incentives & learning increase telco brand performance

situation

Our client, a global telecommunications company, wanted to increase the brand awareness, loyalty and product knowledge of their 3,000+ channel Sales Representatives. Their goal was to ultimately improve the performance of their retail stores. They aimed to transform their lowest-performing stores in efforts to increase sales and market share.

solution

Our challenge was to enable the client’s channel partners by motivating them to learn our client’s products in greater depth and work harder to sell them. To achieve this, we developed a comprehensive strategy that combined education with targeted incentives. We developed a month-long training program in which participants learned about our client’s products and how best to sell them. To reinforce the learning and maximize its impact, participants were given the opportunity to complete time-limited quizzes and product challenges in order to qualify for a full range of cash and merchandise prizes. At the end of the program, the 3 people with the highest sales results each won a brand new laptop and printer, plus $1000 in cash.

results

• By combining learning with incentives, we were able to create an extremely effective program that succeeded in motivating the lower tier Sale Reps to increase their store’s performance
• The program had a 16% enrollment rate, which was extremely successful considering that the program was aimed at channel Sales Reps, rather than employees
• Analytics demonstrate that Learning tied to incentives improved participant performance 6 to 8 times over non-engaged participants
• Success was clearly underscored on the bottom line: sales of our client’s devices rose by over 20% during the program