Category Archives: Powerful Closing Tools

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How to Increase Your Flooring Sales with Travel Incentives

By | Gaining a Competitive Edge, Generating More Referrals, Home Improvement / HVAC, Increasing Sales / Gross Margins, Powerful Closing Tools | No Comments

Over the past couple of months, we’ve noticed that search queries related to “flooring sales” have led to more and more users ending up on our website. Along with sales events, there have also been inquiries into marketing and advertising strategies for flooring companies.

Given that advertising is a hugely important element of marketing, the key question here is: “Are incentives an effective means of improving upon my flooring company’s marketing and sales objectives?”

In this article, I will be providing answers to this question by discussing the following:

• Marketing & advertising

◦ The importance of proving your company’s value to customers

• How incentives can be utilized to close more sales

◦ The importance of consistency in your marketing and sales efforts for optimal results

Marketing & Advertising

Within the entire scope of what marketing involves, advertising is often one of the more the costly investments – this is especially true when you take the expenses of traditional advertising platforms into account.

But even if you’re keeping your ad budget strictly bound to online advertising, there is an inherent cost that is greater than many other online marketing costs.

That’s what makes it so important to get the absolute most you can out of your ad budget. As such, what you advertise needs to spark interest in both your current and prospective customers.

Ask yourself this question: What am I going to be advertising and what will my customers get out of it? The second part of that question is the most important.

As cynical as it can sound, the customer does not care about you or your product; they care about what you and your product (or service) can do for them. It’s your job to prove the value of your product and business.

Along with that proven value, an extra exciting bonus can help you seal someone’s interest. “BUY ONE, GET ONE FREE!” “Get your first month on us!” “Spend $1K, enjoy a weekend away!”

This is where sales incentives can fit into your advertising – as well as your overall marketing plan. Because whether it’s a sale, a contest, or some other type of promotion, your marketing has an extra edge when you offer something of additional inherent value to the customer.

Proving Your Value

How do you go about proving your business’s worth to a prospective customer? Some key approaches to consider, first and foremost, include:

Testimonials

• If possible, any statistics related to your company’s performance (e.g. a customer satisfaction rating of X%, guarantee job completion rates of X days, and so on)

• Links to, or embedding onto your website, customer reviews

• Clear list of common customer pain-points and how you address them

Your value is definitively linked to the trust that a prospective customer has in your business. As advertising has a more immediate impact and is limited in nature, you’ll want to complement it with wider marketing efforts such as those listed above.

Whether you’re sharing testimonials on your website or social media, or you’re delivering valuable advice through a blog or a brief post on Facebook, you’ll want to regularly put effort in to prove your flooring business’s knowledge and, by extension, its value and trustworthiness.

Sales

Much in the same way vacation incentives heighten your ads and total marketing impact, they play an integral role in closing sales – and this can be essential when your customer is considering your quote against those of your closest competitors.

There’s only so much money you can take off from a quote to best a competitor – and sometimes you won’t be able to take any money off whatsoever. Trip incentives fill in this blank; they allow you to maintain prices that will be beneficial to your company’s bottom line while still giving the customer an offer of value and reason to choose you.

A great way to put the vacation incentive front and center with your price quote is through what we call a “leave behind.” It provides attractive details on what the incentive itself offers the customer.

For example, if you offer a 5-day cruise, the leave behind acts as a visually appealing pamphlet that explains all of the perks and unique experiences the customer will have if they buy from you and receive the cruise certificate as part of the sale.

Be Consistent

Remember that most of the success that comes from sales incentive promotions is through how they’re utilized and marketed. You can increase interest in your travel incentives by marketing them – inform the public that you’re including vacation offers with flooring contracts. And don’t be afraid to use the vacation incentives in multiple ways – for sales events, contests, customer appreciation prizes, etc.

In other words, you want your efforts to be all-encompassing. The marketing, the advertising, the sales process. Ensure they’re in harmony with one another as a cohesive whole. Maintain a consistent message, and you’ll find that your incentives will take your marketing and sales to the next level.

Get in touch

If you want to learn more about travel incentives and how they can provide you with an all-encompassing marketing and sales solution for your flooring company, you can reach out to us by calling 1-866-883-2968 or by simply filling out the form at the bottom of this page.

