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Connecting with the Counter Rep

Nov 11, 2014

Written by: Walter Ruckes
(View Author Bio)

Do you frequently ask yourself "How can I effectively reach the 'person behind the counter' - the person most likely to impact customer purchases at the point of sale?" 

Engage Channel Partners

We frequently hear multiple questions from clients and prospects that go to market via a 2-step or even a 3-step distribution model.

These same clients/prospects then go on to lament the challenges often faced in targeting these counter associates:

  • Field sales reps that do not have strong relationships with channel partners and therefore cannot effectively “sell in” incentive and similar programs.Principals/Owners who act as gatekeepers.
  • Principals/Owners who are open to incentives, but refuse to allow the incentive sponsor direct access to counter reps, saying, “You reward me and I’ll reward my people as I see fit.”
  • High turnover among counter personnel.
  • Counter personnel with limited Internet and/or email access.
  • Long-standing competitive partnerships in place that tend to drive mindshare around competitive offerings.

While there are no easy, stock answers on how to break through to counter associates, here are a few tactics that may help:


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Walter Ruckes BI WORLDWIDE

Walter Ruckes

Vice President
Sales and Channel Engagement

As Vice President of BI WORLDWIDE’s Sales & Channel Engagement Group, Walter Ruckes' primary focus is to develop sales and channel engagement strategies and solutions that change the behaviors of sales people, distributors, dealers and channel sales representatives. An expert in sales incentive strategy, he educates sales professionals around the world on how to best engage their sales force through sales engagement strategies, solutions and best practices.