When motivate the consumer, no one is more valuable than the employees of companies. One of the main objectives of the brands, not to mention the most important of them all, is to sell. Brands need their products reach consumers and that they connect with them since this is the only way to ensure their survival. It may seem a truism, an obvious question, but it should not be neglected as a basic element of any strategy by the brands. Because, yes, selling is something that everyone is clear you have to do, but not something it very easy to achieve.
Many brands employ many tools and services to connect with consumers and convince them of their worth and their products. At the end of the day, all your marketing efforts and advertising are oriented to end it. Selling is the ultimate goal, either by establishing an efficient strategy for social networking, connecting with consumers with street actions, making mass campaigns in the mainstream media or by placing the products via influencers, more and more the options and is becoming more varied and more varied. To this, we must also add that more and more brands are prepared. Therefore, they use more powerful tools, which makes the initial situation is increasingly complicated. The competition is becoming fiercer.
When to motivate the consumer no one is more valuable than the employees of the companies.
Therefore, brands have to be increasingly efficient in finding that will allow them to reach the final customer time. They need to be done with that which will enable close more and more sales. All these tools are invaluable while very valid. Similarly, they all have a lot of potentials to connect with the customer and push him into the arms of brands and their products, but in this avalanche of techniques and tools, brands should not forget another very important asset: When to motivate the consumer there is no one more valuable than the employees of the firm.
Anyone who has seen any of the series that recover the beginnings of modern commerce or who has read some of the novels that are set in the shops of the nineteenth century or early twentieth century, have found some dialogue that shows how the dependent these malls are not only responsible for knowing the consumer, but also was one of the best prescribers product making known brands and products.
The truth is that today we remain. Brands workers occupy a prominent position as communicators of the benefits and efficiency of their products. If you want to get the consumer must also add the employee to the strategy. Brands have to encourage their workers to act as emissaries of the brand.
There are several studies that demonstrate the power of workers as brand ambassadors and, above all, as influencers in the purchasing decisions of consumers. In fact, when employees are responsible for explaining the advantages of the products or when they solve doubts and questions themselves directly on the network, as pointed out one of these studies recently, often better connect with potential customers when it does the brand its ‘corporate voice’. Consumers feel they better understand these messages and connect better with them. Workers are therefore authentic voices that consumers consider particularly reliable when talking about a brand. At the end of the day, if one defends the company he is working is because you are really happy with what is living.
How to make the worker ambassador
For Brands, it is therefore very important to make the worker achieve an ambassador for its products and an emissary to defend the qualities of them. One of the easiest ways to get the worker to become a brand advocate, an advocate of the brand is to offer good working conditions. It may seem an obvious point, almost one that is taken for granted, but it never hurts to remember its importance.
Workers who are happy with the company they work for are also those who act as their best and sincere ambassadors
Workers who are happy with the company they work for are the ones who are not only more faithful to the firm in question (which reduces problems such as staff turnover or brain drain) but also those acting as the most sincere ambassadors Of the same. These workers actually are not selling anything, but rather sincerely telling the real benefits of the company where they work. How to keep workers happy? An incentive scheme for companies , policy flexibility, an office in which the good atmosphere, a system that ensures the professional growth of the employee or (obviously) good working conditions make workers feel much closer to is power the brand and much more faithful to it.
The positive conditions and good working environment are the first steps that brands must meet to achieve convert workers ambassadors, but not unique. Brands have to explain to workers the importance of their role and will give them the proper training to be able to perform these functions effectively and efficiently. But the fact is that not only have to create a positive work environment and the workers move happily. Nor is there only to train them and give them the tools to be brand ambassadors: companies must also make the effort worthwhile. One of the formulas that are used to promote this point is to draw on incentive programs that reward that does.
Incentive schemes, very helpful and very good results
Companies using incentive schemes are getting very good results and are making their employees be active and efficient ambassadors of their brands, as concluded by the barometer of incentives and recognition that just launched Sodexo. The study analyzed how companies are using these systems and what results are achieved. As indicated in its conclusions, “Implement a system for increasing productivity or sales incentives is based on the most profitable and effective in achieving these goals option.”
The presence of these plans is actually quite common. 48.6% of companies already has an incentive program running within the company, client loyalty customers, increase sales, achieving goals encourage or reward workers who are committed to the firm. Incentive schemes are not, however, a tool to make more money, but a key to a slightly different relationship with workers. For what these plans are increasingly serving more is to generate a ratio value: every time you talk less money and more and more talk about non-monetary incentives because such solutions are perceived in a more valuable way for the workers. The reason for this change and the increasing weight of the non-monetary strategy is the emotional connection between who are thus the participant and the company / brand. As discovered in the conclusions of the study, non-monetary incentives have a longer life in the emotional memory of the receiver.
In fact, 49% of the firms that has a program of incentives and recognition within the company has implemented program points. The participant accumulates points associated with certain actions and activities (sometimes points are also given for specific events of daily life, like having a child or retire), which can be exchanged for gifts from a catalog.
Not only connect with the worker
Incentive schemes are also very valuable to connect not only with workers who are on staff within the company but also work very well established solid relationships with other partners of the brand. Thus, the incentive schemes help to have a more efficient relationship with the network of trade or distribution channels and make these align more effectively with the interests and objectives of the firm.
Thus, it fulfills several objectives are achieved business in one fell swoop. These partners the company will always present the interests of the brand and will work harder to get meet them, as they will be motivated beyond the salary exchange. Moreover, it is possible to create a sense of brand identity and a sense of belonging to the group.
The power of incentives to boost sales
The potential of incentive schemes is quite high and, above all, is proving to be highly effective, especially in the relationship of the brand with certain specific departments. The percentage of brands employing such programs to enhance the work of their sales teams is very high, showing that it is possible to establish a direct relationship between them and the final results you can get the company.
In fact, following the study data Sodexo, of companies with an incentive plan allocates 93% of its own employees, sales teams or business. The tool not only helps them retain workers and indirectly make an evangelist for the brand but also enables them to enhance the final conversions. Thus, the end result has the incentive program is to close more sales, get more customers and retain those already have and be much more efficient when it comes to facing the market and its challenges.
Companies that employ these tools see their sales go up. Businesses objectives are met more efficiently achieved and meet business expectations. Indirectly, the incentive plans for companies also have a direct effect on consumers. Although plans are for connecting brands with their partners and not with their end customers, they are also loyal thanks to them. Workers, business or sales teams are more aligned with the brand and are much more oriented to meet their quality standards in customer service. Thus, their relationship with the consumer is much more valuable and gets this feel more connected to the brand.
Therefore, companies often reward these programs concrete actions that have a direct impact on sales and on the adequacy of the mark to market challenges. Among the activities that incentive schemes enhance and companies reward are the increasing sales figures, working in cross-selling or align with business results, among other issues that are valuable to the company results. Incentive schemes allow therefore make more visible the objectives of the brand or company and make it work more efficiently to get the form. As concluded in the study, “Implement a system for increasing productivity or sales incentives is based on the most profitable and effective in achieving these goals option.”