Help Your “B Players” Raise Their Performance

Companies too frequently overlook the average performer, or “the “B player,” when searching for ways to maximize sales performance. Average performers represent up to 80 percent of a company's sales force and have great potential, yet most reward programs are focused only on the “hot shot” performers.

According to a recent Maritz Poll, 52 percent of employees in top performer incentive programs feel they have little to no chance of earning an award. Based on the sheer amount of people in the middle tier, a small improvement within this group will yield a significant sales increase. Consider these strategies for improving performance of the majority in the middle:

• Reward improvement. Most “top performer” programs reward for the highest volume.  Add a category for “most improved” to motivate those with high potential.
• Set individual goals. Recognize small steps to lift “B” employees out of their comfort zones by working closely with them to set individual goals.
• Design two-tier incentives. In addition to a top award, such as a trip, consider a secondary award for middle performers to achieve, like a shorter trip or merchandise awards.
• Aim for a benchmark. Evaluate the salesforce and its quotas and craft three or four volume bands. For example, one band is $100,000 to $200,000 in sales, one is from $200,000 to $300,000. Reward the best performers at each level.
• Target the sales manager. Front line sales managers are in charge of training and communications that deliver knowledge and skills beyond typical new-hire courses; their efforts are critical and their achievements must be recognized.
• Develop mentors. As company culture allows, create a mentoring program between A and B performers. The B performers may not be born with all the natural skills the A players have, but they certainly are teachable.

Adapted from “B Players Can Do More – Maximizing Sales Effectiveness,” Mark Peterman, www.maritz.com, reprinted from “Competitive Advantage” newsletter, Briefings Publishing Group.