SalesForceXP: September/October 2008 Coverstory: A Warehouse Of Motivatiom - How Harrah’s Boosts Group Sales with Non-Cash Incentives

COVERSTORY

SalesForceXP September/October 2008 Cover

Making Memories So They'll Want to Make Quota Again

Diebold Inc., a global leader in providing integrated, self-service delivery and security systems, sponsors its Master's Circle Sales Incentive Program every year to recognize top salespeople who meet and exceed their goals.

In 2007, members of Diebold's sales team knew if they met their individual sales objectives, they would be invited to pack their bags for a five-day/four-night stay at the luxurious Hilton Los Cabos Beach and Golf Resort in Cabo San Lucas, Mexico.

About 175 Diebold salespeople earned a spot on the Mexico trip, which occurred last spring. The program helped Diebold produce its highest revenue ever - $20 million higher than the previous year!

The Diebold program was honored as a finalist in this year's Circle of Excellence Awards sponsored by the Incentive Marketing Association.

Selling the Experience

The Master's Circle experience included a "Biker Party" at the infamous Cabo Wabo nightclub during which participants watched video of activities from earlier in the week.

Ultimately, it's not Mexico or any location that Diebold management ends up promoting when it launches each year's incentive program. The exclusivity of the experience, the camaraderie with other top salespeople, and the VIP treatment are what leave award winners raving about an incentive travel experience and committing to making next year's as well.

The Master's Circle program is open to anyone who has been on Diebold's internal sales force for a full calendar year, as well as manufacturers' representatives. The audience is 70 percent male and range in age from 30 to 55.

The incentive program was designed to reinforce five key corporate priorities: increase customer loyalty, improve quality, strengthen the supply chain, enhance communications and teamwork, and rebuild profitability.

Communication throughout the year keeps Diebold reps engaged and focused on making the trip. The company even developed a logo for the program that was used on all communications pieces, creating a consistent brand for the buildup to the event itself.

Dressing Up (In More Ways Than One)

Group activities provide excellent bonding time and create the sort of memories that help motivate participants to make next year's trip.

Program planners made sure the five days in Mexico were a once-in-a-lifetime experience. A welcome reception on the beach held at sunset on the first night included a bonfire where many of the participants shared success stories that helped them get there.

The annual event always features an elegant awards dinner that allows participants to be recognized formally in front of peers.

The week ended on a wilder note, however, with a "biker party" at Cabo Wabo, an infamous local nightclub owned by Van Halen frontman Sammy Hagar. Each participant was given biker gear to help them look the part, and guests posed for a photo on a Harley before the party began.

Always looking to improve the Master's Circle experience, Diebold conducted a post-trip survey in which participants rated every aspect of the program - pre-trip information, group functions, optional activities, hotel accommodations, etc. - on a scale of 1 to 10. The "overall impression" average score was 9.05 and included 40 perfect scores!