Once Upon a Sales Meeting!

Once Upon a Sales Meeting!



It was an awkward silence in the meeting room "Uproar." John Kowalski, the new sales manager, was not happy with the team's performance. After scribbling something in the notepad, he decided to break the silence,

John: I cannot believe you guys have been working like this. No reports, delusional forecasting, random targets, and no eye on the ball.

Kevin: We followed Richard's orders.

John: Well, Richard is not here anymore, is he?

John walked up to the whiteboard, and wrote in big bold letters: "TARGET - $50 MILLION". He then turned around to see the poker faces of his 6-member team and asked, "Thoughts?"

Kevin: Our last year target was $15 million, and yet we missed that by 20%. This new target of $50 million is almost four times what we did last year. Do you think it is practical?

John: Kevin, we make software for salons and spas. That's a 3-billion dollar industry. I'm asking you to capture less than 2% of that industry. Now, you tell me if that is impractical.

Kristin: But John, with the same team of 6, we'd need a magic wand to achieve that target.

John: Wand, not sure. Magic, well yes. We certainly need the magic of proper planning and reporting. We need to analyze relevant data and make strategies. What does our sales pipeline look like today?

Kristin: I can quickly check the CRM and let you know.

John: Please do.

Kristin (reading from CRM): We have 135 open deals as of today.

John: And what stages are they in?

Kristin: 93 cold, and 42 hot

John: Is that it? What about more granular stages? Those in the demo stage, or proposal stage for instance?

Team looked blank. John decided to continue.

John: Anyway, can you tell me who among you has the highest probability of topping the closures this month?

Kristin: That would be Kevin.

John: Kevin, how much is in your pipeline right now?

Kevin: I am about to close a 200,000 dollar deal, and have few more follow-ups to do.

John: Could you give me your sales forecasting for this month based on conversion probability?

Kevin: Well, if you give me sometime, I could pull that for you.

John did not know how to react. Perhaps, he was expecting more numbers from a team that brought 12 million in sales the previous year.

John: It's alright, Kevin. Team, let me show you how we are going to keep track of our leads and prospective deals going forward.

John projects the following image on screen:




John (continues): We'll have five primary deal stages - New (or cold leads); Talking (or showing interest); Meeting (or Demo); Proposal (or Quote); and finally Closed Won or Lost. This is how we'll prepare our sales pipeline. We'll also map probability percentages in these five stages based on our previous record. If we capture the appropriate data into our CRM in time, we can pull other important reports as well. Let me show you another example. 



Conversion or Sales Funnel report is essential find out where our leads leak in the process, and then tighten the gap. Sales Funnel reports can also be pulled by regions, or lead owners. These are some useful metrics that we could use to streamline our approach. For instance, if we see a low conversion rate for some of you, I can work closely with you to help analyze and improve.. Any questions?

Kristin: John, few of my clients take too long to close and that affects my targets for that particular quarter. Can we also do something to reduce the conversion time?

John: That is an excellent question. It is important to learn about sales cycle time or velocity so that we can set realistic targets for everyone of you. Also, shorter sales cycles would mean more ROI for our team.

Kevin: John, I like to take time with my clients and build relationships with them. That is important because if they like the product and service, they are going to renew their subscription every month, for a longer period. 

John: That's a great point, Kevin. Thank you for bringing this up. To monitor this, let's follow two more metrics - Monthly Recurring Revenue (MRR), and Customer Lifetime Value (CLV). 
John walks up to the white board and starts writing MRR formula. 

Net MRR = MRR at the beginning of the month + MRR gained from new customers for the month + MRR change gained from upgrading customers for the month - MRR change lost from downgrading customers for the month - MRR Churn from the month

John (continues): Recurring revenue is the lifeblood of any SaaS business. It’s what makes building a SaaS so appealing. You do not have to worry about one-off sales that may or may not return. If you have a solid product ,and like Kevin mentioned,, build a good relationship with clients, they automatically return for renewal. While new subscriptions validate our sales efforts, the Churn rate l lets us know where we went wrong. 

