Situation: Many companies have challenges creating effective incentives for sales people to sell. The CEO of one company asked others around the table what their experience has been creating effective incentives to maximize the efforts of their salespeople. How do you incentivize salespeople to sell?
Advice from the CEOs:
• The three fundamental sales compensation strategies are commission only, salary only, and base salary plus commission. The group discussed the advantages and disadvantages of each approach.
• Commission only. This system is good in the sense that it incentivizes the salesperson to earn as much as possible. Some highly successful sales organizations give new salespeople a “runway” of, for example, a year with a modest salary to establish themselves. Once they have reached the end of the runway, provided that they have proven that they can sell, they shift to commission only. Once on commission they must sell to eat. The down sides are that a high percentage of “rookie” sales reps many do not succeed, and even successful reps may not to be dedicated to the company. Both latter groups may be on the lookout for a more suitable option for themselves or a better deal.
• Salary Only. Unlike commission-based sales, this option may not provide much incentive to excel. It may foster complacency.
• Base salary plus commission. Generally, this system is the one favored by many companies. It gives the salesperson some degree of stability while they are developing their accounts yet motivates them to “break the bank.”
• The best sales systems allow and encourage their salespeople to make a lot of money. In some of these companies salespeople are among the most highly paid people in the company. This boosts both retention and success.
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