Gamification is the new way to motivate your sales team and make the most of their enhanced productivity.
Gamification, previously seen as a management trend, has now become unavoidable. Enterprises will more and more exploit gamification in their strategies to drive customer and employee engagement.
Studies reveal that gamification will represent up to 5,5 billion in 2018
Why Managers Are So Keen on Gamification
In his article, Gartner researcher Brian Burke says:
“Gamification can be used to nudge salespeople to enter client information, assess the quality of sales leads and follow-up after sales meetings. Following these steps leads to a more effective sales process, benefiting both the salesperson and the company.”
Gamification enables managers and directors to control, manage and get a complete overview of their sales objectives and results. For salespeople in particular, the idea of a performance-based contest is appealing because competition is part of selling. They are therefore motivated by the gamified challenge their managers designed and set up.
Gamification in various sectors
To be able to boost your people, Gamification will use gaming techniques you will find in traditional games and introduce it into a seemingly non-ludic environment. The objective is to improve long-term performance and results.
Gamification is present in sports, education…and is coming at full speed in the corporate world, boosted by the Y generation. However, to motivate one’s employees, you need to be aware of their player profile in order to use the appropriate motivation levers.
Gamification in the IT Sector: Cédric Pierrard’s Testimonial
Cédric Pierrard, CEO of Efficy and brought up in the generation that played Nintendo and Atari consoles, was interviewed by Kanaal Z.
In this interview, he talks about how gamification will be introduced and how it will revolutionize the ICT world.
“These techniques once used in video games will now be used to boost sales by awarding points. Points can be earned by making appointments and customer orders. The goal with this is to set a record. Vendors are thus more motivated.
The typical salesperson always wants to be the first in the team. This is part of the intrinsic nature of every salesperson. They are almost always competitive.
That is the most important aspect for motivation. Beyond that, vendors are motivated in that they must reach a certain level based on knowledge of software or knowledge of a particular technique that would make them better at their jobs.
It has now been proven that this has led to an increase in turnover of 35% for Efficy customers. This is not only due to gamification, but also to the increased focus of the company culture on employee motivation.
With the rankings, the person coming last will not become demotivated, but the sales manager will be able to precisely adjust so that the vendor will still try to reach their target, for example by setting up a new challenge.
Gamification is about to really break through. According to Gartner, gamification will increase its turnover from 1-2 billion dollars up to 5 billion dollars within a few years. A good time, then, for this investment by Efficy.”
The Four Player Profiles
There are 4 different player profiles with different motivation levers :
- The Killers: they play 3D shooting or sports games. They are driven by the game and the will to be the best.They are sensitive to the notion of ranking and performance. Killers leave the game if there is no other player to face
- The Achievers: they play Farmville or Candy Crush Saga. They are motivated by the improvement of their skills and their level. They are driven by progress / improvement. They aren’t as sensitive to the notion of inter-player ranking.
- The Socializers: they play Guitar Hero. They are motivated by the gaming community. They are driven by the interactions between players.They are sensitive to the comparison between the performances of the different members
- The Explorers: they are passionate about Sim City & Civilization. They are motivated by discovery and the secrets of the game. They are driven by curiosityThey like going on long quests. They use all the small features.
If you want more information about the different profiles, have a look at the speech of Dominique Mangiatordi, expert of gamification.
Among your sales representatives, you should mainly find Killers, that is, people always looking to come out on top.
Therefore, to motivate your team, you need to use a few different motivation levers.
The first one is Feedback and Progression: In a well-developed game, instant feedback is the key. We all want to know how and when we progress.
Stable and Clear Rules come as second lever. Indeed, Real life is hard. A game brings comfort thanks to clear rules, transparency and justice for all players.
Finally, Projection guarantees that, in the game, you’re not exactly yourself. You’re the character.
The 3 levers of gamification
Lever n°1: Accomplishment
Personal accomplishment is the main source of motivation for any collaborator. Accomplishments are often “first times”, for example through levels, badges, best scores…
Lever n°2: Competition
Without any comparison, there is no objective progress. And without objective progress, the game mechanics quickly get old. Improving the performance of middle performers is often the key to success!
Lever n°3: Fun
The idea of fun is different depending on the player.
- Killer fun: being the best
- Achiever fun: taking up challenges, excelling
- Socializer fun: playing with others
- Explorer fun: discovering, revealing
The Gamified App of Efficy, Peak Me Up
Test Peak Me Up, our gamified app, and experience gamification right away. You will set objectives to your sales team and see how clear goals motivate your reps. Discover the app features and description here.