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Two in Five Salespeople Not Hitting Their Quotas

Deals ending in no decision and failure to communicate brand value result in missed targets

Quotas are part of almost every sales job, but are salespeople meeting them?

According to a report from Qvidian, just 63% of salespeople actually make their quotas (based on data from CSO Insights).

Managers aren’t ignoring this. When Qvidian asked US sales professionals in Q4 2013 about the most important goals to executive management, nearly nine in 10 cited improving overall quota attainment—the No. 2 response. Increasing win rates and deal sizes—which could both help salespeople reach their targets—were also important, at 94% and 83%, respectively.

Failure to close a deal was the No. 1 reason US sales professionals weren’t meeting their quotas, with the majority saying that sales ending in no decisions were a reason for missing targets. Communication was also a big issue. More than four in 10 respondents cited an inability to effectively communicate value as a reason for not achieving sales goals.

Sales organizations appear to be making some steps to improve communication issues—which will hopefully result in more closed deals as well. The majority of respondents said that conducting thorough needs analysis was the top area for improvement, which should help sales professionals gain deeper insights into what they should emphasize when presenting to clients.

However, less than one-quarter said that effectively presenting value to the customer was a top area for improvement. So while they may be going that extra mile to understand what a client needs, sales professionals still aren’t highlighting the value their brand can add.

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