Hold A Sales Competition – Tips On How To Succeed

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A sales competition at work can be a great way to both motivate your sales team and increase your company’s sales. However, it takes some preparation to succeed. You need to set clear goals and rules, find an inclusive approach and consider a win that motivates the participants. In this post, you will get tips on how to go about increasing the chances of your sales competition being a real success on all levels.

Choose the right setup for your sales competition

There are many different arrangements to choose from. Of course, it depends on the job in question. Of course, a B2B sales competition looks different compared to a sales competition held in stores. Regardless of the customer group and sales process, it is first and foremost good to think about what you want to achieve.

Feel free to look at relevant KPIs and think about how the competition can help you reach them. For example, it can be a goal to increase additional sales or increase the number of new customers. When you have a clearer picture of this, it’s easier to design the sales contest in line with your company’s overall goals.

Also, consider what is important for the entire sales department. Do you want to motivate your team to raise their performance on an individual level? Then you might be able to design a competition that is all about beating previous individual achievements. Or do you want to create a stronger team spirit in the team? Then maybe a team competition where your sales team must work together is the right option.

Studies also show that collaboration can increase motivation even on an individual level. Therefore, it can also be a good idea to set up a sales competition that includes elements that require teamwork but at the same time rewards individual achievements.

Here are some common options for setup:

  • Sales competitions in teams where the performance of all team members counts as a joint achievement.
  • Individual sales competitions where participants compete against each other or themselves.
  • Combined sales competitions with a focus on both teams and individuals

How to succeed with your sales competition at work

1.   Set clear goals and sub-goals for the entire sales competition

The goals of the sales competition should be well thought out and reasonable – not too easy and not too difficult. And feel free to add intermediate goals that will encourage the team throughout the entire period that the competition is running.

It’s also important to think about setting goals that everyone on your team can reach.

2.   Clear and transparent rules

In order for the sellers to get started quickly and smoothly with the competition, they must know what applies. Feel free to think of examples of how the rules can be applied in practice. In this way, you make it clear to the participants how they should relate to the rules.

Also, remember to have information about the sales competition available in different formats. A promotional session can be a good intro, but it is also wise to gather everything in one document so that participants can remind themselves of the rules and milestones during the competition.

3.   Link the sales competition to the company’s values

The purpose of the sales competition should be in line with the company’s values. For example, if your company values providing outstanding customer service, you can let the salespeople’s customer service factor into the results. It may not always be about who sells the most, but about who sells the best.

4.   Make the sales competition inclusive

No matter how big or small your sales team is, it consists of individuals with different strengths. Make sure the competition is inclusive and motivates everyone. It is therefore important to think about what results you are measuring and how you are measuring them.

In an individual competition, you can measure who has increased their sales the most, instead of measuring who has sold for the highest amount. In this way, everyone has the chance to compete against each other with the same conditions – despite different experiences.

If you’re running a team contest, you can encourage salespeople with a lot of experience to share tips and tricks with less experienced salespeople. For example, you can give a team an extra point for concrete tips from experienced salespeople that lead to a less experienced salesperson completing a deal, booking a customer meeting, or sending a quote. In this way, everyone can contribute, while the whole team develops together.

5.   Set up a time frame for the sales competition

The sellers must have a clear time frame for the competition. In this way, they can plan their plans and have concrete sub-goals to work towards.

Also, keep in mind that the time frame should be neither too short nor too long. Somewhere between 3-5 months is usually fine. Then the sellers have time to find a workable arrangement while the profit is not too far in the future.

6.   Maintain continuous check-ins

Participants most likely want check-ins more often than rarely. It is therefore important to have continuous check-ins where you go through how everyone is doing. Whenever possible, you can also set up a solution where participants can see the status day by day.

To motivate everyone, regardless of placement, you can also point out the highlights of the week or month. Maybe some parts can even give extra points? It could be points such as:

  • Most sent quotes
  • The highest number of booked customer meetings
  • Maximum number of customer meetings
  • The maximum amount for a single sale
  • Most new customers
  • Most new solutions for existing customers

In addition to motivating your salespeople to receive updates, it is also a good way for you who organize the sales competition to evaluate how the arrangement works. If there is something that does not seem to work well, you can consider whether it can be adjusted. If everyone in the team reaches the sub-goals without difficulty, you can, for example, add additional sub-elements. If you experience low motivation, consider whether you need to adjust the setup so that everyone feels included.

7.   A win worth working for

Profit should serve as a strong motivation. It should be something out of the ordinary. A trip, activity, or anything else that you can think of motivates your sales team. And don’t keep the winners waiting too long – the prize should be awarded immediately after the end of the competition or take place in the relatively near future.

Always evaluate the outcome of a sales competition

Once the sales competition is complete, it’s time to evaluate. In short, it is about understanding what went well and what can be done better in future sales competitions.

Try to look at the results from different perspectives to make the best evaluation possible. One perspective you can examine is how the participants experienced the competition. For example, you can ask students to share their thoughts on:

  • How they felt that the structure and rules worked
  • What motivated them about the competition
  • If there was anything that felt unclear
  • If they had wanted to do something like this again

Another important perspective is what it yielded financially. This can be measured in different ways, for example:

  • Sales during the sales competition compared to the corresponding period last year
  • The increase in sales compared to the total cost of holding the competition (costs for the prize, preparation work, continuous work to run the competition, etc.)
  • An overall analysis of possible increased sales in connection with the competition

By looking at participants’ experiences and financial performance, you can gain valuable insights into potential areas for improvement that will help you develop even more successful sales competitions in the future.

Are you still curious about how you can motivate your salespeople and at the same time increase sales? We help you with both strategy development and sales trainingget in touch or book an introductory meeting and we will tell you more!

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Simon Blanche