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Same Car, Same Specs: Incentivizing Customers to Choose You Over the Competition

By | Automotive, Gaining a Competitive Edge, Powerful Closing Tools, Standing Out from Your Competitors | No Comments

This article originally appeared on LinkedIn

If you’re an auto dealer, then no doubt you already know who your competitors are. After all, knowing who you’re up against allows you to work on standing out from them. But sometimes that’s easier said than done, and you’re still left with that question: “How do I stand out from my competition?”

That’s exactly what I’ll be answering here by focusing on three key areas:

1. Knowing your competitors
2. How incentives give you a competitive edge
3. Marketing for the highest returns

Knowing Your Competitors

Competition offers consumers more and more choice. And while this is fantastic for the customer, it does mean that you need to spend time ensuring you actually understand your competitors.

But what exactly does understanding them mean? Consider the following when getting started:

Where they’re located: the closer they are, the easier it is for a prospective customer to check out their offers – but even if they’re a town or two over, don’t underestimate a customer’s drive to get the most bang for their buck

What they sell: naturally, your biggest perceived competitors will be those that sell the same vehicles as you do

What payment options they offer: outright purchases, monthly installments, interest-free for X number of months/years, etc.

Perks: what do customers get from your competitors when buying from them? A year of free fuel, complimentary check-ups, extended warranties, cash-back, etc.

How they market themselves: is their marketing better than yours? Are they more active on social and most digital channels, or they more traditional with print, TV, radio, etc.?

With location, you owe it to yourself do a quick Google search of your competition. Let’s say you’re a Kia dealership located near Cleveland, Ohio. When you do a quick Google search of competitors within that space, Google Maps returns the following results:

kia-competitor-analysis

As you can see from the top 5 results alone, all of the dealerships have great customer ratings, and all of them are within reasonable proximity of one another. Across some of these dealerships within the region, they offer monthly payments such as:

• $223 per month (36 months) for the 2017 Kia Sorento LX
• $184 per month (36 months) for the 2017 Kia Sorento LX
• $179 per month (36 months) for the 2017 Kia Sorento LX
• $229 per month (36 months) for the 2018 Kia Sorento LX

You get the picture. Point being, all offers are within a $50 difference per month, with the 2018 model being the most expensive.

HOW ARE YOU GOING TO STAND OUT?

What if you’re that dealer offering the 2017 model at $184 per month and your prospective customer is seriously considering the $179 per month deal? What makes your slightly more expensive offer more appealing than your competitors? Same monthly payment option, same model, same color…

With the right perk, you can turn the tide in your favor.

Now, what would make a customer want your offer?

Travel Incentives! An Auto Dealer’s Competitive Edge

Okay, so you have $184 per month vs. $179 per month. The former, over a 36-month period, is an additional $180. That extra $180 the customer is putting into that dealership can be completely accounted for with a travel incentive.

Image the dealership with a slightly higher monthly repayment rate handed their customer a travel certificate that allowed them and their partner to go on a 5-day cruise with food, beverages (save the alcoholic variety), and entertainment all included.

What is $5 per month compared to a cruise that will offset that slight price increase by thousands?

The customer buys a vehicle, and then they get a cruise. And if a couple is buying the Kia Sorento LX, chances are good they’re parents. It’s often how the vehicle is marketed.

Gifting the parents with a relaxing cruise where they can spend five romantic and rejuvenating days together certainly beats saving $180 over three years. This is a great approach to incentivizing customers to go with you.

Marketing for the Highest Return

When it comes to actually marketing your incentive offer so that it will help you stand above the rest, you need to have full buy-in. After all, travel incentives are designed to help make it easier for your dealership to close more sales.

The list below shows some of the essential points to remember for the best marketing performance:

• Make sure you and your management team are all onboard with the effort (the aforementioned full buy-in);

• Ensure your sales staff are jazzed about the campaign and offer the trips at the point of sale (read here to learn more about getting your sales team behind an incentive initiative);

• Make sure you have put up all marketing materials in the showroom – posters, balloons, window decals, etc.;

showroom-example-1

showroom-example-2

showroom-example-3

• Market the incentive on your website, social accounts, email, and other digital channels;

• Work any advertisements of the campaign into your current budget – do not go beyond it;

• Boosted posts on Facebook are a great way to promote the campaign for little money. $25 per week is more than enough for good exposure; and

• Again, offer the travel certificates at the point of sale – do not wait for customers to ask, because most rarely will. You want people to know the offer is still ongoing, and this will create a bigger buzz and bring in more customers.

