The objectives are the backbone of our business, the command post that indicates the health of our company, the compass that indicates whether we are going in the right direction; without this element we are lost.
There are no excuses for size, lack of time,… that prevents us from making it, because without objectives, there is simply no company.
The development of good objectives implies deep reflection on the progress of our business. We must seek the time and dedication necessary for a correct elaboration.
From experience, I can affirm that a percentage greater than 65% of small companies does not elaborate or formalize written objectives. Usually these are based more on a declaration of intent than on a detailed and argued will of the reality of the company.
What requirements must have good objectives?
1- Realists: The objectives must be based on real historical records of the company, considering those events that may increase or decrease the income statement. The closing or opening of a delegation, the hiring of a commercial in a certain area, the launch of a new product or service, the appearance of competition in our area of influence must be reflected in the objectives.
2- Ambitious: It may seem contradictory to the first point, but it reflects the will of every entrepreneur to grow and lead their company to success. At this point we must consider, apart from the economic indications (inflation, monthly history, etc.) those products, services, markets, niches in which we are ready to fight. For new products and services it is advisable to have a good dose of patience in the first months of launch.
3- Measurable: Some objectives must be controlled month by month. It is not advisable to wait for the quarter to see what happens. If we have a history of recent years, we can surely draw important conclusions. According to what type of products and services we can notice the seasonality and prepare advance plans to fight when this seasonality is negative.
Lastly, comment that the active participation of the team in the objectives, insofar as it is up to each one, will reinforce the involvement and motivation in their achievement. This participation enriches the company's commercial approach with other points of view.
The importance of the process of elaboration of objectives is evident with the methodology that many companies employ and the time dedicated to their review and consolidation. All other plans emerge from the objectives, which are still the resources destined to achieve that goal which, month by month, not without a lot of effort and sacrifice, we all dream of achieving.
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