How to Set SMART Sales Goals and Achieve Them


How to Set SMART Goals in Sales

Hey, everybody. This is Jack Kasel with Anthony Cole Training Group, bringing you our next Sales Brew. And this is on setting goals. Most people are a little bit adverse to setting goals because it’s a little challenging. We’re putting something out there that is going to be measured.

One of the things that we know is that there’s two types of pain. The pain of staying where I’m at has to be greater than the pain of change. And if that is indeed the case, then we have an opportunity to move forward and improve. And one of the ways we can improve is by setting SMART goals.

And as we look at this acronym, the first word is specific. When you’re setting up your goals, you’re helping somebody else set up their goals. We have to avoid very soft and ambiguous words.”I want to improve. I want to get better. I want more.” The more specific we are, the higher probability we’re going to have to attaining that goal.

And I’ve given you an example below. “By August 31, I will have lost 15 pounds.” And this is very specific. This is very measurable. And the next thing is the actual word, measurable. What’s the measurement to determine if you’re moving forward? We have to set small incremental goals within the big goal to help us achieve what we want to get.

The old saying is, how do you eat an elephant? One bite at a time. One of the people I was coaching, when they were trying to make X number of calls a day, they would put 15 pennies on their desk, and every time they made a sales call, they would take one of the pennies off and that they could see the improvement and see themselves moving forward.

And they’re getting closer to their goal of getting 15 calls a day. The next thing is, is it attainable? If you’re only making five calls a day now, you’re not going to make 50 calls next week. We have to be able to make sure this is measurable and attainable.

I would love to play linebacker for the University of Michigan Wolverines, but two things- number one, no eligibility. And number two, I’m just not that good. So we must have something that’s very attainable. We must have something that’s realistic, something you can take and make this doable, because we’re slowly churning the ship, we’re slowly making incremental changes.

And for the next six months, on Tuesdays and Thursdays, from 9:00 to 9:30, I will make 15 calls.That is very doable. That is something you can attain. That is something that’s very realistic. And the last thing is, it must be time specific.

We have to create deadlines to create FOMO: the Fear Of Missing Out. We are wired to hit and make deadlines, and so there can be no ambiguity in our goal setting. A couple of general reminders as we get ready to close up this little session: Number one, doing too much will lead to disappointment.

I think I read a stat that by January 17, most New Year’s resolutions have already been abandoned, primarily for two reasons. Number one, it was way too much, way too soon, and there wasn’t anybody holding that person accountable. Number two, write them down. If it’s in our head, it’s a dream.

If it’s written down, it’s a goal. It’s something that we can look at as something very tangible. We don’t do well with ambiguity. And I’ve already mentioned this. But we got to have accountability. Find someone that cares enough about you that’s willing to hold you accountable to the things you say are important.

Make sure that they are willing to hold you accountable. And number two, make sure you’re willing to be held accountable. Number four: failing is not fatal. Failing is not final. Just don’t let it derail you permanently just because we mess up one day or make sure it does not turn into two days.

One day we can make a mistake. One day we can fall off the wagon. Let’s get back in the hunt on day two. And then finally the last thing is simply a mindset. You have to make a decision. Do you think “one day will get in shape,” or will you say “This is the day I start getting in shape.”

It’s a vast. Difference between one day “I will” and “This is day one.” I hope this has helped you find a little nugget to help you move forward having all the success in the world you ever want. If we can ever help, visit We have plenty of resources out there. We would love to help you out in whatever capacity we can. So with that, please do this. Go be the reason somebody has a good day.


Video Screen Text:

Setting SMART Goals

  • When does change occur?
    • When the pain of where you are at is greater than the pain of change.
  • Specific
    • Words to avoid.
      • More . . . Better . . . . Improve . . .
    • By _________, I will have achieved __________.
  • Measurable
    • What’s the measurement to determine if you are moving forward?
    • Set incremental milestones.
    • How do you eat an elephant?
  • Attainable
    • Speak a foreign language . . . you will not be fluent in one month.
  • Realistic
    • For the next six month, on Tuesday and Thursday, I will speak ________ for 20 minutes.
  • Time Specific
    • Deadlines create F.O.M.O.
    • There can be no ambiguity in your goal setting.

General reminders

  1. Doing too much too soon will lead to disappointment.
    1. That’s why most New Year’s Resolutions fail.
    1. If it’s in your head, it’s a dream. If it’s on paper, it’s a goal.
  3. Accountability
    1. Find someone who cares enough about you that they are willing to hold you accountable.
  4. Failing is not fatal or final . . . . . just don’t let it derail you permanently.

Make a decision:

Do you think “one day” or do you say “Day One”.

From Jack Kasel
Sales Development Expert


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