How to Set Sales Goals That Actually Stick: From Vision to System (Money Monday)

This Money Monday Sales Gravy podcast episode is special because it kicks off our 20th season!

It’s hard to believe that we’ve been producing the Sales Gravy continuously for 20 years. Over the last 20 years, thanks to you—our incredible audience—we’ve consistently ranked as the #1 most listened to sales podcast in markets all over the world.

I remember my first podcast episode all those years ago, produced with a microphone I bought at Guitar Center and recorded under a blanket for sound suppression. Today, we produce our podcast in professional studios at Sales Gravy and have a full production team on staff to ensure we are giving you the highest quality sound possible. 

What hasn’t changed is my unwavering focus on making the complex simple by cutting through the noise, eliminating the fluff, and giving you the basics and fundamentals that actually work in the real world.

We’ve got a ton of new episodes and bonus content coming your way, so be sure to subscribe on your favorite podcast app and listen every week. 

Sales Professionals Must Have Goals to be Successful

Your personal goals are the aspirations that drive you, inspire you, and push you through the tough days. These goals are essential to helping you maintain sales discipline throughout your sales year. When developing personal goals, I break them down into three buckets:

To-Have Goals

These are the things you want to acquire or buy. Whether it’s a house, a new car, or building up your savings, to-have goals are about acquiring something that enhances your life.

To-Be Goals

These are about evolving into the person you want to become. Maybe you want to be a sales manager, or if you’re a manager, you want to be a director or VP of sales. You might want to go back to school for a degree or an MBA. Or you want to be a better spouse, a better leader, or a better peer. Maybe you want to be a President’s club winner or be recognized as an expert in your industry—whatever it is, to-be goals help you level up as a person and a professional.

To-Do Goals

These are experience goals. Think about experiences that create lifelong memories—maybe you want to travel somewhere special or take on a meaningful project or hobby you’ve always dreamed about.

Four Reasons Why Goals Matter in Sales

Number one, goals massively increase the likelihood that you’ll actually achieve the things you want. Speaking your goal out loud, writing it down, and being intentional about it has a powerful psychological effect.

Number two, goals make life meaningful. It’s unbelievably fulfilling to look back and see what you accomplished—how far you’ve come over the course of a year, five years, or a decade.

Number three, we work in a tough, competitive profession, and it’s just plain satisfying to put your commission checks, bonuses, and hard-won earnings toward something that improves your life or the lives of the people you love.

But the biggest reason to set goals—especially in sales—is that the sales profession is hard work and it can be brutal. It’s loaded with rejection.

At every turn, we face potential “nos,” whether it’s prospecting calls, asking for next steps, pushing to level up to a decision-maker, or closing the deal. We even face internal rejection when we try to sell a complex deal internally to our own company or get approval for special pricing. Rejection is everywhere, and the fear of rejection—or avoiding it—is the number one reason salespeople fail to perform.

Add to that the grind: making call after call, stuffing data into the CRM, pushing through proposals, handling endless follow-ups, and selling becomes tedious, hard, rejection-dense work.

For this reason, it requires discipline to stay on track and keep grinding day after day and month after month over the course of the sales year. But here’s the rub: discipline can wane, especially if we’re not hyper-focused on a bigger prize.

Goals Give You the Discipline to Do the Hard Things

I want you to pay attention to this next part because understanding the real definition of discipline is critical. Discipline is sacrificing what you want now for what you want most.

Human nature wants easy. We’d rather that customers call us than have to chase them. We’d rather deals close themselves than invest hours into multi-step follow-ups. We don’t want to face that “no.”

But success in sales is paid for in advance, with facing rejection and hard work. Therefore, if you don’t have a clear, compelling reason—something you want most—it’s easy to cave in and take the easy route instead of doing what really needs to be done.

This is the reason why having a strong set of personal goals is crucial for sales professionals. You need that powerful “why” to keep grinding when the going gets tough. When the pipeline’s not as full as you’d like or you’re hitting roadblocks, you need something more important than convenience to drag you back into the fight.

A Tactical System for Setting Winning Goals

Let’s jump into the tactics for actually doing this. If you’ve gone through any kind of SMART goal-setting course, some of this may sound familiar. But these basics are timeless and indispensable. To set effective goals, you need to ask and answer five basic questions:

What Do You Want?

Sounds simple, but for a lot of us, it’s not. We’re so busy scrolling through social media, bingeing on TikTok, or juggling daily distractions that we never pause to ask, “What do I really want from my life?” So step one is to get specific. Define it.

When Do You Want It?

Because we’re talking about next year’s personal goals, let’s keep them within a 12-month horizon. But any truly effective goal requires a deadline or target date—otherwise, it’s just a pipe dream. When you have a hard date, it creates urgency and focus.

Is It Attainable?

Be honest with yourself. If all your goals are ridiculously ambitious, you’ll burn out or give up once it’s clear you’re not making meaningful progress. Stretch goals are great—big, hairy, audacious goals will push you—but balance those with goals you can realistically achieve.

How Bad Do You Want It?

This is the ultimate question. If your goal doesn’t fire you up, if it’s not something you’d move mountains to achieve, you won’t push through the tough days. Remember, discipline means sacrificing what you want now for what you want most. If the desire isn’t there, the sacrifices won’t be made.

How Are You Going to Get There?

These are your steps to success—your system, your process, your roadmap. As James Clear says in Atomic Habits, you don’t rise to the level of your goals; you fall to the level of your systems. The idea is simple: if you have a crystal-clear process for what you need to do daily, weekly, and monthly, you’ll keep moving toward the goal—even when life gets hectic.

This is where your personal business plan and your personal goals intersect.

For instance, if your to-do or to-have goal requires additional income—maybe you need a bigger commission check to afford that new pool or a bucket-list vacation—then you have to hit your sales targets. This means building a discipline system that ensures you’re prospecting enough, qualifying enough opportunities, following up diligently, and negotiating effectively. Without a system and personal business plan, you are more likely to get random results.

Stop Now and Build Your Goal Sheet

Sit in silence. Turn off the noise, get away from distractions, and grab a notebook and pen. Write down what you want, when you want it, if it’s attainable, how badly you want it, and how you plan to get there. Sketch it all out—just let the ideas flow. Once you’ve got it all down, build a formal goal sheet.

Yes, I’m talking about physically writing it out. There’s tremendous power in seeing your goals in black and white, or printing them out and pinning them above your desk. Countless studies show that written goals are far more likely to be realized than goals that just bounce around in your head.

This goal sheet is your personal roadmap—put it into your personal business plan so everything stays in one place.

Learn how to set winning goals and build your personal Goal Sheet in Jeb Blount’s comprehensive course: The Essentials of Setting Winning Goals