Boosting automotive fleet vehicle sales

Discover how we helped a leading North-American based automotive manufacturer to exceed their Fleet vehicle sales targets in just 60 days.

Let’s Talk

This incentive structure delivered results. It motivated the right people and awarded them for their performance.

— National Fleet Sales Manager and GoalQuest^® customer

RESULTS

48% of Fleet Managers chose the highest goal, with 51% of participants achieving their goals. Participants outperformed the control group by 33.3%, and low/mid-low performers saw a 174% sales lift. GoalQuest^® delivered a 199% return on investment (ROI).

Industry

Automotive

Problem space

Sales team motivation

Channel engagement

Services

Contests and incentives

Communications

Technology

GoalQuest^®

Audience

Fleet Sales Managers

Objective

Exceed aggressive Fleet vehicle sales targets in a competitive end-of-year selling period.

Challenge

Address significant performance variances within the audience by engaging all Fleet Managers, not just top performers.

Solution

Using the principles of Behavioural Economics (BE), BI WORLDWIDE Canada designed and operated a 60-day GoalQuest^® sales incentive involving 154 Fleet Sales Managers. The core components of this program included:

Tailored goals: The audience was segmented into 5 groups based on the previous year’s performance. Using the BE principle of idiosyncratic fit, each group’s goal levels—based on their own historical performance—were created to be relevant to the individuals within the group, ambitious yet achievable.
Self-selected goals: Incorporating choice architecture, Fleet Managers set their own goals by selecting one of 3 goal levels. Awards for goal levels were varied and reflective of the goal.
Manager override: A manager override was implemented to engage and award corporate Regional Managers based on the performance of Fleet Managers within their region.
Communications: Weekly progress emails to participants and managers augmented by inspirational emails to participants.

Results

Goal selection: 48% of Fleet Managers selected the most aggressive goal, goal level 3, compared to the GoalQuest^® historical average of 41%*.
Achievement: 51% of participants achieved their selected goal. Level 3 had the highest achievement rate at 59%.
Incremental lift: 44% of participants exceeded their goal.
Participants vs. control group: Participants significantly outperformed the control group by 33.3%.
Segment performance: The greatest improvement came from historically low and mid-low performers, who delivered a sales lift of 174%, reinforcing the impact GoalQuest^® has on influencing behaviour change across a spectrum of performers.
Manager override: The Regional Managers drove engagement by sending reminders and encouraging messages to Fleet Managers, resulting in all Regional Managers achieving their goals.
Outcome: The aggressive end-of-year target was exceeded.
Return on investment: GoalQuest^® delivered an ROI of 199%.