Using Loyalty Programs as a Tool for Brand Education

By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com)An old school sales technique that today is considered somewhat exploitative and sleazy may in fact help you shed some light on how to improve your loyalty program. Hot button selling was a colloquial term to describe first the process of qualifying your leads in order to decipher the emotional motivations underpinning their logic-based decisions, and then second using this information to pressure and coerce these leads into closing the sale