Along with the above points, take some time to consider how you’d like to implement these incentives into your sales efforts. Will they be used purely as closing tools or will they be part of a larger promotion or contest?

We have even more great advice here on how to get the most out of travel incentives across various applications.

Let’s Talk

Ready to best your competitors? Fill out the form belowcontact us online, or give us a call on 1-866-883-2968.

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How to Get Your Sales Team Behind a Travel Incentive Initiative

By | Automotive, Motivating Sales Team / Staff, Powerful Closing Tools | No Comments

Energize Your Sales Team

When implementing travel certificates as an incentive to bring in more customers and increase sales, you may encounter a situation where your sales team are somewhat resistant to them – and the question you’ll likely ask in response is, “Why?”

Oftentimes, we find that it comes down to a concern that implementing such a strategy will require a substantial amount of additional effort on their behalf. In other words, it’ll be even more work for your salespeople. So what can you do to assure them that the travel certificates are easy to implement and will only serve to help make their sales efforts more effective?

Understanding Your Sales Team

Now, it’s important to state from the start that energizing your sales staff is not a one-size-fits-all situation. And just as there are salespeople who are always energetic and up for new challenges, there are also salespeople who may find it hard to become enthused and get behind new initiatives.

When you stop and think about how tough of a gig sales can be, it’s easy to begin empathizing. Many sales staff have to deal with difficult and, sometimes, downright arrogant and disrespectful people. Add to that the experience of trying to just lock down one sale can often feel like a mental marathon.

Salespeople who work over-the-phone or go door-to-door know plenty about what it’s like to have someone tell them to go away – though the actual words used are often a little less family-friendly. Even salespeople on a showroom floor or at a retail store can be subject to dismissive customers. Many times, it doesn’t matter if you’re going to them or they’re coming to you – some customers are just difficult.

difficult-customers

This is important to remember because not every initiative is being put forward by a salesperson or head of sales. More often than not, that great new promotion idea is coming from someone in marketing; and while they may know marketing, they don’t necessarily understand why a sales team may be hesitant to try and “sell another thing” to customers.

You’re Not Selling Something Else. You’re Giving a Customer a Bonus

Education is important. When you tell the sales team that they’ll now be giving customers a travel certificate when they buy a certain product, you need to make it clear that the travel certificate is not something else they have to sell. Instead, you need to show them how this certificate is actually something they can add to their sales arsenal.

So when a customer is umming and ahhing, and one of your salespeople is thinking to themselves, Oh, here comes another loss, that travel certificate is the ace up their sleeve. As the customer debates the overall value of the purchase, that travel certificate brings them over the line. They’re not just going to get a great product – they’re going to get a gift that allows them to fly to Vegas or go on a cruise or spend 7 nights at a resort.

The Conference Call

This is why Odenza strongly encourages all new clients to partake in a conference call with us. It’s not just for the person at the company who ordered the travel certificates, but every single staff member who will serve an integral role in making them a success – sales team included.

During this conference call, they can ask any questions or voice any concerns they have, and we can provide them with advice and information that will make it far easier for them to understand and appreciate how the certificates will help them, not hinder them.

conference-call

As I said, the sales gig is already a tough one, and it’s understandable that salespeople can be hesitant about having to account for yet another thing. So you need to get everyone together, talk about the new initiative, and have a conference call with us.

Don’t Overwhelm Your Team

There are people who work well under pressure, but there are far more people who don’t. In the end, there is a difference between introducing an exciting new challenge and introducing a new process that only serves to overwhelm everyone. Most of the time, however, it’s not about what you introduce as it is how you introduce it. For the below hypothetical, let’s look at how the travel certificate strategy could be introduced to an auto dealer’s sales team.

