Case · Telecom and Pay TV
Telecom & Pay TV (Incentives & New Channels)
Expand geographic reach and build a new incentive policy
60kadditional sales through new channels, in 4 months
Initial context
80% of sales concentrated in large cities. Only high-volume dealers were rewarded, even with low sales quality.
Impact
- 60,000 additional sales through new channels, in 4 months
- +25% of sales in target cities.
- 16% improvement in sales quality (early churn).
- 38% improvement in field service indicators.
How we did it
- 01.
Strategic Direction
- Expand reach by recruiting new dealers.
- Partial, temporary subsidy to increase salespeople at existing dealers.
- Incentive campaigns for more remote cities, with additional commission.
- More fixed promotional points in target cities.
- Redesign of the bonus program, tying performance to a scorecard of up to 8 indicators.
- 02.
Concept Validation
- Concept test with the top 20 dealers, ensuring commercial actions aligned with the knowledge of those on the front line.
- 45-day market test in 4 geographic hubs of expanded reach (West São Paulo, Pará, inland Minas Gerais and inland Santa Catarina).
- Strong results in 3 test markets and identification of barriers in lower-performing markets.
- In-person and virtual presentation of the new rules and model, plus online support
- 03.
Organization Activation
- Partnership with the client to track reach for 6 months.
- Daily dashboard tracking new dealers' sales, actions implemented, gains and points to improve.
- Follow-up of structural and transformation fronts, with target realignment.
- Appointment of 1 leader per front
- Dealer bonuses aligned with the management team's compensation model.
