INTRODUCTION

A sales contest is a special selling campaign offering incentives in the form of prizes or awards beyond those in the compensation plan . The under line purpose of all sales contest is to provide extra incentives to increase sales volume, to bring in more profitable sales volume, or to do both.

SALES CONTEST

Sales contests are short-term incentive programs implemented to motivate salespersons to achieve specific goals or activities. For sales contests to be successful:
Objectives must be specific and clearly defined Contest theme must be exciting and clearly

communicated Each salespersons must believe they can win Awards must be attractive to participants Contest must be promoted and managed properly

OBJECTIVES
Sales contests are aimed to accomplish specific objectives, 1. To obtain new customers . 2. To source larger orders per sales call. 3. To push show-moving items, high-margin goods, or new products. 4. To over come the seasonal sales slump. 5. To sale a more profitable mix of products. 6. To improve the performance of distributers sales personnel. 7. To promote seasonal merchandise. 8. To obtain more product displays by dealers. 9. To get recorders. 10. To promote special deals to distributers, dealers, or both.

CONTEST FORMATS
Contest formats are classified as direct or novelty. A direct format has a contest theme describing the specific objective, such as obtaining new accounts. A novelty format uses a theme which focuses upon a current event or sport

CONTEST PRIZES

There are four types of contests prizes:

1.Cash 2.Merchandise 3.travel 4.special honors or privileges

CONTEST DURATION

Contest duration is important in maintaining the interest of sales personnel.

Contest duration should be decided after considering the length of time interest and enthusiasm can be maintained .

CONTEST PROMOTION

Promotion of contest important.

Launched as a special event with handouts Large scorecards to communicate progress Newsletter articles or interim prizes can keep

motivation up

MANAGERIAL EVALUATION OF CONTESTS

There are two times when management should evaluate a sale contest .

1.Preevaluation: it aims to detect and correct weaknesses 2.Postevaluation: it seeks insights helpful in improving future contests .

Contd
Both pre and post evaluations cover 1. The contest versus alternatives. 2.Short and long term effects. 3.Design. 4.Fairness. 5.Impact upon sales force morale.

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