Every business owner has dreams. Unfortunately, most of these are vague dreams like to become wealthy or have a great business. If one desires these dreams to actually come true, then it becomes necessary to attach tangible real world targets which can be measured objectively.
Assume you owned a postcard printing company. Creating a goal to “increase sales” is great but worthless in terms of action. One needs to break down the goal into requisite components. The first might relate to your direct mail clients. Growing sales supporting those engaging in postcard marketing campaigns by 30% over the next year is a specific and traceable goal. Sales staff now has a defined target which must be hit.
This thought applies to any business, not just postcard printing. Every business needs to establish goals relating both to revenue and profits as well as other more intangible aspects of their business. An example would be customer complaints. A goal to reduce customer complaints by 50% over the next year can’t be measured in money, but one knows eventually there will be increased profits should this target be hit. Happier customers translate to more future sales.
Dreaming is great. However, dreaming without creation of specific goals won’t help your business. Translate your dreams to specific targets and action plans.
Setting Up Goals for Growth
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