By Clare Bingham, Engagement & Operations Director, FMI Agency

In the past 3 weeks I’ve spoken to several marketing and business leaders about sales incentives, how to structure them, ensure a strong launch and how to make best use of the available budget.

In today’s fast-evolving business landscape, more traditional sales incentives are no longer enough. As Operations Director at FMI Agency, we’re seeing a shift toward more people-centric, data-informed, and emotionally intelligent approaches to motivating sales teams.

Here are my thoughts on the top trends shaping the future of sales incentives in 2025:

1. Personalisation Over Standardisation

Gone are the days of one-size-fits-all rewards, churning out gift vouchers time and time again. Sales professionals now expect incentives that reflect their individual goals, preferences, and lifestyles. They want to feel part of something that is structured for them specifically. Whether it’s a bespoke travel experience or a local in-country reward, personalisation is key to engagement.

2. Experiential Rewards That Inspire

Experiences are proving more memorable and motivating than an e-code or electrical goods. If budgets are limited, this can be tricky to implement but not impossible. If you leverage travel experts, with industry contacts and preferential rates, you would be surprised the amazing experiential rewards on offer. From curated cooking retreats to once-in-a-lifetime adventures, experiential rewards create emotional connections that drive long-term loyalty and performance.

3. Gamification and Real-Time Recognition

15 years ago we were sending out printed launch packs, sweets and collateral to launch and communicate a new incentive. Now it’s easier than ever with a digital-first approach to speak directly to the sales person, and most importantly, know they’ve heard you. Gamified platforms that offer instant feedback, leaderboards, and micro-rewards are transforming how salespeople stay motivated. Real-time recognition fosters a culture of continuous achievement and healthy competition.

4. Purpose-Driven Incentives

Today’s workforce is values-driven. Incentive programmes that align with social impact—such as charitable donations or sustainability-focused rewards—resonate deeply with modern sales teams. Why not ask your audience what they would like as an incentive reward model? You might be surprised how many choose to plant a tree instead of receive a supermarket voucher, if given the option.

5. Hybrid and Remote Inclusivity

With hybrid work here to stay, incentive schemes must be accessible and engaging for remote teams. Digital platforms, virtual experiences, and inclusive reward structures ensure no one is left behind. Embrace social style communication feeds, interaction outside of working hours and experiment with timings. One of our most successful campaigns saw the highest level of engagement just after midnight, as people wanted to take the quiz and enter the prize draw as soon as it went live!

At FMI, we believe that the most effective sales incentives are those that connect emotionally, reward meaningfully, and evolve with the workforce. It’s not just about driving numbers—it’s about inspiring people.