If your sales team is like most, you have a star group (20 percent) of top performers, a core group (60 percent) of solid performers, and a laggard group (20 percent) whose performance is consistently underpar. The question for sales leaders is: What’s the proper way to motivate each group? Let’s examine the who, why, what, and how of each group to determine the best sales motivation strategy for each.
Laggards are your lower-tier, or bottom 20 percent of, performers. They’re most likely in this group because they lack the experience, skill set, or motivation of other groups.
Core performers are the standard performers who make up the middle 60 percent of your sales force. They’re likely still finding their footing as skilled salespeople, or have become comfortable and plateaued in their performance.
This group is thinking about the future. They’re likely younger salespeople of Generation Y and Z, still excited when they close individual sales and hungry for the tools and knowledge that can make them better.
Star performers are the top 20 percent – the best performers in your sales force. They’re most likely the Gen Xers and Baby Boomers on your team who’ve put in the time and effort to become the best at what they do.
Star performers have likely earned most or all of the short-term incentive rewards you offer. They’ve put in the time and talent to help your business excel and appreciate recognition for that contribution. They’re more motivated by rare or once-in-a-lifetime reward opportunities or recognition for top-tier performance.
All of the above sales incentive strategies may seem like too much to manage, but that doesn’t have to be the case. Today’s advanced incentive technology can provide the power of a diverse reward experience. “With SaaS platforms, you can be more flexible and have non-cash incentives for different tiers of performers,” says Luke Kreitner, VP of sales at Loyaltyworks, a sales incentive program provider. “Online features let you segment sales promotions by specific qualifying groups, display leaderboards, and provide a wide range of reward pay-outs.”
Without online technology in your sales incentive program, it’s much more difficult to control your sales force’s reward experience. Using the right tools, however, you can tailor your sales incentive program so it motivates each member of your sales team – at each stage in their development.
Today’s post is by Steve Damerow, CEO of Incentive Solutions, which manages hundreds of incentive loyalty programs for companies in a wide range of industries. Steve Damerow can be reached at email@example.com or 678/514-0203.
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