The Secret to your Channel Sales Strategy Success

BY Lucy Fang
Aug 28, 2020
The Secret to your Channel Sales Strategy Success

Engaging and motivating your channel partner sales team and getting them excited about your products and services is a crucial aspect of your channel marketing strategy to generate sales, customers, and new leads! Channel partner incentive programs are an excellent way to motivate your channel partners, boost profitability, and it is an easy and cost-effective opportunity that every company should explore.

It’s clear that Incentive programs are one of the secrets to Channel Sales Success. When looking at your channel marketing strategy and how incentives benefit it, there are three essential components to include. These key elements were used by a leader in the Automotive Industry and a client of All Digital Rewards.  Their goal was to encourage its dealers to sell genuine accessories over that of third party parts to their customers. The promotion involved several departments at each dealership.  The engagement that was delivered had to fit the needs of the dealer, the respective departments, and their consumers.  The program was running for several years prior to them reaching out to All Digital Rewards (ADR). Their program was declining and needed a boost, and All Digital Rewards was honored to re-launch their program. Here’s how we did it:


In order to create successful channel partner incentive programs, you need to identify goals. Is there a current program offered? What were last year’s sales? What is the desired growth? These are great questions to help you determine what the objectives are for your sale incentive programs strategy. With this particular client, they had already had a program in place, but it was not performing well. ADR needed to reevaluate the program and carefully make changes applying advanced technology to automate the program without confusing the participants and offering what they wanted most – rewards.


If the program is existing, identify the challenge the stakeholder’s experiences, so as not to repeat them and if new conduct research within the industry and the participant demographic to see what will work. In this case, the issue at hand was the current program began to decline, the staff was not participating in the promotion, and the ones that were participating did not have the basic knowledge to sell the genuine accessories. After many interviews and meetings with automotive dealers, researchers, and manufacturers ADR designed a perfect program that found a balance between motivating sales initiatives and rewarding the staff responsible, which in turn created more excitement and participation within the sales team, service, and marketing department to push more products.

Deliver On Promises

 You can have all the best intentions with a good strategy, know what you need to do but if you execute the incentive program incorrectly, it’s a bust.  For this client, after creating the strategy, designing the program, the execution was administered through cloud-based sales claim site designed to easily implement at the dealer level. All Digital Rewards additionally was able to integrate into the manufacturer’s dealer system.  Participants access the program website via Single Sign On (SSO) thus eliminating the need to have Dealership employees have multiple logins for each promotion. Rewards were issued based on the stakeholder’s criteria.

The promotion had incredible results with an increase in sales of 800%

It is important to note to have continued success program managers will need to keep up with evolving technology and industry reward trends to keep participants engaged and motivation high.

All Digital Rewards is a leading loyalty engagement specialist that works directly with companies, partner networks, and end-users to design and support employee, consumer loyalty programs, and incentives. To learn more about automotive channel sales programs, click here to request full Case Study Increase Genuine Accessories Sales with the Right Sales Promotion and call 866-415-7703 or click the “Schedule a Demo” button at the bottom of the page and let our team of experts here at ADR help you succeed in your next sales incentive program.