When we survey dealers to find out what they need, the answer most often relates to finding, hiring and retaining sales reps. Spending 32 years in this industry has given me the opportunity to see almost every sales compensation plan possible. I’ve seen them favor the dealer, the sales rep, and some even work to the mutual benefit of both.
So, what makes a good compensation plan? One of the major precepts of the Hubbard Management System states that when you reward production, you get production. When considering a compensation plan, you first have to decide what “production” you’re looking to increase. Compensation plans can drive sales reps to increase total sales revenue, gross profit from sales, number of units sold, etc. They can also make reps favor one category over the others.
Components of Your Sales Compensation Plan:
Salary
Typically, sales compensation plans start with a salary. Unfortunately, the days of starting a new rep on a commission-only plan are gone. During the interview process many reps will ask what the salary is. My advice here is to keep salary as low as possible without hurting your recruiting efforts. Depending on your market and the makeup of the rest of your compensation plan, salary should probably range from $25,000 to $35,000.
Because salary is the guaranteed portion of the comp plan, it often acts as a reward even when there is little or no sales production. However, you can turn it into a reward-based system. We have helped dealers set up sales activity systems that quantify sales rep’s activities such as prospecting calls, appointments and demos. Each activity is assigned a point value, and reps are required to accrue 50 points a day. When this system is in place, sales rep salaries can be adjusted based on their points. For example, if a rep only reaches 80 percent of his/her point quota for the month of January, he/she would only get 80 percent of his/her salary in February. Of course, you need to make sure that this type of plan is legal in your state.
Draw
When looking up the word “draw” in Webster’s New World Dictionary, I was surprised to see 62 different definitions—no wonder there tends to be confusion around this term. For the purpose of compensation plans, a draw is an advance against future commissions or bonuses. Paying a draw allows the sales rep to receive income with each paycheck when commissions and bonuses are paid monthly or quarterly.
There are two types of draw. The first is a recoverable draw, meaning that all draw dollars paid to the rep must be paid back to the dealership from the next commission run. If the rep doesn’t earn enough commission to cover the draw, a negative balance is carried forward to the next period. When you have a recoverable draw in place, it is important to have a maximum allowable negative balance, ideally between $3,000 and $5,000. Once that balance is reached, the rep would no longer get a draw until they’ve paid off part of the back dollars owed. Having this maximum negative balance in place has saved many dealers thousands of dollars, while helping to earlier identify sales reps who may not last in the position. It lines up with the precept of rewarding production—if a rep doesn’t produce commissionable sales, they don’t get rewarded with compensation.
The second type of draw is a non-recoverable draw, meaning that a shortfall in commissions earned would not be charged against the rep. For example, if a rep was paid $2,000 in draw and only earned $1,500 in commission, the $500 shortfall would be wiped away and they would start the next month with a clean slate. The only time I recommend this type of arrangement is when you need to guarantee a new rep a certain income level for the first 90 days or so. By giving them a non-recoverable draw, you can leave your standard comp plan in place and get reps focused on commissions early in their tenure, while still meeting their initial income needs as they ramp up their sales performance. This is a much better option than guaranteeing a high salary when they start because there is still a production/reward system in place.
Commission
This needs to be the driving force of your comp plan. Sales reps should earn the bulk of their income from commissions on closed sales. Commissions are typically based on either gross profit or sales revenue, and each has its pros and cons.
Plans based on gross profit ensure that sales reps don’t earn significant money unless they create significant profit. The drawback is that a rep can sell a couple of machines for a lot of profit and earn a good living without building the long-term future of the dealership through ongoing service revenue.
Plans based on sales revenue reward reps for selling larger systems and/or multiple systems that lead to increased service revenue. The drawback: equipment sales tend to be less profitable over the long run.
Adjustable commission plans also work very well. These plans provide the opportunity to earn higher commission percentages on sales to new customers or for achieving sales milestones. This can help balance the pros and cons of the gross-profit and sales-revenue commission plans. Because sales to new customers bring in new service revenue, many dealers choose to pay as much as 5-10 percent more commission on these deals. A gross-profit-based commission plan can pay higher commission percentages as the rep reaches and exceeds sales revenue targets. For example, a rep who sells $30,000 in revenue could earn 30 percent of the gross profit, while a rep who sells $50,000 would earn 35 percent of the gross profit. This provides the incentive to keep gross profit high, while driving for higher sales revenue—in effect working both sides of the equation.
We also need to consider the trend of selling subscription-based plans like managed services. In these models, the initial revenue from a sale is much smaller than many sales reps typically see. As such, it is harder for them to get excited about a sale since it won’t result in a big up-front commission. In these situations, you are usually best served by sharing a percentage of the revenue for a period of time, maybe even the life of the agreement. However, to get reps engaged you will need to help them understand the value of the annuity and its benefit above and beyond a larger one-time commission.
Quarterly Bonus
When sales reps are paid a salary, draw and commission, there can still be tremendous peaks and valleys in their sales performance. It is quite common for reps in this industry to have a great month followed by a poor month.
Having a quarterly bonus program that is based on total revenue or total units sold can bring a longer-term focus to your sales efforts. Reps who have a good month are encouraged to keep earning the quarterly bonus, while reps who have a poor month can make up some of the lost income by reaching a quarterly bonus. These bonuses can be either flat dollar amounts, like $2,000 for achieving quarterly quota, or additional percentages of sales commissions. Quarterly bonuses can also help retain strong sales reps. Usually these bonuses are paid 45 days after the end of the quarter and reps must be employed at the time of payment to get the bonus. I’ve seen this stop many a rep from leaving a dealership until the bonus is paid, and very often they are now 45 days into another strong quarter and decide not to leave.
Proper Planning
There are few things that can kill a sales team as quickly as a comp plan change. Any alteration will be met with skepticism, so prior to launching a comp plan change, you need to do a few things.
First, run the new comp plan against the actual sales figures for the last six months to a year for each rep. Though this will take some time, it will give you tremendous insight into what effect the change will have and is well worth the effort. Very often this leads to further tweaking of the plan.
Once you’ve done this and come up with the new plan, you need to recruit support from some of the sales team. Ideally, you would bounce the plan off a rep or two to get feedback. You want to choose reps who can be trusted to keep things quiet until you’re ready to launch the plan. They can give you valuable insight from the rep’s viewpoint, and additional tweaking might be needed. When you are ready to launch the plan, these reps can also be your advocate with the rest of the team by helping to ensure the new plan is understood and accepted.
Having a strong comp plan can be the driving force behind building your dealership. It will help you attract and retain strong sales reps, and will drive them in the direction you want them to go. Take a few minutes to look at your sales comp plans and see if they truly provide the incentive and drive needed to spark your sales team. If the answer is yes, don’t change a thing. If the answer is no, consider the above points and start building a comp plan that will bring you the growth and profitability you desire.
