96% of sales reps report challenges in their sales incentive program experience, ITA Group survey reveals

New research highlights the must-have elements of successful manufacturers’ sales incentive programs

ITA Group, a global leader in incentive and loyalty solutions, released new research on the essential elements that make sales incentive programs most effective.

“ITA Group’s survey report gives manufacturers an insider view into what sales reps really want from sales incentive programs.”

The comprehensive report, “Effective incentive programs for sales reps,” surveyed more than 200 distributor and manufacturer sales reps and found that almost all sales reps (96%) report challenges with their sales incentive experience. It also reveals top motivators and strategies for increasing program engagement and driving sales performance.

“ITA Group’s survey report gives manufacturers an insider view into what sales reps really want from sales incentive programs,” said Kristin Brandenburgh, Vice President of Channel Partner Solutions at ITA Group. “With data-driven insights into motivators, barriers and program best practices, manufacturers can design incentive programs that get real results.”

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Key survey findings

• Strongest sales rep motivator: Over 60% of sales reps cite rewards and incentives as the strongest participation motivator for sales incentive programs.
• Preferred reward types: Sales reps ranked experiential awards (like travel and exclusive experiences), cash cards and personalized incentives as top reward types.
• Training and development: More than 90% of respondents are highly likely to engage in training if incentivized, highlighting the opportunity to boost participation through learning-based incentives.
• Communication preferences: Nearly 40% of sales reps prefer weekly updates on program progress, promotions and new opportunities, underscoring the importance of clear, consistent messaging.
• Program challenges: Difficulty navigating the program, lack of progress tracking and competing promotions are key barriers to participation.

Actionable recommendations for manufacturers

• Personalize rewards: Offer rewards tailored to each rep’s preferences and performance to make them feel more valued.
• Enhance communication: Provide regular, clear updates through mobile-friendly notifications and email communications tailored to sales reps’ roles and program status.
• Simplify program rules: Make participation requirements clear and ensure reps can easily track their progress toward rewards.
• Incentivize training: Offer rewards for completing training modules and certifications, encouraging skill development and deeper product knowledge.
• Emphasize recognition: Incorporate peer and manager recognition to strengthen rep engagement and foster a sense of community within the sales force.

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“Sales reps want to feel seen, supported and rewarded in ways that matter most to them,” Brandenburgh said. “By aligning incentive programs with sales reps’ motivations and addressing key barriers, manufacturers can create a winning formula that drives engagement and increases sales.”

ITA Group’s report provides valuable data and perspectives to help manufacturers redesign their incentive programs for maximum impact. By focusing on personalization, recognition and simplified engagement, companies can increase participation and drive stronger results from their distributor and manufacturer sales reps