How to Keep a Remote Workforce Engaged

28 years ago, I became a Sales Representative for Mars, managing retail customer relationships for a specific territory. I quickly fell in love with the fast-paced nature of the work and pushed myself to meet or exceed yearly sales targets.  As I’ve advanced in my career, I’ve always loved the challenges of sales: building relationships with customers, driving display for retailers and working to achieve annual goals.

I especially appreciate that my first managers trusted me to work independently. I was assigned to oversee a dedicated territory and was given the tools and resources to manage my time and workload. Today, as the President of Sales for Mars Wrigley Confectionery U.S., I’m responsible for driving sales and customer collaboration and lead hundreds of sales Associates, sharing with them what I’ve learned over the years.

 As we approach Halloween – one of the biggest holidays of the year for us – I’m reminded that this season is so successful in part because of our 600+ Territory Sales Managers (TSMs), Associates who are field-based and lead sales for a defined region. The collective effort of these TSMs drives our business forward, and brings our iconic treats, from M&M’S to SNICKERS to Skittles, to Americans nationwide.

In leading these TSMs, I apply what worked for me when I was in their shoes to ensure they stay engaged, productive and connected. Here are my top three tips for successfully managing and motivating remote workers:

Thoughtfully use technology. I began my career before the advent of email, instant messenger, texting, social media and all the other technological advancements we have today. There were times when I felt distant from my colleagues and my managers. We can alleviate that disconnect by thoughtfully applying tech solves; for example, holding regular one-on-one check ins via Skype or other video conferencing software. In fact, studies show that nearly 9 out of 10 remote workers feel more connected through video conferencing. The value of face-to-face conversation isn’t lost even when through a screen.

Focus on goals, not activity. Through my own experience, and in managing our TSMs, I’ve learned that everyone really has their own style of working. I believe it’s important to focus on employees’ goals when they work remotely. I have two benchmarks: Is the remote worker achieving his or her goals? Are our retail partners satisfied? If yes, then it’s not important to me how the work gets done. Concentrating on accomplishments rather than actions helps keep remote teams accountable to the big picture rather than the day-to-day minutiae.   

Make the most of in-person time. Each year, we bring together all field-based sales Associates for an annual gathering to learn and share best practices. We build in plenty of time for reviewing the past year, planning for what’s to come and discussing the state of the business and industry. Since development is core to Mars, we dedicate time for Associates to develop negotiation skills, new sales tactics and provide TSMs with the tools to own their careers. But it’s just as important for us to allow the TSMs to build relationships and establish their networks. Remote workers don’t bump into each other at the coffee machine or in the kitchen, where so many office friendships happen. We intentionally make the most of in-person time so that our remote Associates build camaraderie with one another and can bring those connections back home with them afterwards. These connections help boost morale and remind workers that they are part of a family-owned business that cares about them. 

When I began my career nearly 30 years ago, I would have never imagined that the remote workforce would grow like it has. Incredibly, the number of U.S. workers who telecommute has increased 115% in the last ten years. As more teams work independently, I hope these tips gleaned from my years at Mars help managers motivate and empower remote workers to thrive and fulfill their professional potential.