{"id":3419,"date":"2025-05-22T10:36:08","date_gmt":"2025-05-22T00:36:08","guid":{"rendered":"https:\/\/www.biworldwide.com\/en-au\/?p=3419"},"modified":"2025-05-22T10:36:09","modified_gmt":"2025-05-22T00:36:09","slug":"overcoming-obstacles-to-contest-design","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/overcoming-obstacles-to-contest-design\/","title":{"rendered":"Overcoming obstacles to contest design"},"content":{"rendered":"
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Home<\/a><\/span><\/span><\/div>\t\t\t<\/div>\n\t\t\n\t\t\t\t\t
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<\/div>\n\t\t\t\t\t\t\t\t\"Three\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\tOvercoming obstacles to contest design\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t
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Picture this scenario: you\u2019re in a meeting and sales are down. As you brainstorm ideas with your team, you suggest running a sales contest to close out the quarter strong. Your boss thinks it\u2019s a genius idea and tasks you with designing a program to launch next week<\/strong>.<\/p>\n\n\n\n

Let’s Talk<\/a><\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tWalter Ruckes\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t, Vice President of Life Sciences, BI WORLDWIDE<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tSara Mutchler\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t, Managing Director, Life Sciences and Healthcare<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tMore about the authors<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n
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Sales organisations of all shapes and sizes run sales contests, incentives, or SPIFs on a regular basis. They may seem like a simple way to motivate your team to sell more of a new, underperforming, or lagging product, but designing one that truly works is more complex than it may appear on the surface.<\/p>\n\n\n\n

There are many obstacles BI WORLDWIDE has observed when designing effective contests for sales organisations. Here are eight challenges you may face as well as solutions to make your contests drive the results you\u2019re looking for.<\/p>\n<\/div>\n\n\n\n

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\n\t\t\t\t\t\t\tChallenge #1: Data\t\t\t\t\t<\/h3>\n\t\t
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One of the cardinal rules of contest design is connecting the behavior or result as closely as possible to the reward. When accurate data can lag for weeks or longer, it\u2019s hard to make that connection and celebrate success.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #1: Design around behaviors that lead to increased sales\t\t\t\t\t<\/h3>\n\t\t
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The best thing about a contest is that it doesn\u2019t conflict with compensation plans, so there is limited concern about overpaying for activities. Contests are short-term in nature, allowing you to test different activities and see which lead to the strongest results.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div><\/div>\n\n\n\n

