Case study: Australia Post’s ‘Seeker’ employee lead referral program

How an iconic Australian brand is turning its 37,000-strong workforce into new business hunters, with drool-worthy results.

SeekerCS_ThumbnailLike many businesses, Australia Post believed there had to be a more effective, more efficient way to seek out and capture new business leads. They also knew that an increase in lead volume and quality would deliver improved conversion rates and in turn, revenue growth. It’s a simple equation and a universal business challenge.

So what did they do?

Australia Post saw an opportunity. The company believed nobody was better equipped to spot relevant prospects than its own workforce.

And so, in partnership with Accumulate, the Seeker employee lead referral program was born.

Now, still mid-way through launch, the program has not only captured the imagination of employees,
it’s already exceeded Australia Post’s new business revenue expectations.
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How to improve the performance of your entire sales force {infographic}

sales-incentives

It’s easy to fall into the trap of focusing all your attention on your top sales representatives for growth, but most of these employees are already at capacity. The largest portion of your sales team sit somewhere between the best and worst performers, and research continually tells us that this is the group ‘most likely to move the needle’ when given the right incentives.

Encouraging your middle and low performing employees to start giving even a little more could transform your organisation.

That’s why when designing and managing a sales incentive program, it’s essential to identify what motivates, retains or improves each unique group – considering everyone from the top to the bottom, and particularly those who fall in-between.

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Big Data vs. Big Brother

Big BrotherBig Brother is Watching You.” ― George Orwell, 1984

Relevance. It’s the cornerstone of any effective retail consumer marketing, and ‘big data analytics’ has made it more achievable than ever.

But, as a retailer approaching big data for the purposes of targeted loyalty marketing, give careful consideration to how a consumer is likely to perceive your brand, based on how much you obviously know about them.

In short, how do you elicit a consumer response of “Fantastic, these guys really know me!” versus one of “How the hell do they know that?”

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When it comes to sales incentives, avoid pigeon-holing

PIGEON HOLEThe following is based on a true story.

Carlos* is a mid to top level sales performer in a large corporate. He’s been with the company for four years and while he is generally self-motivated, he’s currently on ‘cruise control’.
And, given Carlos’ profile, it would be easy for his manager to rely on stereotypes when determining the best incentive to motivate improved performance from him.

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Cash is king, right? Wrong.

cash is kingWhy do so many companies (and employees, for that matter) still get it so wrong when it comes to understanding the merits of non-cash over cash rewards?

Four years on, it’s still difficult to find a more engaging illustration (literally) of this point than best-selling author Daniel Pink’s iconic 2009 animated video Drive: The Surprising Truth About What Motivates Us. Pink of course showed us that cash incentives actually have an adverse effect on performance for people performing roles with even a basic level of cognitive skill.

And plenty of other controlled studies have shown that shown us that people chasing non-cash rewards outperform those chasing cash rewards by three to one.

In general, we know why.

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