{"id":615,"date":"2023-02-28T08:00:17","date_gmt":"2023-02-28T08:00:17","guid":{"rendered":"https:\/\/www.biworldwide.com\/en-au\/?p=615"},"modified":"2025-04-03T14:47:08","modified_gmt":"2025-04-03T03:47:08","slug":"the-ultimate-guide-to-sales-contests","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-ultimate-guide-to-sales-contests\/","title":{"rendered":"The ultimate guide to sales contests"},"content":{"rendered":"<div class=\" has-content-align-left has-overlay has-overlay--dark alignwide wp-block-biw-block-theme-hero\">\n\t<div class=\"biw-hero__grid\">\n\t\t\t\t\t<div class=\"biw-hero__breadcrumbs\">\n\t\t\t\t<div id=\"breadcrumbs\" class=\"breadcrumb-nav__wrapper\"><span class=\"breadcrumb-nav\"><span><a href=\"https:\/\/www.biworldwide.com\/en-au\/\">Home<\/a><\/span><\/span><\/div>\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<div class=\"biw-hero__media has-dynamic-border-radius\">\n\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__overlay overlay-dark\"><\/div>\n\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"630\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/tutsc-hero.png\" class=\"biw-hero__bg-image\" alt=\"women presenting to colleagues\" style=\"object-position: 46% 39%;\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/tutsc-hero.png 720w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/tutsc-hero-300x263.png 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"biw-hero__content\">\n\t\t\t\t\t\t<h1 class=\"biw-hero__title\" style=\"line-height: 1.2\">\n\t\t\t\tThe ultimate guide to sales contests\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__text\">\n\t\t\t\t\t\n\n<p>Successful sales contests include three critical elements: goal setting, emotional commitment, and focus. These elements will serve as the foundation for both short-term and long-term programs that will ultimately help you engage your sales reps to achieve your business objectives.<\/p>\n\n\n\n<p>Explore our guide to learn best practices to follow when designing your next incentive program.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__experts\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert\">\n\t\t\t\t\t\t\tWalter Ruckes\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert-title\">, 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<a href=\"#related-experts\" class=\"biw-hero__experts-link\">More about the author<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">What we believe about incentives:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sales incentive solutions must be grounded in&nbsp;<a href=\"https:\/\/www.biworldwide.com.au\/behavioural-economics\/\" target=\"_blank\" rel=\"noreferrer noopener\">behavioural economics<\/a><\/li>\n\n\n\n<li>Leaders are key to a successful sales contest or incentive program<\/li>\n\n\n\n<li>Sales contests should be funded from incremental gain<\/li>\n\n\n\n<li><a href=\"https:\/\/www.biworldwide.com.au\/sales-team-motivation\/salesmaker\/\">Tailored, local and audience smart incentive solutions<\/a><\/li>\n\n\n\n<li>Local client service matters<\/li>\n\n\n\n<li>Sales engagement and&nbsp;<a href=\"https:\/\/www.biworldwide.com.au\/solutions\/goalquest\/\">Return on Investment (ROI) should be measured<\/a><\/li>\n\n\n\n<li>Experience makes a difference<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Why sales incentives? What do they do?<\/h3>\n\n\n\n<p>Compensation plans create a bell curve of performance among sales reps\u2026 incentives move the middle.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"171\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/move-the-middle-graph.png\" alt=\"move the mdidle graph\" class=\"wp-image-619\" style=\"width:672px;height:auto\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/move-the-middle-graph.png 450w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/move-the-middle-graph-300x114.png 300w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n\n\n\n<p>Compensation plans do their best to be flexible and adapt to changes throughout the year, but can\u2019t do it all. Sales contests are flexible and can be changed quarterly, monthly, weekly or even daily. To keep your sales contests performing at their peak &#8211;<a href=\"https:\/\/www.biworldwide.com.au\/research\/blog\/move-the-middle-with-sales-contests\/\">&nbsp;make sure you&#8217;re avoiding common misconceptions<\/a>&nbsp;like &#8220;Most of my lift comes from my top performers&#8221;. It actually doesn&#8217;t.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5 Sales Contest Mistakes to Avoid<\/h2>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vimeo wp-block-embed-vimeo\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"5 Sales Mistakes to Avoid\" src=\"https:\/\/player.vimeo.com\/video\/463256138?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Where does a sales incentive program fit in?<\/h3>\n\n\n\n<p>Incentives should be treated as a separate component of your overall strategy for&nbsp;<a href=\"https:\/\/www.biworldwide.com.au\/research\/blog\/2023\/incentive-design-and-the-use-of-rewards\/\">how to motivate your sales team.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"493\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture3.png\" alt=\"cash vs non-cash vs recognition table\" class=\"wp-image-620\" style=\"width:675px;height:auto\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture3.png 900w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture3-300x164.png 300w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture3-768x421.