Motivation Is In The Message

When a sales incentive program fails to achieve the desired results, the reason is often readily apparent. Unrealistically high sales targets and uninspired reward choices are two of the more common causes for a program’s downfall. In other instances, however, a program’s undoing can come from a less expected source – the lack of a well-planned communications strategy to generate and maintain participant enthusiasm throughout the contest.

Asked about the specific consequences of neglecting the communications angle of a sales incentive program, David Dittman, Senior Vice President of the New Brunswick, New Jersey-based Dittman Incentive Marketing (www.dittmanincentives.com), suggests that a number of results typically ensue, none of them good.

“Participation in the program can be low due to lack of awareness or interest,” he says. “Enthusiasm can be low or decline over time. All of that contributes to one thing: very disappointing results. One important thing to note is that many times companies make the mistake of putting all their eggs into one ‘launch communication’ basket. They take great care to kick things off with gusto, but then neglect the program from that point on. This is definitely not a strategy to pursue if you are looking to meet or exceed your program goals.”

One other misperception about program communication Dittman identifies is the notion that the reward alone should be sufficient to gain and maintain interest in the program.

“The right level of reward is essential, of course – but we don’t believe it is nearly enough,” he says. “It is human nature for people not to sustain performance levels. Consistent communications help keep interest, energy, and motivation at high levels. People need to want the reward, but they also need to know how to get it and of course, see and hear about it as frequently as possible. That can only be achieved through communications.

“Communications also play a critical role in ensuring that people understand how special the reward is. If you are asking your sales team to reach challenging goals, they have to feel that the reward for their achievement is extraordinary – something they could not, or would not, do for themselves. Wrapping the reward in a strong message and stunning visuals, and clearly communicating its exceptional nature, are a must.”

So what does a well-designed incentive program communications strategy look like? Dittman suggests a number of elements he feels should always be in place:

“It starts with creating initial interest and excitement about program goals and rewards,” he says. “Goals are clearly articulated, rewards opportunities are given the proper spotlight. The program ideally has its own theme, identity, and personality. It’s engaging, fun, and alive. Communications are integral to all those things. Participants also need to know where they stand, so progress communications, at appropriate intervals, are a key ingredient to success.

“As far as the form communications should take and their frequency – this can vary by program, client, and objective. It is true that successful programs have communications that are sent with a higher frequency level, and make smart use of mixed media (print and electronic). We also work with clients to best leverage their existing, internal communications vehicles, so that participants are reached via as many channels as possible.”

Though Dittman says most of his clients appreciate the value of a well-planned and executed communications strategy, he admits that some clients do occasionally need a little extra persuading. Thankfully, he says, he always knows just what evidence will work.

“In situations where we need to help clients better understand the benefits of a strong communications strategy,” he says, “we take them through actual case studies that clearly show cause and effect. The proof is in the numbers!”