The Complete Guide to Sales Force Incentive Compensation: How to Design and Implement Plans That Work available in Hardcover
- Pub. Date:
"If you’re like most sales leaders, your incentive program is a constant challenge, as you try to jumpstart sales, energize a geographically dispersed and autonomous workforce, and motivate salespeople to achieve ambitious revenue goals. And sometimes it seems like you just don’t know what works; your products and markets are changing, the incentive program that was so successful last year no longer produces the desired results, or perhaps the generous incentive program you created has yielded a corps of highly paid salespeople who spend most of their time on existing clients and minimal time generating new business -- and threaten to walk away with your customer base if you scale back paychecks!
Incentive programs are seductively powerful but complicated instruments. Without careful planning and implementation, they can be too stingy to motivate, too complex to understand, too quick to reward mediocre results, and too difficult to implement. But a well-designed and implemented incentive program is an essential tool for building a motivated, highly effective sales force that delivers the results you need.
The Complete Guide to Sales Force Incentive Compensation is a practical, accessible, detailed roadmap to building a compensation system that gets it right by creating motivating incentives that produce positive outcomes. Packed with hundreds of real-life examples of what works and what doesn’t, this important guide helps you:
Understand the value of building an incentive plan that is aligned with your company’s goals and culture.
Avoid the common trap of overusing incentives to solve too many sales management problems.
Measure the effectiveness of your current incentive program, employing easy-to-use tools and metrics for pinpointing its weak spots.
Design a compensation plan that attracts and retains successful salespeople, including guidelines for determining the correct pay level, the best salary incentive mix, the proper performance measures, and the right performance payout relationship.
Select an incentive compensation plan that works for your organization -- then test the plan before it is launched.
Set territory-level goals that are fair and realistic, and avoid overpaying the sales force because goals are too easy, or demoralizing salespeople by having goals that are too difficult or not fairly assigned.
Create and manage sales contests, SPIFFs (Special Performance Incentive for Field Force), and recognition programs that consistently deliver the intended results.
Manage a successful transition to a new compensation plan and build efficient administration systems to support your plan.
Every year, corporations spend $200 billion compensating their sales forces, with extremely mixed results. Make sure every dollar you spend is helping to achieve your goal of creating an empowered, effective sales force that drives your company’s success. Packed with ready-to-use formulas and assessment tools and a wealth of insights from frontline sales managers and executives, The Complete Guide to Sales Force Incentive Compensation is your hands-on, easy-to-read playbook for crucially important decisions."
|Edition description:||New Edition|
|Product dimensions:||7.10(w) x 10.10(h) x 1.80(d)|
|Age Range:||17 Years|
About the Author
"Andris A. Zoltners is a Professor of Marketing at the Kellogg School of Management at Northwestern University. He is a founder and co-chairman of ZS Associates, a global business consulting firm. For over 30 years, he has served the business community as a professor, consultant, speaker, and author on marketing and sales force performance. He lives in Evanston, Illinois.
Prabhakant Sinha is a founder and co-chairman of ZS Associates, where he has consulted with more than 200 firms in North America, Europe, and Asia. He also teaches executive education courses on sales force effectiveness at Kellogg, the London Business School, and the Indian School of Business, and leads custom workshops for sales leadership teams. He lives in Evanston, Illinois.
Sally E. Lorimer is a consultant, specializing in sales and marketing, and business writer. She was previously a principal at ZS Associates, where she consulted with numerous companies on sales force design. She lives in Northville, Michigan.
All three are coauthors of Sales Force Design for Strategic Advantage, and Zoltners and Sinha are coauthors (with Greggor A. Zoltners) of The Complete Guide to Accelerating Sales Force Performance."
Table of Contents
Chapter 1 Sales Force Incentive Compensation and the Successful
The Drivers of Sales Force Compensation Change 12
The Sales Force Compensation Challenge 17
The Sales Management System 19
The Role of Incentive Compensation Within the Sales
Management System 23
Diagnosing Sales Force Issues 29
How This Book Is Organized 32
Chapter 2 Reviewing a Current Incentive Compensation Plan and
Setting Objectives for a New Plan
Is It Really an Incentive Compensation Plan Problem? 41
An Overview of a Sales Incentive Plan Assessment Process 44
Assessment of Current Sales Compensation Plan Consequences 45
Assessment of Current Sales Compensation Plan Consistency and
Developing New Plan Objectives 83
.................15869$ CNTS 05-19-06 09:21:54 PS
Chapter 3 Plan Design Fundamentals
Sales Compensation Plan Design Terminology 94
Chapter 4 Plan Design Part 1: Determining the Correct Pay Level
Is Your Sales Force Pay Level Correct? 108
The Range of Sales Force Pay Levels 112
How to Determine the Right Sales Force Pay Level 115
Chapter 5 Plan Design Part 2: Finding the Best Salary–Incentive
Do You Have the Right Pay Mix? 143
The Range of Salary–Incentive Mix 151
How to Determine the Right Salary–Incentive Mix 160
A Pay Mix Scorecard 179
Chapter 6 Plan Design Part 3: Selecting Performance Measures
Are You Using the Most Appropriate Performance Measures to
Determine Your Incentive Plan Payout? 184
Types of Measures 187
How to Determine the Most Appropriate Sales Incentive
Measures: An Advisory 192
How to Determine the Most Appropriate Sales Incentive
Measures: Specifics 198
Chapter 7 Plan Design Part 4: Determining the Right
Is the Most Appropriate Performance -- Payout Relationship
