Webinar slides from Dec 3rd, 2014 featuring Karl Kapp. Get the recording here: http://know.axonify.com/gamification-of-sales

1. Welcome to the webinar!
Using Gamification to Drive Sales Team Performance
o Please ensure your computer speakers are on and turned up.
o Today’s session will be recorded and you will get a copy.
o We will start at 2PM ET – that’s when you can expect to hear audio.
o Enjoy the session!

2. Using Gamification to Drive Sales Team Performance

3. Some Housekeeping Details
The event is being
recorded
Use the Q&A
window
The Polling function
Follow the conversation on Twitter: #GamifiedLearning

4. 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

5. Introducing Karl Kapp

6. What is Gamification?

7. Poll Question #1
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?

8. 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.

9. Gamification is using game-based
mechanics,
aesthetics and game
thinking to engage people,
motivate action, promote
learning and solve problems.

10. Gamifica'on
is
to
Learning
as
a
Piece
is
to
a
Puzzle

11. Gamification uses
elements of the
game, but is not the
game in-and-of
itself.

12. Facts about Game Play
10,000
Hours of game
play
87%
of 8-17 year olds
play video games
13 Hours
of console games a
week
30-38
Average game
player in the US

13. Females & Gamification
43%
of all gamers
Play console games
5 Hours
per week
26%
of them are over 18
63%
of all PC gamers
Women
over
40
fastest
growing
gamer
popula1on.

14. Game elements appeal to all ages & people.

15. Game elements appeal to all ages & people.
39%
of
all
gamers
are
over
50.

16. Poll Question #2
What type of sales are you doing right now?
A. Pharmaceutical
B. Technology
C. Retail
D. Finance/Insurance
E. Manufacturing
F. Education
G. Other

17. Why Gamification for Sales Professionals

18. Gamification has long been used in the sales role i.e. contests,
SPIFFs and leaderboards.

19. Sales Rep Personality Traits: Competitive, Inquisitive,
Achievement Oriented & Social

20. • Tight correlation between knowledge and the ability to meet quota
• Need to know more than ever before, however less time.

21. Reaching Busy Sales Professionals

22. 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

23. • Information overload, allow
learner to access information
and handle that information in
less than 5 minutes a day
1. Small, Quick Messages

24. 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.

25. 2. Repetition & Reinforcement
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..
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

26. 2. Repetition & Reinforcement
“Take stairs instead of
elevator”
“Don’t eat while watching TV”
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

27. 2. Repetition & Reinforcement
Lowered risk of developing
Type 2 diabetes by 36%
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

28. 3. Engaging & Meaningful
Games make an emotional
connection.
• Storyline
• Characters
• Autonomy
• Socialize
• Mastery
• Challenge
• Novelty

29. 4. Competitive Experience -
Leaderboards
Sales reps check their
leaderboard more than any
other job function.
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

30. 4. Competitive Experience –
Report Card
Sales reps care about how
they’re doing.
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

31. 4. Competitive Experience – Take
Extra Training
Professional sales reps
take extra training more
than any other group.
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

32. Poll Question #3
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

33. Case Study: Gamification of Sales Training

34. About Ethicon
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.

35. 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

36. SUMMARY: Reps are so overwhelmed with
the amount of knowledge required that it was
impacting both confidence and performance.

37. 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

38. o A new approach was needed to address these 4 challenges, along with
the ability to manage:
Constant
Change
Mobile
Workforce
Insert image
Multi-
Generations
Insert image
Competing
Noise

39. Looking for a way to….
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

40. ELEV TOR V Ethicon
Informed Employees
90%
82%
“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
Prefer New Learning Method

41. &
Get in touch with Karl
www.Questions karlkapp.com | www.& lynda.Answers
com/karlkapp
Get the Gamification Workbook by Axonify
www.axonify.com/gamification-workbook