Applying Behavioural Science in the Design of Incentive & Reward Systems
5th April 2023
When it comes to B2B sales incentives, many companies rely on monetary rewards or other tangible gifts to motivate their employees. While these can be effective in the short-term, research has shown that they may not always be the most effective way to incentivize employees over the long-term. This is where the application of behavioural science can make a big difference.
Behavioural science is the study of human behaviour, and how people make decisions. When applied to sales incentives, it can help companies understand what motivates their employees and how to design programs that will encourage them to perform at their best.
One application of behavioural science to B2B sales incentives is the use of incentive travel programs. Incentive travel programs offer employees the opportunity to travel to exciting destinations as a reward for achieving their sales goals. This type of program can be highly motivating for several reasons:
- Experiential Rewards: Experiences are often more memorable and enjoyable than material possessions. Incentive travel programs provide employees with the opportunity to create lasting memories, which can be a powerful motivator.
- Sense of Belonging: Incentive travel programs provide employees with a sense of belonging to a select group of top performers. This can help foster a sense of pride and motivation to continue to excel in their roles.
- Social Proof: Incentive travel programs offer employees the opportunity to connect with their colleagues and learn from top performers. This can help provide social proof that their hard work is valued and appreciated by the company.
- Goal Setting: Incentive travel programs are typically tied to specific sales goals. This can help provide a clear focus for employees and provide them with a sense of purpose.
In addition to these benefits, incentive travel programs can also help companies build stronger relationships with their employees. By providing them with an opportunity to bond with their colleagues and leadership team, employees are more likely to feel a sense of loyalty and commitment to the company.
Of course, not all incentive travel programs are created equal. When designing an incentive travel program, it’s important to keep in mind the principles of behavioural science. This includes:
- Clear Goals: The program should be tied to specific, achievable sales goals that are communicated clearly to employees.
- Fairness: The program should be designed in a way that is fair and equitable to all employees. This can help prevent feelings of resentment or jealousy among those who do not qualify for the program.
- Memorable & Meaningful: Destination & activity selection is so important. Make sure you chose a place that your audience has always wanted to visit, or a “bucket-list” experience that is aspirational & inspires incremental effort.
- Timing: The program should be designed to provide rewards in a timely manner, so that employees are motivated to continue to perform at their best.
Overall, the application of behavioural science to B2B sales incentives can help companies design programs that are more effective at motivating employees over the long-term. Incentive travel programs can be a powerful tool for building loyalty, fostering a sense of belonging, and providing employees with a clear focus for their efforts. If you’re looking to motivate your sales team, it’s worth considering an incentive travel program as part of your overall strategy.