This article originally appeared in the December 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.
Most business leaders are thinking about 2025 sales this time of year, but most are scattered in their thinking and planning. Let me help you prioritize with these five things that all leaders – sales managers, executives, and owners – must do to maximize sales in 2025.
1. Keep sales plans simple.
We see two types of sales plans: The kind that has a quota and maybe some metrics, and others that tend to be longer and more complicated than U.S. tax laws. As a leader, you want your salespeople to do more than simply commit to a number, but make sure the plan is simple. Here are some basic elements:
- Establish annual sales goals and KPIs that will lead to the achievement of those goals.
- Examine top accounts and determine how much business they will do with you next year; then, determine a routine (three bullet points or less) to maximize success for each current account.
- List top new accounts that each salesperson will pursue, and outline how they plan to get their foot in the door.
- Each salesperson should establish a networking routine; again, three bullet points should be enough.
2. Execute a regular cadence of accountability.
Now that each salesperson has created a plan, you should regularly hold them accountable for working on the plan. I suggest a cadence of weekly stand-ups for a few minutes at a high level, monthly sit-downs to review performance and activity, and quarterly meetings to discuss details of the plan and any changes.
3. Get the right people in the right roles as soon as possible.
Before the end of the year – meaning immediately after you finish this article – assess your talent and their different roles. If you don’t have the right people working in the right sales roles, then fix it as soon as you can. If you wait until July to hire the right person, they will have zero impact on 2025. Get it done now.
4. Invest in AI tools for salespeople.
Strategic salespeople will not lose business to AI, but they will lose business to other salespeople who properly use AI! Make sure your salespeople have AI tools to make them more efficient. Most organizations are leaving this decision up to each salesperson. Get out in front of the curve and start using the tools as a team – they will learn from each other and move forward at a much faster pace. Many of these tools have a fee. Pay it so you get in front of this movement, or you will miss an enormous opportunity in 2025.
5. Get in the field.
As a leader, plan to work in the field with salespeople as often as possible. In my 30 years of trying to perfect the craft of professional sales, I’ve never heard a sales leader claim that a day in the field was wasted. Get out there!
