A sales contest leverages competition and rewards to motivate sales teams while incentivizing the habits you want your reps to adopt, such as making a certain number of cold calls or closing a certain percentage of deals. We’ve included 11 sales contest ideas you can use for inspiration and explain how they can be used to help you achieve your team’s goals.
1. Run a Highly-focused Sales Contest
The most straightforward way to run a sales contest is to base it on overall sales or sales revenue, such as a specific contest based on things like new clients gained. Additionally, accruing more revenue for add-on products or warranties is often effective because it fosters more participation and long-term improvement among your sales team.
At least, this is what Heather Simmons found when she ran a contest for her Two Men and a Truck franchise in Madison, Wisconsin:
“As a moving company, we offer boxes and packing services in addition to our primary service, which is moving,” Simmons explained. “After utilizing sales contests focused on boosting the sales of our boxes and packing services, we saw the percentage of our sales in this area double.” Better yet, she explained, “they have stayed at that level since.”
Why It Works
By setting a specific area of focus (in this case, boxes and packing services), Simmons encouraged her team to offer these additional products—one they may have neglected or not considered as they focused on selling their core products and services. As a result, her team developed strategies to improve boxes and packing upsells along with their moving services, and the habits stayed in place long after the contest ended.
Contrast this with a general revenue contest where salespeople compete for the highest sales. While it’s possible some will learn new strategies, others will simply work more hours to boost their numbers. Once the contest is over, they’ll go back to their usual routine and sales will often level off.
How to Track It
Pipedrive sales dashboard
If your sales team uses a customer relationship management (CRM) system such as Pipedrive to manage deals, you can generate reports showing revenue by product or product category and compare sales of individual reps on your sales team. You can save your products in the CRM and turn your data table into a graphic to create visual reports to share with your team.
2. Create a Milestone Sales Contest
Sometimes, a few of the highest-performing sales reps pull ahead quickly, and the rest of your sales team begins to lose interest as they fall too far behind. To mix things up and engage all of your reps, conduct a milestone sales contest where anyone who reaches a certain number or dollar amount in sales in a given time period receives a prize.
Why It Works
While it may not push your top salespeople as aggressively as a traditional sales contest, a milestone sales contest is great for motivating your entire team. Not only are more people rewarded and encouraged to perform their best, but if you allow some competition, you’re certain to see some lasting excitement. Additionally, if you still want to push your top performers, consider running a hybrid contest where you add a top sales category.
How to Track It
Pipedrive revenue per sales rep over time
Most CRMs allow you to track which sales opportunities you won and how much revenue they generated during a given time frame. With Pipedrive, for example, you can customize reports for each member of your sales team to include the revenue they generated over a specified date range, making it easy to track for your contest.
3. Develop an Effort-based Sales Contest
Another creative way to make your contests more inclusive is to focus on effort instead of simply focusing on outcomes. Dan McGraw, founder and CEO of Fuelzee, tried this strategy when he began rewarding his sales employees even when they lost a deal.
“Every time someone got a ‘no,’ we tracked it in our system, and the person with the most no’s received a $100 gift card every week,” he explained. ”This might sound crazy, but you get a lot of no’s when doing sales. The more no’s you get, the closer you are to getting a ‘yes.’ The prize of getting a yes is way larger than $100, so you still want to get there. This nearly doubled our outbound calls and motivated the whole team.”
Why It Works
When you reward for effort, and not just results, new and experienced salespeople alike are encouraged to take their efforts to a higher level. Many will go the extra mile to boost their number of phone calls or other sales activities you’re rewarding, whether that means staying late, working through lunch, or cutting down on time between calls.
It also helps novice salespeople stay motivated. In McGraw’s contest, either outcome with a client is a positive one. A “yes” might mean a bigger commission check, but a “no” still puts a check up on the board and rewards them for a high work ethic.
How to Track It
Pipedrive deals won dashboard
If your employees track their leads in a CRM, your sales operations team can generate a report that shows the number of deals lost, won, or deferred. Most CRM systems, including Pipedrive, can show each salesperson’s win/loss rate, which is their percentage of deals won vs deals lost.
4. Hold a ‘Loser’ Sales Contest
Yet another way to keep everyone engaged throughout a sales contest is to forget about the winner altogether. Bryan Clayton of GreenPal ran a month-long sales contest in which his employees competed to not have the fewest new supplier sign-ups.
The loser each week had to contribute $20 into the company Christmas party fund. “We got up to a pretty sizable pot this year, so needless to say, we had the best Christmas party to date this year,” Bryan explained. “You would be amazed how much fun this makes the daily grind because we compete to win and in the end, everybody wins.”
Why It Works
Though “punishing” the loser would be inappropriate in most scenarios, the Christmas party fund makes it lighthearted and fun. Also, since Clayton focused on a specific objective (new supplier sign-ups) rather than general sales revenue, it doesn’t necessarily “single out” underperforming salespeople.
How to Track It
Though it depends on what you’re tracking specifically, most CRMs should be able to report these metrics easily. However, some are easier to pull data from than others. For example, with Pipedrive, you can use their built-in reports such as sales trends in the last 90 days or sales velocity, or you can customize your own for sales of a particular product, win/loss rate, and much more.
5. Host a Daily Sales Contest
When you design your sales contest, be intentional about how long the contest will run and how frequently you’ll update the score. Most sales contests run for a month, since this gives salespeople enough time to adjust and work toward their goals. On the flip side, month-long contests run the risk of going stale. Sales reps can forget or lose interest if the contest results seem so far away.
Why It Works
Daily sales contests work because they stay top of mind and seem more achievable because you get instant feedback as opposed to waiting for an entire month or quarter. It breaks down the time period into something more manageable and keeps the sales team focused on closing sales every single day. It also gives salespeople at different levels of performance or experience an opportunity to win.
