Incentive Solution Profile:
Generate More Leads & Referrals
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Online Awards Program Increases
Leads and Referrals Dramatically
Client: Global Manufacturer

Situation:
A leading global manufacturer of protective packaging materials and systems markets their products through five sales divisions. The company believes that a great source of new business can be derived from their salespeople in each division sharing potential leads with the appropriate reps in other divisions.

Challenge:
During a previous lead-sharing promotion, sales representatives found the procedures and required paperwork time consuming and the quality of the leads inconsistent. This incentive program must be efficient, easy to use and deliver high quality leads.

Solution:
The company created regional teams comprised of sales reps and sales support personnel from each division. INmarketing Group developed "Gold Rush" - a customized online program designed to motivate participants to actively look for cross-division prospective customers, establish productive methods for identifying and qualifying leads, simplify procedures for sharing leads with other teams and increase lead follow-up and closing activities.

Participants submitted leads on an online form. Points are awarded when the required lead information is included. When a face-to-face sales call results from the lead, Points are awarded to the both Lead Generator and Lead Receiver. On a quarterly basis, teams are ranked by the number of qualified leads generated. Every member of the top ten teams earns substantial Bonus Points in relation to the team's rank.

Reasoning:
Prior to the launch date, the INmarketing Group and the company's management conducted a series of teleconference interviews with the participants to ask for feedback, review all program objectives, and create excitement and anticipation for the Gold Rush program.

As a result of the participant feedback, we determined that most of the participants were computer literate and would welcome an online program. Participants desired a much more effective method of quickly and accurately communicating the proposed leads to the relevant parties, promoting faster qualification, follow-up, status reporting and award Distribution.

Results:
The best way to illustrate the success of the Gold Rush incentive program is to quote company's VP of Sales and Marketing from the following email to the participants:

"The Gold Rush promotion has now been completed, and it has been a tremendous success. As previously reported, this promotion generated almost 7500 leads in six months. The quality of these leads has been excellent, generating more than 5000 follow-up sales calls.

And here's the most impressive result: Gold Rush leads added 303 customers and $4,458,050 per year in new business! This exceeded the stretch goal we set in July by almost half a million dollars. And every new Gold Rush sale has been reviewed by a Sales Manager, so we can feel confident in this figure.

Thanks for all of your efforts in making this promotion such a success. Good Selling!!"





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