First, imagine you say the following:

“We’re going to be using travel certificates to get more sales because, to be honest, our numbers have been way down. We expect you to use them whenever possible, and we expect an increase in numbers ASAP.”

How do you think your sales team will react? They won’t feel excited or invested. If anything, they’ll likely feel uneasy and not care for you that much.

Imagine, however, you said this instead:

“Hey everyone. For next month, we’re going to be trying out a new sales strategy where we’ll give a travel certificate to every customer who buys a car from us. We’ll start off with 25 certificates and want you to let every single potential customer who’s thinking of buying a car from us know about the offer. Let’s all sit down tomorrow morning and brainstorm ideas on how to best promote and tell customers about these certs. I think this is going to be a great success!”

A new promotion or incentive idea shouldn’t be proposed as some do-or-die challenge to your sales team. People are not inspired by fear-mongering; nor will they feel any true need to do well by you. Instead, position the new idea as something that is going to yield great results and encourage everyone to get involved in the brainstorming process. Also, don’t forget to remind them that this new initiative will come with plenty of complimentary marketing material to utilize.

Build a Cohesive Strategy

cohesive-strategy

In the continuing theme of getting everyone involved, be sure to remind your sales team that they’re not doing this alone. The most successful promotions are those that integrate various elements into a cohesive whole. This includes advertising and marketing; store signage and decorations; imagery and branding on- and offline; social media postings, emails/e-blasts, website updates to reflect the promotion; and, of course, your sales team.

When everything is brought together and made to work in harmony with one another, your sales team will no longer feel as though the success of a promotion or new sales strategy is entirely dependent on them. In addition to this cohesive strategy, remember to maintain an open dialogue with your staff – and if any of them have questions or are unsure of themselves, take the time to sit down and chat with them. Even five minutes of your time can mean the world to a salesperson who is still unclear on some of the finer details.

The Takeaway

How invested and excited your sales team feels about any new initiative depends on how invested you are in them. Show them how an incentive such as a travel certificate is not another thing to sell, but a tool for them to utilize to increase their likelihood of closing sales. And before making any assumptions about why they could feel hesitant, actually ask them and address those issues together.

An incentive-related initiative should be an exciting and inspiring time for everyone in your company, so present it as such. No doom-and-gloom, no unrealistic expectations, and absolutely no placing the responsibility on the sales team alone. Working together makes it easier for excitement to spread throughout the company, which is then passed onto your customers.

Also remember that even if everything is done correctly, external factors beyond anyone’s control can sometimes affect success. So don’t go placing blame if things fall short and you know everyone did their very best. Accept that there were things you could not control and try again. Perseverance, communication, and cooperation across the board are essential keys to success.

To find out more about our products and how we can help you go above and beyond your competitors, fill out the form below, contact us online, or give us a call on 1-866-883-2968.

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Travel & Jewelry: a Sales Match Made in Heaven for Wisconsin Jeweler

By | Airfare Package / Vegas, Increasing Sales / Gross Margins, Jewelry Stores, Powerful Closing Tools | No Comments

Wisconsin Jeweler Makes $360,000 in Sales with Travel Incentives

Who buys jewelry? Well, most of us do, but how much we buy and how often can depend on various factors. As research shows, most jewelry that is bought (whether bought by a man or a woman) is for women. Some numbers indicate up to 95% of all jewelry purchases are for women.

But the frequency and price of purchases also depend on the financial standing of the individual. As you’d likely assume, people who are better off financially and have more disposable income tend to buy more jewelry per annum.

For many jewelry stores, however, the November/December (or festive) period is when they used to make more sales. While this is still true to a degree, numbers have shown that jewelry sales are now more spread out throughout the year, and the sales boost in November and December tends to be less pronounced nowadays.

So, as a jewelry store, how do you boost your sales if you find your usual peak season is lacking? That’s what will be the focus of today’s blog, and I’ll be doing so by looking at a client of ours from Wisconsin.

A Local Wisconsin Jeweler’s Success Story

Located in southern Wisconsin, our client opened in 1992 and has stood as a much-loved jewelry store within the region. But just like any business, their General Manager, Jon, wanted to find a way to incentivize customers to invest in higher-ticket items.

