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C hannel Partner Engagement
By Mike Spellecy, VP, Solution Thought Leadership,
Maritz Motivation Solutions
Channel Partners Need
Loyalty Programs Too
f you’re like the majority of companies, you to “do something” on your behalf, start by trying to
go to market through one or more channels of determine what they want, enable that, and then
Idistribution, which means it’s critical for you to look for a way to beneft. Think of ftness trainer
generate loyalty to your brand among channel reps. Jillian Michaels, for example. She doesn’t go around
Channel reps are the people who make the ultimate in search of overweight folks, ofering to help them
sale. They’re also the people who say “So, you want become more ft. Rather, she fnds people who have
me to be loyal, huh? Well, you’d better give me a decided they want to be in beter physical conditon
good reason.” Now what do you do? A recent study and enables that. And she benefts when they engage.
by Maritz demonstrates that a rep incentive program Reps in the study indicated that they want
can be a great way to build loyalty – as long as you do incentve program rules to be easy to understand and
it right.
fair, rewards to be a mix of cash and non-cash, and
In the study, we found that the answer to the communicatons to be more than just email. They
queston “Do rep incentve programs work?” is a also want sponsors to “Ask me what I think.” Doing so
resounding “Yes!” An impressive 77% of reps said makes a lot of sense.
incentve programs have a high infuence on what they HOW TO STAND OUT
sell, and about the same number indicated they make There are other steps that will help you stand out
an average efort of 80% to succeed. Most importantly, and ensure that your program helps to generate rep
channel rep incentves have a positve impact on loyalty.
results – reps, on average, atributed approximately
one third of their sales to the incentve programs they Be sure that your program refects an enhanced
partcipate in. These programs really do get atenton, understanding of what motvates people. Maritz
efort and results. supports the 4-Drive Theory outlined by co-authors Dr.
Nitn Nohria and the late Dr. Paul Lawrence, both of
That’s the good news. Now for the not-so-good
news. About 70% of reps report having two or more Harvard University, in their book, Driven: How Human
Nature Shapes Our Choices. This theory holds that, at
manufacturer-sponsored programs from which to any given tme, four drives are at play in humans: 1)
choose. You know that a rep incentve is a good way the drive to acquire stuf and status; 2) the drive to
to build loyalty, but how do you stand out from the bond; 3) the drive to create or comprehend; and 4) the
competton? Start by listening to the rep.
drive to defend.
Building loyalty with channel reps is a process
Thus, the most successful rep incentives
that requires putng them at the center of the design. incorporate performance tiers with perks and
Rather than trying to determine a way to get them privileges as a means of appealing to the drive for
continued on page 29
14 engagement strategies Vol.18 Issue 1
14 engagement strategies Vol.18 Issue 1
By Mike Spellecy, VP, Solution Thought Leadership,
Maritz Motivation Solutions
Channel Partners Need
Loyalty Programs Too
f you’re like the majority of companies, you to “do something” on your behalf, start by trying to
go to market through one or more channels of determine what they want, enable that, and then
Idistribution, which means it’s critical for you to look for a way to beneft. Think of ftness trainer
generate loyalty to your brand among channel reps. Jillian Michaels, for example. She doesn’t go around
Channel reps are the people who make the ultimate in search of overweight folks, ofering to help them
sale. They’re also the people who say “So, you want become more ft. Rather, she fnds people who have
me to be loyal, huh? Well, you’d better give me a decided they want to be in beter physical conditon
good reason.” Now what do you do? A recent study and enables that. And she benefts when they engage.
by Maritz demonstrates that a rep incentive program Reps in the study indicated that they want
can be a great way to build loyalty – as long as you do incentve program rules to be easy to understand and
it right.
fair, rewards to be a mix of cash and non-cash, and
In the study, we found that the answer to the communicatons to be more than just email. They
queston “Do rep incentve programs work?” is a also want sponsors to “Ask me what I think.” Doing so
resounding “Yes!” An impressive 77% of reps said makes a lot of sense.
incentve programs have a high infuence on what they HOW TO STAND OUT
sell, and about the same number indicated they make There are other steps that will help you stand out
an average efort of 80% to succeed. Most importantly, and ensure that your program helps to generate rep
channel rep incentves have a positve impact on loyalty.
results – reps, on average, atributed approximately
one third of their sales to the incentve programs they Be sure that your program refects an enhanced
partcipate in. These programs really do get atenton, understanding of what motvates people. Maritz
efort and results. supports the 4-Drive Theory outlined by co-authors Dr.
Nitn Nohria and the late Dr. Paul Lawrence, both of
That’s the good news. Now for the not-so-good
news. About 70% of reps report having two or more Harvard University, in their book, Driven: How Human
Nature Shapes Our Choices. This theory holds that, at
manufacturer-sponsored programs from which to any given tme, four drives are at play in humans: 1)
choose. You know that a rep incentve is a good way the drive to acquire stuf and status; 2) the drive to
to build loyalty, but how do you stand out from the bond; 3) the drive to create or comprehend; and 4) the
competton? Start by listening to the rep.
drive to defend.
Building loyalty with channel reps is a process
Thus, the most successful rep incentives
that requires putng them at the center of the design. incorporate performance tiers with perks and
Rather than trying to determine a way to get them privileges as a means of appealing to the drive for
continued on page 29
14 engagement strategies Vol.18 Issue 1
14 engagement strategies Vol.18 Issue 1