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Why should I run a sales contest?<\/h3>\n\n\n\n<p>Sales contests provide sales reps at all levels the opportunity to stretch and increase their performance throughout the year, as well as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Narrow the gap between current performance and quota<\/li>\n\n\n\n<li>Sustain high performance<\/li>\n\n\n\n<li>\u201cMove the middle\u201d in the performance bell curve<\/li>\n\n\n\n<li>Drive activities, short-term impact, and on-demand behaviour change<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"526\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture4.png\" alt=\"graphic for reward behaviours, reward achievement, reward result\n\" class=\"wp-image-623\" style=\"width:646px;height:auto\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture4.png 900w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture4-300x175.png 300w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture4-768x449.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How much should I spend on sales contests?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>1-5%<\/strong>&nbsp;of total sales revenue<\/li>\n\n\n\n<li><strong>5-10%<\/strong>&nbsp;of incremental sales revenue<\/li>\n\n\n\n<li><strong>12-24%<\/strong>&nbsp;of incremental profit<\/li>\n\n\n\n<li><strong>2-5%<\/strong>&nbsp;of the average participant\u2019s income (multiplied by the fraction of the year that the program period represents)<\/li>\n\n\n\n<li><strong>15-25%<\/strong>&nbsp;of cost savings in a cost-reduction program<\/li>\n<\/ul>\n\n\n\n<p>The percentages allocated for each component will vary based on the types of programs being designed. Recent research shows that instead of trying to drive down administrative costs for sales contests, a balanced approach works best. Strong communications are key, as are visual trackers and progress reports.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"591\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture5.png\" alt=\"Pie chart for cost allocation for sales incentives \" class=\"wp-image-625\" style=\"width:408px;height:auto\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture5.png 600w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/01\/picture5-300x296.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Why should I use non-cash rewards?<\/h3>\n\n\n\n<p>Most sales reps will say they want more cash or cash equivalents like gift cards, but study after study has proven that reps will actually work harder and perform at a higher level for non-cash rewards like&nbsp;<a href=\"https:\/\/www.biworldwide.com.au\/rewards-marketplace\/merchandise-marketplace\/\">merchandise<\/a>&nbsp;or&nbsp;<a href=\"https:\/\/www.biworldwide.com.au\/rewards-marketplace\/experiences-marketplace\/\">memorable experiences<\/a>.<\/p>\n\n\n\n<p>Source:<em>&nbsp;Making the Performance Connection, BI WORLDWIDE, 2010<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What makes a reward effective?<\/h3>\n\n\n\n<p><em>Justifiability:<\/em>&nbsp;It\u2019s difficult to indulge with our own money but we\u2019ll gladly accept something high-end as a reward for achieving a goal.<\/p>\n\n\n\n<p><em>Sociability:<\/em>&nbsp;When we earn a non-cash reward like a watch or a trip, we\u2019re more likely to talk about it with others than if we were to receive a cash bonus.<\/p>\n\n\n\n<p><em>Experiential:<\/em>&nbsp;Motivation is extended and reinforced when the reward is above and beyond fulfilling a basic need.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do I get started?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define program objectives<\/li>\n\n\n\n<li>Define and segment target audience(s)<\/li>\n\n\n\n<li>Determine performance drivers<\/li>\n\n\n\n<li>Gather data and key metrics<\/li>\n<\/ul>\n\n\n\n<p><a href=\"https:\/\/www.biworldwide.com.au\/contact\/\">Contact us<\/a>&nbsp;to begin developing a&nbsp;<a href=\"https:\/\/www.biworldwide.com.au\/sales-team-motivation\/salesmaker\/\">sales reward and incentive program<\/a>&nbsp;that fits your unique needs and motivates your sales team.<a href=\"https:\/\/www.biworldwide.com.au\/research\/case-studies\/getting-an-engaged-tone\/#below-hero\"><\/a><\/p>\n\n\n\n<div style=\"height:0\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Successful sales contests include three critical elements: goal setting, emotional commitment, and focus. These elements will serve as the foundation for both short-term and long-term programs that will ultimately help you engage your sales reps to achieve your business objectives.<\/p>\n","protected":false},"author":27,"featured_media":618,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"associated_experts":[{"id":430,"title":"Walter Ruckes","type":"industry-expert","slug":"walter-ruckes"}],"featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[20,26],"problem-space":[14],"class_list":["post-615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","content-topic-employee-performance","content-topic-sales-incentives","problem-space-sales-team-motivation"],"featured_media_global":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The ultimate guide to sales contests - Australia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-ultimate-guide-to-sales-contests\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The ultimate guide to sales contests - Australia\" \/>\n<meta property=\"og:description\" content=\"Successful sales contests include three critical elements: goal setting, emotional commitment, and focus. 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