To achieve this, the company decided to invest in our Vegas package, which offers qualifying customers a trip for two to Vegas. Jon was happy to try the package out, noting, “It was low risk to try it out, [and] our account executive made it clear that we would get free marketing support and the product was satisfaction guaranteed.”

Implementation

How you implement any incentive package, and how it is promoted, is critical. After all, you want people to be excited about the incentive; and you want them to understand the inherent value of the incentive when it comes to making a qualifying purchase. For the client, customers would qualify for the Vegas certificate if they purchased products amounting to $1,800 or more.

In terms of promotion, the main approach they took was through radio advertising. But these advertising efforts were also complemented by in-store marketing collateral and having all staff well-versed on the requirements for customers to qualify, and the terms and conditions of the travel certificates themselves.

By executing the promotion in such a cohesive manner, they ensured they had the best chances of success; and ultimately they were very successful in the end…

Results

Originally, the promotion ran for two straight months, and the client gave away 100 Vegas trips. Given how well those two months performed, they decided to extend the promotion by a further month and gave away another 100 trips. So, in total, they gave away 200 trips, with each trip only being given to those customers who spent at least $1,800 – a total sell value of at least $360,000.

The Takeaway

When you take a look at the overall performance of the client’s Vegas promotion, it’s hard to deny that the results were positive. By giving away 200 trips in 3 months, they managed to secure higher value purchases from customers, and the Vegas certificates even incentivized customers to pay more just so they could go on the trip, too.

But this wasn’t just a case of having a great incentive, it also came down to the effort the client put into every facet of the promotion’s execution. They ran ads that grabbed people’s attention, they had signage in their store that constantly reminded customers about the promotion, and the staff were well-trained so that they knew everything about the Vegas certificates and what customers had to do in order to qualify.

In short, the entire promotion and its ultimate success came down to the fact that it was run like a well-oiled machine. If any part of the effort had not been addressed with the care that was shown, the results could have been very different.

If you’re concerned about potential sales slumps during any period that has been historically slow for you, then offering customers travel incentives could be the right solution for you. Just remember to keep in mind why our client was so successful. It’s not a case of, “If you build it, they will come.” Once it’s built, people need to know it exists, and you and your team need to be able to relay why it exists and why they should be so excited for its existence.

At Odenza, we’ve been in the travel incentives and marketing business for 20 years. Not only do we have a wealth of travel incentives solutions to help your business, but we also provide marketing collateral so that you have everything you could ever need to run a successful promotion.

Once you’ve utilized our incentives and increased your sales, our very own in-house travel agents will help your customers plan their getaway, which they’re going on thanks to you. To find out more about our products and how we can help you go above and beyond your competitors, fill out the form below or give us a call on 1-866-883-2968.

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How to Make Your Dealership Stand Out

By | Automotive, Outstanding Marketing, Powerful Closing Tools, Standing Out from Your Competitors | No Comments

This article originally appeared on LinkedIn.

You have a dealership full of fantastic vehicles for sale, but across from you is another dealer that also offers great vehicles. To your right is another dealership, and to their right there’s yet another. It’s a common scenario that most auto dealers face across the country.

For you, it creates one simple challenge: how on earth do you make your dealership stand out from the rest? For anyone seriously considering a new vehicle, or just a random passer-by, they have so many to choose from. Beyond the vehicles’ manufacturer logos, it can be a bit tough to differentiate. So either you hope they really love the lineup of vehicles you’re selling, or you find a way to command their attention so they give more than a passing gaze.

Know Your Customers and Competition

Your Customers

One of the first essential steps to standing out is getting to know everything you can about your customers and your competitors. First of all, where is your dealership located? Is it in a high-class suburban city area surrounded by neighborhoods comprising mansions? Or is it in a working class part of suburbia where many people earn an average wage?

You need to understand the financial status of your customers, as well as what they consider important in life, to narrow down what and how you should be selling. Chances are a husband and wife who both work full-time and have three kids aren’t going to be taken by a luxury sports car. They want a safe vehicle that can do good mileage on a single tank of gas, has modern amenities with plenty of cargo space, and is built for the long-run.

By knowing who your local – and therefore most frequent – customer base is, it will allow you to refine all other aspects of your dealership, too.

