BSN SPORTS Masters Rebate Management with Confidence

Industry Type

Sporting Goods

Business Type

Retailer

The Client

BSN SPORTS supplies decorated equipment and apparel to the scholastic, collegiate and youth sports industry across the entire US. Their customer base is diverse and expansive, matched by a sizable vendor network. Their main channels of interaction include working with schools, school boards, coaches, and athletic directors, and occasionally selling directly to end-users like athletes, their parents, and fans.  

At the core of their mission is the belief that “we are the heart of the game”, committed to assisting young athletes in navigating their sporting journeys and beyond.  

CFO, Gordon Briscoe is responsible for both financial and operational outcomes of the company, so he knows being able to analyze and predict the rebate on the sizeable deals their salespeople manage is critical.

Rebates Influence Vendor Relationships

Their position between manufacturers and vendors underscores the significance of their relationships and the rebate programs they’ve established. These programs serve multiple purposes, from fostering strong ties with our vendors to managing costs effectively. Ensuring competitive pricing is paramount, as it directly impacts the value they deliver to customers. They strive to provide them with high-quality products, properly adorned and priced fairly.

Briscoe tells us, “While we refer to rebates differently when interacting with customers, such as using the term "rewards", they remain a significant aspect of our vendor relationships. Managing rebates effectively has been a focal point for us. By delving into the intricacies of these programs, we aim to enhance our operational efficiency and, ultimately, elevate the level of service we provide to our customers.”

The Challenge

Briscoe understood there had been many challenges with managing rebates in the past. The challenges included:

  • Numerous programs tied to vendors or customers, each their own set of terms and documentation.
  • Different individuals would provide different explanations about the specifics of each program.
  • Difficulty tracking how a rebate or discount program provides value back to the customer.
  • Complexity of managing deals or programs accurately.

Addressing these issues was paramount. It required implementing a structured approach to managing these programs, along with establishing control and governance measures. From a financial perspective, it was evident that without proper management, BSN were potentially missing out on significant opportunities while also risking inaccuracies in their accounting.  

To remedy this, Briscoe knew it was vitally important to keep tabs on what’s happened, where it has happened, whether it has happened within the guidelines and parameters or not, and whether it fits profitability profiles. He believes it’s also critical to know that what has been, or is being, committed to, is correct and to be able to manage, control, govern, and measure rebates.

Managing 1200+ Sales Professionals

Since many of their deals involve various forms of discount, rebate, or some form of benefit to the customer, it can get complicated – particularly with around 1,200 field sales professionals in the market.

Keeping control of everything that’s going on in the market in terms of pricing, deal-making, and decision-making requires control and governance. “It’s not a small task,” says Briscoe.

He continues, “It’s really important that we have the right tools in place and the ability to be able to operate effectively, to make sure that we are making the right decisions alongside our sales teams and provide them with the tools and the ability to make smart decisions on the front end, backed up by good and fast decision making in the middle and back office.”

Measuring and Tracking Rebates Manually

Before they started using Enable’s rebate management platform he says, “We didn't have an effective tool, process, or method of making sure that we were making all those decisions in the right way, and being able to measure and track what the outcomes were, other than on a manual basis using Excel spreadsheets or other forms of tabulation tools and tracking tools”. He knows they needed a one-stop shop where they had everything housed and managed well.  

Briscoe says, “It was important for us to be able to go and find a platform or a set of tools with a methodology that we could adapt and utilize that would basically provide us with all of those elements that we didn't have.”

Navigating Pricing Fluctuations

The recent fluctuations in pricing and commodity costs have undoubtedly posed significant challenges at BSN SPORTS. Navigating through these changes has required a deep understanding of the entire supply chain, from raw material costs to manufacturing and logistics. Strong relationships with vendors and effective management of rebate programs have become crucial in negotiating favorable outcomes amidst these challenges.

Briscoe explains, “By leveraging our partnerships and rebate programs, we've been able to mitigate the impact of rising costs and maintain stability in our operations. These programs have provided us with additional flexibility in managing pricing fluctuations and ensuring that we can continue to deliver value to our customers without passing on excessive costs.”

He continues, “In essence, rebates have served as a vital strategy for us on the vendor side, enabling us to navigate the complexities of pricing changes and sustain our ability to supply our customers effectively throughout these turbulent times.”

The Solution

A One-Stop Shop for Rebate Management

Since BSN SPORTS deal with rebates on both the customer side and the vendor side it was important for them to find and put in place a much better tool than they had in place: One that would help them manage and operate their rebate programs effectively.  

