10 reporting that was the case.

That compares with just under a quarter of those living in an owned home by a household member.

Immigrants were also more likely to report facing financial strain last month, with about four out of 10 immigrants who landed in the last year doing so.

That compares with about three in 10 more established immigrants and one in four of people born in Canada.

This report by The Canadian Press was first published Nov. 8, 2024.

The Canadian Press. All rights reserved.

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Health-care spending expected to outpace economy and reach $372 billion in 2024: CIHI

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The Canadian Institute for Health Information says health-care spending in Canada is projected to reach a new high in 2024.

The annual report released Thursday says total health spending is expected to hit $372 billion, or $9,054 per Canadian.

CIHI’s national analysis predicts expenditures will rise by 5.7 per cent in 2024, compared to 4.5 per cent in 2023 and 1.7 per cent in 2022.

This year’s health spending is estimated to represent 12.4 per cent of Canada’s gross domestic product. Excluding two years of the pandemic, it would be the highest ratio in the country’s history.

While it’s not unusual for health expenditures to outpace economic growth, the report says this could be the case for the next several years due to Canada’s growing population and its aging demographic.

Canada’s per capita spending on health care in 2022 was among the highest in the world, but still less than countries such as the United States and Sweden.

The report notes that the Canadian dental and pharmacare plans could push health-care spending even further as more people who previously couldn’t afford these services start using them.

This report by The Canadian Press was first published Nov. 7, 2024.

Canadian Press health coverage receives support through a partnership with the Canadian Medical Association. CP is solely responsible for this content.

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Trump’s victory sparks concerns over ripple effect on Canadian economy

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As Canadians wake up to news that Donald Trump will return to the White House, the president-elect’s protectionist stance is casting a spotlight on what effect his second term will have on Canada-U.S. economic ties.

Some Canadian business leaders have expressed worry over Trump’s promise to introduce a universal 10 per cent tariff on all American imports.

A Canadian Chamber of Commerce report released last month suggested those tariffs would shrink the Canadian economy, resulting in around $30 billion per year in economic costs.

More than 77 per cent of Canadian exports go to the U.S.

Canada’s manufacturing sector faces the biggest risk should Trump push forward on imposing broad tariffs, said Canadian Manufacturers and Exporters president and CEO Dennis Darby. He said the sector is the “most trade-exposed” within Canada.

“It’s in the U.S.’s best interest, it’s in our best interest, but most importantly for consumers across North America, that we’re able to trade goods, materials, ingredients, as we have under the trade agreements,” Darby said in an interview.

“It’s a more complex or complicated outcome than it would have been with the Democrats, but we’ve had to deal with this before and we’re going to do our best to deal with it again.”

American economists have also warned Trump’s plan could cause inflation and possibly a recession, which could have ripple effects in Canada.

It’s consumers who will ultimately feel the burden of any inflationary effect caused by broad tariffs, said Darby.

“A tariff tends to raise costs, and it ultimately raises prices, so that’s something that we have to be prepared for,” he said.

“It could tilt production mandates. A tariff makes goods more expensive, but on the same token, it also will make inputs for the U.S. more expensive.”

A report last month by TD economist Marc Ercolao said research shows a full-scale implementation of Trump’s tariff plan could lead to a near-five per cent reduction in Canadian export volumes to the U.S. by early-2027, relative to current baseline forecasts.

Retaliation by Canada would also increase costs for domestic producers, and push import volumes lower in the process.

“Slowing import activity mitigates some of the negative net trade impact on total GDP enough to avoid a technical recession, but still produces a period of extended stagnation through 2025 and 2026,” Ercolao said.

Since the Canada-United States-Mexico Agreement came into effect in 2020, trade between Canada and the U.S. has surged by 46 per cent, according to the Toronto Region Board of Trade.

With that deal is up for review in 2026, Canadian Chamber of Commerce president and CEO Candace Laing said the Canadian government “must collaborate effectively with the Trump administration to preserve and strengthen our bilateral economic partnership.”

“With an impressive $3.6 billion in daily trade, Canada and the United States are each other’s closest international partners. The secure and efficient flow of goods and people across our border … remains essential for the economies of both countries,” she said in a statement.

“By resisting tariffs and trade barriers that will only raise prices and hurt consumers in both countries, Canada and the United States can strengthen resilient cross-border supply chains that enhance our shared economic security.”

This report by The Canadian Press was first published Nov. 6, 2024.

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