Connecting With The Sales Counterperson
 

Connecting With The Sales Counterperson

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“How can I effectively reach the ‘person behind the counter’ – the person most likely to impact customer purchases at the point of sale?” ...

“How can I effectively reach the ‘person behind the counter’ – the person most likely to impact customer purchases at the point of sale?”

While there are no easy, stock answers on how to break through to counter associates, here are a few tactics that may help:
- Identify one or two true channel “partners” who will agree to grant access to their counter people for a limited-time program (pilot); metrics tied to a successful pilot can open doors for expanded initiatives in the future, with both the pilot partners and others.

- Make things easy for principals/owners by providing a “toolkit” with elements they can easily share with counter personnel. Printed materials, promotional items (e.g., pens, note pads, counter mats) and a kickoff presentation with talking points are just a few items that may be appropriate.

- Allow principals/owners to earn, tying their earnings directly to the earnings (performance) of their counter reps; a simple override is just one example of how principals/owners could be rewarded.

- Offer rewards to field sales reps for signing up channel partners. Take it a step further by having field sales reps capture counter rep information (e.g., name, address, email address). Maintain field sales rep engagement by allowing them to earn rewards beyond the sign-up period.

- Communicate. Communicate! Communicate!! Armed with counter rep information, it’s time to leverage that information with communication “touch points,” including both electronic and print elements. A communications calendar, tied to the incentive period, is an invaluable, proactive tool to ensure you have the appropriate communication elements in place to motivate your audience and drive performance over time.

- Make it a game: Best practices from the world of video gaming are gaining popularity among marketers and incentive designers. Game mechanics can give you an edge when trying to cut through the clutter with counter reps. Use tactics like frequent measures and feedback, long- and short-term goals, and rewards for both activities and achievements to gain and keep attention. Technology is driving many of these game scenarios – but you can still engage reps with traditional promo kits and scratch-off cards.

http://www.biworldwide.com/en/white-papers/sales-channel-effectiveness/connecting-with-the-counter-rep

http://www.biworldwide.com

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  • I am retired now, but previously managed many counter representatives. Communication is always key, but I found some other incentives too. I realized that I always felt so motivated and energized when I returned from our annual convention. I wanted to somehow offer them the same kind of atmosphere. I created an annual event just for front line personnel. I invited similar type operations to join in. It turned out to be a wonderful success, and accomplished my goal of showing them that they are appreciated. We found vendors to support the event with prizes, contest, and food. It created a lot of discussion, excitement. and pride among the staff. I think it is so important to make customer service a priority for both management and personnel. Let them know up front what your expectations are and inforce your policies and procedures. I think most employees really want to shine, but they get lost if not shown approval and appreciation. We all need a pat on the back.
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Connecting With The Sales Counterperson Connecting With The Sales Counterperson Presentation Transcript

  • Australia | Canada | China | India | Latin America | United Kingdom | United States The Counter Rep Connecting with your Toughest Customer:
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Have you ever thought or made this statement: “How can I effectively reach the ‘person behind the counter,’ the person most likely to impact the customer at the point of sales.”
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States There are no easy answers for breaking through and impacting your counter personnel. But, these tactics may help:
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Identify one or two channel partners who agree to pilot a limited-time program.
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Metrics tied to a successful pilot can open up doors for expanded initiatives in the future, for both the partners and counter reps.
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Provide a “toolkit” with elements to share with counter personnel.
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Printed materials, promotional items and kickoff presentations can effectively engage counter reps.
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Tie earnings of principals/owners into the earnings of their counter reps.
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Communicate. Communicate!! Communicate!!!
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States A communications calendar, tied to an incentive period is an invaluable, proactive tool ensuring the appropriate communication elements are in place to motivate and drive performance.
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Make it a Game
  • BIWORLDWIDE.com | Australia | Canada | China | India | Latin America | United Kingdom | United States Gamification can give you an edge when cutting through the clutter with counter reps.
  • Australia | Canada | China | India | Latin America | United Kingdom | United States See more ways you can engage your counter sales reps by downloading our article.
  • Australia | Canada | China | India | Latin America | United Kingdom | United States ©BI WORLDWIDE™ 2014 | Proprietary & Confidential BI WORLDWIDE uses the principles of behavioral economics to produce measurable results for our clients by driving and sustaining engagement with their employees, channel partners and customers. follow us...