Be sure to say that you are attending the International Cemetery, Cremation and Funeral Association's Wide World of Sales Conference.


ICCFA Wide World of Sales: An Ideal End-of-Year Incentive

ICCFA Sales & Marketing Committee members Ken Coffey, vice president of marketing for The Forethought Group, and Gregg Williamson, CCE, executive vice president of marketing and sales at Rose Hills Memorial Park and Mortuary in Whittier, Calif., share experiences from the field for making the most of your sales contests.

Here’s Why:

1. The fourth quarter is the perfect time to present that “carrot.” Behind on your annual goals? No better time to get your team back on track. On the other hand, if you’re ahead of your goals, it’s time to challenge your counselors so they aren’t tempted to rest on their laurels. “I can’t tell you the number of times I had a really good year early and my goals got increased,” Coffey said. “I didn’t understand it until I became a manager, and then it just makes sense to do it. The people we’re normally incenting are go-getters. And it’s our job to create that environment that allows them to maximize their talent.”

2. You’re both rewarding staff and educating them. You’re recognizing those who have put forth an extra effort with a well-deserved trip to Vegas. And, with 10+ hours of sales and marketing education, you’re giving your top performers the gift of added knowledge and motivation for the coming year. “Our salespeople come back here excited and they tell our other people who didn’t go all about it,” Williamson said. “It’s a badge of pride they can wear.”

3. You’re getting a better value for your incentive dollar. Because this is a working conference, you can keep expenses to a minimum when compared with more recreational award trips where staff may expect to bring their families and have larger expense accounts.


Here’s How:

1. Define what you want to reward. Are you interested in setting more appointments? Achieving a specific dollar amount per sale? Be specific and precise. “You may not get what you want unless you really define what it is you’re looking for,” Coffey said. “Identify those areas where you want to see growth, and define what that growth is.”

2. Make sure the contest pays for itself. Estimate the total cost to send someone—including the conference registration, airfare, hotel and expenses—and ensure your contest goals at least cover those costs for each staff member who wins, above and beyond your existing department goals. (And remember, if you send multiple staff, you qualify for a discount on registration!)

3. Stretch your staff, but make sure the goals are reasonable. “Don’t set your people up to fail,” Williamson said. “It’s more important to me to at least have a small group that goes. If it’s just one or two of my top people, it becomes like an elitist award and most people don’t try.”

4. Track progress ... and do it publicly. Have regular sales staff meetings and publish updates to show how staff are doing. Who’s on track to win the trip? Who’s close? “A contest means absolutely nothing unless you show it’s important to you,” Coffey said. “And you show it’s important by tracking the progress.”

5. Pick a reasonable end date. To make sure you have plenty of time to register and reserve a hotel room, end the contest sometime in early or mid December. Williamson suggests ending the contest on a Monday morning to encourage those who are close to make a strong effort on their final weekend.

6. Keep notes for next year. Take notes on how your contest is progressing, and once you’ve finished, debrief yourself and your team on what worked, what didn’t and what could be improved for next year.