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Archive for the 'Motivating Salespeople' Category
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| Objective: | To motivate a sales force through a contest offering quick redemption of prizes. |
| Strategy Execution: | Eager to achieve its 13th consecutive quarter of growth, the insurer needed to perk up summer sales, traditionally the slow period for the out-in-the-heat door-to-door agents. Hence, the “Summer Fireworks!” contest. Agents were told in the kick-off video, “The long hot days of summer are your window of opportunity to sell and reach new heights.” The company’s 5,000 agents were issued a scratch-off card for every application they wrote. At the weekly sales meetings, the agents ceremoniously scratched their cards one at a time to build excitement. Winners were verified and prizes such as auto dashboard noteholders, six-pack coolers, caps, vinyl bags, watches and calculators were awarded at the next meeting. Each ticket was entered into a weekly sweepstakes that offered a Cancun vacation, a cruise and various merchandise prizes. At the end of the contest, there was a grand prize drawing for a $10,000 car voucher. |
| Results: | With new applications averaging 500 a week, American General obtained $1.25 million in new premium income and attained its historic 13th quarter of growth. |
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| Objective: | To increase sales (new installations, water heaters, ranges, and extended warranties) by five percent compared to the same sales period the previous year. |
| Strategy Execution: | This three-month Olympic-themed “Gallons for Gold” promotion was conducted in 820 district offices (which became known as “countries”) located throughout the United States and at the headquarters office. Targeted were 8,000 employees, including drivers, customer service personnel, secretaries, managers, corporate staff and various support personnel. Promotional products were distributed at the “opening ceremonies” and subsequent “special events” during the medal competition by managers in embroidered polo shirts and caps.
Included were T-shirts, flyers, note holders and memo boards given to headquarters employees for support to the “athletes” in the field. Each week’s competition utilized a different event, such as a ski jump to “leap to new levels” and a marathon to “run with the winners.” The promotion’s mascot - Fillmore the Lion (alluding in part to the client’s ongoing sales goal to “fill more tanks with propane”) was imprinted on a variety of specialties in the campaign. “Closing ceremonies” saw gold, silver and bronze awards given. |
| Results: | Total sales were reported of 143.8 percent of the company goal (new installations 165.5 percent of goal, water heaters-199.7 percent, ranges-200 percent, and sales of extended warranties-113 percent). |
[I reckon these lead generation ideas are a beut mate!]
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