BSN SPORTS turned to Enable’s cloud-based solution, in part, because it could integrate with their ERP system – feeding data back and forth without needing specific interoperability to do this. But, most importantly, he chose it because he believed Enable would become his one-stop shop for every rebate program they have or intend to have. A big ambition and one that Enable can manage comfortably. So far, they have not been disappointed.

Briscoe says, “We got involved with Enable largely because of the nature of what Enable has built and the tools that they have put in place within the rebate management platform, and really the ability to interact with that on a fairly easy and seamless basis.”

He continues, "Enable gave us a centralized hub where we could effortlessly establish and oversee all our rebate programs, both current and future ones. It equipped us with the full suite of options and operational functionalities we needed."

Improved Rebate Visibility

From a management standpoint, having a clear view of their rebate programs allows BSN SPORTS to accurately track and manage them. This means they can ensure their accounting practices are precise and that they were properly accounting for these rebates. Additionally, having this visibility has allowed them to engage in meaningful discussions with their sales and marketing teams.  

Briscoe says, “We can strategize on how to capitalize on the strengths of these rebate programs to grow the specific segments of our business that they serve. This direct correlation between rebate programs and business growth is tangible and allows us to make informed decisions about resource allocation and strategy development.”

He continues, “On the vendor side, improved visibility of rebates has opened up opportunities for expansion and optimization. We've been able to not only increase the number of rebate programs with existing vendors but also establish new programs with previously untapped vendors.”

This enhanced visibility has facilitated objective discussions with vendors, often in conjunction with broader conversations about purchasing decisions, portfolio adjustments, pricing negotiations, and vendor consolidation. These discussions have consistently yielded positive outcomes for BSN Sports, allowing them to pass on the benefits to their customers while navigating a dynamic and volatile marketplace.

Managing Customer and Supplier Rebates with Confidence

Having integrated their vendor rebates into Enable and witnessed promising outcomes, they are now poised to maximize the platform's capabilities by providing feedback to their vendors. Briscoe is confident that Enable will showcase their proficiency in tracking and calculating rebates for vendors. More significantly, he anticipates that it will instill confidence in their ability to effectively manage rebate programs, potentially encouraging vendors to offer more lucrative incentives.

But the benefits of effective rebate management for BSN SPORTS don’t end with vendor rebates. Briscoe says, “We expect to be able to do exactly the same on the customer side, once we get that side set up as well. Soon, we will use Enable to collect rebate and pay it out to customers, while managing the process efficiently and confidently.”

Leveraging Rebates Strategically

For BSN Sports rebates extend beyond just a financial transaction; they are a multifaceted tool that influences both sales and vendor relationships.  

On the sales side, rebates offer a strategic advantage in expanding their customer base and increasing sales volume. While traditional sales methods like commissions are effective, rebates provide an additional incentive for customers to return value through increased purchases. Viewing rebates as part of a comprehensive go-to-market strategy amplifies their impact as a selling tool.

On the vendor side, a strong track record in managing rebates instils confidence and fosters trust. Vendors seek partners who can effectively navigate rebate programs, ensuring mutual benefit and value creation.  

Briscoe says, “By implementing Enable, this demonstrates proficiency in rebate management and reinforces our commitment to maximizing sales and enhancing value across the entire supply chain. This not only strengthens our vendor relationships but also positions us as a reliable and valuable partner in driving mutual success.”

He continues, “For instance, by showcasing our expertise in rebate management, we've been able to significantly increase vendor-based rebate programs, fostering deeper partnerships and driving strategic initiatives.”

Harnessing Data Insights

BSN SPORTS believe having access to reliable and accurate data is the cornerstone of effective decision-making and rebate strategy development. It forms the foundation upon which businesses can build innovative approaches and drive growth on both the buy and sell sides of operations.  

Briscoe tells us, “There’s a ton of opportunity to utilize the data and analytics within Enable. By harnessing the data available, we can empower our sales teams with valuable information about customer purchasing behaviors, rebate thresholds, and potential opportunities for upselling.”

He continues, “Utilizing data in this manner fosters a culture of data-driven decision-making within the organization. Sales teams can better understand customer needs and preferences, tailor their approach accordingly, and ultimately drive higher levels of customer satisfaction and loyalty.”

Gaining Confidence and Trust

Briscoe views Enable as a rebate management platform that goes beyond rebates. He says, “It’s not just something that allows you to set up, manage and track the rebates… I view it as an opportunity to demonstrate and provide comfort to vendors and customers that we can do this.”  

