Gamified sales training

The world of sales training is undergoing a transformative shift with the advent of gamification. Especially in online training and the on-demand-training area, gamification has been used extensively in the last few years. However, we have also experienced that by using the best elements from gamification and the power of play, we can boost learning outcomes and drive performance significantly in more traditional training. From our latest experience at Implement, I strongly believe that gamification can reshape the way we approach sales training, both in virtual environments and traditional classroom settings.

Why gamification

Gamification, at its core, involves applying game design elements and principles in a non-game context. Autonomy, mastery, empowerment and social influence are powerful currencies – and gamification activates all of these. Our brains are hardwired to crave the “reward chemicals” that we release when we succeed. Serotonin – known as the “happy chemical” – is one of these mood-regulating chemicals that is released when we feel proud or important. Using gamification elements like instant feedback, rewards and points can trigger the release of serotonin, boosting employees’ mood and motivation – and ultimately, their ability to learn. In sales training, this approach translates into a more dynamic and interactive learning experience that not only educates but also entertains in a completely new way.

The psychological underpinnings of gamification’s effectiveness are further validated by TalentLMS’ gamification survey results, revealing that 89% of employees feel more productive, and 88% feel happier at work when gamified practices are in place. This data underscores the potential of gamification to not only enhance learning but also improve workplace satisfaction.

How to use gamification in sales training

Bringing gamification into the conventional classroom setting requires, however, a nuanced approach that aligns with educational pedagogies. To effectively use gamification in a normal classroom, we must consider the following strategies:

1. Objectives alignment: Ensure that the gamified elements are closely tied to the learning objectives of the sales training programme. Each game mechanic should serve a clear educational purpose.
2. Inclusive design: Develop games that cater to diverse learning styles and preferences. This inclusivity ensures that every participant, regardless of their background, can benefit from the gamified experience.
3. Progress tracking: Incorporate systems that allow both trainers and trainees to monitor progress. This could be in the form of milestones, rewards or points in the game that correspond to the mastery of specific sales skills.
4. Feedback mechanisms: Integrate immediate and constructive feedback in the game, enabling participants to understand their strengths and areas for improvement in real time.
5. Collaborative challenges: Foster teamwork by designing activities that encourage collaboration. This not only enhances learning through peer interaction but also mirrors the collaborative nature of sales teams in real-world scenarios.
6. Balanced competition: While competition can be a strong motivator, it is crucial to balance it with collaboration to prevent an overly competitive atmosphere that could be counterproductive.
7. Real-world application: Incorporate scenarios and challenges that reflect real sales situations, allowing trainees to practice and apply their skills in a simulated yet practical context.
   
   

Pitfalls and challenges of gamified sales training

Despite the potential benefits, gamified sales training also poses some challenges and limitations that need to be addressed.

• Over-reliance and over-saturation: Gamification can lose its effectiveness and appeal if it is used too frequently, too extensively or too superficially. Gamification can also undermine the intrinsic motivation and autonomy of salespeople if it is perceived as manipulative, coercive or extrinsic. Hence, we would recommend aligning and combining the gamified sales training with existing training methods.
• Lack of alignment and customisation: Gamification can fail to achieve its desired outcomes if it is not aligned with the learning objectives, the organisational culture and the sales context. Gamification can also neglect the individual differences and preferences of salespeople if it is not customised to their needs, goals and feedback. Hence, we would always recommend tailoring the gamified sales training to your specific needs and avoiding any kind of generic sales games.
• Unintended consequences and ethical issues: Gamification can create negative and harmful effects if it is not designed and implemented carefully and ethically. Gamification can also trigger unethical or counterproductive behaviours such as cheating, gaming the system or sabotaging others.

It is our experience that by proper planning and tailoring of the training, the above challenges can be addressed, thereby ensuring a very successful training.

Empowered learning – the changed role of the trainer

One of the fundamental differences in the gamified sales training approach is the “empowered learning”, where the trainees are much more responsible for their own learning. The role of the trainer is not that of an instructor who leads the training and exercises. Instead, the trainers should act as facilitators, guiding the learning process and stepping in when necessary to provide assistance or steer discussions.

This requires trainers to be skilled in giving constructive feedback and coaching rather than being experts and advisors.

Recommendations for gamified sales training

The integration of gamification into sales training represents a paradigm shift in how we empower sales professionals. By combining the motivational aspects of gaming with the structured environment of a classroom, we can create an immersive learning experience that not only educates but also excites people. To maximise the benefits of your training initiatives, we recommend being very clear on your learning objectives and then using gamification as a complement, not a substitute. In this way, you can enhance the existing sales training methods in a transformational way.