Case Study
Sony discovered that there most profitable line was underperforming. Distributors were too busy selling other lines to take action. Urgent action was needed.
Television Manufacturer
Mark designed a plan to
- identify the unique selling points of the line
- identiy the reasons why distributors were reluctant to promote the line
- discover what would motive the sales teams to pay appropriate attention to promoting the line
- interviewing staff to see what incentive would encourage staff to promote this product.
- designing a fun promotion aimed at age 18-40+ and to include Saturday staff.
- two incentive gifts which were used in unusual ways.
- a reward that Mark prototyped, tested, revised and then tested and then ran!
- a training programme for 460 sales personnel to make promoting the product line informed, fun and rewarding.
Mark “stepped into their shoes” and was able to advise management what staff really wanted (in line with company image) as a reward.
Outcome:
Within two months nationwide revenues for this product exceeded target.
Other benefits:
The quality gift/reward was still advertising the company nearly three years later! It had been designed and made to a standard which made it highly regarded by those it was intended to reward.
That is sustainable promotion! Value for money with lasting results.
Does this inspire you?
Do you have a product / service that is not selling as well as you wish
by your own staff or through your sales channels?
- Do you know why ?
- Will they tell you the truth about your product?
- Do they fully understand the product and its unique selling points?
- independent assessment of the reasons?
- pragmatic solutions that will address your issues - short, mid and long term?
