How likely is it that your sales incentive program engages your entire sales force (Your top performing superstars, the average sales person, the ones barely squeaking by)? Probably not very.
There are a few reasons.
For one, everyone is different. What might incentivize one person to exceed (or even meet) their quota won’t incentivize another.
Also, if your incentive program is focused on only the top performers, those that are anywhere below that will automatically check-out.
How could middle and low performers be expected to achieve the same goal as someone that produces a significantly higher amount of sales per day, per week, per month, per year?
They can’t. It is unrealistic.
Take into consideration the majority of your sales team sits in the middle. Not at the top and not on the bottom (Phew.).
Why not capitalize on the opportunity to gain a small increase from each member of a larger audience instead of assuming the top performers will carry the weight?
Chances are top performers are already motivated to perform without the incentive (it’s just who they are), meaning, you will receive a greater program ROI by focusing on improving the bulk of your team to be successful. Not only will this have a positive impact on the numbers, but it will also motivate your team and increase their performance. You really can’t go wrong.
The bottom line: There is far more potential and room for incremental lift among your middle and even bottom performers. If you could more evenly distribute where sales are coming from, why wouldn’t you?