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Motivate Salespeople to New Heights

Motivate Salespeople to New Heights

Company Name: American General Life & Accident Insurance Co.
Award Level: Bronze
Industry Category: Financial Institutions
Industry Name: Insurance Companies
Promotional Objective:
  • /Sales Department Employees
  • Award Year: 1996
    Promotion Amount: $10 or More
    Distributor: Robertson Marketing Group
    Objective: To motivate a sales force through a contest offering quick redemption of prizes.
    Strategy Execution: Eager to achieve its 13th consecutive quarter of growth, the insurer needed to perk up summer sales, traditionally the slow period for the out-in-the-heat door-to-door agents. Hence, the “Summer Fireworks!” contest. Agents were told in the kick-off video, “The long hot days of summer are your window of opportunity to sell and reach new heights.” The company’s 5,000 agents were issued a scratch-off card for every application they wrote. At the weekly sales meetings, the agents ceremoniously scratched their cards one at a time to build excitement. Winners were verified and prizes such as auto dashboard noteholders, six-pack coolers, caps, vinyl bags, watches and calculators were awarded at the next meeting. Each ticket was entered into a weekly sweepstakes that offered a Cancun vacation, a cruise and various merchandise prizes. At the end of the contest, there was a grand prize drawing for a $10,000 car voucher.
    Results: With new applications averaging 500 a week, American General obtained $1.25 million in new premium income and attained its historic 13th quarter of growth.