Thomas Russell
\nZEELAND, Mich. \u00e2\u20ac\u201d Howard Miller expects to spend as much as
\n\t\t
\n$500,000 over the next year on a new incentives program aimed at retail salespeople.<\/p>\n
The program, which started March 1 and runs through February 2015, is called Sell to Win. It offers retail sales staff a chance to win instant cash prizes of $25, $50 and $1,000 for each Howard Miller floor clock they sell.<\/p>\n
They also have a chance to win $10,000 every three months and a final grand prize of $50,000 or a 2015 Chevrolet Corvette convertible.<\/p>\n
The money comes out of the company\u00e2\u20ac\u2122s marketing budget. Mark Siciliano, marketing director, believes in directing some funds to the people who have direct contact with consumers.<\/p>\n
“I define this as true target marketing,” Siciliano said. “We can offer a sales incentive to our Howard Miller sales force, but this is truly a marketing program and not a sales program. I would rather target the end user and the person most involved in that sale by going directly to the retail sales associate…. (They are) so important to selling furniture.”<\/p>\n
Each time a salesperson sells a Howard Miller clock, he or she will receive a Sell to Win ticket that has a scratch-off panel with a verification number, which can be entered on a secure Web site.<\/p>\n
About half the tickets are winners, so not every sale will yield a cash prize. Still, officials believe the program will help boost interest and sales in the category.<\/p>\n
“I think it\u00e2\u20ac\u2122s an excellent program to be able to put on the front line because that is where the sales is made,” said Robert Pearson, owner of Clock Depot, a Howard Miller specialty store in Durham, N.C. “I haven\u00e2\u20ac\u2122t seen this type of incentive before, not in this industry.”<\/p>\n
Mike Forwood, president of Austin, Texas-based Louis Shanks Furniture, said he strongly supports the program and plans to match the value of every instant ticket winner up to $1,000.<\/p>\n
“Floor clocks are always on the showroom floor, but they\u00e2\u20ac\u2122re not necessarily a go-to item on a daily basis for the salespeople,” he said. “This program will get the staff thinking about them more often and will help generate extra sales.”<\/p>\n","protected":false},"excerpt":{"rendered":"
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