By Steve Damerow, CEO, Incentive Solutions
Exclusive to the May 2017 Edition of Dealer Marketing Magazine
The definition of an incentive program is broad. Anything you do to motivate salespeople can be considered an incentive program. You can tailor a sales incentive program in a thousand different ways to ensure it captures the enthusiasm and interest of your unique audience. This flexibility is a double-edged sword, though, and causes many dealership sales incentives programs to fail. Why? It’s because sales incentive programs often lack structure and clarity. Inconsistent program marketing (or none at all) may make the goals and specifics of the program unclear. The program may be a management headache, or maybe salespeople forget about it because it’s not meaningfully tied to overarching sales goals.
The Incentive Research Foundation found that few companies see the full benefits of an incentive program, which could be a 25-44% performance boost, due to problems in the program’s construction.
Online and mobile incentive technology ties together many of the loose ends that plague incentive program implementation and management, making them easier to structure and oversee. Here’s how going digital revolutionizes dealer sales incentives success: