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 Sales Enablement Through Games? You Bet And Bottom Line Results Prove It!
Sales Enablement Through Games? You Bet And
Bottom Line Results Prove It!
Twitter:@kkapp
By: Karl M. Kapp
Game Developer, Professor
Bloomsburg University
Email: karlkapp@gmail.com
LinkedIn Learning Courses:
Web Site:www.karlkapp.com
Email: karlkapp@gmail.com
Why Training?
• Researchers studied the influence of sales training on business
results over a thirty-year time frame (1985-2014) and concluded:
Sales training positively affects productivity, quality, and financial
results.
Singh, V. L., Manrai, A. K., & Manrai, L. (June 2015). Sales training: A state of the art and contemporary review
Journal of Economics, Finance and Administrative Science Volume 20, Issue 38, Pages 54-71
Why Training?
• Games give the sales rep an opportunity to participate in the total
decision-making process in a safe environment where failure is not
catastrophic—where failure is, in fact informative.
The Wisdom Guild email: karlkapp@gmail.com
Wouters, P., van Nimwegen, C., van Oostendorp, H., & van der Sek E.D. (2013), February 4).
A Meta-Analysis of the Cognitive and Motivational Effects of Serious Games. Journal of Educational Psychology.
Advanced online publication. Doi: 10.1037/a0031311 39 Studies.
1. Teach & talk
about what will be
learned.
2. Play the Game 3. Debrief about what was
learned in the game.
Reflection.
Ideal Game-based Learning Event
The Wisdom Guild email: karlkapp@gmail.com
Online Simulation
The Wisdom Guild, LLC
Sales Simulation
• Purpose: Automate Role Play
• Client: Medical Device Company
• Launched: On-Going Sales Training
• Outcome: Increased sales by 12%.
The Wisdom Guild email: karlkapp@gmail.com
The Wisdom Guild email: karlkapp@gmail.com
The Wisdom Guild email: karlkapp@gmail.com
information
The Wisdom Guild email: karlkapp@gmail.com
Location B
Location E
Location A Location C
Location FLocation D
a product
Location A Location C
Location D Location F
The Wisdom Guild email: karlkapp@gmail.com
staff
staff
The Wisdom Guild email: karlkapp@gmail.com
Option #1 BEST
the customer
?
Option #2 BEST
Option #3 POOR
Option #4 OKAY
The Wisdom Guild email: karlkapp@gmail.com
1 conversation:
Pick 2 of 4
6 possible
outcomes
The Wisdom Guild email: karlkapp@gmail.com
This would be replicated text of the selection that was made
This would be replicated text of the selection that was made
The Wisdom Guild email: karlkapp@gmail.com
Appropriate language here is based on selection from prior slide.
Company name
The Wisdom Guild email: karlkapp@gmail.com
Option A
Quality implication questions and discussion.
the customer ?
Option B
Lower quality response but reasonable.
The Wisdom Guild email: karlkapp@gmail.com
1 conversation:
12 possible
outcomes
The Wisdom Guild email: karlkapp@gmail.com
support
material
Appropriate positive response here to show staff is engaged
with player and seeking additional information - because staff
sees player understands their challenges.
The Wisdom Guild email: karlkapp@gmail.com
their job
(specific issue removed) (specific issue removed)
The Wisdom Guild email: karlkapp@gmail.com
The Wisdom Guild email: karlkapp@gmail.com
Location B
Location E
Location A Location C
Location FLocation D
a product
The Wisdom Guild email: karlkapp@gmail.com
Product Picture
11
1
Product Picture Product Picture
Product Picture Product Picture Product Picture
Product Picture Product Picture Product Picture
The Wisdom Guild email: karlkapp@gmail.com
Product Picture
11
1
Product Picture Product Picture
Product Picture Product Picture Product Picture
Product Picture Product Picture Product Picture
The Wisdom Guild email: karlkapp@gmail.com
PPRODUCT PICTURE
The Wisdom Guild email: karlkapp@gmail.com
Product Selection Options
Product Selection Committee
Added in are roles of:
• Materials Manager
• Marketing
The Wisdom Guild email: karlkapp@gmail.com
Location A Location C
Location D Location F
The Wisdom Guild email: karlkapp@gmail.com
This is great, it makes my life a whole lot easier
and works exactly as you said it would.
