Sales & Marketing Playbook
The Measure of Success
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Success may look different from one salesperson to the next, but one thing is true for all: success cannot be measured without a desired goal. While some salespeople simply say, “I want to sell more than I did last year,” statistics prove that if a clear and measurable goal is set, salespeople are 70 percent more likely to reach that goal. Even if they do not ultimately achieve the goal set, they are 90 percent more likely to have more success than if they had not set a measurable goal.
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The way you measure goals will vary by agency, but here are some common measurables:
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Total linehaul year-over-year (most agents track this monthly)
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Total shipment count year-over-year (most agents track this monthly)
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Number of self-generated referrals
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Number of older adult moves
SUCCESS IN IMPROVEMENTS
Another factor salespeople should consider is setting goals for improvements. For example, if your average discount on moves over 5000 lbs. was 30 percent in 2023, make a goal to lower that average to 29 percent in 2024. Even a 1 percent reduction in discount will put additional money in your pocket.
SUCCESS IN NETWORKING
One often overlooked area during the goal setting process is networking. Networking is extremely important for lead generation. If you have good relationships with people, they will become your sales team, selling on your behalf around the clock. ​
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The best part: referrals are 50 percent more likely to book, and the cost of obtaining the lead is significantly less (sometimes free) which benefits both the salesperson and the agency’s profitability.
SUCCESS IN MANAGEMENT
If you are a sales manager or GM, setting goals and holding your team accountable is your responsibility. Progress should be reviewed monthly at minimum. If the salesperson is having a hard time achieving their goal, it is your responsibility as the sales manager to support, evaluate and readjust when needed. Your Regional Sales Director is happy to support you during this process. When everyone works as a team, sales rise, and so do the profits.
SUCCESS IN AWARDS
Van line sales awards levels are a great standard to use when setting sales goals. Bring some of that shiny hardware back to your office to show off to your community! Individual salesperson awards are based on the previous year’s combined commercial linehaul, including COD, NAT and GSA:
Does your agency have a team of salespeople? We have agency sales awards, too!
**The most up-to-date van lines sales award information can be found in the SALES section of the Agency Manual (3.12-2)**
Resources to help meet your goals
Once I've identified target offices, what next? ​
In most real estate offices that do significant sales volume, they hold regular office meetings or sales meetings with their agents. Your next goal is to get yourself invited to an upcoming meeting. That will be your opportunity to meet agents, tell your story and introduce yourself and your agency.
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If you do not know anyone at an office, just start with visiting their location. Enter with a smile, your business card and an upbeat attitude. Here are some suggestions on what to say: