Think sales have to be down because the economy continues to languish and has been for years? Think again! I’ve often heard it said that distribution is a market share game. If that’s true, it stands to reason that your sales could go up even in a down economy if you redirect the discretionary buying power of your customer channels. While it’s true that the total available market share pie has shrunk in most industries, growth is possible by gaining a larger piece of the shrunken pie. We all understand the fundamentals of gaining market share, but what is often overlooked is the perspective of “what’s in it for me” from the customer’s viewpoint.
Unless customers have a reason to change their historical buying behavior, they usually will not do so. That’s where a well-executed incentive marketing strategy can help. To learn about a client in the hard-hit building industry who just experienced three consecutive years of year-over-year growth using one of our ongoing strategies, download the success story below.