LexGo Sales Incentive and Engagement programme for the UK Reseller Channel
Lexmark approached FMI to give their UK sales incentive programme a boost. After running a previous incentive scheme for a number of years, engagement and ROI were limited and they wanted to re-energise the sales performance of their enterprise printers and multifunction devices with their UK resellers.
The overall ambition was to increase partners, individuals and importantly sales through a refreshed sales incentive programme. FMI undertook an initial consultative approach, recommending ‘winning hearts and minds’ and broadening their appeal by including an ‘engagement overlay’ to the incentive offering.
FMI’s rational was to create further brand loyalty through continued communication, product training, engagement and reward, in order to bring long term sales uplift. Alongside a fresh mechanic, FMI determined a more dynamic and exciting creative identity would help launch the new Sales Incentive and Engagement programme and developed the LexGo identity. LexGo gave the programme a proactive name, encompassing action, reward, Lexmark – a sense of energy and immediacy.
How did LexGo programme mechanic work?
From a sales incentive point of view, participants were rewarded for sales of qualifying products. Sales data was processed weekly and all qualifying products were available to the salesperson to claim the sale on FMI’s secure channel incentive platform. Each individual could apply for a LexGo branded MasterCard, which was topped up weekly with their rewards. In addition, registration, training, quizzes, gamification, logging in each month were all rewarded behaviours that allowed participants to broaden their Lexmark knowledge, whilst earning points.
Results:
43% increase in Resellers joining the programme
107% increase in Individuals engaging and selling
322% increase in sales incentive claims
