Global Equipment Manufacturer Boosts Sales with Targeted Dealer Travel Incentive Program

A global equipment manufacturer faced slowing sales across its product lines due to an economic downturn. To boost sales in 25 competition-sensitive categories and preserve dealer loyalty, they needed a compelling incentive program that would be self-funding through increased revenue.

The challenge was creating an enticing program during a time of widespread cutbacks. It was crucial for us to understand the motivations of their diverse dealer network and cater to a demographic with potentially limited travel experience. Success depended on clear goals, a dynamic qualification period, and engaging marketing.

Gavel International designed a program rewarding the top 25 dealers based on sales within the target categories during an eight-month period. The prize was an unforgettable Caribbean trip tailored to the attendees’ profile. A striking promotional mailer announced the contest and ignited enthusiasm. The itinerary balanced networking opportunities between executives and dealers with group activities and leisure time for couples.

The hotel and activities, including special events, were strategically chosen to create a relaxed atmosphere for dealers and executives to interact and solidify relationships.

The trip was a resounding success! 100% of attendees rated it favorably, expressing a desire for future incentive travel. 90% rated the trip “Excellent.” Executives secured additional sales contracts on the spot. Most importantly, the $2MM sales increase fully funded the trip, even generating surplus profit. This led to approval for annual segment-specific incentives – a major win against a backdrop of corporate-level reductions.