Eat. Drink. 

“I need you to work with my sales team. I want them to stop being order takers."  

This is the most “frequent” request I receive from potential clients for my consulting services. 

My typical response is:
“Do they have goals? Are their expectations defined, agreed upon and most importantly, written down?" 

Goals for salespeople are not just numeric. Goals can be anything and I encourage goals to be broad and creative. I recommend all sales team members to have 3-5 written goals defined each year.

They must be SMART. How do you make them SMART? 

You write them down and ask yourself these questions as you detail each goal:

Specific—What do you want to accomplish with this goal?

Measurable—How are you going to know when you reach your goal?

Achievable—Is this goal possible based on your available resources?

Realistic—Why do you want to set this goal and what result do you want from it?

Timely—What deadlines do you need to set to feel successful and keep yourself on task?

So how do you begin?

Start thinking about what goals you want for yourself and your team, have a brainstorming session and start writing down ideas. Let your team members come up with their own ideas. Each salesperson should always start with their annual sales goal and then develop two to four additional goals. 

These goals can be professional growth as well as personal achievements. And work through these for a few weeks until they start making sense to both you and your team. Just write them down to make them real and make adjustments as time moves on.   

Remember goals can also be fluid. Life changes, things change, but don’t let them change to make the challenge easier. Keep pushing yourself and your team so that they ALL reach their goals! ¡Olé!



Futból is my favorite sport. (Soccer for us Americano’s). I grew up in an Italian-American neighborhood in Upstate NY during the 1970’s surrounded by passionate soccer fans. Playing street pickup games every summer night. Tagging along with my sister’s travel team every weekend.  Watching Pelé play the Rochester Lancers in August, 1977. I couldn’t believe it; Pelé was in my town!  The soccer field was often a setting for several of my early life’s significant moments. To no surprise, futból became a significant player in my own recent goal setting.

In July 2014, I spent ten days in Playa del Carmen, Mexico with my sister and a friend. We planned on enjoying margaritas, beach clubs and the sun. What we did not realize was that we scheduled our trip during the World Cup which is the ultimate tournament for true futból fans to watch matches together

Fortunately, we were in a country that worshipped the sport and surrounded by people that lived for the next game (the tournament was in South Africa; we watched in bars, on the beach, you name it). One day we were El Tri fans; the next day we were Team USA. It didn’t matter—it was just a ball surrounding ourselves with people that were so passionate about the sport.

What does this have to do with goals? Because travel, meeting people, developing friendships and the beauty of memories of unexpected events makes one want to return to that place. I have been back many times now to Playa; each time enjoying new experiences while also visiting familiar places and friends.

It was on one such trip in January 2017 that I decided to set a new goal for myself … to start my own business.

I wanted to start my own consulting company. I drafted that goal on my terrace in Playa del Carmen. I wrote it down. I rewrote it. I made it specific, measurable, achievable, realistic and timely. It was SMART. 

The “Beautiful Game” taught me to start working for the life I've always wanted. To travel to Mexico and work there whenever I can.  To be around people who have such a love for life. To train hard and work hard.  To set goals and achieve goals. And to remember to keep score for myself and my achievements. Sure, there have been a few yellow cards, but no penalty kicks yet!


Now it’s April, 2018. I’m on that same terrace in Playa del Carmen. Sharing this story. Working from Mexico. Set your mind to it, work hard and make it happen. Go for the GOAL. ¡Olé!

It’s Time to Get Back to School … Sales School!


Ah, as an original Upstate New Yorker, there was nothing like this time of year. Crisp autumn mornings. Gorgeous yellows, reds and changing greens of leaves. Apple cider and cinnamon donuts. Football. Jeans and sweaters. Going back to school. Living in the Midwest now, I still get this fabulous change of seasons and September is still my favorite month of the year. I LOVE THE FALL!

There is something else I always loved about this season … it was also that time of year when I would sit with my sales stars to develop next year’s goals, individual sales strategies and plan for the upcoming year. It was that time to recollect on the year thus far, look at what worked, what didn’t work so well and focus on what was ahead. It was mentally “back to school” time to buckle down, strategize and get their individual plans together. As their sales leader, I then collected all the individual plans to develop a company wide annual revenue goal with overall strategic plan. Why did I start this process now? I wanted it to be methodical, well-thought out and “massaged” so the final result would be completed and buttoned up by mid-November. Once the holidays hit, we were all too busy to focus on anything strategic and then boom, it’s the new year.

This strategic goal development process is a daunting task if you have never tackled it before. However, it is imperative for sales and executive leadership to encourage this as they grow their organizations, now. SALESPEOPLE WANT GOALS. They want to be successful, accountable and have defined expectations. The easiest way to start measuring tangible success is writing down an agreed upon achievable numeric goal. This is the first and initial step toward individual sales success that in turn results in team success.

Get your team back to school now. Do not wait until the new year begins. That’s kind of like being the last person in the lunch line.