Let’s face it, the past six months have been like no other. When this ‘COVID 19’ thing became the buzz word back in February, I’m sure many of us felt like it was just going to be a few months of tighter travel restrictions in certain areas of the world, just like it was when we were hit with SARS or ZIKA in recent years. I mean, the answer was easy, let’s just reschedule any travel plans for a couple of months’ time, or relocate the event to a safer destination….one not on the COVID-19 list? Simple!
As we know, this hasn’t been the case, and travelling anywhere other than your local Tesco once a week, has become a thing of the past. The impact of COVID 19 has been felt by businesses across multiple industries. This has ranged from complete shutdown or mass downsize, to new remote operating models or reduced remuneration packages, with little or no light at the end of the tunnel in sight. Those who are fortunate enough to still be in business, and employed face new challenges as the population and economy eases into the new norm of life.
So, these employees who made it across the line, (the lucky ones?). They are working away (probably with reduced headcount, therefore higher workload) and are the backbone to success. Whether it be hitting sales targets, reigniting client engagement or maximising client retention strategy, they are the ones pushing overall performance further in order that businesses can get through this difficult time. Businesses needed to keep their people engaged and to show them recognition and appreciation for working harder than they ever have before.
So how do we keep these employees motivated and on track? Among different types of non-cash rewards, one particular offering that is regarded as most beneficial for influencing and driving sales and behavioural performance is incentive travel. In fact, a survey conducted by the Society for Incentive Travel Excellence (SITE) pre COVID, showed a staggering 95.5 percent of qualifying programme participants felt at least somewhat motivated by travel reward and a compelling 90.7 percent would work harder to qualify in the future. This was demonstrated during the 2008 global financial crisis when we actually experienced an increase in client incentive programmes! Whilst spend on conferencing or client networking was reduced or cut, reward programmes remained intact and in fact demand increased. In fact top performing companies, as identified by the Incentive Research Foundation (IRF) as experiencing over five percent annual revenue or share growth had one thing in common; they all engaged the power of sales incentives.
But why now?
Whilst we may not be able to travel too far in 2020 (Tesco aside), having something for your staff to work towards could be the perfect ‘carrot’ to get us through these coming months. A simple and effective way to get your momentum back. We have had a new style of doing business, isolated in your home office (aka kitchen table), doing plenty of 2-D style meetings over Zoom. However, nothing beats that face to face engagement and buzz experienced when working in teams or on the office floor. Setting goals to motivate to achieve above-average performance will see incredible productivity improvements. And re-igniting your people with an incentive travel programme they can attain to, no matter where they sit within the business, will gain this momentum back.
And for your sales team, it’s time to kick-start sales targets for the year ahead and initiate a sprint campaign to drive home 2020. Let’s face it, every salesperson likes a competition and salespeople are some of your business’s most valuable assets. Offering the incentive not only provides additional reward (beyond their standard cash payments), it provides those top performers that ‘trophy value’ recognition they love.
And finally the trip itself, after months of being ‘locked away’, many may resonate with the feeling of being unsure if they were ‘working from home’ or ‘living at work’. Providing opportunity to get away from their lockdown surroundings, in an all-expense paid trip, will provide sentimental appreciation and lasting memory; unlike cash style rewards that are forgotten quickly. And depending how you may run your programme; for employee only or as a partner programme, the social connection (COVID risk approved of course) is priceless……. especially now.
Incentive trips do not have to cost the earth or go to the ends of the earth. It’s about creating an experience that will excite and delight. So depending on who your participants are and what your budget is, there are many ways to achieve the right incentive reward trip. Low cost but effective options start on our doorstep and could be as simple as a gourmet day out with lunch out at Soho House in the Cotswolds (should the budget stretch or additional target tiers be met why not add on private transfers or an overnight stay?) Perhaps it is a journey on the renowned British Pullman with dinner hosted by Raymond Blanc or for the more adventurous a hot air balloon ride over the peak district? All options provide that special, out of the everyday ordinary experience that will reward however will not cost the earth.
So finally, in terms of how to approach a new incentive program. The team at Lemon Lane can work with you on how to best develop the right incentive travel programme for your business; and for your budget, from hybrid and customisable options or looking at what destinations are favourable now and for 2021.
