using gamification to drive sales team performance

Using Gamification to Drive Sales Team Performance

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Welcome to the webinar!

Using Gamification to Drive Sales Team Performance

Some Housekeeping Details

The event is being recorded

Use the Q&A window

The Polling function

Follow the conversation on Twitter: #GamifiedLearning

The Focus of Today

Karl Kapp

AUTHOR & PROFESSOR OF INSTRUCTIONAL TECHNOLOGY

BLOOMSBURG UNIVERSITY  

o  What is gamification?

o  Gamification & sales professionals

o  Reaching busy sales people

o  Case Study: gamification of sales training

o  Q&A

Introducing Karl Kapp

What is Gamification?

Where are you currently at with gamification?

A.  Just doing some research.

B.  Trying some things, but haven’t found the sweet spot.

C.  Heavily entrenched, trying to gamify as much as we can.

D.  What on earth is gamification?

Poll Question #1

Gamification Game-based Learning

Simulation Learning

What is this “game stuff”?

The use of gaming elements integrated into a training program aligned with corporate goals to promote change in behavior.

The use of a game to teach knowledge, skills & abilities to learners using a self-contained space.

A realistic, controlled-risk environment where learners can practice specific behaviors & experience impacts of their decisions.

Gamification is using game-based mechanics,

aesthetics and game thinking to engage people, motivate action, promote learning and solve problems.

Gamifica'on  is  to  Learning  as  a    

Piece  is  to  a  Puzzle  

Gamification uses elements of the game, but is not the game in-and-of itself.

10,000

Facts about Game Play

Hours of game play

87%

of 8-17 year olds play video games

30-38

Average game player in the US

13 Hours of console games a week

43%

Females & Gamification

of all gamers

5 Hours Play console games

per week

63% of all PC gamers

26% of them are over 18

Women  over  40    fastest  growing  gamer  popula1on.    

Game elements appeal to all ages & people.

Game elements appeal to all ages & people.

39%    

of  all  gamers    are  over  50.  

What type of sales are you doing right now?

A.  Pharmaceutical

B.  Technology

C.  Retail

D.  Finance/Insurance

E.  Manufacturing

F.  Education

G.  Other

Poll Question #2

Why Gamification for Sales Professionals

Gamification has long been used in the sales role i.e. contests, SPIFFs and leaderboards.

Sales Rep Personality Traits: Competitive, Inquisitive, Achievement Oriented & Social

•  Tight correlation between knowledge and the ability to meet quota

•  Need to know more than ever before, however less time.

Reaching Busy Sales Professionals

1.  Small, Quick Messages –  Distributed Practice

2.  Repetition & Reinforcement –  Retrieval Practice

3.  Engaging & Meaningful –  Why would they do it?

4.  Competitive Experience –  Mastery of Content

–  Achievement & Success

Reaching Busy Sales Reps

•  Information overload, allow learner to access information and handle that information in less than 5 minutes a day

1.  Small, Quick Messages

1.  Information Overload

The average person checks their phone 150 times a day that’s about

9 times an hour.

People send or receive an average of 41 text

messages per day.,

 Smartphones users spend over 2.5 hours a day on their phones,

with 32% of that time playing games.

2.  Repetition & Reinforcement

Ramachandran, A. et. al. Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel-group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213-8587(13)70067-6

In a study using a randomized control group in a trial at ten sites in southeast India with over 500 subjects.

Working Indian men (aged 35—55 years) with impaired glucose tolerance were randomly assigned to either a mobile phone messaging intervention or standard care..

2.  Repetition & Reinforcement

Ramachandran, A. et. al. Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel-group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213-8587(13)70067-6

“Take stairs instead of elevator”

“Don’t eat while watching TV”

2.  Repetition & Reinforcement

Ramachandran, A. et. al. Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel-group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213-8587(13)70067-6

Lowered risk of developing Type 2 diabetes by 36%

3.  Engaging & Meaningful

Games make an emotional connection.

•  Storyline

•  Characters

•  Autonomy

•  Socialize

•  Mastery

•  Challenge

•  Novelty

Sales reps check their leaderboard more than any other job function.

4.  Competitive Experience - Leaderboards

Both team and individual leaderboards are a popular game mechanic to motivate sales groups.

55% Check daily

36% Retail Associates

24% Mftg/Distn

46% Other Knowledge Workers

vs.

* Data based on over 250,000 learners

Sales reps care about how they’re doing.

4.  Competitive Experience – Report Card

More than any other group, professional sales reps monitor their learning progress.

38%

Check their report card daily.

* Data based on over 250,000 learners

Professional sales reps take extra training more than any other group.

4.  Competitive Experience – Take Extra Training

21.5%

Take extra training to improve their scores.

Sales professionals choose to take extra non-mandatory training to improve their performance.

* Data based on over 250,000 learners

What are your current learning challenges?

A.  Balancing need to learn and need to sell

B.  Complex product knowledge required

C.  Highly dispersed workforce

D.  Lack of engagement

E.  All of the above

F.  Other

Poll Question #3

Case Study: Gamification of Sales Training

o  Member of the Johnson and Johnson family of companies.

o  Global manufacturer of medical devices committed to advancing surgical care for patients for over 80 years.

o  Breadth of products used in most every procedure and by most every surgical specialty.

o  Highly trained and respected clinical sales force.

About Ethicon

THE REALITY: The role of the healthcare sales rep has never been so challenging and it’s expected to continue to get more demanding.

Healthcare Reform & ACA

Increasing compliance

demands

Longer, more complex sales

process

Complex product knowledge

SUMMARY: Reps are so overwhelmed with the amount of knowledge required that it was impacting both confidence and performance.

o  Traditional training methods were no longer enough:

o  Annual training meeting o  6-8 weeks away from home o  One-size-fits-all o  One-time secondary training o  Not fun or engaging

o  A new approach was needed to address these 4 challenges, along with the ability to manage:

Constant Change

Mobile Workforce

Multi-Generations

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Competing Noise

o  Make learning fun and engaging

o  Keep knowledge, especially product knowledge top of mind with reps

o  Monitor knowledge gaps

o  Increase sales reps confidence

o  Adjust to strategic priorities – on the fly

o  Balance the need to learn with the need for customer time

Looking for a way to….

E L E V T O R

V

Ethicon

Informed Employees

“We leverage Axonify to drive our company’s current strategy by keeping the sales force engaged with the most critical products on a daily basis.”

John Knoble, Worldwide Director of Learning, Ethicon, a J&J Company

Ethicon sales reps are more confident in their

product knowledge and as a result sell more..

Impacted Sales

>50% Increased Confidence & Product Knowledge

Participation

Voluntary Participation 90%

Prefer New Learning Method

82%

&  

Questions & Answers

Get in touch with Karl www.karlkapp.com | www.lynda.com/karlkapp

Get the Gamification Workbook by Axonify www.axonify.com/gamification-workbook