In today’s dynamic business landscape, Sales teams are vital in driving revenue and fostering long-term client relationships. With the right incentives and customer-centric compensation plans, salespeople can be empowered to put clients first, resulting in mutually beneficial outcomes for themselves and their clients.
I’ve witnessed first-hand that compensation plans tailored to prioritize client satisfaction and success can have a profound impact on the Sales team's behavior and a company's revenue growth. Rather than solely focusing on closing deals, salespeople are incentivized to build lasting relationships, address client needs proactively, and align their goals with the best interests of the clients. In this blog, I’ll shed light on the motivation for Sales teams to prioritize customer-centric actions and explore the effects of this transformation.
Incentivizing Teams to Work with Customers
To effectively incentivize Sales teams to work more closely with customers, companies can revise their compensation plans to reward behaviors that prioritize client satisfaction, retention, and repeat business. By linking a portion of sales bonuses and commissions to customer success metrics, salespeople are motivated to invest more time and effort into understanding and addressing the needs of their clients. Organizations are getting more privy to this, as we found that both customer expansion revenue and customer retention rates are now in the top three most common quota components for Account Executives (AEs) — behind new revenue. By spending an equal amount of time on renewing existing contracts as on pursuing new ones, Sales teams demonstrate their commitment to nurturing and maintaining customer relationships to maintain a customer-focused approach. Allocating equal time for renewals and new business in the deals process showcases a commitment to customer relationships.
Impact of Traditional SaaS Sales Compensation Models
The traditional compensation structure in the Software as a Service (SaaS) industry has largely centered around driving new sales and reducing costs. However, this approach can inadvertently lead to a neglect of existing customers and missed opportunities for cross-selling and upselling. By reevaluating the impact of these traditional models, salespeople can realign their focus toward nurturing existing customer relationships.
Market Insights from Client Executives
Here at Xactly, we created a Client Executive division of the Sales team that prioritizes customer value and relationship-building. Companies that embrace this shift towards a customer-centric approach are likely to gain a competitive edge and establish themselves as trusted partners in the market.
Support From Sales and Changes to Comp Plans
By integrating Customer Support and Customer Success teams into the sales process, companies can better support customers throughout their journey, leading to higher retention rates and overall satisfaction. Furthermore, the redesign of compensation plans to include both of these teams reinforces the organization's commitment to putting clients first. Restructuring compensation plans to prioritize customer-focused behaviors not only benefits the clients but also strengthens the partnerships between these teams and their customers. By aligning the compensation structures with customer support and success metrics, businesses are fostering more sustainable and impactful relationships.
CRO Customer-Focused Strategies
Ultimately, aligning sales behaviors with customer needs and satisfaction provides an opportunity for Chief Revenue Officers (CROs) to drive better cross-sell and upsell opportunities. By positioning the sales function as a customer ally rather than solely a revenue driver, CROs can maximize the trust and rapport built by the Sales teams to achieve additional business growth.
Impact After the First Quarter
After the first quarter of aligning Sales team behavior with client-centric goals, companies can expect to see a noticeable shift in the mindset of their sales force. By focusing on building strong, long-term relationships with customers, Sales teams are likely to experience increased customer retention rates, improved satisfaction scores, and a strengthened reputation in the market.
In conclusion, the shift towards a customer-centric sales approach, supported by strategic compensation design, not only benefits clients but also strengthens the overall sales process and business growth. By fostering a culture where putting clients first is incentivized and rewarded, companies are better positioned to thrive.
