Incentives are the hoariest sales weapon, and the internet is the newest. Combine old and new and you could be pleasantly amazed by the results. John G Fisher's Sales Rewards and Incentives describes how IBM's eServer people adopted this combination punch for their latest service products. A new Circle of Success web site registered a 250% increase in trade participants, hyperlinked them with other IBM sites for back-up, and became their main gateway to communications. Deluged with prize goodies, and kept informed on a 24/7 basis, the participants increased sales by 42%. The moral? Instant gratification via the web reinforces desired and desirable behaviour in a way that the more conventional snail-pace incentives can never match.
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