Incentive pay programs apply the same principles, but rewards are linked to the performance of individuals or small teams. At First for example, CEO Eddie Crutchfield has put everyone in the branches from branch managers to tellers-on an incentive system that rewards selling the bank's various products and services. The new incentives are ten times greater than under the old system, making up about 40 percent of an employee's total annual compensation. Some salespeople work on pure commission, with no cap. Crutchfield realizes that some current employees will decide they don't want to sell, and he doesn't mind if they leave. He's happy to replace them with people from outside the industry who understand selling and enjoy reaping their rewards in the form of commissions.