A Preface to Payment: Designing a Sales Compensation Plan

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Sales compensation is a crucial management decision, but it is too often approached as an exercise in comparative pay levels or as a debate concerning the relative merits of fixed-salary versus commission systems. This article provides a "preface" to sales compensation which outlines generic issues and choices implicated in designing a sales compensation plan. It discusses the following: (1) the links between compensation, evaluation and motivation; (2) an analytical process helpful in developing a compensation plan; (3) important choices in setting goals and rewarding results in sales; and (4) the relevance and limits of compensation policies within an effective sales management system.

Frank V. Cespedes is Associate Professor, Graduate School of Business Administration, Harvard University, where he teaches marketing.

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