Thank you!
The Wisdom Guild email: karlkapp@gmail.com
Location A Location C
Location D Location F
The Wisdom Guild email: karlkapp@gmail.com
Location A Location C Location D Location F
PRODUCT
PICTURE
The Wisdom Guild email: karlkapp@gmail.com
The Wisdom Guild email: karlkapp@gmail.com
63%
Agree
66%
18%
Strongly
Agree
24%
The objective(s) for this activity were met.
The scope of the material was
appropriate to meet my needs.
18%
Neither
Agree nor
Disagree
11
%
66%
Agree
24%
Strongly
Agree
The Wisdom Guild email: karlkapp@gmail.com
The pacing of this activity was
appropriate.
47%
Agree
21%
Strongly
Agree
13%
Neither
Agree nor
Disagree
7%
Disagree
The use of multimedia / audiovisuals
enhanced the activity.
50%
Agree
26%7%
Neither
Agree nor
Disagree
2
%
26%
Strongly
Agree
The Wisdom Guild email: karlkapp@gmail.com
The activity held my interest.
I learned new knowledge from this
activity.
50%
Agree
21%
Strongly
Agree
24%47%
3
%
Neither
Agree
nor
Disagree
3
%
18%
Disagree
13%8
%
3
%
The Wisdom Guild email: karlkapp@gmail.com
13%
61
%
26%
R
E
S
P
O
N
S
E
S
The Wisdom Guild email: karlkapp@gmail.com
2% 2% 2%
5%5%
8%8%
10%
16%
18%
21%
26% “Fair”
61% “Good”
13%
“Excellent”
R
E
S
P
O
N
S
E
S
The Wisdom Guild email: karlkapp@gmail.com
Board Game
The Wisdom Guild, LLC
Total (re) Call
• Purpose: Reinforce “Total Office Call”
Sales Approach
• Client: Pharmaceutical Firm
• Launched: Played at a National Sales
Meeting
• Outcome: Engaged the Representatives.
Greater Understanding of Approach.
R-1
Receptionist
The Receptionist appears particularly harried today
and does not seem to be in any kind of mood to
talk or chit-chat. The Receptionist has been curt
with a couple of patients. On your last visit you
mentioned that you’d like to have some time today
to speak with the new physician, Dr. Morgan. You
feel that it’s critical to this account that you speak
with Dr. Morgan. What approach do you take?
Option 1:
Avoid chit-chat and directly ask to see Dr. Morgan.
Option 2:
Engage in small talk and try to cheer up the
receptionist and then ask to see Dr. Morgan.
Option 3:
Wave “hello” and nod as you walk past receptionist
to Dr. Morgan’s office.
Receptionist Challenge 1
Wave “hello” and nod as you walk past receptionist
to Dr. Morgan’s office.
This not a good move. While the receptionist might
be in a bad mood, they are still the gatekeeper to
the office and need to be respected.
You should always engage with the receptionist,
acknowledge the business of the office and ask for
permission to see a HCP.
Go directly to the waiting room.
Impact Score:
Credibility -1
Friendliness -1
Influence -4
Efficiency +1
Receptionist Option 3
W-1
Waiting Room
The Wisdom Guild, LLC
Results
• Fostered Deep Process Conversations
• Exposed Knowledge Gaps
• Senior Reps were Coaching Junior Reps
• Better Ability to Handle a Variety of
Situations
The Wisdom Guild email: karlkapp@gmail.com
Online Game
The Wisdom Guild email: karlkapp@gmail.com
VR, Smartphone, Laptop
The Wisdom Guild, LLC
iSALE
Interactive Sales Assessment & Learning Environment
• Purpose: Teach/Reinforce Sale Model
• Client: Pharmaceutical Firm
• Launched: Rolling Out a New Sales Model
• Outcome: In-Process
The Wisdom Guild email: karlkapp@gmail.com
Example of a Sales Model: ECC Sales Conversation Model
The Wisdom Guild
Branching Dialogue Engages
the Sales Rep.
