Welcome, everyone, and thank you for joining today’s webinar, Goal Setting to Sales Forecasting. My name is Matt Alina, and I’m the Final Expense Manager here at URL. While final expense is typically my primary focus, today’s presentation goes beyond that. Although I’ll use final expense examples to illustrate the concepts, this discussion applies to any line of business and even to your personal life.
As we prepare to close the chapter on 2023, it’s a natural time to reflect on where we’ve been and start planning for where we want to go in 2024. The past year is written and complete, and we’re about to turn the page. This is the perfect opportunity to pause, evaluate what worked, what didn’t, and decide how you want the next year to look.
Goal setting isn’t limited to business. The same tools we discuss today can apply to personal ambitions such as traveling, saving for a major purchase, paying for education, improving your health, or simply creating more balance in your life. The purpose of this presentation is to help you create clarity and take control of your direction. When you control your habits and your mindset, you take control of your outcomes.
A new year is often bittersweet. You may have worked hard all year, hit some goals, missed others, and now the slate is about to be wiped clean. The key to staying motivated is starting now instead of waiting. Procrastination is common, but momentum is built through action.
Understanding your “why” is critical. For me, my passion comes from growing up around family-owned businesses. I’ve always had a heart for helping small businesses grow and succeed. In the insurance industry, we help agents build sustainable careers while also helping families and businesses survive some of the most difficult moments in their lives. That sense of purpose drives everything I do.
Clear goals create a clear vision. They help you form a plan, stay positive, and remain focused. A positive mindset attracts opportunity and people. Even if positivity feels forced at first, it eventually becomes natural. Success is a choice, and when goals are broken into manageable steps, progress becomes achievable. Making the process enjoyable, rewarding milestones, and visualizing success all play an important role.
If goals stay in your head, they remain dreams. Writing them down transforms them into commitments. A goal is the object of your ambition, an aim, or a desired result. Goals can apply to your career, your family, or your personal development. They might involve income, fitness, lifestyle, or experiences. Writing them down and tracking them is essential.
I use these tools personally and professionally. Even as an employee at URL, I view my role as my own enterprise. I have personal financial goals and professional objectives, and I rely on accountability from others to help me stay on track.
Goals differ from dreams. Goals are achievable future plans, while dreams are often wishes without action. Goals require effort, structure, and clarity. They are measurable and tangible, while dreams are abstract and often unrealistic. Goals have defined endpoints, whereas dreams can continue indefinitely without progress.
An effective framework for goal setting is the SMART method. SMART stands for specific, measurable, achievable, realistic, and timely. Goals should clearly define what will happen, how progress will be tracked, whether the goal is attainable, whether it stretches you realistically, and when it will be achieved. Deadlines matter, but goals can be adjusted as circumstances change.
When setting goals, it’s helpful to develop multiple goals across different areas of life. Write goals as declarations using “I will” rather than “I want,” and assign a deadline to each. Sharing your goals with someone who will hold you accountable is equally important. Accountability may come from a spouse, a business partner, a manager, or a mentor. Regular check-ins help ensure progress and provide opportunities for adjustment.
Reviewing and revising goals is part of the process. Once a goal is achieved, raise the bar and set the next target. Use clear, specific language and frame goals positively. Make sure they are realistic for your experience level. Consulting others who have experience in your field can help you set appropriate expectations.
To illustrate, consider a goal of earning $120,000 in annual final expense premium. This breaks down to $10,000 per month. Progress is measured through production reports and weekly activity. Achievability depends on consistent lead usage, appointment setting, and follow-up. Relevance comes from financial growth, reinvestment opportunities, and personal fulfillment. Timeliness is defined by a clear year-end deadline.
Understanding why the goal matters helps maintain focus. Benefits might include hiring staff, taking vacations, or creating long-term stability. Identifying potential obstacles such as limited leads, difficulty reaching prospects, or loss of focus allows you to prepare solutions in advance. Solutions might include increasing activity, engaging in community outreach, or leveraging available company resources.
Accountability partners play a crucial role in staying focused. Having written goals visible daily serves as a constant reminder of what you’re working toward. Once the goal is defined, the next step is understanding how to get there through sales forecasting.
Sales forecasting is the process of estimating how much premium or revenue you will generate over a specific period. Many agents fail to treat their work like a business, even when they are full-time. Forecasting helps you operate professionally, plan expenses, and stay intentional about growth.
Forecasting starts with knowing your destination. From there, you estimate average premium per sale, projected expenses, and required activity. Leads are not a luxury; they are an operating expense. Treating them as such allows you to track profitability accurately.
Using final expense as an example, an average annual premium of $800 per policy means reaching $120,000 in premium requires approximately 150 applications per year. With a typical closing ratio, this translates into a predictable number of appointments, leads, and phone calls. Breaking goals into weekly and monthly activity makes them manageable and measurable.
Adjustments are part of the process. If results fall short, increasing lead volume or improving follow-up can help close the gap. Leveraging company resources and reinvesting commissions further accelerates growth. When you understand your numbers, you gain control over your outcomes.
Activity drives results. Knowing how many calls, appointments, and applications are needed allows you to forecast income accurately. When goals are broken down into daily actions, success becomes repeatable rather than accidental.
Utilizing URL’s resources is key. Our goal is to help you grow because your success contributes to the success of the entire organization. Write your goals down, commit to them, and share them with someone who will hold you accountable. Treat your business professionally and use forecasting to guide your decisions.
If you apply these principles, 2024 can be a year of significant growth. These strategies extend beyond business and can impact nearly every area of your life. Write your goals, review them regularly, and surround yourself with accountability and support.
If you have questions or would like access to goal-setting resources, feel free to contact me. My direct number is 717-216-8041, and my email is
Thank you for your time today. I wish you and your family a wonderful holiday season, a Merry Christmas, and a Happy New Year. Take time to reflect, write down your goals, and let’s work together to make 2024 a successful and fulfilling year.