Overview
BI WORLDWIDE implemented a multi-level incentive program to increase dealer unit sales.
Using the GoalQuest® rules structure, the client realised 104 incremental units in two months.
A leading Australian distributor of luxury European vehicles wanted to increase sales on three specific vehicle models.
This client ran an annual incentive program that resulted in awarding the top dealer principals, sales managers and sales executives at the end of the year. While they found that this program motivated a portion of the sales audience, they needed the entire sales team to focus on selling three specific models to close out the season. Knowing that a “move the middle” approach drives more incremental sales than a “top-performer” approach, BIW team recommended using a GoalQuest structure.
Challenge
- Focus the entire sales team on selling three specific vehicle models to reach the end of year sales target
- Engage those good performers who could impact results but were disengaged by the design of the traditional incentive where they felt they were not in a position to earn
Solution
- Implement a ‘move the middle’ approach to address performance of the entire audience
- Confirm commitment by asking sales people to opt in to the program in order to be in with a chance to earn
- Model stretch goals based on actual performance to keep the audience engaged and not demand more growth than the market could bear
- Offer exponentially increasing rewards for selection and achievement of increased goal levels
Results
- 86.3% of participants chose the top two goals against the expect 67.2%
- 26% of participants exceeded their goal, delivering incremental units above the selected goal level
- Overall the group delivered an additional 104 units within the incentive period retail parts sales
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