Seven Keys to Effective Field Recognition

1. Contingency. The best forms of recognition are contingent. Contingency relates to how closely recognition is tied to desired behavior or performance. Contingent recognition is given only when a field rep exhibits some sort of desired behavior or performance-for example, when a show produces $1,000 or more in sales.
   
   
2. Timing. Recognition is most meaningful when it is given soon after the desired behavior or performance. Recognition loses meaning (or worse, can alienate the recipient) when it is not timely, which means that saving up individual recognition for an annual conference or awards banquet must be balanced by more frequent recognition.
   
   
3. Frequency. Frequency should always be considered when designing rewards and recognition programs. Often, new organizations conduct recognition on a formal, yet infrequent, basis around specific events and advancements. As a company expands its recognition efforts, it often establishes more frequently awarded recognition milestones or programs, such as leadership pins and field advisory councils. If a company goes further in instilling recognition within its organization, it typically becomes a daily part of field management practices, where field leaders are trained and supported with tools for timely identification and meaningful recognition of behaviors and results in their organizations.
   
   
4. Formality. The formality of an award affects its impact on the recipient. Examples of formal awards include "rising star," "top recruiter of the year," and "top sales producer for the quarter" awards. Formal awards also encompass rank advancements and contest winners. Informal rewards are more spontaneous and flexible, often stemming from the relationship between the parties involved such as a corporate sales director and the field leaders, or field leaders and their recruits. Examples of informal rewards include a personal word of thanks, an email recognizing someone for recruiting a new distributor, or a hand-written note of encouragement.
   
   
5. Recognition setting and context. Recognition can be given privately or in front of the masses. While everyone likes a spontaneous personal word of thanks, formal praise tends to be more valued by recipients-although shy individuals (perhaps 20 percent of the population) usually prefer private and less formal displays of gratitude. Make sure that you take into account your company's culture. But most people prefer recognition that is presented with a personal touch, no matter what size the audience.
   
   
6. Significance of the provider. We know that, in general, recognition initiated by leaders and executives (field executives and corporate executives) is highly valued by recipients. As a rule of thumb, personal recognition is most meaningful from those we know well or work closely with. Public recognition tends to mean more when provided by someone of higher status.
   
   
7. Value to the recipient. Recognition is more meaningful when the form it takes is highly valued by the recipient. One individual may value rewards that relate to the business (such as a laptop computer or car allowance), while another individual may value rewards that relate to his or her personal and family life (such as a cruise, vacation or mortgage pay-down incentive). The importance of this is in carefully and consistently creating rewards and recognition for a wide variety of recipients, seeking a balance that considers the vast array of things valued by recipients.