Kristin: What about Customer Lifetime Value?

John: Customer Lifetime Value is simply the total revenue we make from a single customer over the whole period of relationship with that customer. It's an important metric as it costs less to keep existing customers than it does to acquire new ones, so increasing the value of your existing customers is a great way to drive growth. Marketing team would be interested in this metric as well, as they compare this with Customer Acquisition Cost (CAC), to calculate ROI.

Understanding CLV/CAC generally helps marketers unlock additional budget for their programs. For instance, it can help them determine whether they should be allowed to spend more on acquiring larger customers who'll likely stick around longer and pay more in their lifetime. This is what an “allowable CAC” represents. Allowable CAC is the maximum acceptable amount to pay for a customer. It's essentially a cap marketing team pre-negotiate with the finance team. They can justify a higher allowable CAC if CLV is higher.

Kevin: Sorry to return to where we started, John, but how are we going to divide the 50 million dollar target among ourselves.

John: All the reports, analysis and metrics that we spoke about, will help us set our goals and targets. Let's pull out all those reports from our CRM and come back for our next meeting tomorrow. We'll sit together and work out a target sales plan for each of us according to the insights we gain from reports. Sounds good?

All: Yes John

John: Alright then, see you. Hopefully, I'd get to hear from George, Lisa, Rajesh and Peter as well tomorrow, and not just Kevin and Kristin.

Everyone laughs and leaves the room. John left with a satisfied smile, as he believed he gave his team 50-million reasons to trust the sales reports and work with a plan.



      • Sticky Posts

      • As Sales Person, Here are my New Year Resolutions. What are Yours?

        Being a salesperson, I keep learning from my mistakes and have noted a few changes that I need to make in my approach. I take these resolutions going into 2021, hoping to keep it going for as long as possible :) 1. I will not say "Yes, our product has

      • Once Upon a Sales Meeting!

        It was an awkward silence in the meeting room "Uproar." John Kowalski, the new sales manager, was not happy with the team's performance. After scribbling something in the notepad, he decided to break the silence, John: I cannot believe you guys have been working like this. No reports, delusional forecasting, random targets, and no eye on the ball. Kevin: We followed Richard's orders. John: Well, Richard is not here anymore, is he? John walked up to the whiteboard, and wrote in big bold letters: "TARGET

        • Recent Topics

        • Creator - Portal Custom Domain

          I will pay $100 in crypto to anyone who can actually get my Creator Custom Domain to function (actually tell me how you got yours to).  Domain verifies, Nothing. I've been fighting it a week, multiple chats to customer service. Clearly I'm doing something wrong.  Some datapoints Domain name itself unimportant, can be a string of numbers.  I need to know what registrars are working for you because GoDaddy does NOT.  Do I need hosting? I've tried both ways and nothing works.  I pushed through Cloudflare

        • steps and options to change Domain DNS/Nameservers settings

          Please share the options or steps to change  Domain DNS/Nameservers settings 

        • Employees in Leave Policy exceptions

          In the Leave Policies we should be able to add specific employees to the exception list So it will be like All Employees except A,B,C in the exception list, currently we can only add departments etc

        • How get stock name from other column ?

          How get stock name from other column ? e.g. =STOCK(C12;"price") where C12 is the code of the stock

        • Adding a developer for editing the client application with a single user license

          Hi, I want to know that I as a developer I developed one application and handed over to the customer who is using the application on a single user license. Now after6 months customer came back to me and needs some changes in the application. Can a customer

        • Download an email template in html code

          Hello everyone, I have created an email template and I want to download it as html. How can i do that? I know you can do it via the campaigns-first create a campaign add the template and download it as html from there. But what if i don't want to create

        • Attachment is not included in e-mails sent through Wordpress

          I have a Wordpress site with Zeptomail Wordpress plugin installed and configured. E-mails are sent ok through Zeptomail but without the included attachment (.pdf file) Zeptomail is used to send tickets to customers through Zeptomail. E-Mails are generated

