Achieving continual sales

The fulfilment of an incentive programme is the travel experience itself, but this is preceded by a motivational campaign, beginning with a launch event. Planning cycles vary depending on the industry sector of the provider. Approximately a third of incentive campaigns start six months before the trip takes place; the remaining two thirds start between six and 18 months ahead. Measurable objectives are set by the incentive providers – usually the company’s sales or marketing director, often working in tandem with a specialist incentive travel agency.

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Millions of dollars have been spent investigating and pursuing ways to grow sales, and no wonder; after all, sales are the lifeblood of any organization. Yet only a handful of companies have been able to grow their sales steadily not just in good times, but in lean times, too, and in the face of ferocious competition. A careful study of the vast majority of companies that have been less successful than these few superstars shows that they fall prey to a number of common mistakes.

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