Sales Incentive Programs – Maximizing Impact

WIIFM? What’s In It For Me? That question is at the heart of the buying motive. Whether we like to admit or not, its also at the heart of human nature. That means, not only is it at the heart of the buying motive, its at the heart of the selling motive too. So, regardless of a Sales Professional’s protestations that they’re really focused on their development and mastering things like strategic/complex selling, silently, they’re asking WIIFM? I’m, certainly, like that. My business card says, “Consultative Sales Professional” and I am but put an added incentive on the table and “I’m in baby!” And I’m perfectly happy to let others know of my success in competing for incentives. Wanna see the limited edition engraved marble Inner Circle plaques I have for each of my 11 years at Minolta?!

So, all that’s necessary is to play to that human nature … when Sales aren’t where you want them, just feed the WIIFM instincts of the Sales People then sit back and wait for the results. Right?! Well, sort of. Yes, you can grow your Sales along with growing the reward for the performing Sales Person through such feeding but I think, far too often, Sales Incentive Programs miss out on growth opportunities that can be much more far reaching and have significantly greater lasting power. Here’s what I have in mind:

Not long ago, I got to work with the Direct Sales Force of a company whose products are aimed at improving Health & Fitness. I found that, in the Direct Sales environment, Sales Incentive Programs are utilized with much greater frequency than I’ve experienced in Field Sales organizations. I, also, found that, this particular company set aside a significant budget amount in order to, at Christmas, purchase and distribute gift items to lower income families in their local community … no doubt, benefiting the Health & Fitness of that community. My suggestion was to tie the Sales Incentive Programs to the programs that benefit the community. Instead of the top Sales Performers getting to go home with the latest Nintendo has to offer, why not offer them Paid Time Off to represent the company in its community service? There’s still positive impact on Sales and some immediate needs in the community are still ministered to but, in between, there’s a lot of added growth.

But, what if you’re not a large company with its own sizeable Direct Sales Force? It strikes me that, even for a small to medium sized company, a similar approach can be taken. Is there a local business organization that would be beneficial for your company to join but you’re struggling to justify the budget for membership? How about adding to the justification by using the membership as an incentive, allowing Top Performing Sales People to represent the company, as they and your company grow in the process?

So, what do you think of this approach? What’s been your most effective approach to Sales Incentive Programs? Please let me know so it can be shared with others.

Comments

sensetives Says:


September 24, 2008 at 6:18 am edit

There is (unfortenately) not just one way. My experience is that you have to make a mix to have a succesfull incentive program. Not every one gets satiesfied bij doing something for the community. Leave a choice. Because the program has to motivate every individual but not everybody has the same values.

grwiram Says:


September 24, 2008 at 6:44 am edit

Thanks for your comment. I, absolutely, agree. The suggestion I made for community service, as a reward, would work best as an option. You are right that a good program should motivate everyone involved. I just want to encourage being as creative as possible, in doing that, to maximize the resulting value.