Sales Incentive Programs for Marketing/Sales Managers, Internal Sales, and External Sales Representatives, Dealers, Distributors, Franchisees, Retailers and Sales Associates
These programs can be both internally or externally directed or both, and frequently include:
Multi-tier, multi-item programs using themed presentations at the program launch which includes different value promotional items for managers and sales associates, incremental incentive prizes at program milestones, grand and supplemental incentive prizes at program end, and supporting promotional items throughout the campaign. A premium reward program may also be used that ties a points program to redeemable merchandise. This program may run concurrently with a Business to Consumer Program.
This is a broad category that covers business, institutional, and retail markets. It may encompass new product or service launches, overall brand inducements, brand extension, or promotions for existing products and services.
The defining component is motivation of salespeople to meet sales related objectives which naturally focuses on increased revenue but may also include such things as expanded territory, greater audience share, increased shelf space, better visibility, expanded distribution channels, greater requests for ancillary and support services, and such items as insurance and warranty programs. Promotional and incentive components of these programs may include a full range of promotion and premium item approaches that can be used in Incentive Programs. Customarily, the program is launched at two or more levels.
Also, see Sales Incentive Program Selections and Program Planning Template.Program Level Examples
Example Objective: Nationally, increase the number of commercial and residential accounts using purified water products and services by 12% over a four month period. Facilitate this effort through the introduction within each region of new personal and commercial tap-water reverse osmosis purification systems, and, a new "flavors selector" taste option featuring one natural and four flavored waters for free-standing purified water home and business dispensers. Gain new accounts and sell-through new services to existing customers through a program that builds momentum, excitement, and enthusiasm to reinforce incremental and final goals through incentive promotions and prizes for the regional managers and branch managers, and incentive promotions and recognition awards for local sales associates and delivery associates.
Theme: Master Angler Tournament theme used to set goals, reinforce best prospecting locations, use of the right tackle and investigative news and climate forecasts. Program obejctives are to land new accounts daily, measure and talley each weeks net, award incremental motivational prizes, highlight monthly totals with prizes according to tournament rankings with supplimental motivational items going to all participants. The program finale awards each qualifying regional and branch manager with points redeemable merchandise and places them in seperate grand prize drawings for a vacation trip to Cabo San Lucas for either deep sea fishing or whale watching.
Slogan/Memory Hook :
Level One
Level One is directed toward regional and local sales or retail store management whose responsibility is the oversight and execution of the program for their representatives or sales associates. They may receive Initial promotional inducement items and have predefined goals to be met by their location or territory to be eligible for a grand prize and award. They may also receive incremental incentive items to add impetus to the program.
Materials: Program brochure featuring explanation and goals, a description and pictures of promotinal items, prizes, and awards that managers and associates may receive, and a chart to track each branch's new accounts and sales activity.
Promotional Items: Tackle box with program outline, four month calendar featuring Cabo San Lucas, knit dress shirt, cap, sunglasses, button, lures, and travel alarm clock.
Promotional Incentives: Seafood dining gift cards, gourmet smoked salmon gift boxes, fly, bait, or spinning tackle, depth finder/locator, Cabo San Lucas deep seaa fishing or whale watching vacation.
Level Two
The Level Two portion of the program drives the sales representatives and associates to deliver on the program’s objective – usually greater sales via the sale of higher-value items and increased product turn and sell-through of additional enhancements or services. As mentioned above, the goal may also include areas that enhance the position of the product or service in the marketplace. Level Two participants may work individually or function as a team to achieve their goals. Promotional items are used as program reinforcements and are also presented as incentive rewards at key measurement intervals throughout the program. A premium points program can be used to induce and reward multiple levels of performance. Frequently, grand prizes or the opportunity to be among the finalist eligible to win a grand prize through a drawing culminates the program.
These might include product, service, and trip prizes and gifts for active inducement through participation in games, contests, sweepstakes and redemption promotions, or simple brand reinforcement gifts to show appreciation for an employee’s efforts.
Materials: Program brochure featuring explanation and goals of program, tracking poster-chart, a description of prize levels, selling presentation, customer sales literature, direct mail promotion announcement/introductory offer to customers, and local advertising slicks.
Promotional Items: Scheduler/daytimer, cap, knit shirt, light lures buttons, magnetic fishing game, fish magnets, whale inflatable novelty
Promotional Incentives: Dining gift cards, fish tank, sunglasses, tackle box, fly, bait, or spinning tackle, local guided fishing trip
Note: Branded items may also available for purchase.
Sales Incentive Program Templates — Use a program template that assists you in the selection of your promotional and incentive items and helps guide you through the design and entry of your own program elements. If you choose, the promotional criteria that you enter can be available to you for various periods of time.
Personalized Service for Specialty Products
Take advantage of quick turn-around on custom silk screening and dye sublimation printing and imprinting of your specialty products.
Call or email David Merton to promote your image and build your brand. Image!Mart Dallas 972.754.5992 david@imagemartdallas.com
