A global communications leader operates in the highly contested telephone handset market, where the channel is congested with choice. The two major enablers to channel sales are shelf space/position and influence of the sales person at the retail customer interface. Additionally the channel has a short attention span and is new gadget focused.

A two tier strategy was implemented targeting the sales person and the store owner, the latter rewarded on overall sales, merchandising and product position. The sales staff were rewarded on product knowledge, unit and accessory sales. To ensure longevity and engagement in the program a number of tactics where adopted. These included money can’t buy experiences, auction items and tactical in store reward bonuses.

The program was pivotal in taking the company to a number 1 sales position which it maintained for a significant time.