Year: 2013

Easing Into the Online B2B World: Utilizing Channel Sales Incentive Programs

snail mailA recent posting on the highly useful Marketing Profs newsletter provided some excellent insights into How B2B Commerce is Changing. The article, written by Ayaz Nanji, presents and analyzes the results of a survey of:

— how business-to-business (B2B) interactions are changing,

— why these changes are occurring, and

— the challenges that companies face in adapting to and facilitating those changes.

In general, the survey and accompanying analyses reinforce the not-surprising message that multiple factors are changing B2B commerce in much the same way that those factors have influenced B2C commerce. In summary, what has historically been a hands-on, offline experience is rapidly becoming one that is increasingly online and reliant on self-service.

While this overall message and the supporting survey results were interesting, one data point in particular has implications for the incentive program service provider.  And that point is that 47% of survey respondents cited “Bringing customers from offline to online self service” as a challenge to capitalizing on the trends in B2B commerce. I read that to say that resistance to change can be an obstacle to adoption.

At Quality Incentive Company, we have direct experience that suggests that one effective way to address this challenge is to implement  points-based channel sales incentive programs that award customers for placing orders online rather than using traditional methods. Naturally, a prerequisite to applying such a program is the vetting of the online tools it supports to ensure that they deliver a better, more efficient commercial experience for the customer. Assuming that this important precondition has been met, incentive programs of this type have proved to be extremely effective in raising customer awareness – and eventual adoption – of those online commercial tools vital to the long-term success of companies in the B2B sector.

Teamwork, Kickball, and Employee Incentive and Recognition Programs

It was a cool fall night. The field was lit up with lights, the grass had been mowed, and the infield dirt was fresh. My non-intimidating, adult kickball team showed up to play against a team that had already defeated us 3 times before. Half of our team was missing and we were on a… Read more »

Using Employee Recognition Programs to Drive Business Results

In this recent WorldatWork Post, Rose Stanley discusses an increase in the number of employee recognition programs that include specific business results objectives – in addition to the more traditional years of service, above and beyond and peer to peer, etc.  One additional reason for including business results in your employee recognition program is that… Read more »

Channel Sales Incentives and Free Parking – a Practical Lesson

Ease-of-use is an oft-cited and arguably overworked term.  But in my experience, ease-of-use can many times facilitate frequent use.  Here’s one example. How often have you set out on a shopping expedition, errand, dining experience, etc., and been frustrated by the inability to find a parking space near your desired destination? Or, if you were… Read more »