How do you incentivize your sales team (AE or CSM) for platform / solution selling versus a specific product offering?

Work closely with a handful of reps with an early adopter mentality and highlight their wins so the team has reason to believe in selling something new.  A common misconception about salespeople is that they are automatically incentivized to sell a new product if the dollar value is higher because it means more commissions.  As a former sales rep, I can tell you that’s not true; salespeople like to sell things they are good at selling because when 50-70% of your compensation is variable, a bird in your hand is worth more than two in the bush.  A new product that’s more complicated sold to a different buyer and comes at a higher price tag represents a risk because, during the learning curve stage, they are likely to make mistakes, which puts their livelihood at risk.  That said, salespeople also love to emulate what works, so as a product marketer, if reps aren’t adopting your enablement, the best thing is to provide hands-on coaching to 1-2 reps, even help them navigate deals yourself to show them it works. The ideal state is working with a “Moneyball Rep” - a top performer with an early adopter mentality that other reps will want to emulate.  More often than not, reps happily volunteer when PMMs offer to help them with a sales pitch.  But if you can’t get Moneyball Reps to adopt your product enablement, the next move is to go to the “Turnaround Rep.” The Turnaround Rep is someone struggling to make quota; they are usually looking for any help they can get.  If you can get the turnaround rep to make quota with Platform/Solution selling, the other reps will sit up and take notice.