Sales incentives that deliver results
Craig Thomas
Director

Sales incentives that deliver results

6th January 2016

There's plenty of evidence to show that sales incentives can have a really positive impact on businesses, from boosting performance levels and sales results, to improving general morale. However, it's not simply a case of choosing an incentive and implementing it, as a poorly designed sales incentive can actually have a detrimental effect. Make sure your incentive delivers results for your business with these simple tips.

 

Clearly set out the objectives

What are you hoping to achieve with this incentive programme? Yes, an increase in productivity and sales is obviously the end goal, but within this what are your requirements? For example, are you looking to make better quality sales, target specific customers, increase sale sizes? Define the objectives so you know where you want the programme to go.

 

Choose the incentive carefully

Cash prizes can be an effective way to motivate, but this simple approach is not always the best one when you have a salesforce with a variety of financial commitments and lifestyles. For many people, extra cash is welcome but may be spent on something mundane and so the benefit that you need people to derive from the incentive is lost. There are a number of options when it comes to different types of incentives, for example a job related incentive (such as additional holiday days) or a tangible incentive (i.e. something that someone wants but might not get for themselves). There are also experience-led incentives to look into, such as trips and tickets. Which one of these is likely to provide the most motivation and so drive the best results to your incentive programme?

 

Communication is key

Incentives programmes just don't work when someone doesn't understand either what they need to do to achieve the incentive or what the reward is going to be if they get there. That's why the communication of the sales incentive is key to its success - how are you going to present this to your workforce, what do they need to know to understand the process and how do you frame your incentive in the most appealing way? The best approach is generally honesty and enthusiasm; anything too manipulative and people tend to switch off. Get your message clear from the start and make sure you deliver it effectively.

 

Tailor your incentive to your business

Not all sales incentives are created the same and the effectiveness of all will depend on how well suited they are to a specific sector, and to an individual business in particular. It's important to construct a programme that is unique to your business as there simply isn't a one size fits all solution. It's a complete waste of time and money to try to implement a badly thought through sales incentive that produces a lukewarm response. The structure, messaging and the rewards all need to be tailored to what your employees do on a day to day basis if they are going to be effective in driving productivity and notching up those sales.

 

Active are experts in delivering sales incentives. For more information or to get a quote, please contact us.

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Craig Thomas
Director
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