Electrical
CREATING SUSTAINED GROWTH IN CUSTOMER PURCHASES OVER MORE THAN TWO DECADES
Business Goal
A nationally ranked electrical distributor wanted significant growth and brand recognition within the industry regardless of how the economy was performing.
Solution
After analyzing their business, as well as industry benchmarks and sales data, we developed a program structure to drive incremental sales growth through accelerated reward opportunities. Our program held strong for more than 20 years.
We segmented their 100,000-customer audience into three groups and then assigned the top 20% individual growth goals based on their segment and past purchases. Using projected sales growth, our client secured vendor funding to help pay for the program.
Individual branches received regular communications and activity reports. Those purchasing over goal unlocked accelerated reward opportunities. We offered a wide variety of redemption options including group travel with top executives.
Outcome
Because of the regular touchpoint elements and the aspirational reward options participants stayed engaged and worked to beat their goal year after year, despite the economy. In fact, enrolled participants outperformed the industry in up, flat and down markets. The evergreen program structure fostered long-term incremental sales growth for participating customers. Vendor involvement created long-lasting and beneficial relationships for all involved.
Flooring
GENERATING 627% ROI FOR A FLOORING MANUFACTURER BY EXPANDING THEIR REACH
Business Issue
Our Flooring Manufacturing client wanted to motivate commercial flooring contractors and internal sales reps to higher performance with a self-funding program. But after examining their goals and program projections, we told them they simply could not reach their goals without expanding their audience significantly.
Our Solution
We conducted an in-depth analysis of the sales data from the previous four years to establish the most appropriate and effective performance strategy. We were keen on offering a rule structure that enabled any size customer to be rewarded for their sales growth.
Outcome
ROI was 627%. Program profit contributions nearly doubled the anticipated projections, and the program was completely self-funded by ROI.
We built equity with participants by doing the analysis to set reasonable goals, offering desirable rewards, and delivering a great reward experience.
Our advice on how best to design this program to drive the desired results demonstrated our experience and expertise.
Healthcare Diagnostic
GENERATING $70M IN NEW REVENUE FOR A HEALTHCARE DIAGNOSTICS COMPANY WITH UNREALIZED GROWTH POTENTIAL
Business Issue
Our Healthcare Diagnostics client wanted to enhance their bottom line by identifying new locations and expansion opportunities, enhancing customer service, and expanding their product portfolio.
Our Solution
Our analysis revealed that our client had little knowledge of their opportunity potential. We discovered that their delivery and pickup drivers were everywhere, making valuable connections with current and potential customers on a regular basis. Through these relationships, the drivers were in a position to discover expansion opportunities as well as customer service issues needing resolution and upsell possibilities.
This valuable information could be transferred to their sales reps and converted to leads, but at that time, no one had conceived of the two departments working together, and the infrastructure was not in place to do so. We put that infrastructure into place, trained the drivers and sales reps to work together, and shared their successes in ongoing communications to overcome their initial skepticism toward one another.
Outcome
ROI was 4,762% over 9 years of program operation, generating more than $70M in new revenue.
We built equity with drivers and sales reps through thoughtful training, attainable and desirable rewards, and a great reward experience.
We changed the organization’s cultural paradigm, bringing two diverse silos together, to deliver expansion and growth.
Design Details
This program continues to generate revenue after more than nine years in operation, fulfilling the client’s desires to expand and optimize their services while fostering a team environment in their organization
Medical Supply Distribution
GENERATING $17M FOR A MEDICAL SUPPLY DISTRIBUTOR IN A PROGRAM FUNDED BY THEIR SUPPLIERS
Business Issue
Our Medical Supply Distribution client wanted to drive sales with a dynamic incentive for their preferred, non-competitive suppliers that would be completely funded by their sales efforts. The suppliers — 6-10 participated in various years — were initially reluctant to participate due to a lack of confidence in their return on their investment. We knew we needed to overcome their skepticism.
Our Solution
In the initial analysis stage, we examined the previous two years of sales by rep, and then set individual growth goals for each of the suppliers to create a thoughtful and fair ROI rule structure. We then created a tracking system to provide reporting so suppliers could clearly see the growth being generated. This solved the funding issue that initially made the suppliers reluctant to participate. And since the client’s existing system did not communicate in silos, we isolated communications specific to each supplier and connected directly with the sales reps. Each sales rep was able to use our online portal to view their performance and their accumulated award points at any time.
Outcome
Participating suppliers increased sales by 11.75% over plan. Volume was up more than $17M for selected suppliers.
Participants were awarded their points as a one-time payout at program end, redeemable for name-brand merchandise, travel options or experiences from our expansive online award offerings.
