4 considerations to get help from the sales force

Who drives the activity that generates revenues in the organisation? That’s right, the sales force. Obviously you need a product or service, and the operations to transform some inputs into these final products or services, but in the end is the final interaction between the sales force and the customer that generates the sale and creates revenue.

In this week’s marketing case study we were able to see the effect that changing the sales conditions had in the sales force, which reminded me of my previous interactions with the sales force. So I would like to share 4 important considerations when you need the help of the sales force to implement some new marketing activities.

First, whenever you need the sales force to do something new you need to give them a bonus related to that activity.

Second, the bonus has to be simple to understand and at least maintain the current level of earnings. 

Third, the variables by which they will be measured in the new bonus structure must be under the control of the sales force and must be quantifiable, i.e. if I do more of “A” then my bonus will increase.

Fourth, you need to motivate the sales force. They need to see the changes as an opportunity to improve their earnings and not as an obstacle that may reduce them.

These considerations may be of help when you are thinking of major changes that will affect the remuneration of the sales force.