Groove worked closely with the Diageo Reserve Group to create a recognition program that honored high performing sales representatives. The Reserves Honors Program rewarded the Top 10 Reps with a trip to New York City, golf and a brown jacket (a la the green jacket of the Masters Tournament). It signaled the first time Diageo acknowledged its Distributor Sales Force successes in such a visible and sustainable way.
Reserve Honors also provided a vehicle to build community and friendly competition between the various wholesaler teams. The program leveraged the Reserve Academy training environment to announce the competition, make nominations, vote and then post videos and blog posts from the finalists. Voting took place over a four week period and more than 2,500 total peer votes were cast.
Typically this type of acknowledgement happens at a sales meeting and is then forgotten rather quickly. This program offered constant encouragement for thousands of monthly Reserve Academy users and reinforced our mission of sales performance excellence. The program was an enormous success because it showed the sales team that Diageo “values my contribution to its success” and “provides tools to help me succeed.