article | March 31, 2013
Is Your Sales Compensation Driving the Right Behaviors?
In our recent interviews with HR business partners this is a top concern. If the compensation plan is not effective it will have profound negative effects. Here are just a few:
Early Results Are In
If you are like many, you invested in outside help to benchmark your compensation. Did you get the bump you expected? If you haven’t checked yet, now is the time. Early April is the time to assess and, if necessary, make corrections. Time is of the essence. Here’s why:
Making within-year changes to the compensation plan is a serious undertaking. By now, sales reps have internalized the dynamics of the plan. They have targeted their selling campaigns for the coming year to maximize their income. Momentum is strong. Even if it is in the wrong direction.
The analytical work and testing to develop the new compensation plan consumed hours. Here’s the question: Should the time investment made just a few months ago be scrapped so soon?
Compensation is not an exact science. Sometimes a slightly flawed plan will reward most of the right behaviors. It doesn’t have to be perfect, just effective. An assessment now will give you 3 choices:
Compensation: One Factor Among Many
Unfortunately, compensation planning is often an academic exercise. Benchmark data is purchased toward the end of the year. The existing plan is compared to see how it stacks up against the market. Adjustments are made for changes in coverage, expected new products and key initiatives. The plan is finalized and approved. The danger is that this is isolated from the dynamics of the whole sales framework.
How do you know if comp-incented behaviors can move the needle? Sales performance is affected by a wide range of factors. Here are a handful that could impact overall compensation attainment:
In short, you can’t just rely on a benchmark to assess your compensation. The interactions among the various factors require an understanding of the entire Sales Force Effectiveness Framework. This is beyond the services provided by firms that specialize in compensation. Click here for more details on the risks of relying on comp benchmarking alone.
The Q1 compensation results will soon be in your hand. It’s time for HR business partners to ensure that compensation is delivering results.
In just a few minutes you’ll have a clear understanding of how your plan is performing. If you need to take immediate action, it will be apparent. Your sales team’s ability to Make the Number depends on foresight and action.
Once you have completed the checkpoint, share a comment below. Your peers will appreciate hearing from you. An effective compensation plan is a strong competitive advantage. Make sure yours is sharp today.
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