by Steve Damerow, June 13, 2016
Exclusive to Incentive Magazine
Most people rarely think of incentives as influencing sales decisions through a business-to-business (B2B) distribution channel. Yet the fundamental purpose of incentives remains the same no matter what the context: to influence people to take certain actions. And people respond to, “what’s in it for me?” whether they are employees, customers, or part of the B2B distribution.
According to the Department of Commerce, B2B spending is roughly twice that of B2C spending. Clearly, it is time for B2B incentives to take a page from B2C customer loyalty programs and promote B2B advocacy selling.