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1 SALES CONTEST 4 Keys to a Successful Contest & Other Useful Resources TOOLKIT

Contest Toolkit

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SALES CONTEST

4 Keys to a Successful Contest & Other Useful Resources

TOOLKIT

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INDEX

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The Four Keys

Case Study: Four Keys in Action

Email Templates

Four Keys Checklist

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INTRODUCTION

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• Tap into salespeople’s competitive nature

• Rally a team

• Create competition and excitement–even around “unexciting” activities

• Require careful planning and ongoing support

• Often go awry because it wasn’t set up correctly, or the sales manager didn’t put in the necessary time to make it work

• Employ four common elements to be successful

Employing sales competitions:

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FOUR KEYSTHE

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Keep it Simple!

1. Salespeople are busy and so are you!

2. Top salespeople have a sense of urgency, which means short attention spans.

3. It’s tempting to want to motivate all kinds of behaviors–don’t give in!

4. Contests are often designed to motivate too much or solve for exceptions.

5. Too many motivating parts gets confusing and people tune out.

6. That’s the worst possible scenario because then you won’t change behavior.

7. You’re just rewarding people for things they’re already doing.

Keep it simple so people understand EXACTLY what they need to do.

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Make it easy to understand how to win and what the reward is.

Examples: Every client meeting earns points–the most points wins.

Every client meeting booked gets a point.

The most new sales pipeline this month wins (based on $ or % to goal)

Top 3 salespeople who close the most deals wins.

Top 3 salespeople who follow up on the most leads today wins.

Whoever updates Salesforce the most over the next two weeks wins.

Pick 1 or 2 actions you want everyone focused on - and 1 is better than 2!

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2 Make Real-Time Results Available

Salespeople log their activities and you can generate real-time reports.

Create a content-specific report so people know where they stand at all times.

This is a great way to drive Salesforce.com adoption.

Contest standings are all based on what’s in Salesforce.

If a salesperson wants “in” on the competition, the info needs to be in Salesforce.

Basing contest results on the reports is a fast way to motivate adoption.

Real-time results are one of the benefits of using a sales CRM system like Salesforce.com

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“Salespeople wouldn’t react too well to that!

If you don’t require this, imagine what this conversation would sound like... “Sales manager to the sales team...

I know John is at the top of the leaderboard report today in Salesforce, but Mary told me she had the most meetings, so she should get the prize.

It forces you, as the manager, to be clear about your expectations and definitions of what gets logged and how.

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3 Short Bursts Are Best

Run contests in short bursts to get them rallied and focused– if it’s too long people lose interest and the message gets stale.

If you focus on Key 1 (keeping it simple), focus on 1 or 2 behaviors. You might run a contest for one or two weeks– even 1 day in some cases.

Many contests will go for a month, about as long as you’d want to go.

Take advantage of salespeople’s natural sense of urgency,

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Three month contests might make sense in certain circumstances– but make it an exception versus the rule.

IMPORTANT | Annual “President’s Club” type incentives or quarterly bonus programs are okay to run for a longer period of time.

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4 Keep It Top of Mind

They were excited about it from the start, but then forgot about it and went back to their normal activities.

Promote real time results.

Scenario you don’t want:

Make sure you are communicating the standings on a regular basis, including reminders on how it works, the rewards and the timing.

Repeat those things over and over so people don’t forget.

Sales manager announces the contest and everyone is pumped. Four weeks later the sales manager announces the winner and the salespeople are thinking, “Oh yeah, I forgot about that. I wonder how I did?”

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Nobody likes looking at a leaderboard and seeing their name anywhere but at the top.

While a fun reward is important, people are mostly motivated by winning and being recognized.

Keeping those standings in front of people motivates activity.

Share updates with your own personal motivational messages several times per week or potentially every day.

Send updates via email, in team meetings and via Chatter if you are using Salesforce.com.

Make it clear what they need to do to move up the leaderboard.

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IN ACTIONCASE STUDY

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Scenario: No Industry Field!

