What Motivates A Wholesaler?

There were 60 wholesalers.

They assembled for the firm’s obligatory National Sales Meeting.

The agenda was packed with all the usual items you’d expect:

firm updates
product updates
marketing updates
guest speaker
social events

The glaring omission from this national gathering of all sales folks?

No recognition event.

No ceremony, no trophy, no pictures, no nothing.

When asked, the head of distribution indicated that, “We pay them (wholesalers) enough money, they can buy their own trophy.”

This leader was flipping all the levers attempting to optimize performance (or so he thought) which included:

gross sales
net sales
product specific promotions
prospect conversions
focus advisor sales

While the bean counters worked overtime on the comp formulas, the main motivator for so many in the room was found in an engraved, $50 faux crystal, public acknowledgement of accomplishment and appreciation of work well done.

That is what motivated the wholesalers gathered for the meeting – plus so many of you.

And, that is what is missing from this wholesaler survey result.

source: fuse research
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