If that’s the first question that comes to mind when you start your sales planning then, congratulations – you’ve already decided that this is an investment, not a cost. And while many marketing programs require money to be spent without a clear path to an ROI calculation, the beauty of a sales incentive is that … More How Much Should I Invest in a Sales Incentive Program?
“Do you mind if I include the extended warranty with your purchase? It costs $149, but the final price to you will be the same.” This sounds like a sales scam – add something in at the last minute to boost the value of the purchase. But in this case, I had already negotiated a … More Sales Incentives and Unintended Consequences
It’s Day Two of your Sales Meeting. Pete is droning on about his customers in SouthWest II territory. It’s the eighth regional sales presentation of the day. No-one is paying attention (maybe not even Pete…) You’ve taken your sales team off the street for three days, spent thousands of dollars to fly them to a conference room … More Sales Meetings – Snoozapalooza or Motivational Tool?
If you’re lucky enough to have a small, direct sales team, then an incentive program isn’t that difficult to communicate. After all, these folks report to you, are paid by you, and spend all day (hopefully) thinking about your products and who to sell them to. But if you’re going to market through indirect channels, you … More Making it Stick
Workplace Engagement was one of the three overarching themes of the BMA14 Conference in Chicago last week – which was surprising, since the Business Marketing Association (BMA) is dedicated to promotion and education of Business-to-Business Marketing, not Human Capital. Time and again, speakers referred to defining and promoting brand values and brand image internally to strengthen … More Marketing and Workplace Engagement – Two Sides of the Same Coin
Tonx ships freshly roasted coffee beans to your door. I recently signed up for a sample, and before I even brewed the first cup, I knew it was going to be good quality. How? The packaging. First of all, the coffee itself was in a sexy-looking silver airtight package that you could imagine being on the … More Packaging is Worth a Thousand Words
McKinsey recently published a study suggesting that the amount invested in loyalty programs doesn’t pay off in terms of growth or profitability [Making Loyalty Pay:Six Lessons From the Innovators]. Surprising? Not really. As I thought about all of the programs I’ve signed up for…and how many cards are sitting unused in a drawer somewhere…it started … More Do Loyalty Programs Work?