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In all honesty, picking a sales goal sometimes feels like picking a number out of thin air. But it doesn't have to be. You say you have all of your costs pinned down. That's great. Now figure out roughly how many hours you plan to work each day/week, and how much that's going to cost you in labor and all the associated labor costs (worker's comp, unemployment, etc). Figure out how much you want to make this year. Be realistic. Add some in there for the business (marketing, equipment repair, inflation, etc).
Tally all of that up. That's your sales goal. Break it out into months, and account for the seasonality of your leads. I like to use historical data of the number of calls I receive each month to calculate sales goals for each month (April and May should be big, July should be pretty small).
Now, check to see if that's realistic. Figure out how much in productivity you can expect from you and your staff. Let's say that you and an employee can get $1,000 of work done in a day. Multiply that by the number of days you typically have in a work season. You're in Zone 5, so that's going to be somewhere between 130-180, depending on a lot of factors. Let's go conservative and say you'll work 140 days. Multiplied by $1,000 in work per day and you have $140,000. Is that number higher or lower than your sales goal? If it's higher, then you may have some excess production capacity. If it's lower, then you'll never achieve your sales goal, because you just can't kick out that volume of work in that time frame. Either rework your numbers or add to staff. Then get out there and sell!
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