Token of Gratitude

6. Friends in high places

Don’t shy away from retail brands—and don’t let end-buyers assume they’re out of their price ranges. Rymax Marketing Services, according to Allyson Krichman, the company’s senior director of product sales group, makes retail products reasonable by combining its brand portfolio—think Skullcandy, Michael Kors and ION—with direct relationships with retail partners.

“Aligning your company with brands that have high perceived reputation and reflect the values of your business communicates your company’s message more accurately to your audience,” Krichman said. “When you become a reliable source, you start turning loyal customers into brand advocates.”

7. Long-term mindset

Sure, some end-buyers run one-time-only gift programs, but even these instances provide the opportunity to open communication channels for ongoing, annual and recurring incentives. “A distributor just needs to let their clients know they have the capability to implement these programs,” explained Mary Anne Comotto, president of Cleveland-based Partners for Incentives.

Commoto pointed to examples of value-adds as a decrease in end-buyers’ internal work loads, an increase in sales or a more engaged workforce. “Programs keep renewing each year as long as the client is receiving a value add.”