The management of sales force inside a company involve different activities, from organization to motivate the staff and financial control. The sales manager not only sets targets, but also has the role to encourage, train and improve workforce’s loyalty, so that it operates in a correct way.
On previously articles we spoke about gamification, by explaining different mechanisms and functioning, examining benefits from its use in human resources and in finance. In this article we are going to analyse its use into sales area, to motivate marketers to reach business goals.
As we have already said, gamification’s goal is to promote active interest among users, by stimulating motivation through engagement techniques, modify behaviours and encourage the repetition of desirable actions.
Gamification applied in sales area is a powerful instrument; it can stimulate and increase productivity, create a traded and prepared team with shared goals: a commercial network constantly involved and spore, to boost their working performances.
CHALLENGES, COMPETITION TO MONITOR KPI OF SALES NETWORKS
By applying sales gamification in marketing department, we could dip employees in a playful/working context that change the dynamics of games. Evaluation parameters and goals are measured through typical game elements such as points, charts and targets. The user is always monitored and pushed to improve himself and his performances.
Sales gamification stimulates employee in everyday challenges (always different) and makes working activities more fun. Moreover, it promotes an healthy competition and sense of belonging inside the corporate.
The competitions also have the task to detect the development of the main sales force’s KPI, from the number of monthly sales, until new costumers take over.
Each KPI with sales gamification, can become a competition object, that making company business a playful and enjoyable experience.
The user is forced to reach goals and earn points by finishing certain actions. The company, with the gamification can train its own staff, by proposing playful/training activities, and accelerate times of knowledge of the company and products’ features.
WHAT ARE SALES GAMIFICATION’S ELEMENTS?
Leader-board: a digital chart that allows sale-men to know their levels and those of the colleagues.
Real time feedback: the staff is always real time updated on its path and different missions.
Missions: it’s essential creating a varied mission set, to daily involve the staff.
Score: score system to motivate employees and to draw up companies’ charts.
Reward: besides usual money rewards, thanks to gamification is possible to create digital awards (typical of games world), that aim to psychological sphere of the user.
BENEFIT OF SALES GAMIFICATION- Increases sales and working performances of the sales force;
- Improves corporate environment by creating a cohesive team-work;
- Boosts the sense of belonging among staff and challenge it in goals to reach;
- Offers a complete and fast staff’s traineeship;
- Helps to improve commercial network loyalty.
A well-motivated and trained sales network, can gain and reach revenue’s fixed goals. So, involve and engage all sales force with the use of a gamification platform that can be embedded in sales monitoring instruments, is a valid and successful business strategy.
CASE STUDY: HOW GAMIFICATION INCREASES COMPANIES' REVENUE
Here, there are some realities that have successfully introduced sales gamification in their business logics.
1. gamification to motivate emploees: Bata case
BATA is a footwear industry based in Lausanne (Switzerland). Born in 1894, its markets were getting bigger in bigger at international level. Bata creates an app to promote a new incentive campaign, perfectly studied for sales network of the company, with the aim to increase productivity.
Thanks to gamification, Bata has introduced:
- a ground-breaking method to help its own team to do perfectly the work
- a system to facilitate its own network and make the communication more fluent
- a new approach for staff engagement through “stimulus/strength”
For Bata Malesia, the gamification and its instrument played a fundamental role in process optimization: traineeship management, encouraging social network use and staff motivation. All of this gained by kpi badges.
- increase of bought KPI with double-digit growth;
- double-digit revenue rising (indexed);
- 50% time save up for implementation of instore processes;
- 1100 employees among salesman and store manager;
- 230 sales points;
- 92% rate of adopting spontaneously the app bythe sales staff.
2. Growth of sales team performance: Verint case
Verint is an American company leader in cyber intelligence sector.
Verint said that its own sales force didn’t make the most with cram system, so it didn’t want to incentive the coherent use of this instrument.
“the main problem was that our sales team didn’t make the most with our crm system. This fact, sometimes make more difficult investment projections. While team members are already measured and encouraged on the basis of their financial entrance, we wanted that they did our crm activities system in a more coherent way. Gamification presented a new and involving approach to help us to reach desired results.” Graeme Gabriel, strategic optimization advisor of verit.
The corporate focused on 3 kpi to monitor and try to modify through gamification sales force habits:
1. Primary contacts: “we wanted that our sales-men update a crm field called “main contact” which provides important information on necessary opportunities for departments that make following evaluations from those of the sales-team.”
2. Opportunities: "we want to be sure that every potential contact was reached quickly".
3. Follow-up “we wanted that every sales-adept document the following steps for each opportunity-contact, so it can be possible to take this information and finalize more aimed proposals to finish the deal. This rarely happened: we wanted that everyone follows massively the process".
Around this 3 key points, playful activities have been created, like quizzes, simulations and distance learning sessions, that combined with gamification techniques (scores, badges, levels…) brought surprising results.
By applying sales gamification, the company increased about 300% the results of 3 kpi of the sales team evaluated.
“We are very satisfied of the results” said Gabriel “the growth of 300% because of gamification, in only few months is impressive. We are looking for methods for exploiting gamification to help us to drive behaviours and stimulate learning".
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