There are 5-8 critical measurable results within any business. These are the things you MUST realize to manage your business. If you do not realize these, & aren’t managing these numbers at least weekly, you are likely to be floundering. Do you realize yours?

Some of the questions you will be answering should be eye opening to you, & should help you identify some gaps that you will need to work on.

Let’s start with:

Production Critical Goals

How many dollars do you want to make this year? ______________ (total revenue)

What is your average client worth to you? _______________

You might answer this question a couple of different ways. Either the amount in dollars they purchase one time, or the dollars they purchase over a year. Actually, HOW you answer this might just say a lot about how you see what you offer & what they purchase.

Now you have the key variables do determine the next very significant question.

How many customers do you need this year? ___________

Just divide total revenue for the year by average value of your average customer.

How many customers do you want THIS WEEK? ____________

Take the number of customers you want THIS YEAR & divide by 52 weeks. Simple!

Are you delivering that many customers each & every week? _________

Are you delivering that many dollars of revenue every week?____________

If you answered either of those as No, then it is time to identify where the gap lies. If you answered both of those as Yes, then it is time to find out what IS working, & where you can take those numbers even higher. We’ll come back to these later.

Those last questions are centered on what you have delivered. Let’s move on to your sales figures. In general, you have to sell just as many clients as you produced, but it is likely that the sale occurred earlier by days or even weeks.

Sales Critical Goals

Sales per week $__________

Number of clients __________

Those are likely the same as the number of customers produced, & revenue produced for a week.

If you talked to 10 customers how many of them would buy? ________

Turn that in to a percentage _________%

That is your sales close ratio.

Marketing Critical goals

Now you should be able to figure how many prospects you SHOULD be talking to each & every week.

# closed sales for the week/sales close ratio = Number of prospects you MUST talk to in a week = __________

I’d like to clearly define what each of these results mean to eliminate confusion.

Marketing reaches out & touches someone who does not realize you, builds an interest, & brings them to you in some manner. For now, we’ll define those marketing results as someone who knocks on your door, or calls you. It is the first LIVE touch & they are interested in learning more. That’s where they enter your sales process.

When you can touch a live, interested person, you have the first opportunity to convert them to a sale. That is your sales process. After they have said yes then they are entering your production, or delivery process.

Every critical goal above represents the results of one of those processes. Marketing delivers an interested prospect to your sales process. Sales delivers a customer to your production, & production delivers a number of completed, satisfied customers, your revenue dollars, & a profit margin.

Each of those numbers should be tracked weekly. And you must be managing those numbers weekly. There are two things that you will learn about these numbers weekly by answering this question: Am I on target?

• No
• How far off target
• Where is the gap (looking at each of the critical goals)
• What do I have to do to get on target….THIS WEEK.

• Yes
• Looking at each of the critical goals:
• What do I do right?
• Where is there an opportunity to increase that number, not just a little….but by multiples

One thing we haven’t dealt with is what goes on inside of the marketing process. It is just as measurable as the rest. I keep hearing that marketing isn’t measurable….WRONG! Some tend to say marketing is an art, or it is black magic. Even professional marketers often say that…but they are WRONG! If marketing is done correctly you can measure it, & you can predict it. We’ll deal with that in another article.

For now, the critical goals

• Are the RESULTS of every process we are managing
• MUST be managed every week
• MUST Never be allowed to be off for more than a week
• Are the ONLY things a business owner is responsible for (not the 50-60 things that seem to pull us in every direction & create fire fight after fire fight.

Critical targets are defined this way: IF a business owner delivers each of the critical targets each & every week, then the bottom line, the total revenue, & the profit margin that comes from it are almost a given, almost guaranteed. And what in business is guaranteed? This is….IF you deliver the critical goals. Another side of that definition goes this way, if you drop even one of the critical targets you WILL NOT achieve the bottom line revenue & profit, & your business could be in serious jeopardy.

Most coaches are running their business from the “I am a coach” perspective. It is like the “field of dreams” myth, “build it & they will come.” That’s trying to run a business with your nose to the grindstone inside of the production process. That isn’t where your genuine success will come from. Business success comes from being able to design a business & then delivering it according to plan. I will guarantee that if you follow through with me on designing this process you will have opportunities to multiply even your original design results by 5-10 times.

As an owner of a coaching business you job is to manage those critical targets & results & to stay focused on those critical goals.

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