Your Competitors

Naturally, you want to know your competitors. No one ever won a sales war by just “winging it.” What do your competitors do to make their dealerships stand out? Look at things such as signage, which cars they have displayed prominently out front, how their dealers dress, how their dealership is laid out, the promotions they run – even go in and assess how they greet you. What words and accompanying mannerisms do they use?

auto-competition-concept

Knowing your competitors goes far beyond the physical location, of course. What does their website look like? If they’re on social media, what voice do they employ? Be sure to check their vehicle listings and the language used there. Also of critical importance, and relating to the above point about your customers, how do they treat their customers both in-person and online? If they have great relationships with their customers, you want to find out why.

All of the above matters, because it’s essential to the next point…

Define Your Image and Brand

It’s hard to tell you exactly what to do here, because every dealership differs. But, suffice to say, a luxury brand dealership wouldn’t want to have untidy dealers with dirt on the floors, or horrendously unkempt restrooms.

In the end, though, it doesn’t matter whether you sell Ferraris or Fords, all dealerships should look clean and professional – that’s a given; but differences will naturally exist. For example, Fords are typically family vehicles whereas a Ferrari is more of a one or two-person luxury vehicle. So while having standalone chairs for customers to sit on could make sense in a Ferrari dealership, you may want to have couches at a Ford dealership so that mom, dad, and their two kids can all comfortably rest.

Beyond these basics, however, your image and branding can reflect the emotions and mental associations you want your customers to experience. Blue has been tied to feelings of security of safety – why do you think Facebook, a social network that handles billions of users’ personal data, settled on blue as its dominant color?

The colors you choose for your particular dealership and how they fit into your branding outside of the manufacturer logos can greatly inform the emotional association people form of you. For such emotional links to be effective, those very same feelings must be elicited through your products, customer service, and all other customer-based experiences.

Marketing

We know a lot about automotive marketing here at Odenza: 70% of our clients are in the auto industry. Along with a unique travel promotion being a fantastic way to stand out from the other dealerships around you, you need to have an ongoing and defined marketing strategy.

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This marketing, whether executed through more traditional mediums or newer digital channels, is how you push your dealership beyond the confines of its physical location. In many ways, it’s how you can take your image and your brand and give it that definitive presence it both needs and deserves.

If your target market is the typical family earning an average wage, then drive your entire presence to that. Create images and branding of smiling families going on adventures in your vehicles – the manufacturers you’re working with may have such images for you to utilize. But what about writing blogs about fantastic local road trips, getaways, or festivals that are perfect for families to enjoy?

Do you host a family day at your dealership? It could be something worth considering. If you do, just remember to keep their priorities in mind.

Of course, we understand that there are always parameters when you’re a dealer – there are things you can or can’t do depending on the vehicles you sell. However, parameters are never a barrier to creativity. Once you know your customer base and what your competitors are or are not doing, you can start to build a brand and marketing strategy that appeals to your customers and excels where your competitors are dragging along.

The best way to market is to embrace all channels. You can utilize the traditional avenues when you want to promote something to your local base on a broader level. Digital channels, be they social media, email, blogging, or video-sharing, are a great way to maintain a consistent presence and to build a relationship with your ideal base. Digital marketing also allows for impressively specific micro-targeting.

This way, you maintain an ongoing presence that keeps your dealership front-of-mind so that when you do run a promotion, be it a travel offer or otherwise, those local customers – or even customers one or two towns over – will have a higher likelihood of being driven in. Remember that a promotion still needs to make a real impression. If there isn’t anything of actual value on offer in the eyes of your target market, then you’ll find the ROI significantly lacking.

Want to Stand Out? Get in Touch

For the past 20 years, Odenza has helped auto dealers across North America stand out and succeed through the utilization of travel incentives. With a wide range of incentives to choose from and the ability to help dealers build their presence on and offline, Odenza Marketing Group is committed to helping businesses of all sizes make a mark and, most importantly, succeed.

If you’d like to find out more, be sure to contact us online, fill out the form below, or call us on 1-866-883-2968.

