Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.


Here are the 3.5 types of goals:

  1. Achievement goal. I want to win the prize as the best salesperson on the team. I want to win the President’s Club Award. I want to get a promotion. I want to get a raise.
  2. Material goal. I want a new car. I want a new house. I want a new suit. I want to take a vacation to Hawaii . (Think about it in terms of your next car. Instead of having a goal for a new car, wouldn’t it be better if you made a goal for no car payment?)
  3. Improvement goal. I want to be better at asking questions. I want to take a course in positive attitude. I want to read one book per month. I want to attend one live seminar each quarter.

3.5 Monetary goal. Monetary goals are tricky. Some are good. Some are bad. The bad ones have to do with the word make. The good ones have to do with the word earn. “I want to make a hundred thousand dollars this years” pales by comparison to “I want to earn a hundred thousand dollars this year.”

NOTE: 2.5 out of the 3.5 types of goals are good. By reading the above, it should be evident which is which. Improvement and achievement will put you on the path to anything you want materially.

Having a material goal will lead you to take shortcuts in order to get the goal without having the improvement or achievement to make it permanent. Many people achieve the goal of having a new house, but their living room has lawn furniture in it because they didn’t quite achieve enough, or they didn’t quite improve enough.

I have found in my life that if you improve. and if you achieve, material things (that you were hoping for) just show up.

Forget houses, cars, and boats. First figure out what you need to earn to maintain your lifestyle. Then figure out what you need to do or sell in order to make that happen. If you earn a 10% commission and you want to earn $100,000 – then you need to make a million dollars worth of sales. But that is not necessarily the goal. A better goal would be how many appointments it will take to make that $100,000, and make that your goal. Before you can earn your money, you have to know your numbers.

If you want to double your income, that would be a monetary goal, but in order to achieve that goal, improvement and achievement will be necessary.

Make those the primary goals – and the money will just show up.