Challenge

A classic seasonal business problem. Peak sales of heating systems occur in autumn and winter — when it's cold and installers are fully booked. In summer, demand drops 30-40%. Installation crews switch to other work, distributor warehouses fill up with inventory, and production sits idle.
The manufacturer needed to smooth out seasonality — give installers a financial reason to seek orders even during warm months when demand is minimal.

What We Did

We built a two-tier motivation system operating across Russia:
First tier — year-round base motivation. Installers earn a percentage of each installed system's value. Simple confirmation: installation photo plus device serial number. Payment arrives in 1-2 days.

Second tier — seasonal promotion during off-peak months (May-July). If an installer completes more installations during this period than previously, they receive an additional 10% on their personal volume growth. This incentivizes actively seeking orders when everyone else is on vacation.

No intermediaries. Money goes directly to those actually installing the equipment.

Result

During the program period, off-season sales grew 35% compared to the same period last year. ROI reached 440%. The program paid for itself in under three months.

300+ active installers joined the program — a 65% growth in the database. Average installer revenue increased 28%.

Most importantly — the seasonal slump practically disappeared. Instead of the usual 30-40% summer decline, sales dropped only 7%. Production runs steadily, warehouses aren't overstocked, cash flow is predictable.