The Sales-Incentive Gap
Could your sales force be better at finding new business -- or at profitably retaining the business you already have? Incentives that reward crucial selling tasks help salespeople make their goals by helping them prioritize their time. But, as the numbers suggest, too few companies back their words with action.
|Sales task||% who consider it important||% with incentive for salespeople|
|Retaining existing customers||95%||31%|
|Selling to major accounts||90||28|
|Finding new accounts||90||30|
|Improving profit contribution||87||46|
|Reducing selling costs||54||11|
Source: "Sales Force Compensation," a survey of 250 U.S. companies, 66% with sales of less than $25 million, the Dartnell Corp., Chicago, 1992.
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