Balancing Short and Long-Term Sales Goals: Strategies for Effective Planning and Implementation

This article discusses the importance of balancing short and long-term sales goals for effective planning and implementation of selling efforts. It explores various strategies that can help sales managers achieve optimal balance and drive success in the business.

Sales Management
Selling successfully (and sustainably) requires striking a balance between long- and
short-terms sales goals of an organisation. Thus, it is often better to endure some
short term ‘pain’ in order to avert a major ‘disaster’ for the organisation in the long
run. Discuss how short and long-terms goals can be optimally balanced via effective
planning and implementation of the selling effort.

In marketing, it is necessary for the sales managers to consider the short term as
well as long term goals. As nowadays, managers in sales only consider the short-
term sales goals as it is related to generating more revenue but long-term sales are
necessary for an organization to consider. A goal for short term sales includes the
plan for achieving in current year. Goals for long term exist for up to 5 years. A long-
term sales goal helps in improving customer retention (Cravens and Piercy, 2006). In
order to achieve the goals and objectives in organization, it is necessary to consider
the short term as well as long term sales goals. In the report, the various strategies
will be discussed which help top managers in determining the sales goals with the
help of effective planning and implementing effective sales strategies.
In the case of B2B selling, it is essential to adopt sales strategies in an organization
for conducting effective planning and implementation of the long term and short-term
selling effort. In order to achieve the goals and gaining competitive, it is crucial to
implement effective strategies. In organization, it is essential to make an effective
strategic marketing plan for increasing the sales and revenue of the business. By
making the strategic plan, sales manager can help in targeting the specific market
and segment as it will help in analysing buying behaviour of consumers in the
market. It is essential for sales managers to make and follow the sales planning
process. Developing a marketing plan is necessary as it includes the steps which
include identifying the target customers or audience, it helps in positioning, branding,
messaging, analysing marketing mix. For ensuring success and sustainability in
business, it is necessary for sales manager to establish a marketing plan. In order to
perform in market and driving success, business requires the short term as well as
long term marketing strategies. Short term marketing strategies help in boosting

sales in business as these are crucial for business (Cooperm, 2000). In order to
achieve long term growth, it is crucial to achieving short term success first. Short
term marketing can be achieved by reducing the prices of promotion and advertising.
For effective sales planning, it is required to follow the steps for balancing the short
and long-term goals of business. A sales manager can adapt the strategy to lower
the prices of products for short time, it will encourage the customers to buy the
product. Group offers is an effective strategy in marketing by focusing on the target
market and providing the various offers to groups and provide the various discounts
to them. The new strategy for achieving short term goals can be paying for per click
advertising as it helps in aware customers about the product and implementing of
this strategy helps in driving significant target (Fransen, et al., 2015). Long term
goals can be achieved by implementing the strategies by creating brand awareness
and satisfying the needs of the customers and build trust for the long-term goals.
Search engine optimization is a strategy that helps in creating success by generating
the best source of leading in business to business sales. It is crucial to know the
customers and their needs. In organization, it is crucial to maintain public relations as
it helps in building a brand online as well as offline for achieving the long-term goals.
Social media is a communication channel that is used by the companies for
achieving the short term as well as long term goals with effective strategies. It is
helpful in managing and promoting the brand online and generates brand
awareness. An effective marketing plan helps in creating values and achieving the
short term and long-term goals of the business (Coe, 2004). In order to improve the
performance of marketing it is necessary to clarify the mission and objectives. For
the effective marketing, it is necessary for creating and maintaining the favourable
attention.

The sales planning process includes the various steps which help the business in
growth and development. A sale planning is a key driver for the sales management
process. In sales planning and implementation of effective strategies requires
organizing the various activities for achieving the desired goals. Sales planning
require the steps of formation and maintenance (Gronroos, 2004). Short term
planning emphasizes the goals for maximum 1 year and it is required to analyse the
activities and take the corrective measures for achieving the long term goals. During
the long-term planning, it is necessary to determine the customer's needs and
customize the products according to the majority of customers' needs and wants.
Marketing strategies include target marketing and marketing mix. In making effective
marketing strategies, it is necessary for the manager of the company to analyse the
mission, goals, and objectives of the organization. The strength, weaknesses,
opportunities, and threats are necessary to analyse as it affects brand marketing
(Hair, et al., 2008). It is necessary to analyse the target market and group to focus on
selling and marketing. In order to carry out the plans and supporting the marketing
initiatives, it is necessary for sales manager to analyse the resources and distribution
channels required for the effecting marketing plan.
While making the short term and long-term goals, it must clearly state the objectives
so that it will be convenient for employees to understand their role and goals to
achieve success. Goals and objectives must be specific, measurable, aspiration,
realistic and time-bounded. The next step requires doing the position of the
organization in market and it can be done effectively with analysing the SWOT
(Jarzabkowski and Kaplan, 2015). The next step requires the establishment of
marketing tactics which includes the marketing mix of the product in market. 4 P’s

are included which are product, price, promotion, and place. It helps in selecting the
right channel for distribution.
In B2B market, the objective is to satisfy the needs of customers. It is essential to
deliver the goods in business and provide the products at the time of requirement. In
marketing, sales goals influence the sales force to form the sales related activities. It
is necessary for the management to make the decisions related to sales force
activities. The structure can be Geography based sales, product based sales, and
client based approach as it helps in improving the performance of the business.
Sales force helps in increasing brand awareness and driving sales forward.
The various issues are faced while doing the B2B marketing. The common issues
are ethical, legal and social. It is necessary to consider the legal laws and
regulations in marketing the products. Legal aspects are crucial in marketing. The
issues which are related to competition, fair trade practices, pricing, product safety
and trust in advertising (Chin, et al., 2008).
It is essential to balance the short term and long-term decisions with the effective
strategies and marketing planning process. Short term planning requires the
marketing mix which helps in analysing to make effective decisions for the short term
and increase the sales for increasing the revenues of the business (Wickramasinghe
and Takano, 2010). Long term planning is required for the strategic marketing plans
as it is essential for the future economic conditions, consumer, industry, and
competitive trends. Integration of long term and short-term planning helps in
balancing the effective strategies and implementing the plans effectively for the
growth and development of the organization. For making the short-term planning and
decision in business, assuming the worst situation can help in avoiding or handling

the situation if it occurs in future. In short term planning, the opportunities can be
identified which are available in market it can be pricing strategy or promoting
strategy (Baines, et al., 2002). Short term decisions can help in making the long-term
budget. In order to boost sales in business in short term and long term, both require
effective strategies (Wu, et al., 2010).
In order to conclude the discussion, long term and short-term goals and objectives
are essential for business. In order to implement the strategies and planning, it is
essential to follow the steps for balancing the activities which are required to achieve
the goals. It is analysed that; short term goals help in achieving the long-term goals
of the organization. Sales managers are required to invest in brand marketing for
improving the awareness about the product in market and it can be done with
effective marketing strategies. It is necessary for business to prepare for taking the
short-term decisions and analyse the situation as worst in business as short term
pain helps in saving the disaster in long run. In order to make the effective marketing
planning it is essential to analyse the market and competitors for implementing the
strategies for long term and short-term goals in business.