How to Manage Spiff Programs the Right Way

Spiff programs are one of the most underutilized—and often misunderstood—tools in the tire industry. Manufacturers create them to incentivize front-counter sales teams, reward product knowledge, and move priority inventory. Yet out in the field, reactions vary wildly:

• Some owners refuse to let their people participate because it “feels like a bribe.”
• Others keep the spiff money for the shop instead of letting the salesperson earn it.
• And some shops let sales staff participate fully, but with no structure, tracking, or accountability.

If you’re a shop owner or manager trying to navigate this, here’s the truth:

A properly managed spiff program improves sales, boosts morale, strengthens training, and increases loyalty—without costing your business a penny.

Let’s break down how to implement spiffs the right way.

1. Understand the Purpose of a Spiff

A spiff isn’t a bribe.

It’s a performance incentive, just like any internal bonus system. Manufacturers want to move tire lines, and your salespeople are the ones positioning their products daily.

A spiff rewards:

• Product knowledge
• Confident recommendations
• Hitting specific goals
• Prioritizing strategic inventory

It creates a win-win-win:

Manufacturer wins. Dealer wins. Salesperson wins.

2. Let Your Team Participate — Don’t Keep the Money

A common mistake is owners keeping the spiff cash “for the business.”

The problem?

That defeats the entire purpose.

Spiffs motivate employees to:

• Push certain brands
• Learn the product
• Track their numbers
• Stay engaged

When the owner pockets the incentive, the team sees it as:

• Unfair
• Demotivating
• Disrespectful

Employees stop caring—and sales drop with it.

If the salesperson earns the sale, they should earn the spiff.

3. Build Structure Around Participation

Letting your people collect spiffs is good.

Tracking them is better.

Create a simple structure:

• Weekly tally sheets
• A shared digital tracker
• Manufacturer portal access
• Verification steps from invoices or POS

This clarity builds trust and eliminates disputes.

It also helps you measure:

• Closing ratios
• Product mix shifts
• Who’s actively selling

And if needed, it identifies who needs training.

4. Use Spiffs as a Training Tool

Think of spiffs as paid continuing education.

Manufacturers often pair incentives with:

• Product videos
• Knowledge quizzes
• Sales resources
• Feature/benefit sheets

Use this to your advantage.

A more knowledgeable salesperson:

• Handles objections better
• Builds more value
• Stops relying on price
• Sells higher-margin options

Training = confidence.

Confidence = sales.

5. Protect Your Integrity

Some owners worry spiffs will push salespeople to recommend the wrong product.

That only happens when:

• There’s no training
• No oversight
• No clarity on fitment

Solve this with one rule:

The right tire for the customer always comes first.

Teach the team:

• Fitment first
• Customer needs second
• Spiff opportunities third

If all three align? Perfect.

If they don’t? Customer comes first—always.

This protects your brand and builds long-term trust.

6. Communicate Expectations Clearly

Set the tone early:

• Spiffs are earned by ethical sales behavior
• The shop supports participation
• No pushing unnecessary products
• No gaming the system

Your team will mirror whatever standard you enforce.

Make sure it’s clear, fair, and firm.

7. Celebrate Wins

When someone earns a big spiff month:

• Call it out
• Celebrate it
• Recognize the effort

It creates energy.

Other employees get motivated.

The manufacturer sees your store as a high-engagement partner.

This is how store culture improves—one win at a time.

Final Takeaway

Spiff programs aren’t a threat to your margin or integrity.

They’re a strategic tool that, when implemented with structure and fairness, can:

• Increase sales
• Improve product knowledge
• Boost employee morale
• Strengthen manufacturer relationships
• Create a unified, performance-driven culture

As an owner or manager, your role isn’t to resist spiffs—it’s to guide them, track them, and leverage them to strengthen your entire operation.