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Don’t Have a Daily Sales Goal (Sound Crazy? Here’s Why)

What if I told you that you should NOT have a daily sales goal?

You may think I’m crazy. After all, the tagline on every single video I make is focused on helping you and your team smash your income goal.

So, how can you smash an income goal without having a daily sales goal?

It sounds absolutely LUDICROUS and completely counterintuitive, right?

Still, this shift has worked INCREDIBLY WELL for me.

In fact, I went from having a daily sales goal to doing THIS instead, and it has helped me:

  1. Optimize my performance.
  2. Get even better.
  3. Make even MORE SALES.

I hope this will do the same for you. Now, you may agree or disagree, but I invite you to join me until the end, so you can make that decision for yourself.

Before we get to it, though, I want to say a quick welcome or welcome back. I’m Adam Bensman, The Roof Strategist. And as I’ve shared before, everything that I do here is designed to help you and your team smash your income goal and give every customer an amazing experience.

Now, we talk about smashing goals — and, then, I share with you to NOT set a daily goal.

So, how does this all make sense?

Well, I’m going to dive into all that and more here. If you like this and you want more, by the way, I invite you to join me inside our new free training center in my Pitch Like a Pro roofing sales training video library.

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  • My recommended reading list of the top 87 or so books, organized by category for those continual learners out there.
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Now, let’s get to it.

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Why Not Have a Daily Sales Goal in D2D Roofing Sales?

Have you ever written down a daily sales goal, like, “I will make two sales today,” only to end up with ZERO?

That’s happened to me. When it has, the next day, I have the same goal, two sales or whatever it is. Sometimes, I fall short, and others, I might exceed it.

Often, however, if we don’t hit that goal we’ve set, we just roll it over.

And I started seeing this within my own team. In fact, we run our company on an internal chat, and I was inspired by Kody Landals, a fellow mentor in the Pitch Pro Movement, who runs what he calls “a wildly important goal for the day.”

And that’s EXACTLY what we do now because I learned it from him. He was kind enough to add me to his team chat to learn it; now, it is the FUNDAMENTAL CORE of how everyone on our team starts the day. They type in that group chat their wildly important goal for the day.

Doing this, I kept seeing goals like “I will get X number of sales per day.”

Now, some days we blew it out of the water. Others, we didn’t.

So, I kept wondering:

  • How is this going to help our team GROW?
  • How can we continually improve our performance if we’re not hitting a sales goal?

That led me to dive deeper and deeper into the stoic philosophy, understanding that we can’t control outcomes. Yet, here we are, and I’ve been guilty of setting outcome-based goals.

How to Set Better Daily Goals in D2D Roofing Sales

When we’re setting outcome-based goals:

  1. We can’t control them. We can’t control whether or not someone buys from us. It’s their choice.
  2. We can ONLY control how we run the sale, how we educate the customer, and how we present photos to get them to tell us that their roof’s all messed up. Our goal is to get them to buy into their problem and own their problem, so they’re more likely to take action.

What we CAN control is:

  1. How we overcome those objections
  2. How we ask for the business

So, whether or not someone buys from you is 100% out of our control.

You may challenge that a little bit at first, but think about it — we can’t FORCE someone to buy something. It’s just not how the world works.

As a result, with an outcome-based goal, like making one or two sales a day:

  • We absolutely can’t control that.
  • We set that target, and it becomes a wish (“I wish to get two sales”).
  • When we miss the target, we keep that same wish the next day.
  • Setting that goal each and every day is NOT as helpful as I think it could be.

Instead, I pose this to you — what CAN you control?

Ask yourself this question when you are selling in the home, knocking on doors, or canvassing.


  1. Your energy and enthusiasm
  2. Your body language
  3. What you say, how you pitch, and how you communicate
  4. How you overcome objections

So, what if instead of setting a goal about an outcome (like making a sale), which you have absolutely no control over, you set a goal that you have 100% control over?

Not only would you have 100% control over that goal, but the outcome of those activities or that clear focus or practice would likely lead to MORE SALES.

Would you agree that that might be an even more effective way to write a daily goal?

Yeah, I think so too. And it’s a BIG shift that I’ve had recently.

How to Shift from Outcome-Based Goals to Daily Goals You CAN Control

Now, I want to share with you how Matt, I, and our team have navigated this. Matt was writing those sales goals in our group chat, and I said, “Matt, I really see this opportunity to help you increase your close rate.”

We can find ways to do that because I’ve found that if we just work really hard on getting better:

  • We don’t really have a clear focus.
  • We’re just working hard aimlessly, hoping we’ll improve.

What if, instead, we got laser-focused on how we could improve our sales performance?

Then, we’d have a clear plan of attack each and every day to make more sales.

Example: I was listening to some of Matt’s calls, and I kept finding that we could discover a bit more about what that person wants or where they are in their decision-making process at the end of an appointment when there were objections or questions.

And I absolutely do NOT want people to feel high pressure. Still, it’s important for us to:

  • Be persistent
  • Understand that customer’s needs in order to better serve them

Sometimes, when people give you an objection, it’s simply because they have questions that they didn’t even know they had, and that’s why they don’t want to move forward.

So, I said to Matt, “What I want to do is to do an after-action report.” That means you’re going to write down what you did really well.

We always start there, and then we write down what we could do better next time, so we learn how to:

  1. Self-reflect.
  2. Look back upon ourselves, with some constructive criticism, saying, “I really didn’t spend much time in the beginning asking the right questions.”
  3. Focus on that one thing that we can do better and turn that into a plan we can use in every single sales appointment.

For instance, I can now plan to spend more time in that beginning “discovery” stage, asking those questions like:

  • Where are you at in the process?
  • What’s the problem with your roof?
  • Why did you call our company?
  • How many estimates have you received?

Now, when I have that daily goal to practice at every appointment:

  • I’m going to spend at least X number of minutes or ask X number of questions on the discovery.
  • Instead of focusing on making that sale, I now know the best and strongest thing for me to focus on. And that’s the one thing that I can, indeed, control.
  • I do a really good job at this, and the outcome (which I cannot control) will often be driving more sales.

So, that is how I changed my mind and why I shifted from the daily sales goal that was outcome-based and focused on a specific number of sales to building that goal around the one thing that I can control — and that WILL result in MORE SALES.

So, once you find what you can do better, we turn it into a plan that becomes the goal. That is how you can:

  • Stay laser-focused
  • Develop self-awareness
  • Continually fine-tune your sales skills
  • Make more sales at the end of the day

Finally, I just want to air out one thing. None of this means that I’m NOT a big fan of having a sales target. Those targets are how we build the plan backward.

Still, I really want to encourage you to skip the daily sales goal and focus on the plan. THAT is how you:

  1. Coach yourself to become your own mentor
  2. Optimize your sales performance
  3. Make even MORE SALES along the way

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Thanks for joining me, and I look forward to sharing more with you in the next blog.