{"id":88,"date":"2006-06-24T17:56:00","date_gmt":"2006-06-25T00:56:00","guid":{"rendered":"https:\/\/fishingforcustomers.com\/advertising-and-air-conditioner-sales\/"},"modified":"2021-12-29T15:23:08","modified_gmt":"2021-12-29T22:23:08","slug":"advertising-and-air-conditioner-sales","status":"publish","type":"post","link":"https:\/\/develop-my-site.com\/fishing2\/advertising-and-air-conditioner-sales\/","title":{"rendered":"Advertising and Air Conditioner Sales"},"content":{"rendered":"
\"Air<\/a>

Window AC Unit<\/p><\/div>\n

Bear with me as we set up the facts of this story.<\/p>\n

This story is true. It actually happened. The people and the company involved are very real, but shall not be named. If they must have a name, call them . . . oh, let’s call them Little Brother Bob’s Hardware.<\/p>\n

L.B.B.’s Hardware has several stores in southern states. Each summer they stock, and sell, window air conditioners. <\/p>\n

The company had tradionally offered an incentive program for superior sales performance when it came to air conditioners. Each month\u2019s quota was set at 110% of the sales from the same month a year ago. If any store outsold its quota of air conditioners, there would be a bonus of $25 per each additional unit sold over quota. The bonus money would be pooled, and the store’s manager could distribute to employees according to their contribution.<\/p>\n

The Advertising Started<\/h3>\n

They bought ads in local newspapers. They passed out flyers in the stores. They mailed those flyers to the regular customers of each store.<\/p>\n

First month: the store in our little tale sold 16 units over quota, and earned a bonus pool of $400 for the manager to distribute to assistant managers and salespeople.<\/p>\n

Second month: 20 units over quota. $500 bonus.<\/p>\n

Enter the Contractor<\/h3>\n

In the first week of the third month a local builder came in to the store carrying one of the flyers.<\/p>\n

He explained that he had just been awarded a contract to remodel a local hotel. He wanted to purchase 200 identical window air conditioners, and wanted to know how quickly he could arrange delivery of such a large number of units. <\/p>\n

The manager called L.B.B.’s Hardware’s home office.<\/p>\n

Home Office Reaction<\/h3>\n

The home office took over the sale and dealt directly with the customer.<\/p>\n

Within 48 hours a new bonus program had been implemented. Effective immediately, the bonus potential was capped at $500 per month.<\/p>\n

In three years since the new bonus program has been in effect, Little Brother Bob’s Hardware has never again exceeded quota. At least, not this store.<\/p>\n

Most of us see a cause and effect relationship in this example.<\/p>\n

Do you have a bonus program for your salespeople? Is the program working with, or working against your advertising? How do you know? A strong repellent can cancel a great bait when you’re fishing for customers.<\/p>\n

Your Guide,
Chuck McKay<\/em><\/p>\n

\"\"<\/a>Your Fishing for Customers guide, Chuck McKay, gets people to buy more of what you sell.<\/p>\n

Got questions about staff incentives that will reinforce your advertising?\u00a0 Drop Chuck a note to start a conversation at ChuckMcKay@FishingforCustomers.com. Or call him at 317-207-0028.<\/p>\n","protected":false},"excerpt":{"rendered":"

Are incentive programs a good marketing investment? What happens when you’ve incentivised the wrong behavior?<\/p>\n","protected":false},"author":2,"featured_media":1789,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19,107],"tags":[105,106,104,103],"class_list":["post-88","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-before-and-after-ad-critique-examples","category-strategy","tag-bonus-pool","tag-bonus-program","tag-cause-and-effect-relationship","tag-window-air-conditioners"],"_links":{"self":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/88","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/comments?post=88"}],"version-history":[{"count":14,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/88\/revisions"}],"predecessor-version":[{"id":20231,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/88\/revisions\/20231"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/media\/1789"}],"wp:attachment":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/media?parent=88"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/categories?post=88"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/tags?post=88"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}