In challenging conversations, whether with customers or vendors, being able to confidently assert that you have the capability to manage rebate programs and analyze their performance can be a game-changer. It allows you to bridge gaps, address tough questions, and steer discussions towards constructive outcomes.

So, in a sense, a rebate management platform like Enable doesn’t just make the collaboration process smoother, it gives confidence to trading partners. “It’s accurate, complete, and fairly seamless,” continues Briscoe. “They have the ability to see the data, as much as we do.”  

He believes that this helps parties think about rebates and value more broadly. That’s why he states, “It can be a really, really strong sales and marketing tool, at the same time.”

Establishing Mutually Beneficial Business Outcomes  

Briscoe is excited about the governance and tracking ability Enable will give them, as well as how it will provide them with an insight into the vendor side where they may have been missing an opportunity to earn a few extra dollars on a rebate program because they weren’t aware of how close they were to hitting a threshold. “That's real dollars and cents that we can go and utilize to drive and improve the business,” he explains.  

Briscoe also understands the potential Enable has to show opportunities for all parties to benefit. He realizes feeding information back to the vendor has enormous potential. They could say, for example, “If you tweak one or two things here, based on our ability to understand the rebate program, then we could perform even better. We could maybe improve both businesses in the process.” The same applies to the customer side. This can potentially add value to vendors, suppliers, and BSN SPORTS.  

By highlighting the richness of the data at your disposal and your ability to assess what's working and what's not within rebate programs, you can position yourself as a trusted advisor. This opens the door to meaningful dialogue about potential tweaks and changes to optimize the program for both parties involved.

“After all, if a rebate program isn't delivering desired results for one party, it's likely suboptimal for the other as well. Thus, facilitating mutually beneficial adjustments becomes not just a possibility, but a strategic imperative for long-term success”, Briscoe says.

Gordon Briscoe
CFO

Takeaways

  • BSN SPORTS now has improved visibility and control over their rebate programs, allowing for better decision-making alongside sales teams.

  • Enable is viewed not just as a rebate management tool but also as a strong sales and marketing tool.

  • It instills confidence in trading partners by providing accurate, complete, and seamless collaboration. BSN SPORTS believes that this can contribute to stronger sales and marketing efforts.

Key Results:

4000
Employees
Over 1200
Sales Professionals
$1.5B
Revenue
See what Enable can do for you.
Get a Demo

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BSN SPORTS Masters Rebate Management with Confidence

Industry Type

Sporting Goods

Business Type

Retailer

The Client

BSN SPORTS supplies decorated equipment and apparel to the scholastic, collegiate and youth sports industry across the entire US. Their customer base is diverse and expansive, matched by a sizable vendor network. Their main channels of interaction include working with schools, school boards, coaches, and athletic directors, and occasionally selling directly to end-users like athletes, their parents, and fans.  

At the core of their mission is the belief that “we are the heart of the game”, committed to assisting young athletes in navigating their sporting journeys and beyond.  

CFO, Gordon Briscoe is responsible for both financial and operational outcomes of the company, so he knows being able to analyze and predict the rebate on the sizeable deals their salespeople manage is critical.

Rebates Influence Vendor Relationships

Their position between manufacturers and vendors underscores the significance of their relationships and the rebate programs they’ve established. These programs serve multiple purposes, from fostering strong ties with our vendors to managing costs effectively. Ensuring competitive pricing is paramount, as it directly impacts the value they deliver to customers. They strive to provide them with high-quality products, properly adorned and priced fairly.

Briscoe tells us, “While we refer to rebates differently when interacting with customers, such as using the term "rewards", they remain a significant aspect of our vendor relationships. Managing rebates effectively has been a focal point for us. By delving into the intricacies of these programs, we aim to enhance our operational efficiency and, ultimately, elevate the level of service we provide to our customers.”

The Challenge

Briscoe understood there had been many challenges with managing rebates in the past. The challenges included:

  • Numerous programs tied to vendors or customers, each their own set of terms and documentation.
  • Different individuals would provide different explanations about the specifics of each program.
  • Difficulty tracking how a rebate or discount program provides value back to the customer.
  • Complexity of managing deals or programs accurately.

Addressing these issues was paramount. It required implementing a structured approach to managing these programs, along with establishing control and governance measures. From a financial perspective, it was evident that without proper management, BSN were potentially missing out on significant opportunities while also risking inaccuracies in their accounting.  