The Wisdom Guild
Engage:
-Opening
-Uncovering Needs
Good
Better
Best
Branching Dialogue is
mapped to sales model. .
Each interaction is
evaluated.
Analytics-Key to Success
Each element of the sales
model is evaluated.
The Wisdom Guild email: karlkapp@gmail.com
The Wisdom Guild email: karlkapp@gmail.com
First, Last name
First, Last name
First, Last name
First, Last name
First, Last name
First, Last name
The Wisdom Guild email: karlkapp@gmail.com
First, Last name
The Wisdom Guild email: karlkapp@gmail.com
Player’s Avatar is
Customizable..
The Wisdom Guild email: karlkapp@gmail.com
The Wisdom Guild email: karlkapp@gmail.com
The Wisdom Guild
Realistic Call Environment
The Wisdom Guild email: karlkapp@gmail.com
Rep dashboard gives
feedback after every level.
The Wisdom Guild email: karlkapp@gmail.com
Card Game
The Wisdom Guild, LLC
Zombie Apocalypse Sales Card Game
• Purpose: Role Play/Practice
• Client: Insurance/Technology Companies
• Launched: Sale Boot Camp
• Outcome: Engaged the Representatives.
More practice of Sales Techniques
 Sales Enablement Through Games? You Bet And Bottom Line Results Prove It!
Zombie Sales Apocalypse
Role-Play Card Game
Order Card Game Today: https://karlkapp.wixsite.com/zombiesalesg/card-game
Challenge Version Cards
Scenario Cards Challenge Cards Voting Cards
Each player should be dealt three (3)
challenge cards from the Red Challenge Deck.
Keep voting and challenge cards facing you. So opponents can’t see.
your cards.
For the challenge game, each player has two voting cards.
Player One
must respond.
The challenger
must respond.
Two Types of Challenges, Plus a Zombie Card:
Zombie card steals a
Scenario card with no
effort or response.
Scenario Cards
1. Oldest player
draws first card.
Flips and responds
to scenario on card.
2. Face down, players vote or challenge
answer. Slide card to middle of the table.
Good answer: Green thumbs up.
Bad answer: Red thumbs down.
Challenge: Response is challenged.
Scenario Cards
Voting Cards
5. After, the appropriate player responds (Player One or
Challenger). Remaining players vote on answer by sliding
voting cards to middle of the table face down.
Good answer:Green thumbs up.
Bad answer: Red thumbs down.
NO Challenge cards in this round.
7. If…
Majority = Green. Responding player wins Scenario card.
Majority = Red. Responding player looses Scenario card to other player.
Tie= Red/Green. Scenario card goes back in deck, no one wins the hand.
6. “1-2-3 flip”. Revealing red or green voting card.
Once Challenge cards are
played, they are placed on
the bottom of the Challenge
card deck.
Challenge Cards
Player must always have 3
challenge cards in hand.
Draw from top of challenge deck.
“What a hit the card game was at our pilot workshop. The response
was fantastic. People paused to consider, they sighed, they laughed
nervously and then they pushed outside of their comfort zone and
thought about what they would actually DO in that real-world situation.
There were lots of smiles and laughs during the process and the teams
quickly took to the challenges. No fear of anyone being too nice!
It was a great learning environment.”
---Senior Specialist, Cloud Customer Engagement, Global Sales Operations
Results
The Wisdom Guild, LLC
Conclusion
• Games can:
– Disguise Role Plays
– Encourage Dialogue
– Provide an Overview of the Process
– Help Reps Practice Critical Skills
• Sales games and simulations can be
effective for learning and a critical part of
sales enablement.
The Wisdom Guild, LLC
Questions-Or to Talk about
Your Own Custom Game
Development Project
Karl M. Kapp
Game Developer, Professor
Bloomsburg University
Email: karlkapp@gmail.com
Twitter: @kkapp

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 Sales Enablement Through Games? You Bet And Bottom Line Results Prove It!

