I have just been working on a promotional mechanic to incentivise our dealer base to purchase more of our products…a tricky task during a recession. This work has got me thinking about the wider subject of motivation in the workforce in general
Motivation is the crux of why people get up in the morning and go to work. Without motivation in the workplace, companies won’t see the results they require.
Motivating a channel partner such as a distributor or dealer is very different to motivating your own workforce. When you are trying to motivate your own staff, you are trying to get them focussed on your company values or business goals such as customer service, sales performance, product quality so that they can relay these principles to your customers.
Motivating channel partners is something very different and essentially what they want is a product they can sell easily, so that they can make lots of money with a minimum of fuss. Therefore they need to understand that you can deliver on all facets of your proposition such as service, delivery product quality and that a relationship with your company is in their interest.
There are many ways to motivate a channel partner. Make sure you contact them when there is a promotion running so they can take advantage of it. Provide them with giveaways such as shirts, mugs, and notepads. Incentives such as cash and prizes are also a popular mechanic but make sure that you check out the law on this. The other great motivator is referrals. We all know that channel partners like money in their pockets and them knowing that you have got them a referral/sale will make them like you more and believe in your brand, helping you sell more.
Motivation should be seen as a long term aim whether in-house via good management practices or structured as a financial incentive scheme for your channel partners. However there isnt anything wrong in using incentives as a tactical tool for short term goals such as to achieve sales, increase market share, increase brand awareness but be clear this will only provide short term results.
So should you put budget for motivation. Times are tough and many companies are seeing cutbacks in production and in the workforce. But who are left? A workforce that are left to work harder for probably the same amount of money as last year. Motivation internally in the current clients will lift those left behind, working their butts off and will get them to deliver the customer service you demand.
Simply motivation means your team or channel partners can achieve the results you require.
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Ian Lockyer
www.easimarketing.com
I am fully qualified marketing professional with a wide range of marketing and digital experience. Since July 2004 I have been a Chartered Marketer. I am also a Fellow of the Institute of Direct Marketing. I have a passion for the internet and using new technology for marketing. I enjoy understanding and using new technology as part of the marketing mix. I passionately believe that the internet and, most recently, social media are fundamentally changing the way organizations need to act online.
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