2025 Goals that Stick: A Framework for Emerging Suppliers in Competitive Markets

Jan 10

Ever set a goal and fallen short? How did you determine that goal in the first place? And when it wasn’t achieved, how did it impact your next quarter, meeting, or even the year?

For emerging suppliers and business owners, particularly those navigating the challenges of the 3-tier system or competing against larger brands, setting and achieving goals is essential. Yet, goals often falter because they lack realism, collaboration, or follow-through.

At LTO Consulting, we’ve found that 77% of distributors believe suppliers need to improve in managing realistic sales expectations. Setting goals isn’t just about ambition—it’s about creating actionable plans that stick. Here’s how you can set meaningful goals and maintain momentum in 2025.

Start with Realistic, Collaborative Goal Setting

As an emerging supplier or business owner, it’s easy to aim high. However, success starts with aligning your ambitions to market realities. Collaborate with your distributors, team, and key partners to ensure goals are realistic, measurable, and mutually beneficial.

Tips for Success:

Review past performance to understand patterns and opportunities.
Align goals with your team’s capabilities and market trends.
Come prepared with clear data and projections to guide discussions.
Lead by example: test goals on a small scale to demonstrate feasibility and commitment.

Example: Instead of a broad goal like "expand nationwide," focus on securing 10 new accounts in targeted regions and supporting them with tailored activation plans. Show your team that achieving smaller goals incrementally can lead to long-term success.

Establish Clear Benchmarks & KPIs

Goals are meaningless without a way to measure progress. Set clear benchmarks and Key Performance Indicators (KPIs) to track success effectively.

Key Questions to Address:

What does success look like?
How will progress be measured?
How frequently will we evaluate metrics?

Example KPIs: Account growth by territory, reorder rates, or product-specific volume increases.

Create a Cadence for Regular Check-Ins

Setting a goal is one thing; staying committed to it requires consistent follow-up. Schedule regular check-ins with your distributor partners to review progress, address challenges, and celebrate wins. This ensures accountability and keeps everyone focused.

Tips for Effective Check-Ins:

Use data to inform discussions.
Keep meetings short and focused.
Make phone calls to various distributor reps and managers involved.
Highlight successes as well as areas needing adjustment.

Example: Schedule monthly calls or meetings to review sales performance, analyze key accounts, and adjust strategies as needed.

Be Flexible & Adaptable

Be prepared to adjust your goals and strategies as needed. Flexibility shows your partners that you’re committed to success, even if it means revisiting initial plans.

Tips for Adaptability:

Monitor industry trends and market conditions.
Stay open to feedback from distributors.
Reassess and adjust goals if necessary.
Be willing to refine or adjust goals midstream.
When things don’t go as planned, show your team how to pivot effectively with a positive attitude.

Example: If a new competitor enters the market, pivot your focus to emphasize your product’s unique value or explore new accounts to offset potential losses.

Keep Motivation High

Achieving goals is a marathon, not a sprint. Motivation can wane, especially when facing challenges. As a leader, it’s your job to inspire and energize your partners and teams. For smaller teams, maintaining momentum is vital. Inspire your team and distributor partners by celebrating wins, recognizing efforts, and reinforcing the value of persistence.

Tips for Staying Motivated:

Break large goals into manageable milestones.
Celebrate small successes to keep morale high.
Acknowledge distributor efforts with public recognition or incentives.
Stay motivated and persist, even when challenges arise. Your determination will inspire your team to keep pushing forward.

Example: Highlight team and partner achievements in newsletters or on social media, creating a culture of shared success. By demonstrating your own commitment and drive, you set the tone for the rest of the team.

Focus on Long-term Partnerships

Remember, the ultimate goal is mutual success. Build trust and foster collaboration with your distributor partners by maintaining transparency and a shared vision.

Tips for Long-Term Success:

Communicate openly and frequently.
Share insights and resources to support your distributor’s success.
Commit to shared growth over quick wins.
Provide support, such as training or marketing resources, to your partners.
Invest in relationships for mutual growth rather than quick wins.
Demonstrate how to nurture relationships through consistent communication and collaboration.

Example: Provide distributors with exclusive training sessions or marketing support to help them drive sales effectively.

Achieving goals requires more than setting them; it requires ongoing collaboration, accountability, and motivation. By working closely with your distributor partners, establishing clear benchmarks, and maintaining a commitment to flexibility and persistence, you can ensure that 2025 is a year of shared success.

Let’s make 2025 the year we don’t just set goals but exceed them together.