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Incentive Programs for Sales Teams

Build incentive programs that drive performance

Key learning outcomes:

  • Implement an incentive program to lift your sales team’s enthusiasm, productivity and results.
  • Recognise the need to reward all team members, not just the same few who consistently achieve the best results.
  • Acknowledge the benefit of a short time frame for programs.
  • Establish reasonable and achievable targets to ensure motivation remains high.


There is nothing salespeople like better than a good competition or a reward for a great result. Sales incentives are a good way to encourage positive behaviour or boost performance over a defined period of time. Following are some guidelines we have developed from working with sales teams for over 20 years, which will ensure you get the results you are looking for from your incentive program. We also give you some ideas for incentive programs that you can implement in your business.

Incentive program guidelines

1. Keep the program time frame short

Salespeople tend to focus on the short term. This means that you have a greater chance of success with short-term programs. We find that running several four to six-week programs over the course of the year works better than a single program that runs over a full year. Shorter programs tend to keep interest and energy high.

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