How Better Rebate Management Benefits B2B Sales

October 14, 2021 Team Zilliant

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Zilliant’s new Rebate Management solution simplifies the intricate process of creating, executing and analyzing off-invoice incentive programs. Flexible cloud-native software replaces spreadsheets and one-off agreements to streamline and optimize the process for the key stakeholders that are integral to a successful rebate program. In this blog series, we examine how the solution drives value for the pricingfinance, and sales teams within a B2B organization.

The B2B Sales Team is Critical to Successful Rebate Programs 

Rebates and other off-invoice programs are valuable levers for B2B companies to pull to incentivize desired buyer behavior and foster brand loyaltyBut, they come with one important caveat: sales reps and their customers must be aware of the programs they are enrolled in and how they are tracking against sales thresholds at any given point in time. This may seem simple and obvious, but in practice it is not. The status quo rebate process for many companies features significant blind spots, leading to missed opportunities for growing revenue and customer satisfaction. 

sales rebate management

Rebate Challenges for Sales Teams 

Enrolling Customers 

At any given time, multiple rebate programs usually exist within a business. Sales reps are the gears that make a program run smoothly. They are relied upon to properly communicate the parameters of a program – the eligibility requirements, timeline, sales thresholds, et cetera – and get customers signed up. The trouble is most rebate programs are drawn up on large spreadsheets and blasted out to reps in the field over email. It’s a time-consuming process to comb through the data and interpret the minutia of each program to determine which of your customers are eligible for which programs. The manual nature of the process takes away from valuable selling time. 

These static spreadsheets also often lack context, leaving reps on their own to understand the “why” behind each program. By the time it’s deciphered and explained to a customer, much can be lost in translation. Often the process for enrolling eligible customers who are interested is another manual one, prone to errors and delays. 

However, if the enrollment process is completely open for sales reps to negotiate and set up customer-specific programs, it can improve the challenge above, but complicates the accruals and payout process in the backend. Miscommunication between sales and finance lead to delayed payments to customers and upside-down balance sheets for the business offering the rebate.  

Identifying and Winning Opportunities 

Enrolling a customer in a rebate program is just the beginning. We must remember why we are doing this in the first place. It’s to get the customer to behave a certain way, whether that means purchasing more volume, buying bundles, acquiring stale inventory, or any number of other initiatives.  

It’s the job of the entire sales team, from operations to management to individual reps, to keep customers on track toward these goals. Too often the practical outcome is set and forget. Sales operations teams lack immediate and reliable visibility into program performance and reps are too overwhelmed with quota attainment and the next transaction to perform rebate health checks for each enrolled customer.  

This creates a huge miss for most B2B organizations. Rebates consistently create new revenue opportunities, but they are highly time sensitiveFor instance, perhaps a customer is $100K short of its next rebate threshold, with just a month left in the program. It behooves the sales team to have this insight, and clearly communicate it to the customer with enough time left for it to be acted upon. It is an unwise leap of faith to assume the customer is tracking its own performance against sales targets. Unfortunately, this simple selling conversation (“You have a month to spend x amount to receive a 10% credit”) is frequently prevented due to lack of sales insight and foresight. 

Keeping Customers Happy and Invested 

Rebate programs are a customer satisfaction tightrope act. While they carry the potential to deepen customer relationships, the payout delays and confusion over agreement terms that often accompany rebates do the exact opposite.  

A poorly managed program disincentivizes the customer from investing in future rebates, or worse, convinces them to start to defect. In this sense, rebates can become just one more headache for a sales team under constant pressure to worry about 

How Rebate Management Software Benefits B2B Sales Teams  

rebate management software

These common sales pain points were a key impetus for Zilliant to develop a Rebate Management solution. It became apparent that our flexible, cloud-native software could be put to work on the rebate conundrum, furthering our customers’ ability to power intelligent commerce in their business.  

Zilliant Price Manager™now includes powerful rebate management capabilities that can streamline rebate management for all roles essential to the rebate process, including sales. These capabilities include: 

  • Defining and publishing rebate programs 

  • Simulating forward-looking program effectiveness 

  • Running accruals 

  • Tracking rebate payments due 

  • Backward-looking waterfall analysis 

Moving each of these functions off spreadsheets and into a centralized management application increases the sales teams’ visibility and aligns their communication with the finance and pricing departments. Program details are seamlessly fed into Zilliant Deal Manager, where sales teams can instantly discover which programs customers are eligible for, which agreements are active, accrual status and a money map that shows performance to date by program and by tier.  

Perhaps most importantly, the system keeps rebates top of mind for sellers. Using Zilliant Campaign Manager, sales operations and management teams can notify account managers of opportunities to drive additional sales based on each customer’s enrolled rebate programs. 

Rebate campaigns are scoped to promote specific actions to reps. For example, a user can run a report that surfaces customers who are actively accruing against a rebate, who have not achieved a given threshold, but have reached a minimum progress of 50%. Campaign Manager will supply a list of customers who fit this description and with one click this action can be published inside a sales rep’s Deal Manager screen. This gives sales great insight and talking points to let their customers know what they need to do to hit the next rebate threshold. 

Zilliant’s top-down approach to rebate management prevents the kind of rogue program creation that can lead to miscommunication with customers and accounting surprises. However, it is also flexible enough to allow sales reps to make changes as needed to a program, should a company choose to permit it. 

Conclusion  

b2b rebate program

Rebates are powerful method to motivate a customer base, build brand loyalty, and ultimately, increase revenue. However, the process of executing and managing rebates is usually cumbersome, manual one. The new rebate management capabilities within Zilliant Price Manager, Deal Manager and Campaign Manager keep rebate programs top of mind for sales teams, drive timely opportunities, and promote 360-degrees of visibility for all stakeholders. 

Watch our on-demand webinar – Streamline Rebate Management Across Pricing, Sales and Finance – for in-depth product demos of Zilliant’s new rebate management capabilities. 

Contact Zilliant today to learn more about streamlining the rebate management process in your business.   

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