In professional sales we measure our success against some fairly common benchmarks - quota, commissions and sales ranking. Only the best sales managers and consistent top performers take performance measurement a step further. Beyond talent and hard work, they know a disciplined process of measuring and evaluating their sales activities is the key to delivering an outstanding sales performance. Here's a quick reality check.

What is your current proposal to sale ratio?

No answer? While most sales professionals agree that they should have the answers to this basic question, they don't. Why are sales professionals so resistant to monitoring the performance indicators that create a road map for success?

Unfortunately we can trace one reason back to sales management and the dreaded daily, weekly or monthly activity reports. Sales activity tracking has a bad rep. When management places more importance on making 100 dials rather than what those dials produce, the sales professional faces an ethical dilemma. Should they present fact or fiction?

Regardless of whether your manager requires it, the reason to track your activity is the relationship between measurement and results. Plain and simple, what you measure will dictate what you get. Why? When you measure, you're keenly focused on strategic activities, honing specific skills and streamlining processes that will produce the end results you want. Imagine for a moment what achieving your sales goals will mean to you. Is your goal to buy a new house? What would it be like to win that all expense paid trip to Hawaii? A personal sales activity and measurement plan is a tool to convert this vision into a reality.

Resistance to measuring our personal sales activity can also be attributed to a general discomfort with accountability; not to a manager but to ourselves. When we actively measure our results, we are forced to ask ourselves some tough questions.

Are my actions matching my intentions? The truth is...sometimes they don't, especially if you're working towards a long term goal. Acknowledge the lapse and use the plan to get back on track. Temporary setbacks are also a great time to reaffirm your vision. Look for ways to keep the dream alive. For example, if your goal is to win special sales recognition, draft your acceptance speech and keep it close by as a reminder of what you want and why you're measuring. Another tough accountability question may be- what if I don't like what I see? Sales activity tracking is one of the primary tools you'll use to improve and feel great about your progress. Diligent tracking will help you identify exactly where your sales process may be breaking down and isolating the problem is the first step in fixing it.

Without measurement, too many sales people fall victim to the popular definition of insanity - doing the same thing while expecting different results. As you notice your close ratio or contact rate improving you'll also notice aspects that are working well that you won't want to tinker with. Bottom line, tracking will help ensure you keep doing what works and fix what's not.

If you want more control over your earnings, are tired of up and down sales performance or just want to play a bigger game, try measuring your activities with these quick tips. Put your sales plan down on paper. A written intention is powerful. What will you get personally and professionally by enacting this plan?

Establish an income goal and work backwards answering the following questions:

How many sales do I need to make? How many proposals do I need to generate these sales? How many appointments do I need each week? How many contacts do I need to yield these appointments?

Don't let not having the answers keep you from getting started. If you're not sure, start with some educated guesses and test them against your results.

Create a tracking system that works for you. Even a simple excel spreadsheet can do the trick.

Spend as much time celebrating your progress as you do identifying areas for improvement. Savoring the progress will give you the extra motivation you need to consistently work your plan.

Need help? Visit http://www.ddlawrence.com to find a certified sales coach who will help you clarify your vision, design an effective strategy and take the actions you need to realize your goals.


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About the Author

Diana Habich, CPCC is the founder and president of DD Lawrence Inc. providing certified sales and career development coaching to clients representing a wide range of industries. She possesses a strong business and sales background acquired during her 18 years in corporate America as an award winning sales executive in leading publishing firms. Diana is also the author of Sales By Design: Perspective, Proficiency and Process.