National Sales Program
Sales Strategy
The Challenge
The Client relied on a nationwide network of dealers to sell and install their automotive products. However, the company faced several challenges with this network:
Inconsistent sales performance across dealers. (less than 15% of dealers were responsible for more than 75% of revenue)
Lack of incentives for high-performing partners
No structured approach to managing the network
Geographic coverage gaps in key markets like Sydney and Melbourne
The Approach
I developed a comprehensive tiered recognition program to incentivise performance and rebuild trust.
A/ Analysis & Strategy Development
Analysed dealer performance data to identify performance patterns and potential
Conducted network gap analysis to identify geographic coverage opportunities
Designed a tiered benefit structure based on sales volume and engagement
B/ Program Implementation
Created a three-tier system (Key Partner, Preferred dealer, General dealer) with clear criteria for each tier
Implemented progressive margin structures based on performance
Established clear requirements for each tier, including minimum monthly sales, conversion rates, and digital presence
Developed co-funded marketing initiatives for top-tier dealers
C/ Communication & Rollout
Developed communication materials explaining the new program
Created dealer scorecards to track performance metrics
Established quarterly business reviews with top-performing dealers
Results
Increased dealer engagement through transparent performance metrics
Improved margins for high-performing partners, encouraging greater product advocacy
Enhanced dealer retention of top performers
More balanced geographic coverage through strategic recruitment
Rebuilt confidence in the client brand and products through consistent communication and support
Created a framework for scaling the dealer network to support revenue growth targets
The goal was to reward loyalty and performance by making it easier for dealers to partner the supplier (client).
Key Insights
Tiered incentives drive behaviour: By creating clear performance tiers with tangible benefits, we motivated dealer behaviour change, particularly in the middle 80%
Transparency builds trust: Clear communication about performance expectations and benefits helps rebuild eroded trust
Structured programs scale better: The formalised program creates a repeatable framework for managing dealer relationships that could grow with the business