using gamification to drive sales team performance
TRANSCRIPT
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
Insert image Insert image
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