Sales Contest: What We Know and What We Need To Know

Wildt, Albert R.; Parker, James D.; Harris Jr., Clyde E.
September 1980
Journal of Personal Selling & Sales Management;Fall/Winter80/81, Vol. 1 Issue 1, p57
Academic Journal
The article summarizes what is presently known about sales contests, including the potential positive and negative impacts of sales contests. Following this review, the need for evaluative information about sales contests is argued, and those issues critical to the accurate, effective evaluation of sales contests are discussed. A comprehensive, yet relatively inexpensive and easy way to implement procedure for the evaluation of sales contests is outlined. Sales contests are special sales campaigns offering incentives above and beyond those normally provided. Incentives are generally in the form of prizes and awards, although cash is used. The principal overall objective of sales contests is to generate greater and more profitable sales volume. Consistent with this, sales contests often have specific short-term objectives such as, develop new customers, promote special items, or increase sales volume per call. Sales contests are usually categorized according to the particular group, sales personnel, dealers, distributors, non-selling personnel, and consumers toward which they are directed.


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