Channel Incentive Program Objectives and Applications
Over time we've noted a fairly consistent set of strategic objectives being supported by channel incentive and loyalty initiatives. That said, we’ve also observed a wide variation in the tactical execution of incentive programs used in our client’s sales channels – the scope of activity and target audience can encompass few or many of the components and constituents common to indirect sales organizations.
Top Five Objectives
- Meet financial objectives
- Boost specific product sales
- Engender greater customer loyalty
- Motivate different channel behaviors
- Promote new products
Tactical Applications of Incentive Channel Programs
- Resellers - Spike product sales, Identify end-users
- Contractors - Drive volume, optimize promotions, cross-sell products
- Exhibitors - Maximize promotion
- Technicians - Increase margins, dominate a sector
- Local Agencies - take share from competitors
- Dealer salespeople - drive share, drive recommendations
