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Turning up technician sales

One of the world’s major entertainment providers employs over 3,400 service technicians, and they wanted to empower these techs to both enhance the customer experience and boost dollars per work order through a promotion.

Results

Incremental margin generated was over $500,000. 77% of service techs sold at least one sound bar during the promotion. Sales increased 34.6% over baseline two months after the promotion ended.

Industry

Communications, media, and entertainment

Problem space

Sales team motivation

Services

Contests and incentives

Empowering service techs

One of the world’s major entertainment providers employs over 3,400 service technicians. These service techs are in customer homes every day to install, upgrade, repair and create home entertainment solutions. These techs are highly skilled and uniquely trusted by consumers, but they often hesitate to sell additional equipment that could further enhance the customer’s viewing experience, especially high-dollar items. Instead, they often revert to low-margin sales like screen cleaners or TV-mounting equipment. The client wanted to empower these techs to both enhance the customer experience and boost dollars per work order through a focused sound bar promotion.

Four pillars for success

We created a two-month sales promotion built on our best-practice approach to sales enablement.

  1. First, through strategic, clear and compelling communications, we got the techs excited about the opportunity.
  2. Next, we equipped the techs to succeed by incorporating a quick, clear training campaign built on behavioural economics and designed to produce real action.
  3. Then, we developed an innovative rewards structure for reps by providing increasing levels of award points for every sound bar sale they made and regularly updated leaderboards to drive competition toward top performance and grand prize rewards.
  4. Finally, we carefully tracked progress before, during and after the promotion to see whether the promotion actually changed behaviour.

Sales lifted in every direction

This was the first time these technicians had experienced such a product-focused sales contest and the first time many of them had sold such a high-end product. Even with that, their results were impressive. Techs across every tenure level saw an increase in sales, from long-time employees to new hires. New hires saw the highest rise, indicating that giving techs a fast start in sales could have a powerful impact. Sales went up for techs at every skill level, from those who had already been closing high-margin sales to those who had never sold a thing.

Additionally, $500,000 in incremental margin was generated. 77% of service techs sold at least one sound bar during the promotion, and sales increased 34.6% over baseline two months after the program ended.

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