        • Upcoming Changes to the Timesheet Module

          The Timesheet module will undergo a significant change in the upcoming weeks. To start with, we will be renaming Timesheet module to Time Logs. This update will go live early next week. Significance of this change This change will facilitate our next

        • Best way to schedule bill payments to vendors

          I've integrated Forte so that I can convert POs to bills and make payments to my vendors all through Books. Is there a way to schedule the bill payments as some of my vendors are net 30, net 60 and even net 90 days. If I can't get this to work, I'll have

        • Cant update image field after uploading image to ZFS

          Hello i recently made an application in zoho creator for customer service where customers could upload their complaints every field has been mapped from creator into crm and works fine except for the image upload field i have tried every method to make

        • Billing Management: #4 Negate Risk Free with Advances

          In the last post, we explored how unbilled charges accumulate before being invoiced. But what happens when businesses need money before service begins? Picture this: A construction company takes on a $500,000 commercial building project expected to last

        • Is there an equivalent to the radius search in RECRUIT available in the CRM

          We have a need to find all Leads and/or Contacts within a given radius of a given location (most likely postcode) but also possibly an address. I was wondering whether anyone has found a way to achieve this in the CRM much as the radius search in RECRUIT

        • Zoho CRM Inventory Management

          What’s the difference between Zoho CRM’s inventory management features and Zoho Inventory? When is it better to use each one?

        • Cannot Enable Picklist Field Dependency in Products or Custom Modules – Real Estate Setup

          Hello Zoho Support, I am configuring Zoho CRM for real estate property management and need picklist field dependency: What I’ve tried: I started by customizing the Products module (Setup > Modules & Fields) to create “Property Type” (Housing, Land, Commercial)

        • Get Workflow Metadata via API

          Is there a way to get metadata on workflows and/or custom functions via API? I would like to automatically pull this information. I couldn't find it in the documentations, but I'm curious if there is an undocumented endpoint that could do this. Moderation

        • Zoho Projects - Q2 Updates | 2025

          Hello Users, With this year's second quarter behind us, Zoho Projects is marching towards expanding its usability with a user-centered, more collaborative, customizable, and automated attribute. But before we chart out plans for what’s next, it’s worth

        • FSM setup

          So we have been tinkering with FSM to see if it is going to be for us. Now is the time to bite the bullet and link it to our zoho books and zoho crm. The help guides are good but it would really help if they were a bit more in depth on the intergrations.

        • Upcoming Updates to the Employees Module in Zoho Payroll (US)

          We've made a couple of updates to the Employees module in Zoho Payroll (latest version of the US edition). These changes will go live today. While creating an employee Currently, the Compensation Details section is part of the Basic Details step, where

        • Possible to Turn Off Automatic Notifications for Approvals?

          Hello, This is another question regarding the approval process. First a bit of background: Each of our accounts is assigned a rank based on potential sales. In Zoho, the account rank field is a drop-down with the 5 rank levels and is located on the account

        • ZOHO Creator subform link

          Dear Community Support, I am looking for some guidance on how to add a clickable link within a Zoho Creator subform. The goal is for this link to redirect users to another Creator form where they can edit the data related to the specific row they clicked

        • Allow Resource to Accept or Reject an Appointment

          I have heard that this can be done, is there any documentation on how?

        • Create new Account with contact

          Hi I can create a new Account and, as part of that process, add a primary contact (First name, last name) and Email. But THIS contact does NOT appear in Contacts. How can I make sure the Contact added when creating an Account is also listed as a Contact?

        • Sync desktop folders instantly with WorkDrive TrueSync (Beta)

          Keeping your important files backed up and accessible has never been easier! With WorkDrive desktop app (TrueSync), you can now automatically sync specific desktop folders to WorkDrive Web, ensuring seamless, real-time updates across devices. Important:

        • How To Insert Data into Zoho CRM Organization

          Hi Team I have this organization - https://crm.zoho.com/crm/org83259xxxx/tab/Leads I want to insert data into this Leads module, what is the correct endpoint for doing so ? Also I have using ZohoCRM.modules.ALL scope and generated necessary tokens.

