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About Objectives

An objective is a sales goal that is established to introduce a new product, promote the sale of an existing product, or improve a product's presence in the retail environment. You apply an objective to one or more retail store accounts. An objective includes one or more recommended activities that salespersons perform when they visit the stores belonging to the target accounts for the objective.

Organizations often create objectives to support a corporate promotion or merchandising strategy. When used with recommended activities, objectives help to coordinate your sales force. Salespersons benefit by knowing about objectives for their retail stores and activities their managers consider important to perform during their store visits.

Ideally, you implement objectives at the beginning of a planning cycle.

You can create objectives for the entire corporation, for example, to support a corporate promotion. In this case, the corporate objective is the parent objective, and regional, district, or account managers can create child objectives of this parent to support the goals of the corporate objective.

Alternatively, a retail sales manager can create an objective and activities for the retail sales representatives in a region to support specific sales goals for that region.