Experts estimate the onboarding process of new call center agents can cost up to $10,000 per new hire. The recruiting process brings qualified call center agents to your organization; the training and mentoring processes integrate the agent into the organization's methods, procedures and beliefs; and strategic employee motivation programs can keep the agent feeling valued and appreciated. Call centers that overlook the human side of working will find the recruiting and training processes occurring more frequently than organizations that take the time to implement incentive programs. Great B2B Telemarketing employee motivation programs include 3 major components:

1) Short-term: It is critical to provide specific, measurable and attainable goals to your B2B telemarketing call center agents on a daily basis. If the overall goal of the program is not attainable because a rep is newer or for reasons out of the call center rep's control, be sure to adjust your goals so that they are attainable by each person on the team. If you're afraid of the team shooting too low, set both a goal and a super goal. Super goal is usually about 25% higher than goal.

Be sure you are clear and specific about your expectations for accomplishment for that day and provide updates throughout the calling shift regarding actual performance and what level of performance is needed to finish at goal for the shift.

Periodically it works really well to provide a daily incentive to help boost performance over the top, particularly if you've had a couple of bad days in a row or have hit a plateau in performance. Be careful about overdoing daily incentives with your B2B telemarketing agents though because they will stop working if they are expected and not special.

2) Long-term: In a call center, I consider long-term to be a monthly incentive/recognition program. A month may not seem like a long time, but when you consider the real-time changes that the B2B telemarketing call center agents are dealing with, a month can be a considerable amount of time. I recommend that there be two levels of incentive/recognition on a monthly basis. One recommendation is setting a team goal and then rewarding the team for achieving their goal and also reward individuals for their individual contributions. Don't just give a top prize to the best seller each month though because it will end up demotivating the people who continuously end up as #2 or #3 and you need the entire team to feel like they are contributing and being rewarded appropriately.

3) Ad-hoc: What gets measured gets done. What gets rewarded and recognized gets done well. When you identify a specific area of opportunity with your B2B telemarketing agents (closing %, average order size, upsell %, etc.), a great way to get specific focus on improvement is through an ad-hoc incentive/recognition program focused on improvement in the focus area. I like the "Beat Your Best" contest where each B2B telemarketing rep is given an opportunity to earn recognition/incentives based on exceeding their best number(s) they have had within the past week, past month, etc. This gets people individually focused on improving and it will impact your team's performance overall.

By balancing the short-term, long-term and ad-hoc incentives and recognition programs, you will be rewarded with sustained levels of performance with your B2B telemarketing programs.


The author of this article, Angela Garfinkel, is the President and Founder of Quality Contact Solutions. Quality Contact Solutions offers B2B telemarketing solutions that achieve sales results.