Professional Documents
Culture Documents
The power
of workplace
recognition
page 32
Money is not
an all-powerful
motivator
DISH
Networks
secret
sales force
What moves
Millennials
GIVE LIKE
A CHAMP
FOR A
HOLIDAY
THEYLL
REMEMBER
Best Buy gift cards turn gifts into technology
theyll love long after the holiday is over.
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cover story
32
Recognition
must be
more than
a reward
DEPARTMENTS
editors notebook
My glass house . . . . . . . . . . . . . . . . . 4
by Paul Nolan
NEXT
marketing opinion
Top performers
An assortment of
new incentive ideas
from our advertisers
44
marketing
Social media in the B2B
environment . . . . . . . . . . . . . . . . 18
31
30
meetings
IMEX America thrives,
but could Las Vegas lose
some major shows? . . . . . . . . .
22
technology
How ad blocking impacts
B2B marketing. . . . . . . . . . . . . . .
26
closers
Robots cant close:
Geoff Colvin on why
humans are underrated . . . . . . .
SALESANDMARKETING.COM
50
NOV/DEC 2015
editors notebook
My glass house
EDITORIAL CONTRIBUTORS
Greg Alexander (salesbenchmarkindex.com); Brad Breininger (zync.ca);
Bob Domenz (avenue-inc.com); Josh Davis (twoawesomehours.com);
Gavin Finn (mediapost.com); Seth Godin (sethgodin.typepad.com);
Ben Green (oktopost.com); Philip Inghelbrecht (techcrunch.com);
George Jacobs (peoplemetrics.com); Cynthia Johnson (ranklab.com); Irina Jordan
(zurple.com); Rachel Klein (avenue-inc.com); Hassan Kotob (northplains.com);
Gary Parkinson (business2community.com); Tim Riesterer (corporatevisions.com);
Anver Suleiman (luntzsuleiman.com); Katie Douthwaite Wolf (themuse.com)
ACCOUNT EXECUTIVES
Gary Dworet, gary@salesandmarketing.com, 561-245-8328
Lori Gardner, lori@salesandmarketing.com, 952-451-6228
PRODUCTION MANAGER Tony Kolars, tony@salesandmarketing.com
CIRCULATION DIRECTOR Vicki Blomquist, vicki@salesandmarketing.com
OFFICES Mach1 Business Media, LLC
PO Box 247, 27020 Noble Road, Excelsior, MN 55331
Phone: 952-401-1283 Fax: 952-401-7899 Online: www.salesandmarketing.com
PRESIDENT/CEO Mike Murrell
VP FINANCE AND OPERATIONS Bryan Powell
EDITORIAL ADVISORY BOARD
Tim Houlihan, BI Worldwide; Mike Landry, Tumi; Michael Leimbach, Wilson
Learning Worldwide; Dave Stein; Jay Zemke, Clockwork Active Media Systems;
Lee Salz, The Revenue Accelerator
Sales & Marketing Managementt Volume 96, No. 6 (ISSN 0163-7517) is published
six times a year in January, March, May, July, September and November by Mach1
Business Media. Copyright 2015 by Mach1 Business Media, LLC. All rights reserved.
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smmconnect.com
ONLINE
Find these and otherr online exclusives at
SalesandMarketing.com
Our extended Q&A with Geofff Colvin, author off Humans
are Underrated is at SalesandMarketing.com/Closers.
Youll also find archived interviews with Daniel Pink,
Jill Konrath and more.
Contributed articles from sales and marketingg leaders
are posted throughout the week on our home page.
Review our schedule off free webinars on timelyy sales
and marketingg topics and reserve your seat.
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DEC
2015
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NOV/DEC 2015
Distractions
may help you be
more productive
We are taught from a young age to believe in the power
of sustained attention, but psychologist Josh Davis says
if your workforce is struggling to be productive, they
may not be daydreaming enough.
Research suggests that mind wandering has
important benets when it comes to performing the
kinds of tasks that are among the most cognitively
challenging to professionals creative problem
solving and long-term planning. Participants in a
University of California at Santa Barbara study who
did more mind wandering came up with more creative
solutions to the problems presented to them after they
had some time to let their brains chew on them.
