Part 5: Introducing Sales Gamification Techniques
We’re continuing on our series aimed at outlining the five areas of sales performance management (SPM) and ways you can improve your company’s SPM strategies using all the tools at your disposal. The fifth and final step to SPM success is focused on driving behavior through sales gamification techniques.
Have you ever wished that you could get your sales reps to spend as much time focusing on work as they do on their fantasy football teams, craft projects, video games, or any of the other hobbies they have outside of work? According to Chuck Coonradt, author of The Game of Work, “you have to measure what you want more of.” In other words, if you want your sales people to spend more time working on the behaviors that lead to more sales, then you need to measure those behaviors.
What if your whole team could check on each other’s progress in areas such as keeping CRM updated, developing close plans, and completing training assignments? The transparency associated with this could tap into the inherent competitive nature of your sales team, and foster an environment of friendly competition, allowing for them to be measured against each other. This would ultimately lead to people focusing more on good selling behaviors, leading to better sales attainment.
Top Motivators of Sales Success – Identifying Behaviors and Rewards
Sales gamification is about creating a system of positive, non-financial reinforcements similar to those encountered in games to encourage favorable behavior. As we saw in step 4 of this series, incentive compensation is the primary driver of motivation for sales, but it is important to remember that it can only get you so far. Once someone has reached a comfortable amount of money you need to find new ways to motivate them to continue to produce by capitalizing on their competitive nature. Additionally, Gamification can be used to drive adoption of new sales processes and resources, something that incentive compensation struggles to do on its own.
To get the most out of your Sales Gamification strategy you need to identify the parameters of the system by determining which behaviors to encourage. A great place to find which behaviors should be focused on to get the best results is in step 3 of this series; Coaching. Whether you are focusing on sales, revenue, trainings, etc., make sure that the goals are broken down into manageable ‘missions.’
After deciding what behaviors to encourage and measure, you need to find a reward that motivates people to ‘climb the mountain.’ Rewards can be as simple as peer recognition at a sales meeting, dinner with executives, gift cards, or a combination of them all.
Popular Sales Gamification Techniques and Gamification for Group Goals
Being that each sales organization is different, each Gamification environment will be slightly different as well. A few strategies you can consider to incorporate into your SPM system are:
- Leaderboard for transparency and recognition
- Rewards for incentives
- Group board for group incentives
Compensation Analytics defines the first four principles of Gamification as challenge, recognition, tracking, and competition. While we have taken a look at these four principles in some detail above, we have not yet touched on the fifth: cooperation. As great as Gamification is at getting people to compete against each other, gaming techniques can also be used to drive collaboration. A layer of group goals within the system can ensure that everyone is working towards a common objective.
Sales Gamification is a great way to link all of your Sales Performance Management processes together. It gives you the ability to further your sales coaching strategy by motivating your sales people to change the selling behaviors that lead to better results in KPIs; it expands upon your incentive compensation plan by motivating reps beyond just dollars; and finally it drives the adoption of new sales tools and new sales processes. All of this leads to better engagement, recognition, and rewards for your sales team and better revenue, time savings, and engagement for your organization as a whole. Take a look at this short video to see just how sales gamification can lead to SPM success.