Working in sales is certainly not easy, and Salespeople risk losing motivation. To counter this, there are some helpful tools. One of them is called Gamification, which can be excellently used for employee motivation.
Telesales, new customer acquisition, and lead generation become a welcome challenge for all employees through gamification in sales. Various challenges create an incentive to achieve more and, for example, collect points. However, this is not a simple commission system. Gamification in sales means much more. In this article, we will cover what it entails and how to cleverly use gamification.
What is Gamification?
First, we explain the term gamification. It is a Germanized term borrowed from English. Some also call it gamification or playification. It refers to the introduction of various elements that are normally found in games. Gamification is a tool that can be particularly used to increase motivation in various areas.
Various elements are helpful here to motivate Salespeople. These include small competitions, collecting points or stars for telesales in cold calling, and more. A playful competition creates an incentive to be the best in the team. Collecting points or percentages for the number of lead generations or deals closed in telesales is part of it.
In the past, gamification was often used to increase customer loyalty, acquire new customers, or make a fitness course more interesting. Playful learning is also a sub-area of gamification and has already achieved great success. It is increasingly being used successfully in the workplace as well.
Not only in sales but also in various industries, we recognize some elements that belong to gamification. Insurance companies, for example, have been using commission points for decades. Each point is then converted into a monetary value. Some companies, like the former Signal Insurance (now Signal Iduna), even go a step further. In the “Signal Club 100,” especially in the 1990s, the best 100 employees were rewarded. Whoever collected enough points received additional benefits along with excellent commissions. Trips, prizes, certificates, and even trophies and awards were given to the top 100.
Thus, gamification has been successfully applied for a long time by very large and reputable companies to increase employee motivation.
Elements Used in Gamification
Incorporating playful elements into everyday work in sales is a fundamental part of gamification. Playing games, playful learning, engaging in competitions, and similar activities are in human nature. Winning competitions also activates the brain's reward system. This way, working in sales becomes much more fun, and Salespeople perform tasks with much higher motivation.
It is important to note that this involves intrinsic motivation—motivation that comes from within. Unlike extrinsic motivation, it is not linked to any fear of consequences. Instead, the focus is on the competition, and each salesperson enthusiastically collects points.
Salespeople thus place themselves in a position of wanting: “I want to achieve this.” In contrast, extrinsic motivation involves a certain fear of failure, where employees may wonder how they will be perceived by others or themselves if they don’t “win” or rank among the best.
Usable elements include:
- Collecting stars or points
- A leaderboard
- Prizes
- Rewards
- And many more
Gamification can naturally also be applied to sales teams or individual branches as well as regionally to increase sales numbers. Critics view gamification as a form of behavior manipulation, but generally, the individual or team's motivation is increased, leading to positive results. Employees perceive this positively, and it makes everyday work more interesting.
More motivation in sales also ensures that overall satisfaction in a company increases. The company atmosphere creates a good environment, strengthens cohesion, and unites the sales team.
Using Gamification in Sales Effectively
Games and competitions always evoke special emotional moments and experiences in people. Salespeople generally try harder when gamification is used to increase motivation within the company. Whether internally or externally focused, gamification is successfully applied. Everyone loves games and challenges that can lead to positive feelings.
Since gamification is already known in the workplace and as an element to boost employee motivation, it doesn’t need to be tested. Proper application alone plays a critical role in success. Increasing motivation is not the only goal that can be achieved with gamification.
Gamification can also be used in training or professional development to better implement goals. If work processes are to be trained or sales strategies practiced, gamification is perfect. Telesales and cold calling can be practiced in teams, or individuals compete against each other.
Gamification elements are also very useful in fostering team building or dynamics in a sales team. This has already proven successful in practice.
Motivation and Other Positive Processes
A gray daily routine, low motivation from previous failures, and other external influences can negatively impact work life. When motivation drops, a downward spiral can develop. To prevent this or break negative routines, the challenge presented by gamification is exactly what is needed.
As a valuable boost to motivation within a sales team, gamification also helps bring about a change in thinking. When Salespeople look at the company and the products or services they sell from a different perspective, dynamic work processes are created.
Sales essentially becomes its own project, with each employee dealing with it on a very personal level. Various processes are reflected upon and viewed differently, resulting in significant improvements in procedures and strategy, along with a clear increase in the conversion rate. The approach of Salespeople develops positively alongside motivation.
Involving or Integrating Employees in the Company
Integrating employees into a company is extremely important, and gamification can assist with this. In the context of change management, gamification is, for example, a great help. When any type of changes occur within a company, they can be communicated playfully. Salespeople, for example, can learn new tactics for telesales in this way.
In recruiting, for instance, applicants can be filtered through a quiz or other playful activity. In just a few steps, the HR department can separate suitable candidates from those who are less fit.
Gamification, the Conversion Rate, and Playful Selling
When employee motivation increases, the company naturally benefits in many ways. Gamification in sales undoubtedly contributes to maintaining and enhancing competitiveness.
The increase in the conversion rate on the company website occurs through motivated Salespeople. They try particularly hard in advisory chats, thus improving the user experience and increasing sales or contracts. As a result, the conversion rate rises significantly. Playful elements can also be used in sales to retain customers or encourage them to make purchases or close deals.
Gamification in a company’s marketing strategy includes collecting points or offering special discounts to customers. Popular examples are loyalty cards or points in apps, where after buying 10 drinks, one is offered at half price or free. We also know the concept of collecting points in supermarkets. Collecting points to receive discounted rewards encourages and motivates customers to make purchases.
Thus, Salespeople, motivated by gamification, are also equipped with gamification elements to playfully engage customers and prospects. It is important to remember that despite the game elements, this is still serious work in sales, and the focus should remain on sales, contracts, customer acquisition, and lead generation. This game, therefore, has a serious background.
Conclusion: A Serious Game
Even though elements familiar from games are used, it is still a serious matter. In sales, it’s about making sales to ensure the company’s continued existence and to stand out from the competition. Competitiveness must also be maintained or improved.
Gamification is an excellent tool to motivate Salespeople positively. When the work becomes more enjoyable through playful elements and the competition that arises, this significantly boosts individual or group motivation. The inner drive to achieve more ensures that Salespeople deliver their best performance while having fun.
Lead generation or new customer acquisition is tackled with enthusiasm, and this usually leads to greater success. Regardless of the size of the company or the industry, gamification is a valuable tool that should not be overlooked.
In any company, it is important to tailor the respective measures to the organization. The company structure, size, and goals must all be considered. Now, gamification can be meaningfully applied to increase motivation in the company.
It is certainly not wrong to consult gamification experts to carefully plan the appropriate measures. This way, a system can be integrated that includes effective strategies for boosting motivation in sales and achieving important successes.
