Incentive as a Component of Salesman Compensation Structure

Incentives as a Component of salesman Compensation Structure By Mohit Pandey 11DM-187 Sales Management-Section D What are Incentives? It is defined as a type of additional remuneration both in cash or kind given to an employee as a means of increasing output or as a pauperizational influence. Why do we need to give bonuss? Firstly inducements work as psychological stimulant for a person to perform better. Incentives act bid the pot of gold at the end of the rainbow. Secondly, the turnover rate of a salesperson is very high and also the cost of replacing a salesperson is also preferably high, approximately around $40-50k.Thus to retain the stovepipe talent in the company we need to provide adequate motivators to the sales force. The salesperson spends most of his time out in the field and this shufflings it quite difficult to monitor him. Incentives act as an automatic monitor to make sure that the salesperson is working towards achieving his sales targets. What are the ty pes of Incentives given to a Salesman? The salesman remuneration structure is divided into two parts Fixed wage and Variable Salary. In a totally risk-free situation thither would be no fixed salary, the salesman compensation would consist only of light speed% Commissions.But since the grocery is never 100% risk-free and also because of longer drift-cycles the compensation plan has some amount as Fixed Salary. The types of Incentives are * currency This is most widely given type of incentive. Everyone knows that the major lure in a salesmans job is the opportunity to earn a atomic pile of money and cash incentives are a major component. Cash incentives dismiss be segregated into two sub-types * Commissions It is directly to the sales volume. Example 5% commission on every T. V interchange. It feces either be cypher on the reach brink or on the damage of the product.Commission are short-term incentives and lead to increase in the sales move put in by the salesman. * Bo nus It is given if the salesman achieves a coveted no. of sales known as sales target/quota. It is calculated on the base pay. It is a medium/long term incentive depending on whether it is given quarterly or annually. * Non-Cash These are generally non counted as a part of the compensation plan. They are given to egg on the salesman and based on slaying in the long term. Non-cash incentives include * enable Cards * Merchandise Travel What parameters are utilize to dress incentives? more often than not the ratio of incentives as a percent of the total compensation decreases as you go up the hierarchical structure. At a salesman level it terminate go up to 100% of his base pay objet dart at the manager level it can vary from 40-60%. The parameters generally used to determine incentives are * Total revenue * in the buff revenue * Gross profit * Price realization * Units sold * Select product sales * New products * Outdated products * New accounts * Retained accounts * Accou nt expansion Customer contentment * First order * Order volume * Contract commitment * depict sales objectives or milestones The parameters used should be aligned with the business dodge of the company. For e. g. If a company is launching a new product into the mart through the existing sales force, then it doesnt make finger for the company to not have the sales nos. of the new product sold as playing a part in deciding the incentive level of the salesman. Normally only few parameters should be selected so as to make the compensation plan clear to the salesman.The compensation plan should be as clear to the salesman as possible so that he can easily calculate how much he can earn in that year. The sales target being set should be possible and achievable. ideally sales targets should be set after a discussion amid the management and the salesperson both. Ideally incentives should not have an upper-cap, this deters the high performers. withal if a company has to set an upper-ca p it should be higher than the maximum realistic possible of a salesperson.A few key points that should be kept in mind while setting the parameters for deciding incentives are * The current market situation (growth or recession). * The product type (B2C or B2B) * The sales order cycle (long or short) * The business strategy ( Increase market perceptiveness or may increase sales of a high margin product or launch of a new product) How much incentive to offer and to whom? The percentage amount of incentive offered to the sales force should not be equal across the board. The high performers must be rewarded for their performance, while the low performers need to be encouraged to perform better.The better the performance the higher should be the incentive level. Also in depicted object of squad selling the incentive has to be distributed proportionately amongst the squad. It should not be the case wherein the laggards piggyback on the star performers and get the same level of incen tive. to boot a proper framework has to be devised on a company-to-company earth to decide the distribution of incentive for a product sold amongst the team members so as to control costs and avoid giving four-fold incentives for the same product to duplex persons involved in the sale.The incentives offered should be integrate of both short and long term incentives i. e. commissions, bonus, non-cash rewards, etc. This is to ensure that the motivation level of the salesperson is up throughout the year and does not bloom of youth at certain periods. The level of incentive payout should be adequate uncomplete in like manner little so as to discourage the salesperson nor as well as much as it will increase costs and lower earnings and also lower the morale of the non-sales staff. ConclusionHence we can close up that incentives as a component of a salesman compensation structure is passing important. Following is a generic framework which can be used to decide an incentive pla n * The plan should be clear and come up understood by the sales force. * Decide the level of incentive i. e. the percentage to be given and how much and to whom, based on the performance level. * restrict criteria for giving incentives based on a proper analysis of the factors tell above in the discover. take hold as less parameters as possible. Keep the sales target level competitive yet achievable. * The level of incentive should be adequate i. e. comparable to the competitor but neither too low nor too high. * Determine the periodicity of incentive payout. * The incentive payout should be based at proper intervals during the year. Sales contests and non-cash rewards are a acceptable way to achieve this. * The plan should be flexible. Ideally make multiple plans and offer it to the sales person so that he can read which one suits him best. Bibliography Restoring Balance to Sales CompensationHead, Robert G. Sales and Marketing Management144. 9 (Aug 1992) 48. Readers report How we use incentives Donath, Bob. Sales and Marketing Management145. 6 (Jun 1993) 34. Talking money Anonymous. Sales and Marketing Management149. 12 (Nov 1997) 64-70. May the Sales Force Be with You Ladd, Scott. HRMagazine55. 9 (Sep 2010) 105-107. Reframing salesforce compensation systems An agency theory-based performance management perspective Bartol, Kathryn M. The daybook of Personal Selling Sales Management19. 3 (Summer 1999) 1-16.