The next time you nd your mind drifting away
from a complex challenge or a problem you are trying
to creatively solve, rather than yell at yourself for losing
your focus, just let it happen and reap the benets of
mind wandering, Davis states in his new book, Two
Awesome Hours: Science-Based Strategies to Harness
Your Best Time and Get Your Most Important Work
Done (HarperCollins).
Davis reinforces
the notion that
success in the
workplace is
indisputably tied to
diet, sleep patterns,
exercise and other
factors we dont
focus on enough.
At some level,
we all know from
experience that we
can be remarkably
effective in short
amounts of
time when we
treat ourselves
rightand horribly ineffective when we dont, Davis
states. Once you understand the science behind what
makes us truly productive, you can trust and build
on what you already know about yourself, and start
thinking about your day in terms of how and when to
set yourself up for two awesome hours.
NOV/DEC 2015
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F O R G LO B A L C I T I Z E N S
TUMISPECIALMARKETS.COM
800.669.3181
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NOV/DEC 2015
10
NOV/DEC 2015
SALESANDMARKETING.COM
Geoff Colvin
on why robots
cant close
deals
page 50
The customer
experience is the
next competitive
battleground.
Jerry Gregoire,
CIO of Dell
Content builds
relationships.
Relationships
are built on trust.
Trust drives
revenue.
Andrew Davis, author
and marketing consultant
(akadrewdavis.com)
If you cant
explain it to a
6-year-old, you
dont know it
yourself.
Albert Einstein
Memorable
GIFTS
NOV/DEC 2015
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12
NOV/DEC 2015
SALESANDMARKETING.COM
FULFILLMENT
SIMPLIFIED
The hottest in-demand categories,
Game Room Appliances,
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NOV/DEC 2015
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marketing
Converting digital
assets to sales
5 ways to turn content into revenue generators
Technology has dramatically shifted the research and selection
process by customers, who now expect a fast response and
relevant content delivered, how they want it and at every stage
of the sales engagement process. In return, organizations of
all kinds are creating digital content at an exponential rate,
realizing there is a major opportunity in this new always on
world to use these digital assets to deliver revenue.
However, creating a wealth of content is one thing; making
the most of these digital assets as part of the revenuegeneration process is another. This is resulting in the rise of
the asset-focused mindset, as organizations of all kinds build
digital content into the very core of their sales and marketing
strategies rather than as an after-process.
An integral part of this is ensuring that employees
especially those who have contact with customers in one way
or anotherhave simple and easy access to the latest content
and messaging. This not only helps to ensure that employees
are up to date with the latest products or services, but are also
in line with any compliance or regulatory requirements.
According to a November 2014 Forrester Research report,
digital asset management (DAM) solutions must effectively
support both the increase in the amount of content with more
scalable solutions, the ability to manage complexities like
different content types (e.g., 3D and CGI for product
packaging), and better integration with various systems (e.g.,
CRM and customer services tools, WCM, and eCommerce).
14
NOV/DEC 2015
SALESANDMARKETING.COM
INSTANT
REWARDS
Create instant fun
and excitement with
FUJIFILM instax cameras!
Fujifilmincentives.com
How contrast
drives change
One simple technique can make your
message more impactful and persuasive
What if you could change one simple thing about your message,
pitch or presentation to make it more persuasive? What if one
basic technique could convince your prospect that the change
youre proposing is superior to the status quo?
According to fresh research from my company, that technique
exists. If you take advantage of it, you stand to signicantly
improve your chances of convincing prospects to accept the
idea of doing something different.
Working with Zakary Tormala, a Stanford Graduate School
of Business professor, I wanted to measure the effectiveness of
a messaging technique at convincing prospects to leave their
current situation and do something different. Specically, we
wanted to test the persuasive impact of messaging, pitches or
presentations that establish contrast between a prospects
current state and a proposed future state.
