article | October 30, 2017
The 4 Lenses of Sales Compensation Planning
Omitting your customers from your sales compensation models is a mistake that will ultimately cost your company revenues. Sales leaders want reps to “sell more stuff.” In many cases, the messaging used to communicate this is inward-out focused and ignores the voice of the customer. In an age of fierce competition and zero-sum outcomes, companies can’t afford to ignore their customers anymore.
In a Sales 2.0 world, it has become common practice to incorporate the buyer’s journey into selling methodologies. Companies have realized that mapping buyer behavior is critical in developing demand generation strategies and sales processes. The focus has turned to the customer, which creates synergies that allow sales reps to win more deals at a higher price in less time. The interesting thing is that this same discipline rarely finds its way into sales compensation planning.
As a sales consulting firm, it is our job to bring insight that incorporates multiple data points. The Venn diagram below is an example of how we look through four lenses to bring together the unique viewpoints of each stakeholder. For a deeper dive, review all emerging Sales Compensation best practices in the “How to Make Your Number in 2018” or our . In the Workbook, turn to page 395 of the Sales Strategy section.
The 4 Lenses
Interested in exploring how this might work for your organization? Here’s the Call to Action:
If you are looking to “sell more stuff,” continue down the current path and use inward-out thinking to compensate your sales force. However, if you’re looking to create a competitive advantage that will produce long-term customer satisfaction and sustained revenue growth, include the customer lens in your sales compensation planning this year. Contact us if you would like to explorer our Compensation Planning services.