Incentive Compensation | Behavior Matters!

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Once is Not Enough – Incentive Communications Need a Campaign

words an numbers over a group of people working at a table
Four Steps to Communicating Incentives

There is an old adage in advertising that says, “people need to see an ad seven times before they are influenced by it.” What does this mean for your incentive programs?

While advertisers may argue about the exact right number (I’ve seen some say that it takes 20 times – really, that seems overkill?), the concept that multiple views of information drives behavior has been shown to be true.  This is called “effective frequency” in the advertising world. 

In our internal communication world, we call it a communication campaign and organizations don’t use campaigns as often as they should. In the world of incentives, a full campaign can be a fantastic tool to add to your toolbelt.  

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12 Magic Words to Unlock Sales Performance

person at a desk form above with a quote
The Power of Word Choice

Prevail, accomplish, compete, strive, thrive, triumphed, achieve, mastered, win, success, gain, attain.

What do these words have in common?

When used appropriately they have the power to increase performance by 15% (or more!).

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Engage your reps with stories, anticipation, and graphic recall

Presentation on a laptop on a table with hands and text
Whiteboard videos can provide up to 15% greater retention of information

Telling your “incentive story” with video creates greater engagement, higher recall, and an overall increase in IC plan knowledge.  

If you’ve seen the Academy Award-winning movie, Schindler’s List, at the mention of the girl in the red coat, you can probably recall the specific scene I’m referring to vividly. This singular scene often stands out as the most revered and remembered scene in the movie. If you have not seen the movie, it is a black and white film yet in this specific scene there is a little girl walking through a crowded ghetto in a red coat.  

Little girl stands out in a red coat amongst a crowd of black and white soldiers
“The Girl in the Red Coat” is a fantastic example of vivid visual storytelling

Her red coat stands out vividly in comparison to the black and white coloring of the rest of the film. It captures our attention and draws our eyes to focus our attention on her. We follow her among the throngs of people and watch as she comes in and out of our view.  

So what does this have to do with incentives?

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A Home Run for IC Directors

Man sitting back in office chair with his hands behind his head looking satisfied
Create a Great IC Program AND Make Sure it is Understood

Incentive compensation professionals work hard at developing incentive plans that drive employee motivation while also meeting their company’s strategic objectives.

In the past, this has been achieved by using rules of thumb and stringent financial analysis. Yet, hard work is not enough in today’s turbulent times.  

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Are poor IC communications holding your sales teams back?

Boring pile of legal binders
Good Communication is Key to Engagement

Several years ago, we worked with a large Fortune 500 company whose IC Director was frustrated with low performance.

The metrics were there, the incentives were good, but the understanding was low… and sales were short.  How could a well-designed plan that they had spent months developing not be working?

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Communication makes your job easier – now get your company to invest in it

iPhone on table with plant
When companies invest in better incentive communications everybody wins

In today’s hyper completive world, you need a competitive advantage to stay ahead.

As sales professional your time and energy should be focused on selling not on trying to decipher the communications you receive from your organization.

Understanding how your incentive and rewards programs work should be easy. Today’s competitive tool for outperforming your goals is better communication.

Your comp plans and rewards may be good, perhaps the best, but if your company is not investing in communication, you often miss out on their true potential.

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Want to earn more and win more awards? Ask for better communication.

Hand raised with fist on white background with text and rocket icon
Make sure you have the tools to climb to the top

It’s no secret that as a salesperson you want to win.

You want to sell, to be on top, to surpass your target, and to join that award trip. You want to be rewarded for the hard work and sales that you bring in. 

But that can be hard to do if your company isn’t telling you what you need to do to win. Companies often spend significant time and energy designing those metrics and fall short when it comes to communicating them to you. This puts you in a tough position between your intentions and the outcomes of the plan.  

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Better Communication Means Higher Sales for You

Don’t let poor communication impact your incentive pay

You are out there every day working hard and selling to your customers – shifting with each change that is thrust upon you and dealing with the uncertainty that has come with these trying times.

It can be stressful, it can be challenging, but you believe that what your company does is important and that you are bringing value to your customers. 

In return, you deserve to be fairly rewarded for growing your business and helping the company succeed. And yet, when you get your quarterly bonus check, it is less than ideal. This shouldn’t happen.

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Creating Your Total Rewards Budget? Think: “Culture, Trust, Communication”

Message us here or email us at behavior@lanterngoup.com for help to optimize your reward program communications & impact.  

The New Year is rapidly approaching. If you are in the IC world, the pressure is on you to formulate and calculate budgets for next year’s incentive and rewards programs. 

Like most, you need to balance: rewarding top performers, targeting the right motivators, harmonizing cash and non-cash incentives, and staying aligned with your corporate philosophy. All the while, fitting these factors into your overarching financial budgets.

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IC Directors! Make Your Incentive Compensation Plan Count

As an IC Director, a lot of responsibility falls on your shoulders to drive performance, build motivation, and clearly communicate this year’s IC plan. 

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