How to Effectively Motivate and Support Reps

For more than a decade, the findings of survey upon survey regarding positive and negative factors affecting rep motivation converge on just a few major points.

Certainly, the amount of money compensation and timely payment of commissions are found at the top of the list. Yet there are a number of other important factors that may not get on the radar screens of many manufacturers.

Communication and support rank high on the list of positive motivators.

Good communication is short and snappy. Prompt, complete and accurate information regarding the status of quotations, orders and payments motivates reps to maintain a high level of performance. Long-winded memos filled with unnecessary, excessive detail will negatively motivate reps.

The team roster should be sharply defined and easy to understand. The responsibilities of inside sales support staff and field technical support staff should be clearly identified so that both rep and support person know specifically who is accountable for providing timely, accurate answers to questions coming in from the field.

Reps place high value on getting specialized help in complex selling situations that include greater levels of technical intricacy.

Rep Support

There are two very simple keys to success in selling through reps:
1. Pick the right reps
2. Support them well.

The principal who is able to command a disproportionate share of reps' selling time is willing to do more for the reps. Frequently this takes the form of continuous lead programs that pre-qualify prospects and send as much background information as possible to the rep for follow up.

Many reps view trade show participation by principals as having a strong positive influence on their performance. They also like seeing their names liberally splashed on product advertising materials. This encourages them to get more of it into the hands of prospective buyers.

Product promotional materials supplied to the rep should be up-to-date, professionally designed, and crisply produced. Second and third generation photocopies of price lists and blurry product photos are notorious de-motivators for top tier reps.

In-depth product training helps professional reps to generate maximum return for effort expended. Principals should be prepared to offer product training and pay for the expenses associated with training (lodging, meals, and associated expenses other than travel to the location). Moreover, training activities should not be limited to just the start up period but should continue throughout the relationship.

In addition to direct mail lead-generation programs, meaningful training opportunities and high-quality sales materials like well-crafted brochures and compact disks, many reps appreciate the opportunity to keep lines of communication free flowing through participation in rep councils.

Those principals who keep things simple, logical and fair find that reps respond in kind. More sales happen!