Southern New England Telephone Company rewards its non sales staff every time they generate a lead for the sales force. If friends of staffers express any interest in any product or service, staffers give the company the lead by calling a toll-free number. The lead is processed and the salesperson contacts the prospect within a few days. For generating the lead, the employee receives a certificate for lunch at a local restaurant. If the lead becomes a sale, the employee can win up to $25 in award points or a gift certificate for selected stores.

In l993, the program generated $1 million in revenue. The message of the program should be the message even without a program -- "You can make the difference." Related item: Southwest Airlines hires employees based on their sense of humor.