Dealer Incentive Programs to Improve Dealer Performance

Why do you need an effective Dealer Incentive Program? Perhaps it is best summed up in the words of a CEO in a recent sales meeting wherein he observed "Motivating dealers is the key to our success!"

These words from the company president changed the entire tone of the sales meeting. Talk of cutting back or eliminating the company’s dealer incentive programs was immediately shelved in favor of ideas on how to use such initiatives to help the company grow.

The president had been through these down business cycles before and knew that eliminating the programs would hurt far more than it would help. Organizations that discontinued or severely trimmed their dealer and distributor programs more often than not failed to regain those relationships. By keeping its incentive programs intact, the company was sending a clear message that it recognized and valued its dealers' time and attention.

It takes a lot to make a business successful. But when it comes to getting your product to end users, no one is more important to a company than its dealers and distributors. Think of these key players as the oil in the engine-without them, your business simply won't run.

While recognizing and motivating dealers is key in good times, it is of paramount importance in down cycles. You need to keep your sales and marketing efforts rolling, or you might as well close your doors.

One of the most cost-efficient and effective methods for keeping distributors focused on your products are sales incentives. A well-planned and orchestrated program motivates your dealer network with awards that recognize their excellent customer service, clever marketing and outstanding sales performance.

Incentive programs help convince brokers that your products are worth their time and energy. They prove that you're serious and aggressive about your sales and marketing efforts. While other companies may be retrenching, your company has a prime opportunity to expand its market share.

Dealer Incentive programs are one of the best ways to establish strong relationships throughout your distribution network. Also these efforts can flesh out the dealers who believe in your products and are eager to work with you.
Perhaps the greatest advantage of running a dealer incentive is that it pays for itself. The resulting sales gains will more than offset your costs.

Click here to obtain more information about a Dealer Incentive Program for your company