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Setting Sales Targets? Give Them the First $50,000 on You

Nothing motivates like progress, even when it’s illusory.

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Nothing quite motivates like the feeling of making progress, even if that progress is entirely illusory. Several years ago, the Journal of Marketing Research published a celebrated study that found customers will buy coffee more quickly when they are given a “Buy 12, Get 1 Free” card, but with the first two stamps already filled in, than they will when given a “Buy 10, Get 1 Free” card. When it comes to the targets you set for staff, could you do something similar? Give them the first $50,000 toward their annual sales goal “free,” and see if that feeling of momentum doesn’t spur them to shift into a higher gear of work.

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Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

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