To remedy this, Briscoe knew it was vitally important to keep tabs on what’s happened, where it has happened, whether it has happened within the guidelines and parameters or not, and whether it fits profitability profiles. He believes it’s also critical to know that what has been, or is being, committed to, is correct and to be able to manage, control, govern, and measure rebates.

Managing 1200+ Sales Professionals

Since many of their deals involve various forms of discount, rebate, or some form of benefit to the customer, it can get complicated – particularly with around 1,200 field sales professionals in the market.

Keeping control of everything that’s going on in the market in terms of pricing, deal-making, and decision-making requires control and governance. “It’s not a small task,” says Briscoe.

He continues, “It’s really important that we have the right tools in place and the ability to be able to operate effectively, to make sure that we are making the right decisions alongside our sales teams and provide them with the tools and the ability to make smart decisions on the front end, backed up by good and fast decision making in the middle and back office.”

Measuring and Tracking Rebates Manually

Before they started using Enable’s rebate management platform he says, “We didn't have an effective tool, process, or method of making sure that we were making all those decisions in the right way, and being able to measure and track what the outcomes were, other than on a manual basis using Excel spreadsheets or other forms of tabulation tools and tracking tools”. He knows they needed a one-stop shop where they had everything housed and managed well.  

Briscoe says, “It was important for us to be able to go and find a platform or a set of tools with a methodology that we could adapt and utilize that would basically provide us with all of those elements that we didn't have.”

Navigating Pricing Fluctuations

The recent fluctuations in pricing and commodity costs have undoubtedly posed significant challenges at BSN SPORTS. Navigating through these changes has required a deep understanding of the entire supply chain, from raw material costs to manufacturing and logistics. Strong relationships with vendors and effective management of rebate programs have become crucial in negotiating favorable outcomes amidst these challenges.

Briscoe explains, “By leveraging our partnerships and rebate programs, we've been able to mitigate the impact of rising costs and maintain stability in our operations. These programs have provided us with additional flexibility in managing pricing fluctuations and ensuring that we can continue to deliver value to our customers without passing on excessive costs.”

He continues, “In essence, rebates have served as a vital strategy for us on the vendor side, enabling us to navigate the complexities of pricing changes and sustain our ability to supply our customers effectively throughout these turbulent times.”

The Solution

A One-Stop Shop for Rebate Management

Since BSN SPORTS deal with rebates on both the customer side and the vendor side it was important for them to find and put in place a much better tool than they had in place: One that would help them manage and operate their rebate programs effectively.  

BSN SPORTS turned to Enable’s cloud-based solution, in part, because it could integrate with their ERP system – feeding data back and forth without needing specific interoperability to do this. But, most importantly, he chose it because he believed Enable would become his one-stop shop for every rebate program they have or intend to have. A big ambition and one that Enable can manage comfortably. So far, they have not been disappointed.

Briscoe says, “We got involved with Enable largely because of the nature of what Enable has built and the tools that they have put in place within the rebate management platform, and really the ability to interact with that on a fairly easy and seamless basis.”

He continues, "Enable gave us a centralized hub where we could effortlessly establish and oversee all our rebate programs, both current and future ones. It equipped us with the full suite of options and operational functionalities we needed."

Improved Rebate Visibility

From a management standpoint, having a clear view of their rebate programs allows BSN SPORTS to accurately track and manage them. This means they can ensure their accounting practices are precise and that they were properly accounting for these rebates. Additionally, having this visibility has allowed them to engage in meaningful discussions with their sales and marketing teams.  

Briscoe says, “We can strategize on how to capitalize on the strengths of these rebate programs to grow the specific segments of our business that they serve. This direct correlation between rebate programs and business growth is tangible and allows us to make informed decisions about resource allocation and strategy development.”

He continues, “On the vendor side, improved visibility of rebates has opened up opportunities for expansion and optimization. We've been able to not only increase the number of rebate programs with existing vendors but also establish new programs with previously untapped vendors.”

This enhanced visibility has facilitated objective discussions with vendors, often in conjunction with broader conversations about purchasing decisions, portfolio adjustments, pricing negotiations, and vendor consolidation. These discussions have consistently yielded positive outcomes for BSN Sports, allowing them to pass on the benefits to their customers while navigating a dynamic and volatile marketplace.