Would highlighting key differences between a desirable
future state, such as product features and benets, and an
unsatisfactory present state make a statistical difference in
inuencing buying decisions? Could contrastas opposed
to presenting future-state information alonesoften a
prospects resistance to change and make doing something
new more palatable?
To nd out, heres how we set up the experiment.
We told two groups of participants to imagine they had
their current smartphones for about a year and were reading
information about a new phone option. Before viewing the
information, participants were told they would receive
information about the new smartphones features and benets,
beginning on the following page.
The participants didnt know that before the study, they were
randomly assigned to two different presentation conditions. The
conditions differed in the presence and location of information
highlighting issues with their current phones.
The rst group viewed the non-contrast condition ( future
benets only), in which participants received a list of four new
smartphone features and benets. Participants were exposed to
no other information.
The second group viewed a contrast condition (current issues
vs. future benets). They received the exact same feature and
benets list for the new phone, but next to it, they received a list
of four issues or problems associated with their current phones
that correlated to each of the features and benets.
16
NOV/DEC 2015
SALESANDMARKETING.COM
Give more
this holiday
This holiday its easy for you to recognize every employee and salesperson
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they love the most. Give more today!
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States and/or other countries. All other trademarks are the property of their respective owners. The merchants featured are not sponsors of GiftCertificates.com.
marketing
1.
2.
4.
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NOV/DEC 2015
SALESANDMARKETING.COM
3.
5.
SOCIALMEDIATODAY.COM
marketing
TRAVELINK
For more info visit:
NOV/DEC 2015
19
marketing
The gospel
according to Seth
Its always smart to take a crash course
now and then from author/marketer/
entrepreneur Seth Godin. Heres a
collection of wisdom from his blog, which
can be found at SethGodin.typepad.com.
20
NOV/DEC 2015
SALESANDMARKETING.COM
Promotion, demotion
and opportunity
You can learn a new skill, today, for free.
You can take on a new task at work,
right now, without asking anyone.
You can make a connection, nd a aw,
contribute an insight, now.
Or not.
In a uid system, when people are
moving forward, others are falling behind.
The question, then, isnt, when am I
going to get promoted?
A y on the wall
Its easier than ever to listen in, to hear
what your customers say about you,
to read what your friends are posting,
to eavesdrop. Keep surveying your
employees, tap their phone lines, hang
out in a stall in the break room...
If you try hard enough, you can hear
what people are saying about you behind
your back.
The thing about the y on the wall,
though, is at the end of the day, he spends
a lot of time eating dung.
What people say isnt always what they
mean. Its more productive to watch what
they do.
marketing
SALESANDMARKETING.COM
NOV/DEC 2015
21
meetings
IMEX reflects health of
meetings and incentive travel
Continued evidence of the rebound in
corporate use of off-site meetings and
incentive travel was evident in every aisle
at the fth IMEX America trade show in
Las Vegas in October. IMEX Group
Chairman Ray Bloom announced that, in
every important facet, the show achieved
new records. A total of 3,100 companies
representing 150 countries exhibited,
including 80 new booths and 56
expanded booths, while the IMEX-hosted
buyer program brought a record 3,000
buyers from 54 countries to the show.
More than 10,600 people participated
in the event. There were 66,000 business
appointments of which over 57,000 were
one-to-one appointments and booth
presentations.
The interest in meetings and incentive
travel is welcomed news for an industry
that saw business drop dramatically in
2008 and struggle to revive
itself for several years.
IMEX America and its
European counterpart, IMEX
Frankfurt, continue to build
on a valuable educational
component that provides
valuable insights suited for
both professional meeting
planners and corporate
executives who plan their
events internally. Topics
covered in this years
educational sessions ranged
from leveraging technology
during events to designing
healthier meetings for participants. (The
shows new wellness initiative, Be Well
at IMEX, included a meditation room
and the rst IMEX run Las Vegas,
inspired by Rio de Janeiro in advance of
its hosting the 2016 Summer Olympics.)