How to Track It
Set a deadline for each day, with any sales after that counting toward the next day. When you reach the time, gather your team and ask everyone to share their daily sales totals. Once again, a CRM such as Pipedrive can easily track and confirm the results.
6. Offer Experiential Prizes
Many salespeople desire cash prizes and incentives, but others value experiences over cash. There are many ways to reward and motivate your team with non-cash prizes, such as gift cards, extra paid time off, and public recognition.
Why It Works
Rewarding your team with experiences can be a great way to bond with sales contest winners because anyone involved in sales management efforts can participate in them, even if they are in a supporting role. They can be fun ways to build rapport with your sales team and personally recognize them for their efforts.
How to Track It
This sales contest idea is about using a different incentive strategy than the standard cash and prizes, and instead using experiences and training as rewards. The best way to track this is to hold the contest and compare the results to other, more traditional sales contests you’ve run. You can also run two sales contests simultaneously—one with a traditional cash prize and one with experiential or training-based prizes and compare results.
7. Have a Behavior-focused Sales Contest
Often, there are key behaviors you want your sales teams to perform on a consistent basis. Planning and executing a behavior-focused sales contest can help get them into the habit of consistently engaging in certain behaviors by being rewarded for them.
Encouraging positive sales activities or behaviors through incentives or fun games and prizes helps the sales rep associate positive feelings about the sales activity. If held long enough, this type of sales contest can lead to permanent behavior change.
Why It Works
Behavior-based sales contests work because they train and reward people to engage in new or neglected behaviors that can lead to more sales. If the contest runs long enough and there’s training or sharing of best practices while the contest is taking place, these sales-generating activities can become daily habits that lead to increased sales.
How to Track It
One of the best ways to track this type of sales is by using a CRM that records the behavior. For instance, if you want your sales team to increase their talk time with prospects and ask certain qualifying questions, using a CRM that has a built-in phone with recording features that tracks length of the phone call will give you the data you need to run this type of contest.
8. Create an Event-based Sales Contest
It can be fun to make your sales contests based on current events. Doing this keeps the contest top of mind and relevant. The types of events you can use can range from being a day of the week, a season such as summer or spring, or a sporting event like the Super Bowl.
Why It Works
Using current events can spark momentum that already exists. If people are excited about the release of a new movie or a sporting event, why not capitalize on this energy? If your budget allows, you could center the prizes around the event, such as tickets to a movie screening or to the sporting event. If you have a lower budget, you can create prizes based on the event.
How to Track It
Tracking this type of sales contest depends on how you execute it and the type of event you choose. For instance, if you’re basing the contest on a day of the week when sales or efforts are typically down, you can create and pull reports based on that day of the week and measure sales or sales activities before and after the contest. This is easy with a CRM such as Pipedrive, which allows you to run sales reports based on any time frame you choose.
9. Have a Public Recognition Sales Contest
Some people aren’t motivated by cash or experiences alone. They crave public recognition. They love being on stage and the center of attention, especially for their sales achievements. A public recognition contest can be a low-cost way of motivating your team.
Why It Works
This type of sales contest works because it creates a competitive drive between sales reps, and they can visualize their performance in real time. It also works because some salespeople enjoy public recognition and celebration—it satisfies the basic need for significance.
How to Track It
For this type of sales contest, use sales reports to track which reps closed the most deals on a daily basis and for the month (or whatever time period you’re tracking). To track the effectiveness of this type of sales contest, you can compare it to other sales contests that you‘ve run and conduct a survey to find out what your sales team thinks.
10. Develop a Team-based Sales Contest
One of the best ways to increase sales and engage your entire team is with a team-based sales contest. Team-based contests allow sales teams to compete against other sales teams and gives them an opportunity to work together to reach a group goal. If you only have one sales team, team-based contests can work if you give the team one goal they all have to hit, or you can split the team in half for the contest.
Why It Works
This sales contest works because teams work together instead of against each other, and they are more inclined to help each other so everyone can win. If there’s a rule that requires a minimum sales contribution from every individual sales rep in order for anyone to qualify, you’ll get more seasoned and successful sales reps helping lower-performing or newer reps.
How to Track It
For team-based sales contests, use sales reports to track which teams close the most deals or engage in the desired sales activity the most. For instance, if you want to do a team contest centered around the most qualified sales calls by team, you could use a CRM such as Pipedrive, which has a built-in phone to track calls by team or territory.
11. Host a Lead Generation Sales Contest
A great way to build your pipeline is to incentivize lead generation. These could be new leads from existing accounts or new leads from businesses you haven’t engaged with yet. You can offer rewards such as gift cards or tickets to a special event as incentives to the highest lead generator.
Why It Works
This type of sales contest works because keeping a healthy pipeline of new leads and contacts keeps existing accounts more secure and builds new accounts—which creates new business. It works from a sales contest perspective because it places emphasis on and rewards the difficult task of prospecting for new business.
How to Track It
Track lead generation contests with reports that capture the number of new accounts and opportunities. CRMs such as Pipedrive allow you to pull reports that show leads and opportunities created. For example, if you’re holding a contact building contest, where your goal is to grow the number of contacts within accounts, you can export your contacts and use the data to identify the winners in Pipedrive.
Bottom Line
There are several types of sales contests you can use to motivate and inspire your sales team. The type of sales contest you choose will depend on your sales culture, the goals you’re trying to achieve, your budget, and your ability to track its effectiveness. This list of 11 sales contest ideas is an excellent starting point for creating your own contests.
In addition to running contests, you can keep your sales team motivated by helping them see their progress toward goals in real time. A CRM such as Pipedrive can help by making it easy to track individual performance with built-in sales reports that measure results. Sign up for a free trial today to learn more.