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Incentive Packages: What They Are & How to Use Them

By | Automotive, Eye-Catching Showrooms, General Retail, Jewelry Stores, Marketing, Outstanding Marketing, Powerful Closing Tools | No Comments

When it comes to advertising and marketing, there are so many products and services out there nowadays that it can be hard to fully understand what they do. As Odenza has specialized in the incentive travel market for 20 years, we know that explaining what our packages do is fundamental to clients knowing how they should use them and why they’re so valuable.

In this article, I want to provide you with an overview of what incentive packages are, how they can be used, and provide you with a couple of success stories along the way.

What are Incentive Packages?

As the name suggests, an incentive package – particularly travel incentives, in our case – is a product you can utilize to incentivize prospective customers toward a sale, inspire customer loyalty, and to motivate your team to strive for better results.

Say, for example, you run an auto dealership. You want to up your sales for the month, but you know that more run-of-the-mill offers such as cashback or free fuel for a year don’t bring in as much business as you’d like – and that’s because your local competitors are doing the exact same thing. If you were to throw in a unique incentive such as a 2-night trip to Vegas for two or a 7-day cruise with a vehicle purchase, this can command more people’s attention.

woman-on-cruise

This is the basic premise of travel incentives and, by extension, incentive packages. They’re a value-added perk for those customers who buy something from you. If you’re looking to motivate your sales team to reach higher benchmarks, then you could use a trip to Vegas as the incentive for the highest achieving team member.

How You Should Use Them

To give you an idea of how these types of incentives should be used, it’s worth talking about one of our myriad success stories: Sutherlin Nissan in Florida, which is headed by GM Lance Lopez. They have been using our travel incentives for years, and this is thanks to the notable success they have had with them. Along with a random prize wheel that allows customers to win a cruise, the same cruise incentive has been used as an effective closing tool.

When one of Sutherlin Nissan’s customers is not 100% sure about buying a vehicle, Lance Lopez notes, “We’ll say, ‘What if we throw in a cruise for two?’ 90 per cent of the time, they say yes.” Hitting such a high closing rate is significant, and a fundamental aspect of this success depends on how you sell these incentives to your customers. So a lazy, half-hearted approach is obviously going to fail. If you don’t care about the incentive, why would your customers?

Be sure to keep these other tips in mind:

Promote your incentive across the board: Whatever marketing or ad channels you make use of on a regular basis, ensure you’re promoting your latest incentive on those channels.

Use collateral in-store: if your business has a brick-and-mortar location, make sure marketing collateral about the incentive is there – table talkers, posters, balloons; Odenza can provide this collateral for you. If your business is purely operated online, then make sure you have banners, CTAs, and other digital collateral/graphics that promote the incentive

Social media: don’t be afraid to regularly remind your customers about your latest incentive promotions across all social platforms you use – and remember that they are powerful marketing channels nowadays

Train staff: Make sure your team is well-versed on the ins and outs of the incentives you’re offering so that they can confidently and enthusiastically explain to customers what the exact perks and parameters of the incentives are.

Is There a Magical Formula to Success?

No, of course not. The best approach will always depend on your business, where you’re located, how many local competitors you have, who your target market is, and much more. But one constant is those tips I mentioned above. If you fail to embrace any of them, it can have a notable impact on the ultimate ROI you get. While it may come off as a cliché, being 100% behind any incentive promotion is the best way of moving toward success.

For example, another Nissan dealership we worked with in Toronto (PDF download), Ontario, hit numbers that were 176% over their sales targets. And part of the reason why this happened is because they had something unique to offer (the incentive itself – a trip for two to Las Vegas), marketing collateral about the incentive was everywhere throughout the dealership, and every salesperson enthusiastically brought the offer to customers’ attention. It was such a success that they extended the promotion for another month and a half. And, similarly to Sutherlin Nissan in Florida, they found the incentives to be a fantastic closing tool for sales.

So while you may need to take time to consider the best approach for your business, whether you run an auto dealership or have your own jewelry store, ensuring this promotion is kept front-of-mind for customers and your staff is one guaranteed, integral constant.

