‘National Give Something Away Day’ – A great opportunity to start implementing a sales incentive scheme

If you have a sales team, of any kind, it’s important to implement some sort of incentive or bonus scheme to keep them motivated and hungry, as this will keep them delivering for you.  These incentives could be cash based (commissions, bonuses, etc.), or non-cash based (trips, prizes, points, and other awards).

The type of sales incentives that will work best for your business largely relies on your capabilities, goals and demographics of your sales team.

At the Air Marketing Group, we reward our staff with both cash and non-cash incentives. We have learnt that a varied sales incentive scheme has many benefits: improved performance, higher sales rates and the ability to create a work culture many desire which will help your employability.


Find out more about sales incentive benefits



Retaining your sales teams focus day in and day out can be a challenging task. If you’ve got a specific target you need to hit by a certain deadline, a short-term sales incentive scheme with an enticing reward on the table, can work beautifully when focusing your team. At Air, if our sales team hit their weekly sales target we treat them to a 4:30pm drink or encourage everyone to put the phones down an hour early to attend an organised after work social. Creating a short-term scheme is often just enough to light a fire under people, driving the performance you desire.


Lead Excitement

Most businesses believe that the prospect of earning commission on a sale will be enough to motivate their team, unfortunately most will discover this isn’t the case. At Air, we have a variety of different tactics to keep things exciting and our team motivated. We recommend trying a washing line or a tactical wheel incentive scheme that gives your staff the opportunity to win a prize, do a forfeit or take a gamble. These prizes and forfeits could be anything from doing a dare, making someone a hot drink, or winning £50. Encourage your team to take risks that result in doubling their prize or losing it all together. The two examples above are great incentive schemes that get your team excited about what they’re working for and highlights that taking risks can be rewarding.



If you want to build loyalty amongst your sales team, we encourage you to think about implementing an incentive scheme that includes trophy value or emotional significance. At Air, we like nothing more than celebrating the success of our team, this could be anything from being with our company for a year, or having progressed to a new level within the team. Handing out rewards such as personalised vouchers are small incentives that really show your sales team their appreciated and that your company is focused on building a two-way relationship. We exhibit loyal behaviours when we trust that the person or thing we’re involved in will be good to us. By enriching your sales teams lives, you’ll evoke their desired to show loyalty.


Healthy Competition

Most sales people are competitive. Give them a goal, and they’ll want to out-do their counterparts. To encourage healthy competition, consider setting up a points system with a visible leader board. As a telemarketing company, we have created a visible leader board that showcases who’s winning the most leads. Allowing individuals to see where they stand amongst other colleagues inspired additional effort.


Collaborative Efforts

A well-designed incentive scheme can not only drive friendly competition, but also encourage collaboration. Get your team to work together, set team objectives such as an overall number of leads to be achieved by the end of the month. You can then add a significant team reward for reaching this goal. Think about organising a staff lunch or activity hour, not only does this reward but can be considered a team building activity. It’s important to create a culture of friendly competition, not just cut-throat rivalry.


Reduced Turnover

The main reason people seek new employment is due to a feeling of underappreciation. We have spoken about a short-term sales incentive scheme however long-term schemes are a way of giving away bigger prizes that show your staff their efforts are acknowledged. Air are running a 5 star incentive  that is run over a yearly period. Stars are given out over the year to people who have gone above and beyond, pulled through when the chips were down, or hit outstanding targets. If a staff member accumulates 5 stars over the year they are rewarded with a personal weekend getaway for them and a partner or friend. Long-term incentive programs are both great for reducing staff turnover and maintaining loyalty.


If you know anything about the Air Marketing Group, you’ll be aware of how important a positive work culture is to our business. We would not have achieved our positive, hardworking atmosphere if we didn’t regularly give our sales team incentives and show them just how much we appreciate them.



We know it’s the National #GiveSomethingAwayDay, created to give people the opportunity to give something away without expecting anything back. However, implementing an incentive scheme does allow your business to profit too. The more motivated your sales team, the more drive they have to sell and the better your clients and your own ROI. Having an incentive scheme in place will give you an all-round great company reputation amongst people both internally and externally.

We hope this insight encourages you to give something away to those who matter most in your business.

If you would like to work with a team that has an outstanding drive to sell, get in touch!


Lessons from Rugby by Chris Bentley

True north

Culture is a massively used term in rugby union. The top teams love to refer to theirs and the losing teams aspire to get it. There are many ways to define the culture of a winning team but the best way from my time was simply the team closest to finding their True North.

Different from magnetic north and grid north, True North is the direction along the earth’s surface to the north pole. We used to substitute our team goals for true north and then explore the behaviours that would get us there.

If everyone can identify the target and agree on the behaviours that will get there and those that won’t it suddenly becomes very clear. However, this list can often be quite broad, by coining a cover all phrase like true north we were able to have a reference point to consider actions and behaviours… ‘is that true north’ we could often ask one another when perhaps behaviours suggested otherwise.

Having worked as a team to agree on the direction we could then self-police one another and create a peer led culture rather than one with direction from above. This made it easier to adhere to (after all, we’d designed it) and created an arena where the critical mass stayed on task.

Stab in the belly

‘Et tu brute’ – the immortal last words from Shakespeare’s Julius Caesar as his close ally joined the assassination party. It was at this moment that his will to fight back erodes and he bowed to the Machiavellian plot. Being stabbed in the back is a term that still exists today and can cause a huge amount of problems with trust eroded, reputations tarnished, and teams damaged.

In sport as in business things go wrong and people make mistakes. This isn’t a problem but dealing with things going wrong often is.  Its human nature to deflect and try to play down problems, nobody likes to be told off or have mistakes highlighted but this can be turned to a positive if you are on the same wavelength and willing to face issues head on.

During my time in rugby the culture was always to ‘stab in the belly’ and highlight problems you can foresee as early as possible. This wasn’t a freedom to cause consternation or have arguments but a strength of character to give and receive criticism, appreciate that it’s for the good of the team and move on.

This maxim only works if the team has the trust to accept, as well as give, honesty. Quite often the challenge is to be robust enough to take a criticism on the chin, appreciate its aimed at a ‘true north’ goal and move on positively.

Opinion piece by Chris Bentley, Client Relationship Director, Air Marketing Group.