Formalizing Lead Generation

The biggest
challenge
when launching
a new sales lead
referral program
is getting your
customer-facing
teams on board.


If you can successfully
motivate the majority of
your team to participate,


then you’re guaranteed
an increase in revenue.


then you’re guaranteed
an increase in revenue.

You don’t believe us?


A major
telecommunication
company
launched a
lead-referral
incentive program
and
successfully
inspired 83.5%
of their
customer-facing
technicians.

As a result, they
generated close
to $70 Million in
additional revenue.
Having a direct
impact on the
company’s success
creates the
progress
principle.


The progress principle states

“of all the things that
can boost emotions,
motivation and perceptions
during a workday,
the single most important
is making progress
in meaningful work.”

If you’re
considering
starting a
sales lead
referral program
in your
organization...


here are a few things
you’ll want to keep in mind.

1

Include target participants
in the planning process.



1


2

Communicate why
the program is important.



1


2

Communicate why

3 Offer meaningful and
appropriate incentives.



1


2

Communicate why

3 Offer meaningful and
appropriate incentives.
4 Publicly recognize both effort
and achievement.

Formalizin

Read the
complete story...

3

See
more
keys to a
successful
lead referral
program
by downloading
our article.

g Lead Gen
eration: How One
Non-T

raditional Progra
m Led to $70
Million in Sales

The Keys to
Success

If you’re considering
starting a sales refe
rral lead generation
things to consider.
program in your

organization, here
are seven
1. Include tar
get participa
nts in the pla
asking both sales
nning proces
and non-sales emp
s. You will likely be
loyees to take on
in the planning proc
additional tasks. Inclu
ess will help them
ding key influencers
feel a sense of own
you with real “feet-on
ership and provide
-the-street” informa
tion.
2. Commun
icate why the
program is imp
participants that add
ortant. Spend time
itional revenue help
explaining to
s build job security,
and creates opportu
allows the compan
nities for long-term
y to expand and grow
career success.
3. Offer me
Formalizing Lead ful an
Generation:
aning
d ap
incremental $70 Million in propri
How one non-traditional program led to revenue so you have sales ate incentives. The increase
in sales will be
tremendous leeway
willingly participate
to share the gain.
if they see you are
Participa
being
efforts.
Bill Johnson, Marketing Team Director, extremely fair to the point of gen nts will more
erosity for their extr
a
4. Publicly rec BI WORLDWIDE
ognize both
effort and ach
result in a sale whic
ievement. Not
h can be discoura
every referral will
ging for participants.
thank participants
Make sure you reco
for their effort, rega
gnize and
rdless of the end
participants engage
result. Recognizing
d.
progress will keep
By inspiring 83.5%5. their
of
Sustain partic
ipation with
customer-facing technicians p
intermittent pro
Kee to program
the
motions and
fresh and interesting
contests.
by offering the opp
participate in a lead referral program,
ortunity to earn mor
key selling seasons,
e rewards during
for new products,
a telecommunications company
during slow times
your business. Mix
or for other situation
it up!
s in
generated $70 million in additional
The biggest challenge when launching a new sales lead6. ctively com
A
referral program is getting your customer-facing teams
revenue.
municate on
an ongoing
information, you ates successfully motivate the majority basis
on board. If upd can and rem
. Provide
inders about the prog
This can to participate, you’re guaranteed an increase inusing a mix
ram
of them include print pieces, text
of media.
messages, environm
displays, emails, soci
ental signage and
al media private grou
website. Make your revenue.
p sites and of
content relevant, prov
Take this forsuccessf – a major telecommunications company launched a lead-referral course, a program
example
iding information
ul.
on how to make
incentive program called “Just Ask!” and successfully inspired 83.5% of their customer- referrals more
facing 7. Analyze and share
technicians to participate. The program encouraged technicians to identify up-sell
results. You’ll gain
see where improvem
valuable data ask the
and cross-sell opportunities when doing an in-home repair and then simplyduring your prog
ents can be made
ram. Study it to
and
customer ifparticipants so they can providelater date to where successes can be repeated.
a sales rep could call them at
discuss the additional products or
Share the data with
additional insight and
wide basis.
see how they are
services. As a result, they generated close to $70 million in additional revenue. contributing
on a companyA sales lead
What’s in referral program will not only boo
it for me?
st your revenue but
engagement
will likely improve
Let’s face it –and customer satisfactsales force may balk at the idea of going above your emp
this extension of your ion scores
loyee
key factors in min
as well. When build
ing your next prog
and beyond whend and don’t underestimate theBy training, recognizing and rewarding , keep
you first launch the program.
ram
these seven
power of the prog
ress principle.
those participants who help build revenue, you can easily prove they are contributing real
value to the organization and in turn, increase their interest in participating. (It also doesn’t
BI W show you are freely sharing the increased revenue with them in the
hurt to
orldwide can help you
design and imp
program. Our
programs translate
form of rewards.)
lement a sales
your goals to actio
incentive
deliver measurable
nable initiatives that
results.
change behavior
Having a direct impact For company’s success how BI
BI WORLDWIDE on the more information oncreates what Harvard researchers Teresa and
WORLDWIDE
.com or email us
can assist you, visit
at info principle. The progress principle states that
Amabile and Steven Kramer call the progress @B I WORLDW
IDE.com
“of all the things that can boost emotions, motivation and perceptions during a workday,
the single most important is making progress in meaningful work. And the more frequently
people experience the sense of progress the more likely they are to be creatively
BIWORLDW IDE
productive in the long run.”
.com | Aust
ralia | Canada |
China | India |
Latin

America | Unite
d Kingdom |
The telecom company took advantage of this principle in their lead-referral program
United States
by providing frequent progress reports, account statements and real-time entry of referrals
24/7 via web, mobile and company-automated machine-to-machine technology. They
also put a considerable amount of effort into publically recognizing referral activity, giving
technicians well-deserved visibility among their peers and throughout the organization.

BI WORLDWIDE.com
©BI Worldwide™ 2013

|

Proprietary & Confidential

Australia | Canada | China | India | Latin America | United Kingdom | United Satees | BIWORLDWIDE.com

Formalizing Lead Generation

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