Creating brand ambassadors through channel incentives and rewards

Posted by Dan Kelly

Creating loyal brand ambassadors is a goal for every business. But you don’t just need to look to your in-house staff to find them. When you use a sales channel team via a partner or distributor to sell your products and services, brand ambassadors can be found in those individuals too.

You can create brand ambassadors using sales incentives and rewards. Here are some ways to help you do this effectively through your sales channel. 

Why create brand ambassadors in your sales channel?

Brand ambassadors are people who will talk about your company positively, embodying your brand and what your business is about. You can learn more about this in our blog, Benefits of having brand ambassadors in your business.

So it makes sense to have those type of people in your sales channel too, especially when they will have offerings from other brands to sell too. But there are many other benefits to creating brand ambassadors in this area of your business. This includes:

  • Increasing positive messages spread about your brand, beyond your in-house team, keeping your brand front of mind
  • Helping to give your company a desirable reputation, strengthening your business’s credibility
  • Building the skills and brand knowledge of your sales channel team
  • Encouraging channel individuals to do more for your company, above other brands they sell for
  • Improving how channel employees sell to customers, from engaging them to upselling
  • Bettering your sales channel performance, selling faster and hitting higher targets

So what incentives and rewards are there, which can contribute to creating brand ambassadors, and what ways you can use them? 

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Types of sales incentives and rewards

There are different types of sales incentives and rewards that you can use for your sales channel. These can help put channel staff in a mindset that makes them feel valued and encourages loyalty, paving the way for creating brand ambassadors.

Some gifts and experiences can be given as rewards to individuals and teams, such as for hitting sales targets or as a thank you for putting in a solid performance throughout a sales campaign. Other events and experiences can be given to teams in the run up to, or during, a sales campaign, as an incentive to work harder. Examples include:

Catalogue rewards – Rewards that can be chosen from a gifts catalogue, so staff can select what they want.

Personal rewards – Prizes that are personalised to individuals’ tastes, such as golf clubs for the team sports lover, or a gadget for the staff tech fanatic.

Gift or prepaid reward cards – An alternative to giving physical cash that’s presented as a gift or prepaid card, which staff can put towards an item of their choice.

Team events – Exciting activities that staff can experience together and work as a team, such as an outdoor pursuit day or whitewater rafting.

Experience days – Exciting activities for individuals to experience, such as a track day or hot air ballooning.

VIP experiences – Top hospitality events that staff can experience together, such as a show or concert with VIP treatment, like a private box and a backstage tour.

Incentive travel – Trips to exciting destinations around the world, which allow staff to enjoy activities and experiences, from scuba diving in Croatia to skiing in Whistler, Canada.

Educating and encouraging brand expertise

You can make staff feel valued, and that you want the best for them, if you invest in training and upskilling them. And you can use rewards as incentives to encourage them to learn and develop their skills further, while emphasising that their hard work is appreciated.

A key way to make people in your sales channel brand ambassadors is to focus on educating them about your brand.

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You could provide online sales training programmes to help them build knowledge about your brand and offerings, which is then assessed with tests. You could set rewards, which are given to those in your sales channel who achieve the highest marks. Putting together a leaderboard for levels of training can also encourage staff to be more competitive when it comes to your brand, making them feel successful and a brand expert if they reach the top and win a reward.

By doing this, individuals can feel more connected to you and part of your team, rather than just someone in your sales channel. This can help to keep your brand front of mind. It can also encourage them to want to learn more and, in turn, do more for you as a business.

Rewarding top performers and encouraging recognition

Recognising and rewarding those staff in your sales channel team, who work hard and achieve more, can go far in making them feel special and valued. It can also encourage positive behaviour across the team. Achieving all this is important in creating brand ambassadors. You could recognise and reward channel staff who put in a great sales performance day in, day out, or those who achieve overall high sales and hit targets. Or you could recognise and reward a section of a team, or whole team, for their efforts and achievements. You could also shout about achievements by sending emails to your channel team about an individual’s win – amplifying the message that your brand rewards hard work, while making it stand out.

You don’t have to be the only one to recognise high achievers in your sales channel. Peer-to-peer recognition, in which employees recognise their colleagues’ achievements, can also help to create brand ambassadors across a channel team. Giving staff the empowerment to nominate who they think has gone above and beyond their duties can make them feel their opinions are valued and appreciated.

This can create positive feelings across a workforce, while allowing staff’s names to be showcased across a team. It can also encourage employees to follow in their peer’s footsteps to achieve more for your business and be recognised too. Meanwhile, those staff who gain rewards and recognition, from you and their colleagues, can feel inspired to do even more for your brand. Consequently, you can create not one brand ambassador, but many.

Helping you create brand ambassadors in your sales channel

There are many ways to create brand ambassadors in your sales channel team using incentives and rewards. From upskilling staff to encouraging positive team behaviour, this can bring many benefits to strengthening your sales channel and, in turn, your business, while making your brand stand out from others your channel sells for. At Corporate Rewards, we provide sales channel incentives and rewards to help you do just that.

Helping you to maximise the success of your sales channel

Brand ambassadors that are engaged and well motivated by your business can be a fantastic resource. Driving sales and recommending your products and services to customers over your competitors. Incentivising your channel sales can help you to continue to nurture effective relationships and acknowledge the ongoing efforts of your sales partners.

At CR worldwide, we can quickly design, launch and optimise effective channel incentive programmes that drive increased sales for your business. Our channel incentive schemes are:

Easy to implement — Our turnkey MyRewards platform can be tailored to suit your requirements, meaning you can be ready to implement incentive schemes quickly.

Easy to use — Our platforms are made to be quick to launch and easy to understand, so your sales channel teams can meet their targets, view potential rewards, and chart their progress towards winning them.

Easy to manage — Our programmes offer real-time reporting in participation with ROI and budget management. This makes managing, organising, tracking performance and assessing the value of your incentive schemes simple.

We’d love to excite, engage and inspire your sales channel partners with our channel incentive schemes. To speak to a member of our award-winning team: