We all desire a company with well informed and talented
salespeople. Yet, according to Hubspot, the reality is that 46% of salespeople
didn’t intend to go into sales. More than likely, many of these “non-trained
and uneducated” salespeople are working for you. It is your job to ensure that these
team members are adequately trained and appropriately compensated. Now, add
another 500 reps through your channel sales team. While a channel sales team
comes with its challenges—lack of mind share, minimal understanding of your
products/services, etc.—we know a proper sales incentive program paired with strong
relationships goes a long way for both audiences.
Incentive and recognition programs help improve relationship
strength between your organization and your teams. When properly designed, sales
incentives offer exceptional opportunities to establish, build, and deepen
relationships with your employees, sales team and your channel audiences.
Not all sales incentive programs are the same. Here are four
tips for building yours:
Inform Your Audience:
Start by designing with the end in mind. It’s easy to get
excited about what rewards you’ll offer your top performers, but it’s essential
to ask what you’re trying to accomplish in the first place. Asking critical
questions like “What are you trying to do?” and “What are the measurable
objectives?” are essential in the initial planning phases.
Remember, your sales incentive program isn’t just for your
“sales” team. Many roles within your organization contribute to a sale in
indirect ways— including your sales support team, service teams, and channel
An effective sales incentive is one that is communicated
effectively to all participants throughout their personalized reward journey.
For a more in-depth look at how to inform your audience in
your sales incentive program: https://www.one10marketing.com/building-an-employee-rewards-program-informing-your-audience/
Engage Your Audience:
must instill trust and commitment among your
participants. To do this effectively, you must create a culture of fairness and
this includes taking time to refine your incentive rules. Rules are everywhere
and in all aspects of our lives. Your sales incentive program is no different.
Developing an effective rules structure is one of the most important elements of
a successful incentive and recognition plan. Your rules should clearly explain
what your expectations are and what it will take to succeed.
Where do you start? The rules of your sales incentive
program should directly relate to your business objectives. Why are you
starting your incentive program in the first place? Answer this question and
then set specific objectives that will help you reach your business goals and
create a successful and motivating experience for your participants along the
Don’t forget about the tech experience! Technology is
engrained in our lives and you don’t want to risk losing your participants
because your sales incentive platform is frustrating. Consider technology that
offer a user-centered approach and mobile-first design.
To learn more about the technology needs for your sales
incentive program: https://www.one10marketing.com/building-a-sales-incentive-program-engaging-your-audience/
Reward Your Audience:
Your sales incentive program should inspire, motivate, and
drive behavior change within your teams. Rewards can help. But, you must be
flexible in your rewards
. No two employees are the same, and each is motivated differently.
Creating an effective sales incentive requires an appropriate combination of
rewards that motivates everyone on your team.
Don’t assume cash is the ultimate reward. Money may seem
enticing to your participants, but it isn’t always the best solution for
motivating your team. Why? Cash is transactional. Rewards, on the other hand,
are lasting and memorable. Consider a mix of merchandise, retail gift cards,
event tickets, and individual travel to meet a variety of needs.
Pay attention to your redemption levels. Redemption of
rewards also shows engagement. Therefore, if you don’t see high redemption
levels from your team, you have an opportunity to re-engage your participants.
A robust communication strategy that reaches all of your audiences is necessary
throughout your reward cycle to increase participation, enhance program
enjoyment, which ultimately motivates your team.
Learn more about creating a perfect rewards mix here: https://www.one10marketing.com/building-a-sales-incentive-program-rewarding-your-audience/
Evaluate Your Program:
How do you know if your sales incentive program has
accomplished what you set forth to change or establish in the first place? Robust
to determine its success. You don’t have to wait until the promotion
is over before you start evaluating your key performance data.
Begin with asking the right questions: “Did you meet your
measurable objectives?” and “What’s your ROI?” These questions are only
effective when asked together.
To get these answers, you must gain valuable participant
data throughout the sales incentive program. Ask questions when you begin, at a
midway point, toward the end, and after completion. Since most incentive
opportunities are ongoing, we recommend doing this for each
unique SPIFF or at the beginning of the program year.
If you remember anything from this post, remember this:
evaluation is essential. One more time—evaluation is essential. We’re here for
For a list of guidelines to consider when
beginning your evaluation: https://www.one10marketing.com/building-a-sales-incentive-program-evaluate-your-audience/