If you want to utilize an incentive to inspire your own staff or sales team (e.g. you’ll be giving a trip or cruise away as a reward), then chances are that value proposition is going to be easier to sell to them. A travel incentive has a longer-lasting, positive effect on morale and productivity. It is certainly going to command more attention and happiness than a small cash bonus, which has a comparatively limited sense of worth – once it’s spent its perceived value vanishes. But with a trip, your staff has the excitement of the trip’s impending occurrence, the joy of the trip itself, the memories and photos and stories to share after the fact… There is a profound longevity to the reward and the experience it offers.

Getting Started

No matter what your business specializes in or whether you want to incentivize customers or motivate your team, travel incentives and other incentive packages are great solutions. To find out more, fill out the form below, contact us online, or call us on 1-866-883-2968.

vacation-certificates-concept

Vacation Certificates: The Ultimate Sales Tool

By | Jewelry Stores, Powerful Closing Tools | No Comments

A Look at How Vacation Certificates Lead to More Sales

The sales game can be an absolute nightmare sometimes. If you’re involved in it, you know how disheartening it can be to get oh-so-close to that much desired sale, only for it to slip through your fingers right at the end.

Closing a sale can depend on such a wide range of factors it can be difficult to keep track of them all. One common factor, however, is that it can be hard for the potential customer to justify the end cost. Yes, they may be getting a shiny new car (or a damn nice second-hand one), but they also know that there’s likely a lot of money involved and that most vehicle purchases don’t come with a return policy.

The key to overcoming this obstacle is to add value to the purchase. If you’ve been on our site before or read our other blogs, then you know that we specialize in travel incentives. For the consumer (aka your prospective customers), they would better know them as vacation certificates.

Fly away, go on a 5-day cruise, stay at a resort of your choosing across 3,000 locations, etc. It’s these vacation certificates that can sway the sales balance in your favor.

Vacation Certificates: The Basics

So, what are the basics of vacation certificates? In short, they’re a value-added product you can add to your sales strategy to help you close more sales. When you take a deeper dive into them, they’re a product that is specifically designed to help your business stand out from both your direct and indirect competitors.

The product itself could be a luxury cruise for two or a resort stay for a family. However you look at it, your business gains an edge on competitors because you’re offering your customers something they will truly value: a great vacation that will help them relax and rejuvenate.

Think about a home improvement business. If you were offering to construct a new deck on the back of someone’s home for $15,000. But now, it turns out that a few of your competitors have offered the same service and the same price – one of them has even undercut your price by around $200. How do you secure that sale if your competitors are just as reputable as you are? It comes down to added value.

If you can offer those customers a vacation certificate for a cruise, a trip to New York, a couple of nights away, or maybe two tickets to a concert or sporting event they love, then you will immediately command their attention. And because vacation certificates have a significant difference to many other offers out there, they help you cut through the noise of other competitors.

Do They Work?

It’s an important question to ask. After all, you don’t exactly want to invest money in a product and service that is going to fail to deliver. On average, our clients report a 21.8% increase in sales, which sits well above the industry average of 15%. Of course, this is an average, and we’ve had clients who have experienced astronomical sales increases, such as 300%.

Sutherlin Nissan, who is one of many great auto dealer clients of ours throughout the US, maintains a closing rate of approximately 90% when utilizing our cruise incentives. Willis Amica, who manages three dealerships in Syracuse, NY, has also found that our vacation certificates are a powerful closing tool.

Royalty-Goldsmiths-Testimonial

For Royalty Goldsmiths, the jewelry store was able to upsell customers to purchase products totaling at least $1,995 (case study PDF download); the qualifying price to also receive a trip. So customers who might have been looking at a product (or products) of $1,500 were willing to pay for an additional $495 worth of products just so they could get a vacation, as well. Travel incentives don’t just make it easier to sell products or services at a base price, they can also make it easier for you to get customers to spend just a little more.

Want to Learn More?

At Odenza, we’ve been in the travel incentives and marketing business for 20 years. Not only do we have a wealth of travel incentives solutions to help your business, but we also provide marketing collateral so that you have everything you could ever need to run a successful promotion.

Once you’ve utilized our incentives and increased your sales, our very own in-house travel agents will help your customers plan their getaway, which they’re going on thanks to you. To find out more about our products and how we can help you go above and beyond your competitors, fill out the form below or give us a call on 1-866-883-2968.