How important is the objection of sales in a company?

Establish sales targets for each call, meeting or sales interaction becomes a common activity performed.

Why?

Well, that's simple - improves concentration and provides a target for their interaction. So if you are making a cold call or a meeting to explore for the first time I think about putting down some objectives:  

• What I want to accomplish in this call or meeting?
• What result do I want?
• What actions do I want to happen at the end of the call or meeting?
• How I can know if I have success?
• If you do not achieve my goal, what will I go then?