As 2026 begins, automotive sales teams have the opportunity to start the year strong by setting clear, achievable goals. Sean Gardner, sales trainer and instructor at the Joe Verde Group, says most salespeople think they have goals, but only 3% actually set them effectively. On today’s episode of CBT Now, Gradner notes that goal-setting can dramatically boost performance and earnings, giving salespeople a critical advantage in a competitive market.
According to Gardner, research shows that among 100 people, 87% do not have goals, 10% have partial goals, and only 3% set goals correctly. Those who do set goals properly can earn up to 10 times more over a 20-year period than non-goal setters. For sales teams, this means the difference between planning and merely hoping is the difference between growth and stagnation.
Setting goals
Gardner outlines the most efficient way for sales teams to create realistic and achievable goals:
- Start with understanding where you are now and where you want to be one year from today. These goals need to be written down using clear, affirming “I will” language.
- Then, break those goals down into six-month goals.
- Then into three-month goals.
- Finally, write down monthly objectives, adjusting for seasonal variations.
While result goals define what success looks like, the plan to achieve them is equally critical. This includes identifying new strategies, sharpening skills, maximizing every opportunity, and improving daily work habits.
Although writing down clear, affirming plans to achieve the goals, Gardner argues that discipline and self-reflection remain critical to success. He says time management, consistent focus, avoiding distractions on the sales floor, and maintaining a positive selling attitude are essential. Notably, every customer is an opportunity, and approaching each interaction with confidence can help salespeople navigate the frequent rejections inherent in automotive retail.
“Developing these positive work habits candefinately help you make those positive moves toward your goal.”
Positive work habits, preparation, and deliberate practice, Gardner says, accelerate growth.
Strategic approaches
Additionally, marketing and self-promotion are critical in 2026, especially for those who cannot rely solely on dealership leads or foot traffic. By implementing direct marketing to top customers and leveraging social media, salespeople can generate more opportunities while building a stronger personal brand. Those who master independent traffic generation put themselves in a better position to consistently meet and exceed their goals, Gardner believes.
Equally important is ongoing professional development and training. He notes that workshops and skill-building programs equip salespeople with strategies to improve closing rates, refine their techniques, and drive long-term growth. Even when initially self-funded, these opportunities can provide lasting returns in career advancement and overall sales performance.
For sales teams and managers, navigating through 2026 should be centered around deliberate planning, disciplined execution, and consistent effort. By setting ambitious yet realistic goals, creating actionable plans, honing skills, and taking control of marketing, salespeople can position themselves among the industry’s top performers and achieve measurable results.
