Designing Sales Contests in Call Centers: Understanding Inside Salespeople’s Preferences for Contest Design Attributes and Rewards

Sandrine Hollet-Haudebert (), Christophe Fournier (), Fanny-Juliet Poujol () and Ellen Pullins
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Sandrine Hollet-Haudebert: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Christophe Fournier: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Fanny-Juliet Poujol: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: A sales contest is a special incentive program designed to motivate salespeople to pursue goals beyond the performance range generated by their standard compensation package (Murphy and Dacin 1998). With the move to inside sales growing, and with research on sales contests limited, little information exists as to what type of sales contests may be appropriate in these settings. It, therefore, may be prudent to survey the interests of the sales force to determine preferences of call center employees regarding the design and relevance of sales contests and associated rewards. Data from a quantitative survey of 202 inside salespeople was analyzed using conjoint analysis to understand inside salesperson preference for contest design and rewards. Conclusions indicate that salespeople prefer non-specific (more global) objectives, few winners, and team competitions.

Date: 2015
Note: View the original document on HAL open archive server: https://hal.science/hal-02044554v1
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Published in Journal of Selling, 2015, 15 (1), pp.56-68

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