Recognition and Incentives: A Distributor's Path to Success
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Why Millmeyer Expanded Into Incentives and Recognition
Keys to Success
The Role of Partners for Incentives
Thomas’ Advice to Distributors
Looking Ahead
Terri Millmeyer, CEO, Creator of Exclusive Originals, a San Antonio-based Halo distributor, and Cleveland-based Roger Thomas, Vice President, Partners for Incentives, Cleveland, share her strategy for expanding her business into the area of incentives, rewards, and recognition.Millmeyer says she didn’t plan to enter the incentive, rewards, and recognition business. She began her marketing career in promotional products, where she focused on helping clients with creative marketing solutions. Over time, however, she discovered that many of her clients—especially human resources (HR) leaders—struggled with how to recognize and motivate employees. Recognition and incentives naturally complemented her promotional work, and with the support of Thomas at Partners for Incentives, she has expanded her business into this growing field.
Why Millmeyer Expanded Into Incentives and Recognition
Millmeyer explains that her clients already were turning to her for a variety of marketing solutions beyond promotional products, including the need for recognition programs that can meet critical business needs such as employee engagement, retention, and performance improvement. “It just went hand in hand,” she explains, noting that once she partnered with Partners for Incentives, she had the tools and expertise to deliver complete solutions without having to reinvent herself as a program designer.
Keys to Success
In the interview, she suggests the need for:
- Strong vendor relationships: She emphasizes the importance of partnering with experts like Partners for Incentives, which allows her to provide programs that deliver real ROI without having to take her attention away from her core business and customers.
- Listening over talking: She credits her success to listening carefully to clients’ pain points and connecting them with the right solutions.
- Client and vendor knowledge: By knowing both her clients’ challenges and her vendors’ capabilities, Millmeyer positions herself as a trusted problem-solver.
- Service over margins: While margins on recognition and incentive programs may be lower than some promotional products, she views these programs as “sticky business” that builds long-term client loyalty. It is just as profitable as other business when measured against the actual time involved.
The Role of Partners for Incentives
According to Thomas, Partners for Incentives exists to make the process easy for distributors like Millmeyer. He says his company’s team supports program development from A to Z—including rules, communications, training, ROI tracking, and reporting. He and his colleagues also participate in client meetings, help refine discovery questions, and ensure clients feel confident in the program design. “We’re experts in incentive and recognition programs,” he explains. “That allows distributors to focus on relationships while we deliver the technical and operational expertise.”
Thomas’ Advice to Distributors
Thomas acknowledges that many distributors hesitate to enter the recognition and incentive space because it seems complex. His advice is clear:
- Lean on expert partners who can address technical questions and executive concerns.
- Focus on listening and discovery rather than trying to be an expert in everything.
- Highlight ROI and business outcomes—such as reducing turnover, improving safety, or increasing sales—since these are top priorities for executives.
Looking Ahead
Both Millmeyer and Thomas agree that recognition and incentives will only grow in importance as organizations fight to retain talent and drive performance. For distributors willing to expand beyond promotional products, they believe the business offers a powerful way to build long-term client value and strengthen their brand at the executive level.
- Use recognition programs to expand into multiple departments, creating cross-selling opportunities and deeper client relationships.
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