With the right people and the right process, word-of-mouth programs can be tremendously fun to sell.
What’s hard is identifying which programs are the right ones to sell, and how to help our sales team focus on selling them – and ignore everything else.
We’ve sold some pretty terrible programs over the years, mainly because we weren’t paying attention to the products that made sense for our system. Maybe it was a product that didn’t deliver on expectations. Or we weren’t able to create the right experience for Agents. There are a number of critical factors which go into creating a worthwhile program which is where the hidden complexity of our system lies.
In order to combat the issue, we’ve analyzed and identified a number of metrics that make for a “good” campaign. For one that creates reaction. Virality. Success.
For Agents. For Clients. For Us.
We call these ‘A’ Campaigns and set a goal this year to ensure at least 70% of our programs fit the criteria. ‘B’ campaigns have less likelihood of success, and ‘C’ campaigns…well, we should just stay away from those. Every other week, we track our ratios as part of our overall company dashboard.
The team has been busting ass. Maybe you’ve gotten into an ‘A’ program recently? Grey Poupon, Wrigley’s 5, Pledge, Plantronics, Leap Frog’s Fly Fusion Pen, to name a few…And just wait till you see the mix we have in store for November.
What makes a campaign an ‘A’ for you?ReTweet