Overview
A national vehicle sales organisation had anticipated a large sales volume for one of its new passenger car models for the year. A few months after vehicle launch, it was apparent that they were not on track to meet the sales goal. The organisation asked the BI WORLDWIDE team to design a program that would engage both new and fleet car sales teams to focus on moving inventory and reaching the target.
Challenge
- Achieve the vehicle sales target
- Convert leads to sales
- Increase focus and urgency around the goal
Solution
- Reward sales consultants for each unit sale over a minimum qualifier
- Reward sales managers for dealership target achievement
- Design a communications campaign to create buzz and engagement
- Track and communicate progress throughout the incentive
Results
- 100% of sales target was achieved
- 20% of the participants had never sold one unit prior to the incentive
- 20% engagement increase from middle and lower performers
- 29% increase in number of dealerships that achieved target
- 60% increase in number of program logins
- Highest email open rates since program launch in 2009
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