Build an incentive program that sales reps really want

Are your sales incentive programs meeting sales reps’ expectations? And what are you doing about it if they’re not?

In our recent research, we surveyed 200+ Distributor and Manufacturer Sales Reps currently enrolled in incentive programs. We discovered that 96% of them reported facing program challenges. From inadequate progress tracking to confusing rule structures to irrelevant awards, there are many areas for improvement.

Thankfully, you can turn challenges into opportunities with the right incentive strategies. Our incentive experts compiled the direct sales rep feedback into five categories that define the sales rep experience. With their experience and insights, you can transform how sales reps see your program—increasing participation, boosting sales and growing market share.

Personalization boosts participation

Not every sales rep is motivated the same way. The more personalization you can add to a program, the more it will resonate. From communication frequency to tailored messaging to a variety of award options, the best incentive programs are flexible enough to meet sales reps where they are. When reps feel like the program was designed for them, they’re more likely to engage.

Turn passive participation into proactive performance with:

• Role-specific goals
• Customized dashboards
• Personalized communication
• Compelling awards 

Frequent communication keeps participants focused

Consistent communication with sales reps is the key to a high-performing incentive program. Too often, participants get infrequent communications, so the program gets lost among their other responsibilities (or worse, among competing incentive programs with better communication strategies).

Keep the program fresh with weekly updates on:

• New promotions
• Personal progress
• Exciting rewards

Cash isn’t always the best motivator

While cash and discounts are popular, don’t overlook the impact of nonmonetary awards, which scored higher than expected for both Distributor and Manufacturer Sales Reps. Nonmonetary awards leave a positive impression that drives motivation in lasting ways. For example, sales reps reported wanting to be recognized for their hard work and accomplishments from their peers and managers. 

Create memorable moments to inspire sales reps, such as:

• Recognition from peers and managers
• Travel perks
• Concert tickets
• Exclusive experiences

Better tracking encourages more participation

Sales reps are likely to default to the products and services they know best. Teaching them more about your products will help you gain market share and ensure they choose you over the competition. Simply put, training helps sales reps (and you) sell more. Sales reps want to learn, especially if they’ll achieve greater awards.

Motivate your sales reps to train with:

• Badges
• Tiered awards
• Leaderboards

Training is a hidden motivator

Sales reps tend to be competitive by nature, so they want to know how they’re performing in the program. Seeing how close they are to earning an award boosts motivation. To keep them motivated throughout the program’s lifespan, make it easy for them to understand the program rules and watch their progress (and accomplishments) build.

Inspire sales reps to reach their goals with:

• Progress bars
• Goal trackers
• Regular updates

Start building a better sales incentive program today

These five categories are just the beginning for optimizing your incentive program. To truly understand what drives sales reps’ motivation, you need in-depth insights into their expectations, wants, needs and pain points. The actionable insights in our research report will help you implement the changes you need to elevate your program experience and drive measurable results. 

See how personalization, communication, experiences, tracking and training come together to drive better engagement in the full report, “Effective incentive programs for sales reps,” or watch our webinar, “What sales reps really want from an incentive program,” for a breakdown of the findings.