Unleash Your Sales Swagger

Ten must-dos to dominate 2025.

Ah, the New Year. That magical time when we’re all convinced we’re going to crush it this year, despite spending most of December eating cookies shaped like bones (ironically, for the vet crowd) and watching our sales pipeline shrink faster than our post-holiday bank account. But don’t worry – 2025 is the year you’re going to turn it all around. Why? Because you’re going to plan like a champ.

Planning doesn’t have to be a four-letter word. With the right mindset (and maybe a coffee IV), you’ll set yourself up for the kind of year where even the toughest clinic gatekeeper waves you in with a smile. Let’s dive into the top 10 things you need to do to hit the ground running in 2025.

1. Declutter your CRM (and your brain)

Let’s face it – your CRM probably looks like a hoarder’s garage. Old leads you’ve ignored, dead deals you’re still pretending will close, and notes so vague even Sherlock Holmes couldn’t crack them. Take a few hours to clean house. Organize active leads, ditch the dead weight, and streamline your follow-up plans. Bonus: You’ll feel like a new person, and your manager might actually stop side-eyeing you during pipeline meetings.

2. Review your 2024 wins and losses

Before you charge into 2025 like a Labrador at a dog park, take a moment to reflect. What worked last year? What didn’t? Be honest with yourself; yes, even about that time you thought a box of donuts could replace preparation. Analyze your successes and failures so you don’t repeat mistakes and can double down on strategies that worked.

3. Set Big, Hairy, Audacious Goals (BHAGs)

Tiny goals get tiny results. Aim big. How many new clinics will you land? How many top-tier products will you push? Write your BHAGs down. Seeing them on paper makes them real – and keeps you accountable. Bonus points if you put them on sticky notes and plaster them all over your workspace. Your colleagues might laugh, but they won’t be laughing when you hit them all.

4. Nail down your value proposition

Veterinary sales is competitive. If you don’t know exactly why your products are the best thing since sliced bread, how can you expect your clients to care? Practice your pitch. Make it clear, concise, and – dare I say it – compelling. No one wants to listen to a rambling sales rep who’s “kind of” sure their product is great. Confidence sells. Wimpy words don’t.

5. Create a “who’s who” list of key clients

Every territory has its VIPs – the clinics, shelters, and hospitals that make up the lion’s share of your revenue. Identify them. Then decide how you’re going to treat them like royalty in 2025. Surprise them with value-adds, whether it’s educational content, new product trials, or even a well-timed thank-you card. (Yes, handwritten notes still exist – and they still work.)

6. Learn a new sales skill

Here’s the deal: good salespeople evolve, great salespeople obsess over growth. Whether it’s mastering LinkedIn prospecting, honing your cold-calling game, or finally figuring out how to use ChatGPT without it sounding robotic, pick one skill and master it. When your competition is on cruise control, you’ll be speeding ahead.

7. Map out your first quarter

If your Q1 plan is “wing it and

hope for the best,” let me save you some trouble: that won’t work. Block time now for prospecting, follow-ups, and client meetings. Better yet, set specific activity goals for each week. Consistency isn’t sexy, but it’s how sales are made.

8. Prepare for objections

If I had a dollar for every salesperson who gets blindsided by the same objections over and over, I’d have my own veterinary practice by now. Write down the top five objections you hear – pricing, competition, timing, etc. – and craft smart, empathetic responses. Practice them until you could sell a dog flea treatment to a cat owner.

9. Build a network of champions

You can’t do this job alone. Build relationships with people who can help you, from veterinary technicians to office managers to practice owners. These folks are your gatekeepers and advocates, so treat them well. Pro tip: Remember their names, birthdays, and whether they’re dog or cat people. You’d be amazed at how far genuine connection goes.

10. Schedule breaks (yes, really)

This one’s for all the workaholics out there (you know who you are). If you’re running on fumes by February, you’re not going to make it to December. Schedule regular breaks to recharge. Take a day off, go for a walk, or binge-watch a show where no one uses the word “quota.” Rested reps sell more. It’s science.

Final thoughts

Look, I know what you’re thinking. Planning is hard. And if you’re like me, you might be prone to procrastinating – “I’ll start after one more coffee.” But here’s the thing: planning doesn’t have to be perfect; it just has to be done. The veterinarians and clinics in your territory need solutions, and you’re the person who can deliver. But only if you’re ready.

So, grab a pen, pour that coffee (yes, another one), and get to work. When 2025 rolls around and you’re closing deals faster than a golden retriever catches tennis balls, you’ll thank yourself for the effort. And hey, if all else fails, at least your CRM won’t look like a dumpster fire anymore.

Cheers to your best year yet. Let’s make 2025 the year you stop planning to succeed and start succeeding because you planned. Now go get ‘em!

Brian Sullivan, CSP, is the author of “20 Days to the Top” and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. Visit him at https://preciseselling.com.

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istockphoto.com/LaylaBird;

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