At the International Association for
Exhibitions and Events (IAEE) booth,
Marsha Flanagan, vice president of
22
NOV/DEC 2015
SALESANDMARKETING.COM
Nothing kicks off the last day of a trade show like a 5K. IMEX America participants
were invited to run the Las Vegas Strip before the show opened. Below, the shows
educational component includes campre sessions on the show oor.
meetings
SALESANDMARKETING.COM
NOV/DEC 2015
23
meetings
Networking
for wallflowers
There are ways to stand out even when you feel like staying in
There is zero correlation between being the best talker and
having the best ideas, says Susan Cain, author of Quiet: The
Power of Introverts In a World That Cant Stop Talking.
Yet the biggest returns from industry conferences or even
corporate meetings often go to those who make the most of
networking opportunities. Reaching out to others in order to
improve the outlook of your career is common sense, but for
those who are introverted, its much easier said than done.
In a recent Entrepreneur article, Cynthia Johnson, partner
and director of marketing at RankLab, a digital marketing
consultant, shared these tips on how introverts can become
better networkers.
Make connections online. Connecting with people on
LinkedIn, Twitter, Facebook and social media platforms
before an event can be helpful. Familiar faces, even if they
belong to a stranger, can be comforting. You can also use this
to nd new events by connecting with people who are a part
of or work at organizations that you belong to.
Talk about your accomplishments.By denition,
introverts often stay in the shadows and seldom celebrate
their achievements publicly. Its not a bad thing to let people
know what youve done and what youve accomplished
and talking about these achievements can help you to make
connections that you are able to help.
Discuss your goals and ideas. Theres no need to prattle
on about 100 different ideas that are oating through your
head, but if youre looking for something to talk about when
you meet someone in the industry, bring up an opinion that
you have or an idea that is specic to your industry to
jumpstart the conversation.Ask the person what their goals
24
NOV/DEC 2015
SALESANDMARKETING.COM
ADVERTORIAL
prole
Give rewards theyll
remember at every destination
with Best Buy gift cards
Travel incentives are about rewarding
your employees with experiences.
Best Buy gift cards can help turn those
experiences into memories that last a
lifetime. When used as incremental
rewards, these gift cards make the perfect
complement to your travel incentive
program, motivating employees along
every step of the way toward their next
big adventure.
As the worlds largest consumer
electronics retailer, Best Buy gives your
employees access to all the travel tech
they need. Battery chargers, outlet
adapters and travel routers bring an
added level of convenience while
cameras, tablets and headphones make
their trip all the more enjoyable (and
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Even if you havent established a travel
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for rewards that extend beyond your
Company name:
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Phone/Fax Details
Phone: 877-370-1234
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Website address:
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NOV/DEC 2015
25
technology
26
NOV/DEC 2015
SALESANDMARKETING.COM
technology
Up Periscope
Is live video streaming the next hot social media marketing platform?
The best way to nd out what your customer wants is to at
out ask them. Periscope connects brands to their customers
in real-time. This direct-to-target consumer advertising
opportunity is priceless. Periscope has arrived and so has livestream marketing. Companies will need to adapt or be left
behind, Long says.
Its safe to say that no other technology is capable of having
such a widespread impact, digital marketing strategist Samuel
Edwards stated in a post for Entrepreneur. The future of
Periscope, and live streaming technology in general, is unclear.
Will it be a ash in the pan, or will it morph into something
transformative? As a business owner or marketer, you have to
bet on the latter. The companies that are able to build a strong
foundation in the beginning stages will reap long-term benets
down the road.
A marketers dream
Marketing executives should be drooling right now. While a
traditional tweet might only receive a small click-through rate, a
live-stream audience is much more engaged, which presents an
opportunity for much larger traffic surges, says Jonathan Long,
founder and CEO of Market Domination Media, in a Huffington
Post blog entry. Companies that really connect with their
Periscope audience correctly will build an army of promoters.
Long suggests companies could Periscope to announce
special offers, give behind-the-scenes production facility tours
and offer live Q&A sessions with clients and prospects.
28
NOV/DEC 2015
SALESANDMARKETING.COM
product review
Last-minute holiday
business gifts
Youve turned around and November has almost disappeared!
