Northstar

VIEWPOINT | EXPERT 54 May-Jun 2017 meetings & conventions • mcmag-asia.com What figures are your sales staff churning out? To what degree are they growing incremental sales? And are the right people being selected for incentive travel programmes? Before ideas even start spinning about how to plan that big incentive travel trip and event that will get people talking, David Litteken, VP, Asia Pacific, BI Worldwide asks the hard questions. But the answers to these questions will get the CMO's attention – and he is paying for the party. BI Worldwide adopts the science of behavioural economics to set the context for meetings and events, with an approach that looks at employee engagement, custom sales incentives, channel loyalty and customer engagement. Litteken shares with Meetings & Conventions Asia its methodology and how its approach delivers measurable results for clients. What are the challenges your clients face and how do you help them? Today, clients are being stressed to do more with less, so how do they maximise business results, and based on spend, reward the top five percent or 10 percent? Or to design a programme that really drives middle performers? By motivating the middle performers, a company can influence a bigger improvement in the curve of performance. So, the top 30 percent is really valuable as well, not just the top 10 percent. Planning an incentive travel programme begins with sales performance evaluation, shares David Litteken, VP, Asia Pacific, BI Worldwide Words Esther Faith Lew Are you meeting ROI?

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