        • Where can I get Equation Editor por Zoho Writer?

          I need to use Math Formulas in my document. Thank you.

        • Filtering repport for portal users

          Salut, I have a weird problem that I just cannot figure out : When I enter information as administrator on behalf of a "supplier" portal user (in his "inventory" in a shared inventory system), I can see it, "customer" portal users can see it, but the

        • Zoho Inventory. Preventing Negative Stock in Sales Orders – Best Practices?

          Dear Zoho Inventory Community, We’re a small business using Zoho Inventory with a team of sales managers. Unfortunately, some employees occasionally overlook stock levels during order processing, leading to negative inventory issues. Is there a way to

        • BUTTONS SHOWN AS AN ICON ON A REPORT

          Hi Is there any way to create an action button but show it as an icon on a report please? As per the attached example? So if the user clicks the icon, it triggers an action?

        • Dropshipping Address - Does Not Show on Invoice Correctly

          When a dropshipping address is used for a customer, the correct ship-to address does not seem to show on the Invoice. It shows correctly on the Sales Order, Shipment Order, and Package, just not the Invoice. This is a problem, because the company being

        • RFQ MODEL

          A Request for quotation model is used for Purchase Inquiries to multiple vendors. The Item is Created and then selected to send it to various vendors , once the Prices are received , a comparative chart is made for the user. this will help Zoho books

        • Will zoho thrive be integrated with Zoho Books?

          title

        • Product Updates in Zoho Workplace applications | August 2025

          Hello Workplace Community, Let’s take a look at the new features and enhancements that went live across all Workplace applications this August. Zoho Mail Delegate Email Alias Now you can let other users send emails on your behalf—not just from your primary

        • Unable to send message; Reason:554 5.1.8 Email Outgoing Blocked

          Hi, I sent few emails and got this: Unable to send message; Reason:554 5.1.8 Email Outgoing Blocked And now I have few days since I cant send any email. Is there something wrong I did? Also can someone fix this please

        • Want to use Zoho Books in Switzerland. CHF support planned?

          Hi, We're a Swiss company using other Zoho suite software and I discovered Zoho Books and other accounting SaaS when looking for an accounting tool. Do you intend to cover Switzerland and CHF based accounting anytime soon? Roy

        • Weekly Tips : Teamwork made easy with Multiple Assignees

          Let's say you are working on a big project where different parts of a single task need attention from several people at the same time—like reviewing a proposal that requires input from sales, legal, and finance teams. Instead of sending separate reminders

        • Celebrating Connections with Zoho Desk

          September 27 is a special day marking two great occasions: World Tourism Day and Google’s birthday. What do these two events have in common (besides the date)? It's something that Zoho Desk celebrates, too: making connections. The connect through tourism

        • What is Resolution Time in Business Hours

          HI, What is the formula used to find the total time spent by an agent on a particular ticket? How is Resolution Time in Business Hours calculated in Zohodesk? As we need to find out the time spent on the ticket's solution by an agent we seek your assistance

        • Adding Overlays to Live Stream

          Hello folks, The company I work for will host an online event through Zoho Webinar. I want to add an overlay (an image) at the bottom of the screen with all the sponsors' logos. Is it possible to add an image as an overlay during the live stream? If so,

        • Email Sending Failed - SMTP Error: data not accepted. - WHMCS Not sending emails due to this error

          I have been trying to figure out a fix for about a week now and I haven't found one on my own so I am going to ask for help on here.  After checking all the settings and even resetting my password for the email used for WHMCS it still says: Email Sending Failed - SMTP Error: data not accepted.  I have no clue how to fix it at this point. Any insight would be lovely. 

        • Zoho Flow - Update record in Trackvia

          Hello, I have a Flow that executes correctly but I only want it to execute once when a particular field on a record is updated in TrackVia. I have the trigger filters setup correctly and I want to add an "update record" action at the end of the flow to

        • Next Page