These holiday business gift ideas can be sent at crunch time
without giving away your lack of planning.
Rebel decanters
Amber, Plum and
Blush are the ying
colors featured in
Rebel Decanters.
Taking the heritage
crystal brand into
a dynamic new
realm of expression,
Waterfords Rebel
Collection is a revolution inspired by irreverent punk rock attitude, bold personal
style and spirited individualism. The extensive collection, which includes gift ware,
travel accessories and jewelry, is the latest collaboration between Waterford and
leading British designer Jo Sampson. The Rebel Decanter set includes all three
decanter shapes and the gold Rebel Metal Serving Tray. For more information,
contact WWRD US Special Markets Department at 800-933-3370.
A business gift
that pops
Surprise and delight with the gift of
world famous Garrett Popcorn. Create
a lasting impression with personalized
Tin Lids, perfect for wishing your
clients warmth and joy well beyond
the holidays. For more information,
contact Nancy at 312-494-2041 or
sales@garrettpopcorn.com. Mention
Sales & Marketing Management
magazine Holiday 2015.
Tressia solar
Gourmet
gift baskets
Omaha Steaks has allnew gourmet gift baskets,
perfect for last-minute
employee and client holiday
gifts. These arrangements
include a variety of gourmet
salame, mustards, nuts and
more. For more details all
800-228-2480 or email
B2B@OmahaSteaks.com,
or visit OmahaSteaksB2B
.com/SMMHoliday.
30
NOV/DEC 2015
SALESANDMARKETING.COM
product review
Give more this holiday
Give more this holiday with a SuperCerticate from GC
Incentives. The SuperCerticate gives you a way to personally
connect with the people who grow your business that is
meaningful, memorable and enjoyable. Its a great experience for
you to give and allows your recipients to
choose their own gift cards from hundreds
of popular brands. Call 877-737-0200 or
visit gcincentives.com to give more with
your corporate holiday gifting program.
Cambridge lanterns
Made out of 304-grade stainless steel, these Cambridge
lanterns feature a polished nickel nish and a grey leather
handle that makes it the perfect outdoor accessory.
Create a warm atmosphere by turning the dark of night
into starlight with this beautiful candle lantern. For more
information, contact Eric Anderson at PMC/Almo at
262-203-5440 or visit pmc.almo.com/index.asp.
Make a Sugarwish
A Sugarwish gift starts as an eCard that leads to a virtual candy
store where recipients get to pick their favorites (from over 80
yummy choices!). Their selections are packaged in a beautiful blue
box, tied with a red ribbon and shipped right to their door. The
corporate gift program allows businesses to customize eCards
with logos along with dedicated gifting landing page. For more
information on the corporate program, contact Sugarwish at
720-722-4071, email info@sugarwish.com or visit sugarwish.com.
Recognizing partnerships
with Pelucida Glass
Hand-formed and mouth blown ornaments for all
occasions, designed and produced in Vermont.
The perfect last-minute gift. A stunning variety
of colors. Ribbon and gift box included. Contact
Jeffrey Brenner of Pelucida Glass at 802-548-4572,
email jbrenner@pelucidaglass.com or visit
PelucidaGlass.com.
SALESANDMARKETING.COM
NOV/DEC 2015
31
cover story
The power of
workplace recognition
A new survey of incentive program participants
reveals the importance of a holistic approach
Dish Network sends thousands of technicians into the
eld every day to connect new customers and service existing
ones. Seth Watson thought about all of those technicians hitting
the streets when he joined the company in 2011 and imagined
the possibilities if a sales element was added to the job.
And so was born Dish Smart Home Services, Dish Networks
lucrative venture into selling added-value services such as
installation of home theaters, wireless networks, surround
sound or simply mounting a TV on a wall or providing extra
cables and screen cleaner.
Actually, I try not to use the word selling because we arent
trying to drive the mentality of overcoming objections and that
sort of thing, Watson says. Were simply trying to delight the
customer in a low-pressure situation.
