Distribution incentive programmes: Surviving in a competitive world

More and more products are being sold through independent distribution channels and corporate incentive programmes from different companies are increasingly going head to head.
 
As you may imagine, with vital sales on the line, the battlefield can be incredibly fierce. There are winners and there are losers.
 
“How do we get our corporate incentive programme to the top and keep it there?” is a question that I’m hearing more and more at Pickled Egg. So, how do you win this war?
 
Don’t be afraid to give your corporate incentive programme breadth. All too often I come across corporate sales incentives whose focus is too narrow or too flat. A corporate incentive programme should be three dimensional, not one dimensional.
 
Communicate. Don’t restrict your communication with the distribution channel to the beginning and end of your corporate incentive programme. Regular messages help forge important bonds. Make sure all communication is carried out using your corporate style guide. Reinforce your brand.
 
Educate. While you have these sales people engaged, find out what they know about your products. Give them incentives to answer questions and carry out training if there are any knowledge gaps to fill. Present them with a certificate or plaque – give them something to boast about.
 
Learn. Find out as much as you can about the people who sell your products. Don’t be shy to dig deep and learn about birthdays, anniversaries, favourite sports teams, hobbies and more. Use this information to better structure and communicate your sales incentive.
 
Remember, in order for a corporate incentive programme to be successful in the competitive independent distribution channel, it must build and maintain a strong relationship with the people on the sales floor.
 
If you would like to know more about how to keep your corporate incentive programme on top, contact Ricky on 0370 350 3450

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