Sales contests, although very popular, raise questions concerning their value. Questions asked include: Don’t they simply shift into the contest period sales volume that would have occurred anyway? How can everyone be equally motivated when certain territories have a built-in edge because of customer and market characteristics? Won’t the contest backfire if people feel they haven’t had a fair chance to win? Will all sales reps participate with equal enthusiasm when there can be only a few winners? Respond to each of these objections.