All too few businesses push their stars once they hit their yearly quota, says Pat Cavanaugh, the founder of a Pittsburgh marketing and branding agency. In contrast, when his stellar sellers hit their goals by, say, November, he sets additional milestones for them. And, he adds, you should base goals on percent increase rather than a dollar target. Otherwise, as a rep's annual dollar volume climbs, raising the quota feels "like asking someone who's running a four-minute mile to improve by 30 seconds." Last year, Cavanaugh's sales were up 30%, to $15 million.