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Get more 
than your 
fair share 
of attention 
in your channel 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
manufacturer 
The goals of 
a manufacturer 
and an 
uncontrolled 
distribution 
channel are often 
distribution 
channel 
at odds. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
The channel wants: 
n To focus on high-margin products 
distribution 
channel 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
The channel wants: 
n To focus on high-margin products 
n To increase total sales 
distribution 
channel 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
The channel wants: 
n To focus on high-margin products 
n To increase total sales 
n More autonomy 
and exclusive 
access to 
end users 
distribution 
channel 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
While 
manufacturers 
want channel partners to: 
manufacturer 
n Promote their whole line 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
While 
manufacturers 
want channel partners to: 
manufacturer 
n Promote their whole line 
n Increase market share for their brands 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
While 
manufacturers 
want channel partners to: 
manufacturer 
n Promote their whole line 
n Increase market share for their brands 
n Give them their own access to end users 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Applying behavioral 
economics to your 
reward and recognition program 
can engage your channel and align 
their activities with your goals. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Here are ten best practices 
to follow to design the most 
effective reward and recognition 
program for your channel partners 
using behavioral economics. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Mix it Up 
Build a calendar with new rules structures 
every few months to keep things fresh. 
As participants become 
eager to move to the 
next level, they will 
become more engaged 
in your program. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Too Much 
of a Good Thing 
Rewarding with too much cash actually 
results in a reduction of sales. 
Hedonic rewards, like travel, merchandise 
and entertainment, 
are highly emotional 
and make people feel good about 
what they have accomplished. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Obey the Rules 
A program’s rules structure is almost 
as important as the 
awards offered. Make 
the rules 
sure the rules structure 
is aimed at getting the 
right audience to perform 
the desired behavior. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Less can be More 
Choice architecture offers carefully 
selected and often limited options 
which allows 
participants 
to choose 
their own goal 
and be 
goal 1 goal 2 goal 3 
rewarded if they achieve it. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Say-Do-Gap 
A variety of studies have shown 
that when asked, most people 
say cash will change their 
behavior – but when it 
comes down to it, 
more people perform better 
when motivated by a non-cash 
reward. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Give 'Em 
a Chance 
Don’t heavily rely on the 80/20 rule. 
Building rules structures to engage all 
levels of performers generates better 
results. Create competitive groups 
that segment your participants based 
on performance levels. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Jackrabbit Start 
Those who hit the ground running 
in an incentive program end 
up being the top performers. 
Why not apply this principle 
to everyone by offering 
a fast start bonus to 
get things started? 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
B-I-N-G-O 
Create illusionary goal progress 
by giving participants a head start. 
This convinces them 
they’re already well on 
their way toward 
achieving their goal. 
They will work harder 
and faster to get there. 
free 
space 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Me It's All 
About 
The spotlight effect says that people 
will do amazing things just to earn the 
right to brag about it. Social recognition 
takes advantage of this by creating a 
currency of bragging rights through 
badges, public recognition and 
non-cash rewards. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Maybe, 
Maybe Not 
When there’s a probabilistic element 
of a chance for a big reward, 
participants will do 
what it takes to get 
another opportunity 
to achieve it. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
Learn 
more about 
how you can use 
behavioral economics 
to capture the 
attention of your 
sales channel. 
Download 
our article 
now! 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
follow us... 
BI WORLDWIDE uses the principles of behavioral 
economics to produce measurable results for our clients by 
driving and sustaining engagement with their employees, 
channel partners and customers. 
Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com

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Getting More Attention in Your Distribution Channel

  • 1. Get more than your fair share of attention in your channel Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 2. manufacturer The goals of a manufacturer and an uncontrolled distribution channel are often distribution channel at odds. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 3. The channel wants: n To focus on high-margin products distribution channel Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 4. The channel wants: n To focus on high-margin products n To increase total sales distribution channel Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 5. The channel wants: n To focus on high-margin products n To increase total sales n More autonomy and exclusive access to end users distribution channel Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 6. While manufacturers want channel partners to: manufacturer n Promote their whole line Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 7. While manufacturers want channel partners to: manufacturer n Promote their whole line n Increase market share for their brands Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 8. While manufacturers want channel partners to: manufacturer n Promote their whole line n Increase market share for their brands n Give them their own access to end users Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 9. Applying behavioral economics to your reward and recognition program can engage your channel and align their activities with your goals. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 10. Here are ten best practices to follow to design the most effective reward and recognition program for your channel partners using behavioral economics. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 11. Mix it Up Build a calendar with new rules structures every few months to keep things fresh. As participants become eager to move to the next level, they will become more engaged in your program. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 12. Too Much of a Good Thing Rewarding with too much cash actually results in a reduction of sales. Hedonic rewards, like travel, merchandise and entertainment, are highly emotional and make people feel good about what they have accomplished. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 13. Obey the Rules A program’s rules structure is almost as important as the awards offered. Make the rules sure the rules structure is aimed at getting the right audience to perform the desired behavior. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 14. Less can be More Choice architecture offers carefully selected and often limited options which allows participants to choose their own goal and be goal 1 goal 2 goal 3 rewarded if they achieve it. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 15. Say-Do-Gap A variety of studies have shown that when asked, most people say cash will change their behavior – but when it comes down to it, more people perform better when motivated by a non-cash reward. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 16. Give 'Em a Chance Don’t heavily rely on the 80/20 rule. Building rules structures to engage all levels of performers generates better results. Create competitive groups that segment your participants based on performance levels. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 17. Jackrabbit Start Those who hit the ground running in an incentive program end up being the top performers. Why not apply this principle to everyone by offering a fast start bonus to get things started? Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 18. B-I-N-G-O Create illusionary goal progress by giving participants a head start. This convinces them they’re already well on their way toward achieving their goal. They will work harder and faster to get there. free space Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 19. Me It's All About The spotlight effect says that people will do amazing things just to earn the right to brag about it. Social recognition takes advantage of this by creating a currency of bragging rights through badges, public recognition and non-cash rewards. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 20. Maybe, Maybe Not When there’s a probabilistic element of a chance for a big reward, participants will do what it takes to get another opportunity to achieve it. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 21. Learn more about how you can use behavioral economics to capture the attention of your sales channel. Download our article now! Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com
  • 22. follow us... BI WORLDWIDE uses the principles of behavioral economics to produce measurable results for our clients by driving and sustaining engagement with their employees, channel partners and customers. Australia | Canada | China | India | LATAM | UK | US | BIWORLDWIDE.com