There are many ways that organizations try to engage their sales force-contests, raffles, incentives… However one of the most effective ways to create employee engagement is simply to recognize the contributions of individual sales professionals and sales teams. In this week’s post I would like to cover a number of tips to help organizations effectively recognize and engage sales professionals.
Tip #1-Gather feedback
I think one of the best ways to recognize and engage employees is to gather feedback on the expectations and functionality of the recognition program. Find out from sales professionals how they would like to be recognized and rewarded and how they want to access the recognition program at the very least. When the sales force has input on the recognition program design it is more rewarding and more likely to be a success.
Tip #2-Keep the Sales Recognition Program simple
Recognition programs often include numerous ways for employees to receive recognition awards but if the program cannot be easily explained participation will suffer. By posting recognition program information in break rooms, online and in the employee handbook or welcome package for newly hired sales professionals, a company is communicating the recognition program with employees and thus sales professionals can be better informed and are more likely to participate. Some of my clients with sales recognition programs utilize posters and handouts while others rely more on emails and the recognition program website to communicate the award program.
Tip #3-Offer a Variety of Award Merchandise
Lifestyle merchandise awards are very effective for recognizing and engaging sales professionals. Tangible recognition awards have been proven to elicit emotional engagement and extrinsic motivation to participants who work hard to earn a particular recognition award. In addition, tangible awards have been shown to increase employee retention more than cash or gift cards.
Tip #4-Include Public Recognition Opportunities
Jeffrey Gitomer of The Eagle Tribune notes, “Award achievement in public. Not just at the meeting- make sure it's on your blog, in your e-zine and posted on your website.” Gitomer adds that when a person receives public recognition there are several unspoken benefits. “There is the incentive for that person to maintain or improve his or her performance to stay at the top. And there is huge stimulus for others in the audience to try to win an award next year.”
Tip #5-Integrate different forms of recognition
Recognition should not be limited to just management recognizing sales professionals. Peers and customers or clients may also have occasions in which they would like to recognize sales professionals. Often clients of mine will allow people outside of management to recognize and reward sales professionals as part of an overall sales recognition program. People outside of management tend to submit their recognition nomination via a paper mail-in form or online. This form is then submitted to management or an approval committee for review before the recognition award is bestowed. Whether the award program involves management recognition, peer to peer awards or if the recognition comes from customers and clients, all of these forms of recognition can be integrated into an overall sales recognition program.
Sales professionals are integral to any company’s success and when it comes to recognizing and engaging a sales force, the possibilities are limitless. By considering these tips when planning or re-evaluating a sales recognition program, you can effectively recognize and engage sales professionals.
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