  • 2. Sales Enablement Through Games? You Bet And Bottom Line Results Prove It! Twitter:@kkapp By: Karl M. Kapp Game Developer, Professor Bloomsburg University Email: karlkapp@gmail.com
  • 3. LinkedIn Learning Courses: Web Site:www.karlkapp.com Email: karlkapp@gmail.com
  • 4. Why Training? • Researchers studied the influence of sales training on business results over a thirty-year time frame (1985-2014) and concluded: Sales training positively affects productivity, quality, and financial results. Singh, V. L., Manrai, A. K., & Manrai, L. (June 2015). Sales training: A state of the art and contemporary review Journal of Economics, Finance and Administrative Science Volume 20, Issue 38, Pages 54-71
  • 5. Why Training? • Games give the sales rep an opportunity to participate in the total decision-making process in a safe environment where failure is not catastrophic—where failure is, in fact informative.
  • 6. The Wisdom Guild email: karlkapp@gmail.com Wouters, P., van Nimwegen, C., van Oostendorp, H., & van der Sek E.D. (2013), February 4). A Meta-Analysis of the Cognitive and Motivational Effects of Serious Games. Journal of Educational Psychology. Advanced online publication. Doi: 10.1037/a0031311 39 Studies. 1. Teach & talk about what will be learned. 2. Play the Game 3. Debrief about what was learned in the game. Reflection. Ideal Game-based Learning Event
  • 7. The Wisdom Guild email: karlkapp@gmail.com Online Simulation
  • 8. The Wisdom Guild, LLC Sales Simulation • Purpose: Automate Role Play • Client: Medical Device Company • Launched: On-Going Sales Training • Outcome: Increased sales by 12%.
  • 9. The Wisdom Guild email: karlkapp@gmail.com
  • 10. The Wisdom Guild email: karlkapp@gmail.com
  • 11. The Wisdom Guild email: karlkapp@gmail.com information
  • 12. The Wisdom Guild email: karlkapp@gmail.com Location B Location E Location A Location C Location FLocation D a product Location A Location C Location D Location F
  • 13. The Wisdom Guild email: karlkapp@gmail.com staff staff
  • 14. The Wisdom Guild email: karlkapp@gmail.com Option #1 BEST the customer ? Option #2 BEST Option #3 POOR Option #4 OKAY
  • 15. The Wisdom Guild email: karlkapp@gmail.com 1 conversation: Pick 2 of 4 6 possible outcomes
  • 16. The Wisdom Guild email: karlkapp@gmail.com This would be replicated text of the selection that was made This would be replicated text of the selection that was made
  • 17. The Wisdom Guild email: karlkapp@gmail.com Appropriate language here is based on selection from prior slide. Company name
  • 18. The Wisdom Guild email: karlkapp@gmail.com Option A Quality implication questions and discussion. the customer ? Option B Lower quality response but reasonable.
  • 19. The Wisdom Guild email: karlkapp@gmail.com 1 conversation: 12 possible outcomes
  • 20. The Wisdom Guild email: karlkapp@gmail.com support material Appropriate positive response here to show staff is engaged with player and seeking additional information - because staff sees player understands their challenges.
  • 21. The Wisdom Guild email: karlkapp@gmail.com their job (specific issue removed) (specific issue removed)
  • 22. The Wisdom Guild email: karlkapp@gmail.com
  • 23. The Wisdom Guild email: karlkapp@gmail.com Location B Location E Location A Location C Location FLocation D a product
  • 24. The Wisdom Guild email: karlkapp@gmail.com Product Picture 11 1 Product Picture Product Picture Product Picture Product Picture Product Picture Product Picture Product Picture Product Picture
  • 25. The Wisdom Guild email: karlkapp@gmail.com Product Picture 11 1 Product Picture Product Picture Product Picture Product Picture Product Picture Product Picture Product Picture Product Picture
  • 26. The Wisdom Guild email: karlkapp@gmail.com PPRODUCT PICTURE
  • 27. The Wisdom Guild email: karlkapp@gmail.com Product Selection Options Product Selection Committee Added in are roles of: • Materials Manager • Marketing
  • 28. The Wisdom Guild email: karlkapp@gmail.com Location A Location C Location D Location F
  • 29. The Wisdom Guild email: karlkapp@gmail.com This is great, it makes my life a whole lot easier and works exactly as you said it would. Thank you!
