How Most Small Businesses Set Sales Targets—And How to Do It Right for Real Success

When it comes to setting sales targets, most small businesses and sole traders fall into the same trap: they make it up as they go along. They react to whatever comes their way, firefighting day-to-day challenges, and focusing on simply getting the job done—contract by contract, invoice by invoice—without a clear plan for the future. This approach might feel like progress in the moment, but it’s actually a recipe for stress, lost happiness, and, more often than not, disappointing income.

The Problem with “Seat of the Pants” Sales Planning

Let’s be honest—running a business without defined financial targets is like setting out on a journey with no destination. You end up working harder and harder, but you’re never quite sure if you’re getting anywhere. Many business owners convince themselves that staying busy is the same as being productive or profitable. In reality, this “just do the next job” mindset leads to:

• Unpredictable cash flow

• Constant pressure and anxiety

• Missed opportunities to grow

• Difficulty making informed decisions

• Burnout and loss of passion for the business

Worse still, without clear sales targets, it’s almost impossible to measure progress or celebrate real wins. You’re always chasing the next job, never taking stock of whether your business is actually moving forward.

Why Defined Sales Targets Matter

Setting sales targets isn’t just about picking a number out of thin air. Done properly, it’s about understanding what your business needs to survive, thrive, and support your personal goals. A well-defined sales target gives you:

• A clear sense of direction

• The ability to plan ahead—both financially and operationally

• A framework for making decisions (“Does this help us hit our target?”)

• Motivation and focus for you and your team (if you have one)

• The foundations for sustainable, stress-free growth

How Most Small Businesses Do It (And Why That’s a Problem)

Too many small businesses and sole traders set targets based on hope, guesswork, or last year’s results. Maybe they think, “If I can just match last year, I’ll be okay,” or “I’ll take whatever comes my way and hope for the best.” This approach is understandable—especially when you’re busy and resources are tight—but it almost always leads to underperformance.

How You Should Really Set Sales Targets—The Zenith Approach

At Zenith Bookkeeping, we believe that every business—no matter how small—deserves a clear, actionable sales plan. Here’s how we recommend you do it:

• Start with Your Budget
  Work out your essential costs: rent, utilities, wages (including your own), taxes, insurance, and so on. Don’t forget to include savings for the future, investment in your business, and a buffer for unexpected expenses.

• Set Your Financial Goals
  Decide how much you want to earn—not just to keep the business running, but to support your lifestyle and ambitions. Be honest about what you need and what you want.

• Calculate Your Minimum Sales Target
  Add up your costs and your desired income. This is the absolute minimum your business needs to bring in each month or year.

• Break It Down into Actionable Steps
  Ask yourself:

• How many products or services do I need to sell to hit that number?

• What does that mean in terms of weekly or daily activity?

• Where will those sales come from—existing customers, new leads, or both?

• Create a Plan to Make It Happen
  Now, turn your numbers into actions. If you know you need 10 new clients a month, how will you find them? What marketing or networking will you do? What follow-up processes do you need in place?

• Track, Review, and Adjust
  Monitor your progress against your targets. If you’re falling short, don’t panic—review your plan and adjust your actions. Maybe you need to increase your outreach, try a new marketing channel, or revisit your pricing.

Zenith’s Simple Sales Target Calculator Framework

To help you get started, here’s a straightforward framework you can use right now:

• List Your Monthly Business Expenses:
  (Include everything—rent, software, phone, insurance, etc.)

• Add Your Desired Monthly Take-Home Pay:
  (What do you need to pay yourself to cover your personal expenses and have some left over?)

• Calculate Total Required Monthly Revenue:
  (Expenses + Take-Home Pay = Minimum Revenue Target)

• Divide by Average Sale Value:
  (If your typical sale is £500, and you need £5,000, you need 10 sales per month.)

• Set Weekly and Daily Targets:
  (Break your monthly goal into smaller, manageable targets.)

• List the Key Actions Needed:
  (How many proposals, calls, meetings, or marketing activities do you need to achieve your sales?)

Why This Works

This method takes the guesswork out of sales planning. It connects your financial goals directly to the day-to-day tasks that will get you there. Instead of reacting to whatever comes your way, you’ll have a clear plan that links your actions to real results—cash in the bank and peace of mind for you and your family.

Get Into the Habit—Let Zenith Help

Building this habit can feel daunting at first, but you don’t have to do it alone. At Zenith Bookkeeping, we specialise in helping small businesses and sole traders put these systems in place. If you’d like personalised support or want to see how our sales target calculator can work for you, just reach out—we’re here to help you turn your goals into reality.

In the meantime, give our framework a try. You might be surprised just how much clarity—and confidence—it brings to your business.

Ready to take control of your sales targets and build a business that works for you? Contact Zenith Bookkeeping for more details and practical support.