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is a short-term incentive program designed to motivate sales personnel to accomplish specific sales objectives. In general, sales contests are used by firms to stimulate extra effort for obtaining new
, promoting the sales of specific items, generating larger orders per sales call, etc. Although contests should not be considered part of the firm's ongoing compensation plan, they do offer salespeople the opportunity to gain financial (e.g.,
cash, merchandise, or travel
) as well as non-financial rewards (
recognition and sense of accomplishment)
American Marketing Association.
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