Meeting a quota can be a struggle for every seller at times in their career. The sales landscape has evolved significantly, with buyers now seeking personalized solutions. Sales cycles are taking longer, and tech advancements have reshaped the sales process.

Recent research from Xactly confirms that today’s sellers are definitely struggling. 87% of sales teams say they are struggling to meet or exceed quotas.

What is stopping sellers from meeting a quota?

Sellers cite a variety of challenges they face in their pursuit of hitting quotas. Specifically, 35% say they have trouble with lead generation and qualification.

Unfortunately, this can be a major roadblock to meeting a quota.

“Sales lead generation and qualification is key to generating and maintaining a healthy sales pipeline,” Pipedrive points out.

These findings highlight the opportunity to revisit qualification processes and activities that support pipeline health.

As Rachel Cagle writes for SalesFuel, there is “a clear link between prioritizing accounts and success rates.”

“If you’re missing your sales mark, it could be due to a lapse in focusing on the right accounts,” she adds.

One way to kickstart lead optimization, she suggests, is to ask yourself the following:

• How do we differentiate between a lead and an inquiry? Are marketing and sales in agreement on this?
• What is our process for nurturing leads? Who is responsible for each stage, and what content and tools do we provide to support them?
• How well have we defined the collaboration process between sales and marketing? In what areas are things left undone because there isn’t clear ownership?
• How effectively do we prioritize opportunities?
• What metrics do we use to measure lead management success? How should we increase the emphasis on leading indicators?

Use your responses to uncover areas that can be improved. Share your answers with teammates and brainstorm which changes are needed and steps forward.

Another emerging best practice is to implement digital tools for optimized lead generation and qualification.

There are a variety of tools available that streamline and automate processes. Take a look at these tips to learn more about selecting and implementing these tools to help your pipeline.

Economic concerns

Meeting a quota is especially challenging during times of economic uncertainty. Xactly found that 53% of sellers cite external economic conditions as challenges to meeting quotas.

“When the pressures of cut budgets and rising prices are added in, sellers may feel that goals are even more out of reach,” SalesFuel explains.

But tough times don’t have to mean fewer sales. Sellers can still hit quotas by acting strategically.

“Successful teams are responding by focusing on what they can control,” James Hickey points out.

Targeting your pitch is crucial now more than ever. Luke Sandford recommends that sellers focus in on leads’ pain points. Then, position their solution as the answer to these issues.

This, he explains, positions your product from a "nice-​to-​have" to a "must-​have."

Addressing a client's biggest concerns helps move them from a lead to a prospect and advances them down the sales funnel.

Another strategy is to reassess your buyers’ path to purchase. You don’t want unnecessary roadblocks to prevent you from meeting a quota.

Confirm that you make it easy for buyers to purchase your solution. Remove unnecessary hoops to jump through and offer a simple path to purchase, SalesFuel advises.

“Ask quality questions… then, act as an advisor, showing them exactly how your solution aligns with their needs.”

“Finish with a clear personalized map of their buying journey.”

As Ross Rich adds, “Focus is key to hitting your sales goals in a downturn.”

“Focus on where you’re the best fit. Focus on the highest-​impact activities that will help you make the most of every lead and opportunity.”

Meeting a quota can be tough, especially in challenging economic times. By focusing on optimizing lead generation, qualification, and buyer paths, sales teams can increase their chances of success. 

It requires being strategic, using the right tools and staying focused on high-​impact activities to turn leads into clients.

Photo by Marc