Problem:

1. Fewer than 50% of Accounts in Salesforce.com have the industry field completed

2. There are over 4,000 Accounts in Salesforce, so 50% is a lot!

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Technology company with about 60 people on the sales team:

VP of Marketing wants:

1. Target marketing based on industry to help generate more leads for sales

2. Industry-specific newsletters3. How certain products apply to their industry4. Industry-specific case studies

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First attempt to fix this:

1. Sales team always wants more leads

2. Sales understands the value of targeted marketing efforts and often ask for it.

3. Marketing team asked the salespeople to update their Accounts in Salesforce.com

Multiple efforts to do this:

1. Explains why marketing wants to do this– to help you!

2. Cleaned up industry field dropdown options

3. Asked salespeople at monthly sales meetings

4. Sent email reminders in weekly sales e-newsletter

5. Asked salespeople ad-hoc during conversations

6. Over the course of a few weeks the “good citizens” made some updates but this still only got a handful updated.

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The Industry Quest Game:Applying the Four Keys?

Keep it Simple

Real-Time Results

• Fill in the industry field in Salesforce.com• Each Account update earns a point• Sales region with the most points wins• $10 Starbucks gift card for everyone in

the winning region

• Real-time leaderboard report keeps track of Accounts updated

• Report organized by sales region

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Short Burst

Top of Mind

• Email sent first thing every morning with leaderboard stats

• Link to leaderboard report posted to Chatter each morning

• Ran for 10 days

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The Results?

• Approximately 100 accounts updated in the first two hours

• 370 accounts updated on Day 2

• Over 1400 accounts updated in 10 days

• Accounts with industry field completed increased from 50% to 86% in two weeks

• Sales team had fun and enjoyed some competition!

BEFORE:

Four weeks of asking for help yielded about 100 accounts updated

CONTEST LAUNCHED:

The team didn’t expect this contest– surprise attack!

RESULTS:

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EMAIL

TEMPLATES

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Launch Email:Closing Sales Contest

Subject: Sales Competition for June Sales Bookings

To:

From:

Today, we are kicking off a sales initiative called the June Bookings Competition! The goal is to create some fun around beating our bookings goals in June. Sound fun? I hope so! Here are some specifics:

Contest Starts 6/1/2012 Contest Ends 6/30/2012

How to Win: The winning team will have the highest percentage of bookings to their target for November. All percentages and goals are tracked within Salesforce.com.

Contest Prizes: The winning team will get a team lunch (and bragging rights). Approximate value $250

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Who is Eligible?: Most people receiving this email are eligible, with the only exception being the management team, who will keep an eye on the leaderboard. Attached is a full list of participants if you’re interested.

Keeping Track of the Standings: I will send leaderboard updates via email twice a week. You can also see up-to-the-minute results by going to our leaderboard report here. (This would be a link to your report in Salesforce.com).

If you have any questions about the contest, let me know. And good luck!

Sincerely,

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Ongoing Update:Closing Sales Contest

Subject: Leaderboard update: June Bookings Competition

To:

From:

Hi, gang. Here’s an update on the June Bookings Competition! Only a few days in and we’re off to a great start!

Julie SoderwallEric SpencerMatt KalaskyKatie DurossDave MolliconeBrian UnkKatie Dudley

32.3%15.2%14.8%12.1%6.7%6.5%5.2%

Salesperson % to Full Month Goal

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As a reminder, the sales team with the highest percent to goal at the end of the month will win a team lunch (and bragging rights).

You can also see up-to-the-minute results on our leaderboard here. (This would be a link to your report in Salesforce.com).

Let me know if you have any questions. Keep up the great work!

Fondly,

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SALES CONTEST

KEYS CHECKLIST

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Keys Checklist

Keep it Simple

Real-Time Leaderboard

Pick 1 or 2 behaviors to reward

Auto calculates results

Easy to understand how to win

Always available

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Short Bursts

Keep it Top of Mind

1 day, 1 or 2 weeks, 1 month

Share standings 2-5 times per week

3 months as an exception only

Include reminder of how to win

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