Читать книгу Media Selling - Warner Charles Dudley - Страница 153

Another seemingly self‐evident criterion for sound objectives states that they must be under the control of the individual. Instead of setting a revenue objective, set objectives for the number of calls you will make or for the number of presentations you will give. These are activity objectives. Too often, the concept of setting activity objectives is overlooked, especially by beginning salespeople. For example, objectives that would not be under the control of salespeople would be “to increase revenue next month by 25 percent.” But what if that next month’s ratings on your television station went down 30 percent or last month was the bottom month in a yearlong advertising slowdown. You cannot control ratings or the general economy; you can only control how hard you work and your own activities.