Getting 6-10 different suppliers to work together in an equitable arrangement is the kind of data-driven, personalized work that sets Motivation Excellence apart.
HVAC
ENHANCING RELATIONSHIPS, STRATEGIC GROWTH AND MARKET SHARE THROUGH A CUSTOMER-FUNDED TRAVEL INCENTIVE PROGRAM FOR AN HVAC AND PLUMBING DISTRIBUTOR
Business Issue
Following the lethargic recovery from the great recession, a nationally ranked and independently owned HVAC and plumbing distributor wanted to drive incremental sales and gain market share with an energetic and engaging self-funded travel incentive for their loyal customers and preferred prospects.
Our Solution
Working with our client’s financial and marketing teams, we examined historic sales, GP, and growth potential to develop a meticulous and reasonable goal-setting structure and tracking system. Participants received credit for meeting their personalized goals and earned more credit when they surpassed them.
We created a travel incentive program for each customer and their respective sales representatives and managers. Customers who realized their pre-determined incremental sales growth earned the award. By doing this, the entire program was self-funded. Including the company representatives on the travel experience strengthened the business relationships immensely.
We worked with each company sales rep and manager to create presentations for their customers and prospects. An online performance tracking platform allowed company reps and customers to view daily progress to goal. This fostered engagement between the customers and the sales team. Customers, prospects, sales reps, and managers received monthly electronic reports and updates.
Outcome
The revenue and profit growth for the enrolled participants outperformed non-enrolled participants from the inception of the travel incentive program.
Over a time of five years, the quantity of travel award winners grew from 75 couples to 250 couples.
By establishing an ongoing self-funded travel incentive program, our client has realized real growth and market share gain, a recognized increase in loyalty, and enhanced relationships with their customers and sales team members.
Agricultural
GENERATING $64M IN GROSS PROFIT FOR AN AGRICULTURAL MANUFACTURER — AND ONE HEIFER
Business Issue
Our Agricultural Manufacturing client wanted to drive sales across their 12 product lines, while tracking sales to the rep level. They also wanted a solution to track their ROI.
Our Solution
From among 16 vendors invited to propose a solution, the client chose Motivation Excellence because they believed we best understood their industry, business challenges and opportunities. Our industry research and analysis led us to a custom, multi-year solution for 550 dealers and 1,200 sales reps:
In Year 1, we built rep-level tracking, identified participants, and developed baseline sales data, in a custom platform integrated with the client’s warranty system to minimize learning curve.
In Year 2, we launched the program with regional and product line-specific dealer goals, fostered engagement, loyalty and teamwork within the channel, and drove growth and ROI with tiered incentive rewards.
In Year 3, we added replacement parts to the performance improvement program, further driving revenue.
Outcome
ROI exceeded goal by 27.3%, generating $64.4M net GP
over goal.
We built equity with our audience via program communications, attainable rewards, and a great shopping experience. One participant used our personal shopper to redeem his points for a heifer!
With the tracking systems we put in place, we were able to gather critical sales data and create analytics to help our client see their sales and ROI opportunities more clearly.
Fencing
CREATING A MUST-ATTEND EVENT FOR TOP PERFORMING CUSTOMERS AND VENDORS HELPING BOOST AVERAGE SALES GROWTH 230% OVER THE FIRST 12 YEARS (AND COUNTING).
Business Issue
Our fencing industry client went through restructuring. They wanted to create a unified program to build stronger relationships with contractors and increase market share and loyalty with existing customers. As part of their vision, they also wanted to give their customers educational resources to strengthen their own businesses, as well as provide networking opportunities with other successful business owners and better access to company leadership.
Our Solution
We developed an interactive Buying Show weekend that incorporates a fun destination with top vendor partners in the fencing industry, in-attendance deals and financing specials on fencing products, learning and networking sessions, and world-class entertainment. Qualifying contractors’ incremental sales funds the event. We built a performance tracking website, created a robust engagement campaign and produced best practices webinars lead by company leadership.
Outcome
The Buying Show has become a must-attend event for our client’s top customers, with many checking in through the last month of the qualification period to check their status. Competition for top contractor rewards is intense. Our client’s parent company is thrilled with how this solution drove a rapid change in business relationships and revenue. This program started in 2012 and continues today.
Number of attendees has grown 226% over 12 years. Attendees make up 71% + of customer base.
Million $ Club contractors nearly doubled between 2020 and 2022. In 2024 it became the 3M $ Club, with an increase in qualifiers!
Increases in Sales Growth
214% = Median growth
230% = Average growth
263% = Top 25 average growth
