The Sales Incentive Program's
The rewards, which you plan to make available to the
participants in your incentive program, should be considered
under two "value" criteria:-
- The cost to you in dollars
- The appeal and satisfaction of your rewards, in the
eyes of the potential winners.
The cost of your sales incentive rewards will be an
important component of your planning in the early stages, and
must be included alongside the estimates you obtain for
printing, trade launches, agency costs and fees, and other
items of expenditure. Obviously, the cost in dollars for
rewards will be different for all programs, as they will depend
upon how many prizes and how many people need to be rewarded,
and to what value. Each program will be different.
The important need is to include the reward costs in your
total budget. The advantage of a larger number of prizes,
even if they be individually of a lower value, is that there is
a greater degree of all round enthusiasm and participation,
when the potential participants see that the odds are more in
If there are sales incentive rewards available for all
sections of a unit, or distribution channel, there is total
involvement and the degree of co-operation and activity is
often greater. However, the competitive spirit must not be
destroyed by allowing everyone to win a prize.
Appeal and Satisfaction to
The success or failure of an entire campaign will hinge on
the potential participants' reaction to "What's in it for
them?" The appropriateness and excitement offered by the type
of prizes can often lift the real value of these prizes beyond
their actual dollar cost.
A few basic elements must be considered, in addition to the
main need to consider the prizes through the eyes of the winner
and not those of the promoters of the sales incentive
- Make it easy for the prizes to be collected or
- Explain clearly any conditions that may apply.
- Follow up with your prize suppliers to ensure that they
do what they have promised, both to content and time.
- Make your communications with winners timely and
- Treat them as special people.
program can be considered complete until the prize winners have
received their prizes in the form
and within the time stated and with the satisfaction promised
when you first sought their
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The Incentive Program's