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\n\t\t\t\t\t\t\tChallenge #2: Adjustments\t\t\t\t\t<\/h3>\n\t\t
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Think of running a contest like playing a football game. When a team is down at halftime, the best coaches analyse the opponent\u2019s strategy and make adjustments to change the momentum. Adding a contest when half the earning time has already passed can demotivate most participants and only reward those who were already achieving.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #2: Run contests strategically\t\t\t\t\t<\/h3>\n\t\t
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Adding contests at the end of an earning period isn\u2019t inherently bad. However, you need to ensure your salesforce can meet the challenge. Give them enough time to make adjustments, make sure the goals are achievable by everyone and not just top performers, and have data to support the need so you can track the return on investment.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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\n\t\t\t\t\t\t\tChallenge #3: Winner takes all\t\t\t\t\t<\/h3>\n\t\t
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The go-to solution for quickly motivating a salesforce is to set up a leaderboard and reward the top achievers. Contests that reward only the top performers can demotivate the rest of the team, especially if the gap between winners and losers is wide. Fairness is a major concern with contests like this, as sales reps in different territories or with varying account sises might face unequal opportunities. A contest that gives participants a clear advantage over others can create resentment and undermine team morale.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #3: Reward multiple levels\t\t\t\t\t<\/h3>\n\t\t
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To keep morale high, it\u2019s important to design contests that reward multiple levels of achievement or emphasise team goals. Many times, leaderboards are the perfect layer on top of a contest design that has opportunities for all levels to earn.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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\n\t\t\t\t\t\t\tChallenge #4: Running the same program\t\t\t\t\t<\/h3>\n\t\t
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The last contest you ran was successful and surpassed its goals, so you decide to run it each quarter. But progressively, you see a trend of sales being lower than normal until you post the contest when you see activity increase. You realise that your audience is gaming the contest and holding back sales until the contest is live.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #4: Keep things fresh\t\t\t\t\t<\/h3>\n\t\t
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Avoid repeating contest schedules too often and keep things fresh. If your sales team can predict when contests occur, they might time their efforts strategically rather than fostering genuine, consistent behavior changes. Remember that variety is the spice of life, and it\u2019s also the key ingredient for a successful contest.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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\n\t\t\t\t\t\t\tChallenge #5: Appropriate goals\t\t\t\t\t<\/h3>\n\t\t
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Successful contests have attainable goals, but if employees feel the targets are too easy, they won’t inspire the desired level of effort. Conversely, if goals are too ambitious, they start to feel demotivated.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #5: Strike the right balance\t\t\t\t\t<\/h3>\n\t\t
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Striking the right balance can be difficult and requires deep insights into each rep\u2019s capabilities and past performance. Defining clear, measurable metrics that fairly capture contributions is a challenge, but it\u2019s the best way to ensure a successful, engaged salesforce for your contest.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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\n\t\t\t\t\t\t\tChallenge #6: Disappointing results\t\t\t\t\t<\/h3>\n\t\t
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You\u2019ve identified a problem, analysed the data and designed the perfect contest with customised goals for reps to choose from. You\u2019ve determined the ideal mix of inspiring awards and launched the contest with an email to the team. Then you wait for the anticipated results. However, you don\u2019t send any follow-up communications, and reps have no way to track their progress. The results aren\u2019t what you expected.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #6: Remember to follow up\t\t\t\t\t<\/h3>\n\t\t
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Designing the perfect contest is only one part of the formula for success. Another part is launching it with vivid, clear, and inspiring communications. Providing frequent updates so reps are aware of their status and ensuring management is included in the communications plan leads to further success of the contest. A successful contest relies on sales reps being aware of it, understanding it, and receiving regular updates on their progress.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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\n\t\t\t\t\t\t\tChallenge #7: Boring names\t\t\t\t\t<\/h3>\n\t\t
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Many times, sales contests have boring names like \u201cFourth Quarter Challenge\u201d or the product name followed by the word \u201ccontest.\u201d This works for clarity, but it doesn\u2019t stop people long enough to gain and keep their attention.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #7: Be creative\t\t\t\t\t<\/h3>\n\t\t
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Give your contest a memorable name. If your product works fast, incorporate speed into the name. If it does a variety of things, make it all about a winning combination. When naming a program, a play on words is often the key to getting attention. Pair it with compelling visuals, and it acts as a reminder for the sales reps. When they see the words \u201cMarket Share Monsters\u201d and a visual of Godzilla, they won\u2019t forget that it\u2019s their job to go out and scare the competition!<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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\n\t\t\t\t\t\t\tChallenge #8: Wrong rewards\t\t\t\t\t<\/h3>\n\t\t
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If you ask salespeople what motivates them the most, they\u2019ll usually say, \u201cShow me the money!\u201d But multiple research studies show that for short-term incentives and contests, tangible non-cash rewards are more compelling and get the most action.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n

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\n\t\t\t\t\t\t\tSolution #8: Have fun with the awards\t\t\t\t\t<\/h3>\n\t\t
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Just like you should get creative with the design of the contest, get creative with the awards. Look for unique items or packages that reps can envision earning. Also think about experiences, as many studies show that experiences far outpace other awards as motivators. People talk about where they travel and the experiences on those trips, and they\u2019ll remember those awards much longer than how they spent a cash award.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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Creating a contest that inspires and delivers results doesn\u2019t have to be difficult, and you don\u2019t have to be a genius to make it work. It just takes a little thought, a little creativity, and the experience to know which obstacles to avoid.<\/p>\n\n\n\n

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The best way to get started is to get in touch!<\/h2>\n\n\n\n

Speak to a member of our expert team to learn how our solutions can motivate your sales teams.<\/strong><\/p>\n\n\n\n

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Let’s Talk<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Picture this scenario: you\u2019re in a meeting and sales are down. As you brainstorm ideas with your team, you suggest running a sales contest to close out the quarter strong. 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