  • 30. The Wisdom Guild email: karlkapp@gmail.com Location A Location C Location D Location F
  • 31. The Wisdom Guild email: karlkapp@gmail.com Location A Location C Location D Location F PRODUCT PICTURE
  • 32. The Wisdom Guild email: karlkapp@gmail.com
  • 33. The Wisdom Guild email: karlkapp@gmail.com 63% Agree 66% 18% Strongly Agree 24% The objective(s) for this activity were met. The scope of the material was appropriate to meet my needs. 18% Neither Agree nor Disagree 11 % 66% Agree 24% Strongly Agree
  • 34. The Wisdom Guild email: karlkapp@gmail.com The pacing of this activity was appropriate. 47% Agree 21% Strongly Agree 13% Neither Agree nor Disagree 7% Disagree The use of multimedia / audiovisuals enhanced the activity. 50% Agree 26%7% Neither Agree nor Disagree 2 % 26% Strongly Agree
  • 35. The Wisdom Guild email: karlkapp@gmail.com The activity held my interest. I learned new knowledge from this activity. 50% Agree 21% Strongly Agree 24%47% 3 % Neither Agree nor Disagree 3 % 18% Disagree 13%8 % 3 %
  • 36. The Wisdom Guild email: karlkapp@gmail.com 13% 61 % 26% R E S P O N S E S
  • 37. The Wisdom Guild email: karlkapp@gmail.com 2% 2% 2% 5%5% 8%8% 10% 16% 18% 21% 26% “Fair” 61% “Good” 13% “Excellent” R E S P O N S E S
  • 38. The Wisdom Guild email: karlkapp@gmail.com Board Game
  • 39. The Wisdom Guild, LLC Total (re) Call • Purpose: Reinforce “Total Office Call” Sales Approach • Client: Pharmaceutical Firm • Launched: Played at a National Sales Meeting • Outcome: Engaged the Representatives. Greater Understanding of Approach.
  • 40. R-1 Receptionist The Receptionist appears particularly harried today and does not seem to be in any kind of mood to talk or chit-chat. The Receptionist has been curt with a couple of patients. On your last visit you mentioned that you’d like to have some time today to speak with the new physician, Dr. Morgan. You feel that it’s critical to this account that you speak with Dr. Morgan. What approach do you take? Option 1: Avoid chit-chat and directly ask to see Dr. Morgan. Option 2: Engage in small talk and try to cheer up the receptionist and then ask to see Dr. Morgan. Option 3: Wave “hello” and nod as you walk past receptionist to Dr. Morgan’s office. Receptionist Challenge 1
  • 41. Wave “hello” and nod as you walk past receptionist to Dr. Morgan’s office. This not a good move. While the receptionist might be in a bad mood, they are still the gatekeeper to the office and need to be respected. You should always engage with the receptionist, acknowledge the business of the office and ask for permission to see a HCP. Go directly to the waiting room. Impact Score: Credibility -1 Friendliness -1 Influence -4 Efficiency +1 Receptionist Option 3
  • 43. The Wisdom Guild, LLC Results • Fostered Deep Process Conversations • Exposed Knowledge Gaps • Senior Reps were Coaching Junior Reps • Better Ability to Handle a Variety of Situations
  • 44. The Wisdom Guild email: karlkapp@gmail.com Online Game
  • 45. The Wisdom Guild email: karlkapp@gmail.com VR, Smartphone, Laptop
  • 46. The Wisdom Guild, LLC iSALE Interactive Sales Assessment & Learning Environment • Purpose: Teach/Reinforce Sale Model • Client: Pharmaceutical Firm • Launched: Rolling Out a New Sales Model • Outcome: In-Process
  • 47. The Wisdom Guild email: karlkapp@gmail.com Example of a Sales Model: ECC Sales Conversation Model
  • 48. The Wisdom Guild Branching Dialogue Engages the Sales Rep.
