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Extending sales incentives beyond the sales department

Refining sales strategies can help businesses expand or maintain revenue during economic downturns. As market conditions change, companies often need to adjust their sales incentive programs to account for new realities.

Refining sales strategies can help businesses expand or maintain revenue during economic downturns. As market conditions change, companies often need to adjust their sales incentive programs to account for new realities.

Business 2 Community states that to build a successful program, organizations must ensure that incentive plans reflect the overall sales strategy. This is difficult to accomplish as it requires organizations to explore a range of metrics, rewards and behavior with input from sales teams, finance, HR and top executives. While this collaboration is time-consuming it can improve the overall results of a program by keeping it in line with company objectives.

Writing for 4Hoteliers, customer service expert Doug Kennedy notes that businesses need to tie sales incentive programs to revenue, even when departments are not typically associated with sales. For example, within the hospitality industry employees working the front desk have a large influence on the quality of a guest’s experience, potentially increasing loyalty and driving repeat business. Loyalty programs provide hotels with a way to measure how much additional revenue is created by focusing on customer service.

A number of other factors can be included in sales incentive programs to develop a more team-based approach. The development of informational documents will help customers make their decisions. Employee reward programs that encourage the creation of more accurate and engaging materials can include metrics based on the overall increase in sales. This shows other departments how their work directly influences the success of the company and ties in with sales objectives. 

Creating a combination of individual and team based metrics for measuring sales performance can increase motivation for all employees. Sales incentive programs are often viewed as a commission structure for outside sales, but Kennedy notes they can be used in a variety of circumstances to create goals of all departments that help drive revenue growth.

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