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87% of You Do Not Implement Sales Contests for Your Staff

do you or don't you: But the 13% that do have found some creative ways to incentivize — and increase — sales while keeping the competition among the team at a minimum.

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question:

Do you hold sales contests for your staff?

Yes: 13%

  • We work with our frame and lens reps to do promotions, ex. We will focus on educating patients about computer lenses for Q1 and set KPIs like “How many frames do we want to sell in those 90 days? How many computer lenses in 90 days?” Then first, the staff gets lunch paid for by the rep during the training about the frame or lenses and we establish three sales tiers. If we reach the first tier all staff gets a $25 gift card (10 staff members). If we reach the second tier (20% more) all staff gets a $40 gift card. Tier 3 is 50% more than Tier 1, then all staff gets a $100 gift card. We did this promo with a frame collection and computer lenses and in one quarter we sold 42 computer eyeglasses in addition to their everyday eyeglasses. Totaled $35K in additional revenue in the same period compared to the year prior. — Diana Canto-Sims, Buena Vista Optical, Chicago, IL
  • We give cash for contact lens year supply sales being over 55% for the month. — Caitlin Neal, San Juan Eye Center, Montrose, CO
  • We have had a preappoint challenge. Whoever preappoints the most patients gets a $50 gift card. — Kathy Collins, OD, Kissel Eye Care, Lititz, PA
  • We do a few throughout the year — most multiple pairs sold, most ‘add-ons’ for lens orders, most elected retinal images — the incentives are normally gift cards to local businesses. — Colby Spivey, Vision Center South, Dothan, AL
  • I will occasionally do contests for each sale or exam booking over a certain number a $5 gas card incentive. Most employees love free gas at the pump and it’s been very motivating. — Nikki Griffin, EyeStyles Optical and Boutique, Oakdale, MN
  • Second pairs contest over a four week period. Certain progressive lens sold over a four week period. Annual CL sales over a six week period. Incentives are $50-$100 gift cards. — Mark Perry, OD, Vision Health Institute, Orlando, FL
  • We hold contests for how many frames sold. We encourage patients to purchase a new frame instead of using their existing frame. It gives the patient a new warranty and a newer look. We also implemented a $25 charge for anyone using their own frame. — Ann-Marie Weaver, Optimal Eye Care, Lewis Center, OH

No: 87%

  • I don’t hold contests because I think they should all get the same reward if we have a great day. I bonus everyone $300 on every trunk show day. Also, I take everyone out for dinner afterwards. Also, throughout the year, I schedule fun dinners and entertainment so we continue to connect and bond out of the work place. That way we have stress free times together. — Nancy Revis, Uber Optics, Petaluma, CA
  • We participate in sales contests put together by the lines we carry. (Maui Jim, etc.) However we don’t do any internally, especially things that are dollar sales based. Often these competitive contests can lead to internal conflict. I have seen before where some people thrive with it and go all out, while others, especially part time employees, end up with a ‘why bother if I can never catch up to the others’ attitude. I prefer to foster an environment where we are all working together as a team and supporting each other. — Matt Combs, Physicians Optical, McMinnville, OR
  • We don’t because we’ve reduced staff. — Kenneth Weiner, OD, Livingston, NJ
  • That sort of thing is not supported by our owner. — Adam Doyle, Pearle Vision, Madison, AL
  • No because business just opened! When we grow and expand then sales contest may happen. — Chris Dudley, Better Spectacles, Tampa, FL
  • First and foremost, we are a team, but who doesn’t like a little friendly competition and a small prize? We regularly play mini-games where sales of featured frames or products earns a turn, a game piece, or a prize. — Amie Robinson, Spring Hill Eyecare, Spring Hill, TN
  • We are a team and we do not compete among each other. — Robert M. Easton Jr. OD, FAAO, Oakland Park, FL
  • A. There are only two of us in the office. B. Neither of us is big on incentive-based sales. C. We’re a small boutique, so we play a long game. What does that mean? We’re looking for something other than the big sale every time. I’ll take a series of average sales over time. The client feels better about us, and we have a long-term relationship. That relationship, in turn, drives referrals. The goal is different from the windfall of money. Instead, it’s getting on all your clients “IGottaGuy” list. The list you go to when a friend or neighbor asks for a recommendation and you smile and say “IGottaGuy.” — Kevin Count, Corner Optical, Glenview, IL
  • Although we may participate in a manufacturer’s promotion, having sales contests at our office is just not our thing. — Pablo Mercado, Highland Eye Boutique, Atlanta, GA
  • We don’t want staff to feel like they need to be the one that gets the “good patient.” Everyone who enters should feel wonderfully cared for so to incentivize someone to not take extra time if needed with a state insurance patient goes against what we want our office to be. We do department wide things over a set time instead. — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN
  • We’ve offered and our staff doesn’t want it. They don’t want to pressure people on the sales side of things; we all believe in prioritizing listening and education, not “sales.” Plus, it turns out that if you treat patients and customers right, the sales numbers follow. — Jen Heller, Pend Oreille Vision Care, Sandpoint, ID
  • We work together as a team to sell, no contests needed. — Frances Ann Layton, Eye Associates of South Georgia, Valdosta, GA

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