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John Deere's Incentive Program Boosts Aftermarket Sales

To create a better synergy between those who choose suppliers (a dealer's parts department) and those who specify the product (the service department), the Aftermarket Division developed the "After Market Achievers" incentive program in conjunction with MotivAction, the Minneapolis-based full-service marketing company. The campaign rewarded parts and service managers, dealership employees, and field representatives for achieving specific goals. Measurement criteria for the campaign included total parts purchases, "customer-labor sales," and selected product sales. Goals for the parts and customer-labor sales were based on either a three-year sales average or the previous year's actual sales (whichever was larger) plus a percentage increase. The division also wanted a 10% increase in retail parts sales. Parts and service managers and field representatives would earn a deluxe travel reward upon achieving their goals. Two travel rewards were offered to qualifiers: a four-night stay at the San Juan Marriott Resort & Casino in Puerto Rico or an invitation to the Coca-Cola 600 NASCAR race in Charlotte, North Carolina. Dealership employees received individual travel rewards, merchandise, or gift certificates for meeting retail parts and service sales goals.