5 Ways to Increase Sales Performance in 2024

As buying behaviors continue to change, so does the market. To stay competitive, organizations need to find ways to maximize their current opportunities and generate new ones. In this article, we will introduce 5 ways to increase sales performance in 2024 and help your team surpass last year’s figures.

1. Start with Realistic Goal Setting

Goal setting in sales is not just about aiming for the stars. It is about setting motivating and achievable targets. As we enter 2024, consider what you accomplished in the past year and factor in the dynamic market conditions. A realistic goal should push you out of your comfort zone, making you stretch your capabilities.

For instance, if your sales figures for the last year stood at $1.2 million, you might aim to reach $1.5 million this year. This target represents a challenge with an 80% chance of accomplishment and encourages you to aim high while staying grounded in the realities of your market and your team's capabilities.

2. Support Your Goals by doing the Math

One of the most common mistakes is setting ambitious goals without thoroughly understanding the numbers that support them.

Let's return to our previous example. Say you have set a goal of reaching $1.5 million in sales this year and expect $950,000 from existing accounts. The math tells you that you have a $550,000 gap to fill. To bridge this gap, you must evaluate your historical win rates, lead times, and the number of new clients you need to acquire.

This process also allows for adaptability. If, during your calculations, you realize that your goal might be too ambitious or too conservative, you have the flexibility to adjust it based on a solid foundation of data.

3. Explore Opportunities Within Existing Accounts

Exploring opportunities within existing accounts is often a lower-cost, lower-effort approach compared to constantly chasing entirely new clients. Often, sales professionals focus solely on the initial sale, overlooking the potential for expansion within the same sales organization.

Consider an example: You might have been selling software to a particular department within a corporation, but have you explored if other departments could benefit from your solution? 

By broadening your reach within the same client, you increase revenue and strengthen the overall partnership. This strategy reduces the acquisition cost and allows you to leverage the trust and rapport you have already built by leveraging referrals from your existing contacts.

Satisfied customers can be your best advocates, opening doors to new possibilities within your existing accounts. Focusing on your current customer base and maximizing these relationships will secure revenue and build long-term loyalty.

4. New Business Acquisition

While leveraging opportunities within existing accounts is essential, you can’t only rely on your current customer base to meet your annual sales goals.

Generating interest from clients who have never done business with your company requires a well-thought-out strategy. Start by analyzing the factors that can pique their curiosity, like new product offerings or unique value propositions your company brings to the table. 

However, generating interest is just the beginning. You must plan your prospecting efforts meticulously and consider factors like the number of appointments required to create proposals. What is your historical win rate on these proposals regarding new account acquisition, and what is the typical lead time?

5. Emphasize Activity Levels

In a world where customers have more options, conduct extensive online research, and sales cycles have elongated, activity levels are a critical factor in sales success. While having the right skills and a well-managed team is essential, you must also work smarter and harder than ever. This means not only reaching out to prospects but doing so consistently and strategically. This includes an ongoing emphasis on lead generation, follow-ups, and relationship building.

Furthermore, it is essential to adapt to new strategies and technologies. The way people buy has evolved, and so must your approach. Embrace digital tools, such as artificial intelligence, that streamline your sales process and make your outreach more effective.

Conclusion

In 2024, sales success hinges on five essential strategies.

First, set realistic goals that challenge but remain attainable. Take into account past achievements and market conditions. For instance, if your 2023 sales were $1.2 million, aiming for $1.5 million this year with an 80% chance of success strikes the right balance. Supporting your goals with math provides clarity and adaptability, allowing you to make informed adjustments.

Next, maximize existing customer relationships. Nurture these bonds, explore untapped opportunities, and leverage referrals to secure revenue and build long-term loyalty. To tackle new business acquisitions, prepare a well-thought-out strategy and associated plan that creates interest from new prospects and establishes realistic goals based on historical win rates and lead times.

Lastly, emphasize activity levels. In an era where customers have more choices and sales cycles are longer, your proactive efforts, consistent outreach, and adaptation to new strategies are the keys to success.