How do you handle missed sales targets?

Goals are indispensable tools to guide the efforts of a sales team and keep it motivated to achieve better results.

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When they are not reached, it is a sign that some points need to be revised, such as:

  • internal processes;
  • methodologies and approaches adopted;
  • training of vendors ;
  • reasonableness of the goals themselves;
  • Between others.

With that in mind, we've put together this article with some tips on what to do when sales targets aren't met.

Read on and learn how to deal with your sales team at these times and redirect them to achieve the results you deem necessary.

For this, you will know more details of these 6 tips:

  1. Know which customer profile to focus on
  2. Review the structure of your sales process
  3. Invest in sales team training
  4. Reassess your goals and make necessary changes
  5. Promote alignment between the sales and marketing sectors
  6. Use technology in favor of the sales team

Unattained Sales Goals: 6 Tips on How to Cope

Don't let your team die if you don't hit sales targets. Try to create an action plan and change this picture!

  1. Know which customer profile to focus on

When the sales team is unable to achieve pre-established goals, it may be that efforts are not being directed towards the correct customer profile.

That is, sellers may be trying to prospect and convert customers who have nothing to do with the solution the company wants to sell.

That is, these prospects actually don't really need your product or service and therefore don't see value in it. Therefore, it is a waste of time to approach this prospect profile.

That's why it's extremely important to have the buyer personas well defined and make sure the sales team knows who they are.


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  1. Review the structure of your sales process

Perhaps the reason for the sales team's goals not to be achieved is in the way your sales process is structured.

With this in mind, try to review the stages of the sales pipeline in order to identify weaknesses and limitations, and then make the necessary adjustments.

With a well-structured process, with clearly defined steps and roles, salespeople tend to perform more satisfactorily.


  1. Invest in sales team training

The difficulty that the sales team has had to reach the previously established goals may also reside in the lack of adequate training.

It is important that salespeople receive periodic training on the best commercial techniques, strategies and approaches. For example, you could run a mini-course on how to handle objections from prospects and leads.

This update makes all the difference in individual and collective results. Therefore, invest in training the team.

  1. Reassess your goals and make necessary changes

It could be that the goals you've set for your sales team are too far removed from reality.

Goals that are too hard to achieve only make salespeople feel unmotivated to pursue and achieve them.

Ideally, you should follow the SMART standard. Have you heard of it?

According to this standard, the goals need to be:

  • Specific (Specific);
  • Measurable (Measurable);
  • Achievable (Achievable);
  • Relevant (Relevant);
  • With deadline (Time-based).

So reassess your goals against these 5 criteria.

  1. Promote alignment between sales and marketing

When sales and marketing aren't aligned, it's easier for salespeople to reach their goals.

That's because the work of the sales department is hampered when, for example, marketing sends leads that were not properly qualified.

In this sense, a Service Level Agreement (or Service Level Agreement - SLA in English) can be quite useful. It is a document in which these two sectors commit to do their part and contribute to achieving common goals.

  1. Use technology in favor of the sales team

To deal with missed sales targets, technology can be a great ally.

With good CRM software, for example, it is possible to better organize and manage the data of prospects, leads and customers. In addition, it is possible to monitor the individual and collective performance of the sales team.

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