People in your industry, and perhaps in your organization, are trying to figure out how gamification can be leveraged to give them a competitive edge. But, what is gamification? How can you make sure that you will get results from it?
Gamification is the process of including game elements to a non-game environment. It’s a participation and reward system that may employ points, badges, levels, leaderboards, and challenges. Since there’s nothing that sales people love more than a competition, Gamification may be the perfect way to help you grow your sales results.
Why Use Gamification
Gamification can be used in a variety of situations, but many organizations employ gamification to turn routine or mundane tasks into motivating experiences. Remember those health and safety training videos you had to watch? Using gamification to make watching the videos a competition with your co-workers likely would have helped you complete them faster.
Gamification is all about continuous learning and reinforcement. It can help to develop the right skills and facilitate behavioural change. When organizations reward the right behaviours and speed up performance, results improve. According to several studies, continuous training can produce 50% higher net sales per employee, so it only makes sense to employ a system that helps to train your salesforce on an ongoing basis.
When to Use Gamification
How should your organization make use of gamification? What is the right way to use it, and how should your team execute? Motivating your sales team to partake in an otherwise tedious activity could be one way. Maybe you need your team to enter data into your CRM system, but entering the data is something your reps never seem to find the time to do. Leverage gamification for this task. You could create leaderboards and award points to reps with the best records. Leveraging this data will enable you to make strategic decisions and improve your results, and it is all made possible with gamification.
You could also use gamification for engagement. Active participation in training is critical for retaining the knowledge in the long term, and for changing behaviour. Using levels or points for completing assignments or tests on training could increase engagement, enabling your team to use their knowledge to improve results.
When NOT to Use Gamification
There are also times where it does not make sense to gamify. If your organization wants to use gamification simply because it is cool or interesting, it’s time to re-evaluate. You should always start with the end goal in mind, and design a game that will help you achieve your goals. If you are starting with the game, you risk forcing your team to participate in a pointless activity, and forcing your sales team to actually take valuable time away from the activities that will help them grow sales.
Sales gamification done right can improve learning, organizational knowledge, and, ultimately, sales results.