" However, when I ask them how many sales would make them happy, they simply state that they want as many sales as possible! While this is great in theory, at the end of the day, without specific target sales goals, its hard to be happy with any progress being made by your business.
At the same time, how can you really measure whether you are on target, behind target, or ahead of target, if you don't HAVE a target for sales and profits in the first place? In my experience, the businesses that do the best, have goals.
This way the owners, management, and staff, are all on the same page for what specific targets need to be reached and by when.
If you instruct your staff you want to see X amounts of sales by a certain month, and they are only at Y amount...
then both you, and them, know that they did not meet expectations.
This is much better than simply "wanting as much as possible," and then being disappointed with the results obtained by staff, which they had no way to measure themselves against.
Are you aware of your specific sales goals and targets? Are your staff? If not, then this should be addressed as soon as possible, so that everyone is on the same page and working towards the same common goal.