How do I motivate my sales team? How do I retain the best sales talent? At the risk of sounding too simple, there are two proven principles that work well to motivate salespeople: recognition and appreciation. Two simple principles are often overlooked because execution requires time and attention. Sam Walton once said: “Appreciate all that your associates do for the business. Nothing else can replace a few honest, well-chosen and timely words of praise. They are absolutely free and worth a fortune.”

Here are 10 simple methods to motivate your sales team:

Be specific. Many sales managers will tell their salesperson, “Good job on the XYZ account.” If a sales manager really wants words to resonate with a salesperson, be specific about what “good” looks like. For example, “I appreciate your ability to read clients so well. I realized that you really have a knack for getting the internal team to support your cause. I know you always operate from a place of integrity.” When you’re specific, marketers realize you’re looking and paying attention instead of using tired snapshots.

Stay focused. Focus is the competitive advantage of the future as society gravitates toward attention deficit disorder. When you give a compliment, focus and make the delivery of the compliment the only thing you do. This means that you are not checking your email, voicemail, or smartphone. Slow down, look your salesperson in the eye, and focus on showing appreciation.

Give public recognition. Sellers, by nature, thrive on recognition. Don’t make success a private event. Make sure to congratulate your salesperson in front of clients, colleagues, and team members. Public patting on the back is very helpful. If you have a salesperson who is getting great customer feedback, ask the customer to write a testimonial letter. This is beneficial for both parties. The first victory is the feeling of importance and appreciation that your salesperson feels. The second victory is for the customer. (Can you imagine how inspired this salesperson will be working for this client in the future?)

Involve the family. Hard-working salespeople are often on the go, working long hours, or entertaining customers at night. Send a letter of appreciation home highlighting the contributions and specific attributes of your salesperson. Thank your spouse for the important role they play with their support and encouragement. If there is no partner, find Mom and Dad and say thank you and congratulations for raising such a great child.

Make the salesperson the teacher / coach. This is consistent with public recognition. When you have a salesperson who does excellent work, don’t keep it a secret. Give part of the sales meeting to the salesperson and allow him to teach and train the rest of the sales team on best practices. The salesperson is recognized for their expertise and the message often means more coming from a colleague, who is also in the trenches. It also encourages team members to become “experts” so they can appear on the next meeting’s agenda.

Send your comments immediately. Don’t wait until you have time to give the compliment or feedback. Two weeks later it does not generate the same response as the immediate recognition of good attitude, problem solving or closed agreements. (Can you imagine giving a dog a bone for rolling two weeks after the event?)

Buy some paper. Email is good; however, a handwritten note means that you have taken the time to find a card and write a personal note. I’ve seen cards on a vendor’s desk, yet I’ve never seen email propped up.

Recognize something besides sales. How about recognizing a salesperson for the great attitude they demonstrate every day? You know who I’m talking about. The salesperson who comes to meetings on time contributes and helps other team members. Award a Citizenship Award on Sales!

Create recognition symbols. Why do people drive expensive cars? Do you wear big sports rings? The car probably doesn’t drive much better and some of those rings are downright disgusting. Both are recognized symbols of success. What symbols of success do you have in your company? Symbols can range from certificates, rings, blazers, jackets, or membership dues to clubs. The article is usually not that important; it’s the acknowledgments associated with the item that count.

Get the ‘big dogs’ involved. Compliments shouldn’t come just from the VP of Sales or the Sales Manager. Ask the President, CEO, Chief Operating Officer, CFO to pick up the phone to make a congratulatory call. As much as your sales team likes you, it’s always good to hear compliments from other sources.

Motivate your sales team in 2011. Observe, appreciate and acknowledge good behavior.