Despite what you may think, the people with the most influence on consumers aren't your company's CEO or Board of Directors. It's your part-time salesman at a store in Phoenix, his counterpart in New Jersey, and the manager of the shop around the corner—people on the front lines who can really sway customer behavior. Real influence comes when you can create a
customized incentive program—one that's easy, fast and better than the rest for spiffs that get people talking on your behalf. And the next time a customer has questions—your products become the answers.