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the better. A formal presentation with
peers can be as meaningful as the reward
itself. Make the redemption process as
easy as possible for the recipient: what
information is required? Will the recipi-
ent receive order confirmations and ship-
ping notices? How will you handle cus-
tomer service?
9. Evaluate and Measure: Include quanti-
tative (that which can be counted) and
qualitative (opinion or perception) meas-
ures—both can be valuable in evaluating
program success. Document outside
factors that contributed to the outcome,
as well as any unintended consequences
of the program. Calculate return on
investment based on your budgeting
process, weighing fixed and variable
costs against the performance improve-
ment or other gains achieved as a result
of the program.
10.Celebrate Success! Celebrate publicly:
often the recognition is as important as
the reward. Publicize internally and in
appropriate external channels. Will you
plan a banquet or awards dinner? Do you
have support from the highest level? Will
your top executive be on hand to recog-
nize achievers?
Who can help?
When your customer is ready to discuss
incentive programs, there are several types
of professionals whom you can call upon for
more information. Performance improve-
ment companies and other incentive firms
provide turn-key programs and reward vehi-
cles. Your incentive manufacturer’s represen-
tative can also be a valuable resource. Find
the right partner by contacting the
Incentive Marketing Association at
When you’re looking for research or
studies that support the use of these pro-
grams, visit The Incentive Research
Foundation at to access the
latest information.
In any industry today, sales reps need to
provide much more than just terrific prod-
ucts at a fair price. Salespeople who are suc-
ceeding in today’s environment are also
finding new ways to help their customers to
improve their businesses. Incentive pro-
grams are an excellent way to expand dis-
tributor services while adding value to the
client relationship.
SEPTEMBER 2015 • PPB • 57
Barb Hendrickson is president of Visible Communication, a firm that helps
companies become more visible in their marketplace through effective
communication strategies such as content creation, inbound marketing,
social media strategy, reputation management and more. She has spent
more than 30 years as a manufacturer’s representative for brand name
incentive merchandise and promotional products, and is past president of
the Incentive Marketing Association. Hendrickson is also the author of It’s
NOT About the Money: 10 steps to designing effective non-cash incentive
programs that retain employees, engage customers and improve business.