Brian Thompson co-authored this blog post.
An average audience of almost 112 million people tuned in to watch the 2016 Super Bowl, according to Nielsen. In recent years, the hype leading up to the Super Bowl seems to be as much about the commercials as the game, itself. Reportedly, advertisers now have to pay $5 million for a 30-second TV spot and, for that amount, brands pull out all the stops. The cost is staggering: It equates to paying $167,000 for every one second of air time.
We create sales incentive plans so reps drive as fast as possible to generate results—we want them driving for sales at 100 mph at all times. However, when we introduce caps and decelerators, we are effectively getting in a police car and putting up the flashing red and blue lights behind them. Instead of being fully rewarded, the sales reps feel like they have been pulled off the highway and issued a ticket with real out-of-pocket costs to them. As a result, we run the risk of frustrating and demotivating our top performers who are “driving the fastest.”