Do sales incentives actually work?
Inspire your sales team to stay motivated and connected to your brand with a variety of proven sales incentives, rewards, gamification and training solutions.
Sales incentives have been used by businesses since sales have existed. From more traditional methods such as basic commission and bonuses, to more modern incentives such as gamification and holiday trips, organisations have been looking for clever ways to motivate their employees for a very long time.
But the question is: do these sales incentives actually work? Is there a measurable and consistent benefit to revenue, employee satisfaction and overall business success in those that invest in incentives? How do you achieve sales incentive value? This blog post aims to answer all of these questions.
Why should businesses incentivise sales?
Businesses need to incentivise sales to boost profits, increase the satisfaction of sales teams, improve productivity and ROI on employees and promote a motivated culture within the business. Here are some of the benefits of a professionally designed sales incentive plan:
- Employee motivation and engagement – Incentives help employees to feel motivated doing tasks which they may not otherwise feel interested in. They also boost engagement in the workplace across the board.
- Improved customer service and satisfaction – A workforce which feels appreciated for their work are more likely to provide exceptional service to customers and clients. In turn, this increases customer retention, driving increased revenue.
- Revenue increase – Motivation increases employee output. Securing sales becomes more desirable and beneficial to sales professionals themselves, incentivising better work which increases your revenue.
- Employee performance increase – Correctly tailored incentives (like those we provide BI WORLDWIDE) can be customised to focus on your employees as individuals, helping them to develop their strengths and improve on their weaknesses too. On top of this, incentives can be targeted towards the areas of your business which you aim to improve.
- Data-driven improvement – Tracking the success of your employees allows you to recognise your hardest workers, as well as incentivising the rest of the team to better themselves. This is beneficial both for the business and sales representatives as individuals who are looking for career development.
The different types of sales incentives
There are many types of sales incentives which can be put into place to increase business success:
- Sales contests – Allow sales representatives to compete with each other in a healthy manner whilst working towards targeted goals. This benefits both your organisation and your employees through increased revenue and employee recognition.
- Gamification – A more modern and innovative form of sales incentive, gamification involves adding game mechanics to non-game environments to increase enjoyment and engagement within employees.
- Travel incentives – Give us a budget and tell us which members of your team you want to be involved, and we can organise an unforgettable travelling experience which shows your employees how much you appreciate their hard work.
- Commissions – The classic sales incentive solution, you pay your employees a small percentage of the revenue which they generate per sale. This may vary based on the type of sale.
For more information on the sales incentive systems which can motivate your team and boost revenue consistently, check out our dedicated blog on sales incentive systems to motivate teams.
How sales incentives help motivate a sales team
Sales incentives help to motivate sales team members by setting achievable but optimistic sales goals to drive performance increase and linking them to meaningful rewards. They reinforce desired behaviours, which in this case is securing sales and providing excellent customer service. This will help your team to understand, prioritise and internalise certain actions which directly link to reward. This is known as positive reinforcement and is an excellent way to grow your business.
Sales incentives can also help to motivate a team by helping to develop a healthy competitive culture within your workplace, where sales members feel motivated to outperform their colleagues. When structured thoughtfully, they can contribute personal gain and team success, increasing morale and boosting engagement.
Another way in which incentives help to motivate your team is by increasing job satisfaction within your organisation. Showing that you recognise the excellent work your sales team really goes a long way. It helps them to make a positive association with their work and the business they work for, as they know that any future work will also be recognised and rewarded.
Measuring the impact of sales incentives on sales performance
Sales incentives aren’t just a nice idea—they’re a proven lever for performance. But what does that impact look like in practice? From doubling case sales in retail to generating millions in incremental revenue, the results speak for themselves.
Here are just a few real-world examples from BI WORLDWIDE clients that show how the right incentive strategy can drive measurable, meaningful outcomes—across industries, teams, and business goals.
Sales incentives can close the performance gap
To boost mobile line sales in Q4, a major telecom provider launched a gamified head-to-head incentive programme across sales channels. Agents competed in leagues, earning points for performance and vying for team rewards. The result? A surge in engagement, a 20% lift in weekly sales per agent, and $360M in incremental revenue—delivering a remarkable 331:1 return on effort.
Sales incentives can help gain market share
To grow share in the competitive Economy beer segment, a major beer manufacturer launched an incentive platform to motivate Distributor Sales Reps to set up in-store displays. By rewarding reps with exclusive merchandise for submitting display claims, the programme drove massive engagement—doubling case sales and delivering a 4:1 ROI.
Sales incentives can increase confidence and drive performance consistency
A major telecom company needed a single destination to boost employee confidence in product knowledge and drive sales. We launched a gamified learning platform that engaged over 96,000 users, with 85% adoption and 2.4M+ activities completed. The result? A 70% lift in sales among top learners and industry-leading engagement—turning education into a powerful sales accelerator.
Sales incentives can drive leads
One of the world’s top soft drink brands wanted to turn its 60,000+ employees into lead-generating ambassadors. We launched LEADS, a gamified referral programme that rewarded employees for spotting new sales opportunities. The result? Over 34,000 qualified leads, $30M+ in incremental revenue, and a 43% close rate—four times higher than cold calls.
Sales incentives can reverse declining sales
Facing declining sedan sales, a luxury automotive manufacturer partnered with us to reignite momentum—without relying on cash incentives. We launched a five-month team-based competition where top-performing dealerships could win a luxury incentive travel trip. The result? A 250% monthly sales increase, 15,000+ sedans sold, and massive impact at just a fifth of the typical incentive cost.
The results of sales incentive programmes for businesses
Sales is a demanding profession, even for the most experienced professionals. That’s why creating the right environment for your sales team isn’t just a nice-to-have—it’s essential. When people feel supported, they don’t just sell more—they build lasting relationships and turn customers into loyal advocates.
Our latest research highlights a compelling insight: among all the factors in our New Rules of Engagement® model, Foster Belonging demonstrates the strongest correlation with sales performance. Sales professionals who feel a genuine sense of belonging are significantly more likely to report being committed to their organisation, inspired by their work, and motivated to excel.
Sales reps who feel a greater sense of belonging are 6 times more likely to say they are committed to staying with their current employer.
While a certain level of stress is inherent in sales roles, excessive pressure can lead to what we refer to as a “happiness decision”—a point at which individuals choose to leave the organisation. However, when companies actively invest in the wellbeing and success of their sales teams, those individuals are 7.9 times more likely to remain with the business. This is not only a retention strategy—it’s a foundation for sustainable performance.
Learning and development also play a critical role. They are not merely support functions; they are strategic enablers of success.
Sales reps who have opportunity to develop their skills are 14.3 times more likely to stay with their organisation.
Consider the case of a client in the transportation sector. Over a three-year period, the company tracked sales performance in relation to learning engagement. The findings were clear: sales representatives who completed all available training opportunities consistently outperformed those who engaged with only some—or none—of the courses. The conclusion is unequivocal: investing in the development of sales talent delivers measurable results.
Where sales motivation meets measurable results
Sales incentives, when thoughtfully designed and strategically implemented, do far more than boost short-term numbers—they shape culture, strengthen commitment, and unlock long-term performance. From fostering a sense of belonging to driving measurable gains in revenue, the evidence is clear: investing in your salespeople is investing in your business.
Talk to our experts
If you’re ready to explore how a tailored incentive strategy could elevate your team’s performance, we’d love to help.