Call it what you will, Watson says by enlisting technicians
to offer simple add-ons, Dish Network rang up $1.5 million in
additional revenue in 2014, its fourth year of operating the
program. A lot of companies would love to bring in those kinds
of numbers from a sales effort that isnt a sales effort.
32
NOV/DEC 2015
SALESANDMARKETING.COM
Peer power
Dish Networks Watson says the company has always
emphasized presenting awards publicly so top performers
are recognized among their peers. We absolutely believe in
publicly rewarding, he says. The value of non-cash awards, he
points out, is that people are proud to receive them in public.
Watson received a letter from one Dish Network technician
who was traveling to Japan with a signicant other using points
he earned through the program.
The beauty of that is hes willing to tell me about it and hes
willing to tell others about it. When you get a $200 bonus,
while its nice, youre probably not going to tell everybody
about it and youre not going to get the overall experience that
goes with that, Watson says.
cover story
by Paul Nolan
SALESANDMARKETING.COM
NOV/DEC 2015
33
cover story
34
NOV/DEC 2015
SALESANDMARKETING.COM
cover story
Work Environment:
Large Reward Preferences
Recognized by 9%
12%
11%
21%
Professional
Development
32%
15%
18%
Communication
34%
28%
Professional
Impact
43%
Reward
11%
Recognizer
31%
32%
31%
19%
38%
Communication
12%
48%
Reward
62%
36
NOV/DEC 2015
49%
46%
Reward
48%
SALESANDMARKETING.COM
9%
8%
Total
Office
3%
Home
Office
31%
10%
Factory
45%
6%
Retail
Other
cover story
38
NOV/DEC 2015
SALESANDMARKETING.COM
SPONSORED CONTENT
SALESANDMARKETING.COM
NOV/DEC 2015
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cover story
40
NOV/DEC 2015
SALESANDMARKETING.COM
SAY
THANK YOU
WITH STYLE
Thank your employees for a job well
done with a Kohls Gift Card. Theyll be
rewarded with incredible value on the
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and Food Network.
Corporate discounts are only available through Kohls Card Services Department and exclude in-store and online Gift Card purchases. Kohls Gift Cards can be used in store and online.
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cover story
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NOV/DEC 2015
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FREE MEMBERSHIP
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live and archived
Webinars.
Download free
White Papers!
www.SMMConnect.com
top performers
Incentive program
solutions start here
If youve read the cover story in this issue, you know that a
holistic approach to workplace recognition is important to
maximize a programs impact. Its not just what rewards you
present, but how you present them. A survey of more than 400
incentive program participants found that between 40 and
70 percent of a participants preferred award experience was
determined by non-award presentation factors such as who
gives the award, how its communicated and what professional
impact it carries.
At the same time, the whole point of using non-cash
incentives and recognition items is to provide your recipients
with rewards that will have lasting value to them and enhance
the relationship between employer and employee. To achieve
Mirrorless EOS M3
Designed to inspire, the EOS M3 digital
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NOV/DEC 2015
SALESANDMARKETING.COM
top performers
As Soon
Timing is important;
dont delay praise
As Sincere
As Specic
As Personal
As Positive
As Proactive
SALESANDMARKETING.COM
NOV/DEC 2015
45
top performers
La Cuisine Set
For more
information,
contact Seiko
Special Markets
at 800-545-2783
or visit
SeikoUSA.com.
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NOV/DEC 2015
SALESANDMARKETING.COM
you could be
sinking your ship.
Introducing SMM GoalQuest
Most incentive programs motivate only the top 20%
of salespeople, but the reality is your biggest lift
and highest potential comes from your other 80%.
When you need to increase sales quickly, focus on
driving participation and sales from 100% of your
sales team with our SMM GoalQuest solution.
SMM GoalQuest:
Is a true only pay for performance
sales plan
Has demonstrated results for
more than 700 programs and
1,000,000 salespeople since 2001.
www.SalesAndMarketing.com/GoalQuest
Download a free eBook,
Driving Performance with Self-Selected Goals.
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