Sales goal examples and SMART templates for reps: a number, a date and a weekly check

A sales goal your reps can use is one line: who, how many, by when, and how often you'll check it. Copy this sheet for each rep and fill it in together. It's free, with no sign-up.

Sales goals: [rep or team]

Period: ______ Written: ______ Checked on: [day] each week

The one-line goal

[Who] will [do what] [how many] by [date], checked [how often].

This period's goals

The maths behind the activity goals

• Result needed: ______
• Average deal: ______
• Deals needed: __
• Proposals per deal won: __
• Meetings per proposal: __
• Calls per meeting booked: __
• Weeks you'll sell: __
• Calls a week: __ Meetings a week: __ Proposals a week: __

The weekly check

• Done this week against the goal: ______
• The goal that's furthest behind: ______
• One thing to change next week: ____________

Pick one result goal, two activity goals and one conversion or skill goal for each rep. Every number here is made up, so swap in your team's own.

Result goals

These say where you want to end up. A rep can't do a result this week, so pair each one with activity goals.

• Close S$60,000 in new deals by 31 March.
• Win 15 new customers by 30 June.
• Renew 9 of the 10 contracts due this half.
• Raise the average deal from S$8,000 to S$10,000 by the end of the year.

Activity goals

These are the weekly work a rep controls. They're the ones you can check each week.

• Make 50 calls a week.
• Book 4 first meetings a week.
• Hold 3 meetings a week.
• Send 2 proposals a week.
• Ask each new customer for one referral within 30 days of the sale.
• Log each call and meeting the day it happens.

Conversion goals

These show whether the work is landing. Set them once you've got a quarter of your own numbers.

• Book one meeting from every 15 calls by the end of the quarter, up from one in 20.
• Turn half of first meetings into proposals by 30 June, up from a third.
• Send every proposal within two days of the meeting, for the whole quarter.
• Win 3 of every 10 proposals by the end of the year, up from 2.

Skill goals

These cover what a rep is learning. Tie each to something you can watch.

• Run discovery on 5 calls this month with a manager listening, and score each one together.
• Give the pitch without notes by day 14.
• Answer the three most common objections in a practice call by the end of the month.

SMART stands for specific, measurable, achievable, relevant and time-bound. In a sales team, it comes down to a number you can count and a date you can't argue with.

Start from the result, then work back to what a rep does each week. Here's one for Hafiz Rahim, a made-up rep with made-up rates and a S$60,000 quarter.

1. The result: S$60,000 of new deals in the quarter.
2. The deals: at S$12,000 each, that's 5 deals.
3. The proposals: at 3 per deal, that's 15.
4. The meetings: at 2 per proposal, that's 30.
5. The calls: at 15 per meeting, that's 450.
6. The weeks: over 12 selling weeks, that's 38 calls, 3 meetings and 2 proposals a week, rounded up.

His goal line reads: "Hafiz will close S$60,000 of new deals by 31 March, with 38 calls a week, checked in each 1:1."

Now check it for pace. After 6 of 12 weeks, 450 calls means 225 should be done. Hafiz has made 190, so he's 35 behind. He's got 260 calls left and 6 weeks to make them, which is 44 a week.

The weekly numbers round up: 450 calls / 12 is 37.5, 30 meetings / 12 is 2.5 and 15 proposals / 12 is 1.25. The pace check: 450 / 2 = 225, 225 - 190 = 35, 450 - 190 = 260, and 260 / 6 is 43.3, rounded up to 44.

• Setting only a result. "S$60,000 this quarter" doesn't tell a rep what to do this week.
• Setting too many. Four goals per rep is plenty.
• Using another company's numbers. Your rates are the ones that count.
• Checking at the end. A goal you read when the quarter closes can't change anything.
• Ignoring leave. Take leave and public holidays off the weeks before you divide.

In Palby Sales Tracker, a goal means an activity goal for the rep. It doesn't track revenue or quota, so your result goals stay on this sheet.

Each rep can have a weekly points goal, and their target stays between them and their manager. Each call and meeting is one tap on their phone, and you choose the points for each tile. Leave and public holidays come off their target.

Needs you today lists anyone with no entry for 3 days, then whoever is furthest behind their weekly goal. See how goals and targets work.