In our last blog post, we discussed some of the reasons an organization would want to target market share as a specific goal for their incentive program.
We also suggested that there are certain types of “offensive” incentive strategies that are more conducive to achieving this goal. For example, points programs and special promotions.
We’ve covered the general “why” of these strategies—namely to increase your “share of wallet” among your customers’ discretionary purchasing.
What I want to dive deeper into here, however, are a few of the specific challenges that dealers and distributors are bound to face when attempting to implement a market-share-centered incentive program.