Managing Customer and Supplier Rebates with Confidence

Having integrated their vendor rebates into Enable and witnessed promising outcomes, they are now poised to maximize the platform's capabilities by providing feedback to their vendors. Briscoe is confident that Enable will showcase their proficiency in tracking and calculating rebates for vendors. More significantly, he anticipates that it will instill confidence in their ability to effectively manage rebate programs, potentially encouraging vendors to offer more lucrative incentives.

But the benefits of effective rebate management for BSN SPORTS don’t end with vendor rebates. Briscoe says, “We expect to be able to do exactly the same on the customer side, once we get that side set up as well. Soon, we will use Enable to collect rebate and pay it out to customers, while managing the process efficiently and confidently.”

Leveraging Rebates Strategically

For BSN Sports rebates extend beyond just a financial transaction; they are a multifaceted tool that influences both sales and vendor relationships.  

On the sales side, rebates offer a strategic advantage in expanding their customer base and increasing sales volume. While traditional sales methods like commissions are effective, rebates provide an additional incentive for customers to return value through increased purchases. Viewing rebates as part of a comprehensive go-to-market strategy amplifies their impact as a selling tool.

On the vendor side, a strong track record in managing rebates instils confidence and fosters trust. Vendors seek partners who can effectively navigate rebate programs, ensuring mutual benefit and value creation.  

Briscoe says, “By implementing Enable, this demonstrates proficiency in rebate management and reinforces our commitment to maximizing sales and enhancing value across the entire supply chain. This not only strengthens our vendor relationships but also positions us as a reliable and valuable partner in driving mutual success.”

He continues, “For instance, by showcasing our expertise in rebate management, we've been able to significantly increase vendor-based rebate programs, fostering deeper partnerships and driving strategic initiatives.”

Harnessing Data Insights

BSN SPORTS believe having access to reliable and accurate data is the cornerstone of effective decision-making and rebate strategy development. It forms the foundation upon which businesses can build innovative approaches and drive growth on both the buy and sell sides of operations.  

Briscoe tells us, “There’s a ton of opportunity to utilize the data and analytics within Enable. By harnessing the data available, we can empower our sales teams with valuable information about customer purchasing behaviors, rebate thresholds, and potential opportunities for upselling.”

He continues, “Utilizing data in this manner fosters a culture of data-driven decision-making within the organization. Sales teams can better understand customer needs and preferences, tailor their approach accordingly, and ultimately drive higher levels of customer satisfaction and loyalty.”

Gaining Confidence and Trust

Briscoe views Enable as a rebate management platform that goes beyond rebates. He says, “It’s not just something that allows you to set up, manage and track the rebates… I view it as an opportunity to demonstrate and provide comfort to vendors and customers that we can do this.”  

In challenging conversations, whether with customers or vendors, being able to confidently assert that you have the capability to manage rebate programs and analyze their performance can be a game-changer. It allows you to bridge gaps, address tough questions, and steer discussions towards constructive outcomes.

So, in a sense, a rebate management platform like Enable doesn’t just make the collaboration process smoother, it gives confidence to trading partners. “It’s accurate, complete, and fairly seamless,” continues Briscoe. “They have the ability to see the data, as much as we do.”  

He believes that this helps parties think about rebates and value more broadly. That’s why he states, “It can be a really, really strong sales and marketing tool, at the same time.”

Establishing Mutually Beneficial Business Outcomes  

Briscoe is excited about the governance and tracking ability Enable will give them, as well as how it will provide them with an insight into the vendor side where they may have been missing an opportunity to earn a few extra dollars on a rebate program because they weren’t aware of how close they were to hitting a threshold. “That's real dollars and cents that we can go and utilize to drive and improve the business,” he explains.  

Briscoe also understands the potential Enable has to show opportunities for all parties to benefit. He realizes feeding information back to the vendor has enormous potential. They could say, for example, “If you tweak one or two things here, based on our ability to understand the rebate program, then we could perform even better. We could maybe improve both businesses in the process.” The same applies to the customer side. This can potentially add value to vendors, suppliers, and BSN SPORTS.  

By highlighting the richness of the data at your disposal and your ability to assess what's working and what's not within rebate programs, you can position yourself as a trusted advisor. This opens the door to meaningful dialogue about potential tweaks and changes to optimize the program for both parties involved.

“After all, if a rebate program isn't delivering desired results for one party, it's likely suboptimal for the other as well. Thus, facilitating mutually beneficial adjustments becomes not just a possibility, but a strategic imperative for long-term success”, Briscoe says.

Key Results:

4000
Employees
Over 1200
Sales Professionals
$1.5B
Revenue
See what Enable can do for you
Get a Demo