Big bucks. That’s what sales managers plan to spend on incentive programs next year, judging from the number of questions we’ve been fielding from anxious readers. Indeed, with 2008 just around the corner, many of you are busy thinking of ways to keep your sales reps sizzling with excitement in the coming year. Whether you’re planning a jaunt to a cushy resort and need some goodies to promote the trip, or you’re cooking up an incentive program loaded with merchandise, our experts have some great advice to help make your reps’ biggest dreams come true. Read on for tips from the pros.

Q Every year we do a big trip to an island as an end-of-the-year incentive. But I’d like to offer monthly awards to reps who are on track toward meeting their goal. What are some rewards that will work?

A To keep those visions of coconut-laden palm trees vivid in salespeople’s minds, Jim Sheppard, a promotional products distributor for Adventures in Advertising, suggests giving out Hawaiian- or Caribbean-themed items such as beach towels, mini surfboard keychains and tropical-scented candles. Items such as visors, cooler bags, flip-flops and other beach gear will also do the trick, says Mike Freestone of Freestone Designs, another AIA franchisee. One popular item to consider: A “beach safe” where they can stow small belongings, such as keys, while poolside.

The trick here is in the delivery. Instead of handing these beachy treats out at the office, try surprising employees with a present in the mail.

“It’s different than going down the line of cubicles and handing them out,” Freestone says. “When you give the gifts at home, the employee’s family will benefit from them.” If spouses are going to be invited on the trip, all the more reason to send the items home. Eager wives and hubbies will surely push their spouse to work toward the goal when given fun reminders of the trip.

If you’re going to try that approach, make sure all aspects of the packaging – right down to the branding – hark back to the overall goal: The chance to go on the trip of a lifetime.

“The key is to think of a slogan, or tagline, or some type of theme that can carry the continuity of this program through the whole year,” says Nancy Sheppard, who co-owns the business along with husband Jim.

Another giveaway that can help boost excitement year-round is a company camp shirt with a tropical theme. “If the company has a casual Friday, encourage everyone to wear their shirts on that day,” Jim says. “It gets them all pumped up.”

Q Help! My motivational program is getting stale. I’ve been offering reps who hit their quarterly goals a selection of 10 different catalog items that mostly include electronics. What new items can I offer them that will be exciting? I can spend up to $200 per reward.
 
A Offer them gifts made of leather, Jim says. (Try portfolios, laptop cases and travel bags.) “Leather speaks quality the same way that Apple speaks quality.”

Another idea, Nancy suggests, is to let these top performers bask in the achievers’ limelight by giving them a director’s chair with their name embroidered or screen printed on the back. “People eat up anything with their names on it,” she says, and it’s a great conversation piece for both home and office.

If you’ve got sports fans on your team, you could create “The Ultimate Sports Fan” package, with tickets to local games throughout the year and a host of fun related products. Think tailgating gear, binoculars, seat cushions, folding chairs and beer Koozies. A similar package could be created for golfers, and might include rounds at the local golf course, along with new clubs and a golf goodie bag stocked with golf tees, a golf towel and a divot repair/ball marker set. Pair the bag with a golf shirt, logoed with the incentive program’s theme, and you’ve got a real winner.

“These are the kind of things people normally wouldn’t go out and buy for themselves,” Nancy says. “They’ll appreciate them far more than a plaque that just sits on a shelf.”

Q I’d like to offer my salespeople some spontaneous rewards. For example, on Fridays, I often give the rep who made the most cold calls for the week a small item, such as a $10 gift card. What types of other small rewards can I offer throughout the year?

A “If you’re giving out something new every week, it becomes tougher to fulfill after a while,” Freestone says.

Fortunately, the range of incentive products out there is virtually limitless, and, with some careful thought on the manner, sales managers can come up with rewards that not only entice, but make employees feel appreciated.

“ Recognition is what they’re after, as much as their paycheck,” Jim says.

Instead of an inflatable basketball one week and a glow-in-the-dark pen the next, try giving employees gifts they can actually use. For instance, if you know that the top rep owns an iPod, get her a set of earplugs or an iPod case. Other small-ticket-but-useful electronics include USB flash drives and cell phone accessories.

Additional inexpensive treats include an afternoon off, free lunch or dinner, and movie passes, Jim says. Another cool idea that costs next to nothing: Give the rep of the week a V.I.P. parking pass in the company lot for the next seven days. Put a sign in that space that says “All-Star Sales Rep” or something similar, and you’ve given your top rep bragging rights to boot. You might also give them a front-row seat to use in the company cafeteria, a sign or balloon to put at their desk proclaiming their top dog status, or anything else that shouts “I’m a winner!”
 
Q I’d like to kick off my annual incentive program with a big splash. I’m having a kick off party with a Caribbean theme (since all incentive winners will be headed to the Caribbean this year). What are some small gifts that I can give out at the party that will get people jazzed?

A There are plenty of options: Beach towels, island mix CDs, hats and bathing suits.
“ Anything related to water and the beach … the ideas are endless,” Nancy says.

One item that hardly takes up space – but has lots of appeal – is a compressed T-shirt. This promotional product comes in a variety of shapes and sizes, including a tropical fish or colorful beach ball. The downside? These cool shapes don’t hold up once you throw the shirts in the wash. “But it’s such a great item that a lot of people don’t even open it up, because it looks so neat when it’s compressed,” Freestone says.

Flip-flops are another must. Make sure they’re imprinted with the company’s logo – and in the theme colors of the incentive program – for maximum impact.

For a practical-but-fun item, try an island care package. Include items like sunblock and aloe vera gel. Package them in a container emblazoned with the incentive trip’s theme, and reps will have a constant reminder of their goal.

Turn up the heat, play Caribbean music and serve margaritas, and you’ll quickly put everyone in the island mood.

Elaine Wong is editorial intern for Successful Promotions.