Objective

Sell more than 800 laptops nationwide.

Solution

BIW designed and operated a 21-day sales incentive for 2,961 retail sales associates using a ‘Break the Bank’ incentive structure.

Core sales incentive program components

Sales incentive program participants earned a portion of the pre-budgeted prize bank — made up of award points — on a first-come, first-earned basis. This was done by completing specific, pre-determined sales or activity metrics.

Progress updates and site communications kept everyone focused, informing associates how much remained in the bank. This approach:

• Created a sense of urgency by motivating participants to act swiftly.
• Ensured the award budget remained intact by concluding the promotion once the prize bank was depleted.
• Encouraged friendly competition among participants.

Sales contest rules

The prize bank started with 40,000 award points. Associates earned 35 points for each qualifying sale of an entry-level laptop unit priced over $299, and 60 points for each high-performance laptop unit sold.

Results

• The prize bank was exhausted 16 days after the contest began, 5 days before the projected end date.
• 1,160 entry-level and high-performance laptop units were sold, exceeding the objective of 800 units by 145%.
• 728 participants, representing 25% of the total audience, sold at least one unit.
• Total revenue exceeded $346,840 (1,160 units sold at $299 each, not including the cost difference for 36 high-performance laptop units), plus $107,640 in revenue above the forecast.
• The total cost of the program was $10,375.