Used for Determining the Incentive Plan Payout? 227
Representing Performance -- Payout Relationships 228
Decision 1: Bonus Plan or Commission Plan? 231
Decision 2: Progressive or Regressive Plan? 237
Decision 3: Caps or No Caps? 243
Decision 4: Pay from the First Dollar or from Goal or a Fraction
of Goal? 245
Decision 5: Single Measure or Multiple Measures? 251
Concluding Insights 261
Chapter 8 Evaluating Proposed Sales Incentive Compensation
Plan Alternatives and Selecting a New Plan
An Overview of Candidate Sales Compensation Plan Assessment 267
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Quantitative Assessment of a Candidate Sales Compensation Plan 271
Qualitative Assessment of a Candidate Sales Compensation Plan 295
Future-Proofing Assessment of a Candidate Sales Compensation
Conclusion: From Objectives to Reality 308
Chapter 9 Setting Effective Goals and Objectives
Are Your Sales Force Goals Appropriate? 314
Types of Goals 327
How to Set Effective Sales Force Goals: a Five Step Process 330
Tracking Performance Against Goals 369
Goal-Setting Recommendations 372
Concluding Insights 375
Chapter 10 Increasing Sales Force Motivation Through Sales
Contests, SPIFFs, and Recognition Programs
Sales Contests and SPIFFS 380
Recognition Programs 403
Chapter 11 Making an Effective Transition with a Major
Incentive Compensation Plan Change
Sales Incentive Compensation Plan Change and the Sales
Management System 415
Challenging Sales Incentive Compensation Plan Transitions 421
A Sales Force Change Process Framework 435
Chapter 12 Incentive Compensation Plan Administration
Is the Incentive Compensation Plan Administered Well? 458
IC Plan Administration Systems and Processes 461
How to Design an Effective IC Plan Administration System 476
About the Authors"
What People are Saying About This
" This book provides clear instruction for the important
problems of how to set goals, how to measure performance, and how to
effectively manage change."
Director, Sales Operations, Summit, NJ
"This book does a wonderful job highlighting how sales force
incentives fit within the overall context of the sales effectiveness
Vice President of Sales, United Airlines
"Tapping into a wealth of academic and workplace experience,
this guide answers all the compensation questions your organization is
asking...or should be asking."
President, MasterBrand Cabinets Inc. / HomeCrest Cabinetry
"The authors use examples of the real-world challenges of
scores of companies to create a road map to effective sales force
Vice President Sales and Marketing, Harley-Davidson Financial ServicesInc.
"The 3-C's framework in this excellent book takes a strategic
approach to compensation that is practical and really motivates for the
Author of SPIN Selling
"A comprehensive guide to effective compensation programs for
all environments, whether the sales force is large or small or the
products are complex or simple."
VP, Compensation & Benefits, GE Consumer Finance - Americas
"Rich with real examples and analysis, this is the best book I
have seen on sales force compensation."
S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern
"""Rich with real examples and analysis, this is the best book I have seen on sales force compensation.""
-- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
“The 3-Cs framework in this excellent book takes a strategic approach to compensation that is practical and really motivates for the right results.” -- Neil Rackham, author of SPIN Selling
“This book does a wonderful job of highlighting how sales force incentives fit within the overall context of the sales effectiveness system.”
-- Jeff Foland, Vice President of Sales, United Airlines
“This brilliantly architected book is not just a ‘must read,’ it is a ‘must act upon’ if you want to improve your bottom line.”
-- Kash Rangan, Malcolm McNair Professor of Marketing, Harvard Business School
“The authors use examples of the real-world challenges of scores of companies to create a road map to effective sales force compensation.”
-- John T. Early, Vice President–Sales and Marketing, Harley-Davidson Financial Services Inc.
“Tapping into a wealth of academic and workplace experience, this guide answers all the compensation questions your organization is asking -- or should be asking.”
-- Mark A. Bate, President, MasterBrand Cabinets Inc./HomeCrest Cabinetry
“A comprehensive guide to effective compensation programs for all environments, whether the sales force is large or small or the products are complex or simple.”
-- Stephen Grimaldi, Vice President–Compensation & Benefits, GE Consumer Finance–Americas
""This book expertly balances qualitative and quantitative considerations for developing and implementing sales force incentive programs.""
-- Bill Kotcher, Market Manager, UGI/AmeriGas Propane
""This book provides clear instruction for the important problems of how to set goals, how to measure performance, and how to effectively manage change.""
-- Peggy Forssell, Director, Sales Operations, Summit, NJ"
"This book expertly balances qualitative and quantitative
considerations for developing and implementing sales force incentive
Market Manager, UGI/AmeriGas Propane
"This brilliantly architected book is not just a ‘must read,’
it is a ‘must act upon’ if you want to improve your bottom line."
Malcolm McNair Professor of Marketing, Harvard Business School
Most Helpful Customer Reviews
Planning the ideal salesforce incentive compensation program is very challenging. Pay enough, and you'll energize your salespeople. Pay too much, and you'll throw money away while turning salespeople into loafers who can get by on fewer sales. Pay too little, and you'll push your best salespeople out the door. But how much is enough, too much or too little? How do you figure out the best mix of salary, commissions and bonuses to pay your salespeople? This comprehensive compensation guide is a good place to start answering these questions. Written by sales and marketing experts Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer, this is your essential map for developing and implementing the ideal compensation incentive plan for your salespeople. getAbstract recommends it to sales managers who want to do a better job of meeting their personnel needs and, therefore, their sales targets. (Read this before you negotiate compensation with anyone else.)