  • 49. The Wisdom Guild Engage: -Opening -Uncovering Needs Good Better Best Branching Dialogue is mapped to sales model. .
  • 51. Analytics-Key to Success Each element of the sales model is evaluated.
  • 52. The Wisdom Guild email: karlkapp@gmail.com
  • 53. The Wisdom Guild email: karlkapp@gmail.com First, Last name First, Last name First, Last name First, Last name First, Last name First, Last name
  • 54. The Wisdom Guild email: karlkapp@gmail.com First, Last name
  • 55. The Wisdom Guild email: karlkapp@gmail.com Player’s Avatar is Customizable..
  • 56. The Wisdom Guild email: karlkapp@gmail.com
  • 57. The Wisdom Guild email: karlkapp@gmail.com
  • 60. The Wisdom Guild email: karlkapp@gmail.com Rep dashboard gives feedback after every level.
  • 61. The Wisdom Guild email: karlkapp@gmail.com Card Game
  • 62. The Wisdom Guild, LLC Zombie Apocalypse Sales Card Game • Purpose: Role Play/Practice • Client: Insurance/Technology Companies • Launched: Sale Boot Camp • Outcome: Engaged the Representatives. More practice of Sales Techniques
  • 64. Zombie Sales Apocalypse Role-Play Card Game Order Card Game Today: https://karlkapp.wixsite.com/zombiesalesg/card-game
  • 65. Challenge Version Cards Scenario Cards Challenge Cards Voting Cards
  • 66. Each player should be dealt three (3) challenge cards from the Red Challenge Deck. Keep voting and challenge cards facing you. So opponents can’t see. your cards. For the challenge game, each player has two voting cards.
  • 67. Player One must respond. The challenger must respond. Two Types of Challenges, Plus a Zombie Card: Zombie card steals a Scenario card with no effort or response.
  • 68. Scenario Cards 1. Oldest player draws first card. Flips and responds to scenario on card. 2. Face down, players vote or challenge answer. Slide card to middle of the table. Good answer: Green thumbs up. Bad answer: Red thumbs down. Challenge: Response is challenged.
  • 69. Scenario Cards Voting Cards 5. After, the appropriate player responds (Player One or Challenger). Remaining players vote on answer by sliding voting cards to middle of the table face down. Good answer:Green thumbs up. Bad answer: Red thumbs down. NO Challenge cards in this round. 7. If… Majority = Green. Responding player wins Scenario card. Majority = Red. Responding player looses Scenario card to other player. Tie= Red/Green. Scenario card goes back in deck, no one wins the hand. 6. “1-2-3 flip”. Revealing red or green voting card.
  • 70. Once Challenge cards are played, they are placed on the bottom of the Challenge card deck. Challenge Cards Player must always have 3 challenge cards in hand. Draw from top of challenge deck.
  • 71. “What a hit the card game was at our pilot workshop. The response was fantastic. People paused to consider, they sighed, they laughed nervously and then they pushed outside of their comfort zone and thought about what they would actually DO in that real-world situation. There were lots of smiles and laughs during the process and the teams quickly took to the challenges. No fear of anyone being too nice! It was a great learning environment.” ---Senior Specialist, Cloud Customer Engagement, Global Sales Operations Results
  • 72. The Wisdom Guild, LLC Conclusion • Games can: – Disguise Role Plays – Encourage Dialogue – Provide an Overview of the Process – Help Reps Practice Critical Skills • Sales games and simulations can be effective for learning and a critical part of sales enablement.
  • 73. The Wisdom Guild, LLC Questions-Or to Talk about Your Own Custom Game Development Project Karl M. Kapp Game Developer, Professor Bloomsburg University Email: karlkapp@gmail.com Twitter: @kkapp