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What is gamification and why should it be included in sales training?

What is gamification and why should it be included in sales training?

The world is evolving increasingly faster thanks to technological advances. Nowadays, much of what we saw as traditional is no longer the same or, in some cases, no longer exists. Within this scenario of new trends, one of them has stood out in the market: gamification.

The term is becoming increasingly popular and being considered the evolution of teaching methods. In the past, we depended on a teacher, a classroom, paper and pen learn, but now we have more modern ways to learn, thanks to technology.

Keeping up with this evolution is essential for every company, so that it does not fall behind in the market and continues to maintain its name as a reference among the public. So it's always good know the trends that arise and how much to bet on them can be beneficial.

So, in this article we're going to talk about what gamification is, because this format is interesting for sales training, and what benefits it provides.

What is corporate gamification?

Gamification means to transform a situation gamification and it means turning a situation into a game. For this, it uses the dynamics, elements, logic and methodology of games.

It is a strategy that seeks greater interaction, involvement and engagement from participants. To make this happen, it presents them with a fun format, avoiding traditional training and bringing a more innovative learning experience by combining a playful style with the execution of tasks with clear, achievable objectives.

The main objective of this format is to make past content easier to understand, facilitating the learning process and making past information less complex.

Gamification uses various gaming elements, such as scores, rankings, objectives to be achieved, awards, among others. All in order to attract more people and promote a better learning experience for participants.

The greatest differential of gamification is that it combines learning with fun,generating greater interaction and engagement from participants and facilitating the retention of presented contents. In addition, it increases employee motivation, since the format enables moments of relaxation and interaction.

And this makes perfect sense: in a survey carried out by TalentLMS, they asked how employees felt when they participated in training processes. 83% said they were more motivated by gamified training in comparison with traditional training. Meanwhile, the number of employees stating that they felt bored dropped from 49% to only 10% with gamification.

However, inserting gamification in training does not mean entirely abandoning other methods, but rather incorporating and aggregating these techniques to improve training results.

Anyway, gamification's most important aspect is bringing better dynamics to training in order to make employees really want to participate. It is a strategy for those who want everyone within a company to participate and learn.

What is corporate gamification?

Despite its positive results, we must know the main types of gamification and their advantages before adopting said strategy.

What are the types of gamification?

There are currently two types of gamification that can be used depending on the target audience's context, needs and profile.

By opting for gamification, you're not only investing in entertainment for employees, but also in efforts aimed at enabling positive impacts, such as greater interaction, collaboration and team spirit.

Even though the formats are quite different amongst each other, both are very effective and fulfill their respective roles. Either way, it is important to understand which goals must achieved before choosing one:

Analog gamification

This format is the most traditional one and is a legacy from before recent technological advances. It involves board or card games, very popular activities in the past which, although many may consider outdated, can still add a lot to learning and enable lots of fun and engagement.

By using decks of cards, board games or even face-to-face dynamics, you can create and customize activities that will generate good results.

The advantage of this modality is that it can be applied anywhere, even without the Internet or electricity. Despite being considered by younger audiences as outdated, this format is very helpful in the learning process.

Digital

The digital approach is currently the most popular when it comes to gamification. As we live immersed in an era in which technology is constantly evolving, this format is naturally the most attractive and sought by companies.

Neste tipo são usados aparelhos eletrônicos – como smartphones, tablets e computadores – e tem a tecnologia como principal aliada para atrair, envolver e engajar os participantes.

Another differential is that, depending on which platform is chosen, the digital format provides statistics, rankings and results in real time, enabling better dynamics and competitiveness to the training process.

Even for generations who are not familiar with technological advances, this format is increasingly easy to use, with user-friendly templates, well-designed instructions and intuitive browsing.

In addition, this type of gamification can also be used at any time or place, for example, at home during the weekend, or in the commute after work, increasing participants' engagement regardless of pace and available time each person has in their daily lives.

O que é gamificação

Which audience is it suitable for?

There is currently no distinction of audience for the use of gamification. Both young and experienced generations can participate in any of the existing approaches.

Technology has enabled access to elder generations via more explanatory and easier ways. Smartphones, for example, always have browsing options that help elderly citizens with difficulties or physical limitations. Smartphones, por exemplo, sempre possuem opções de navegabilidade que ajudam os idosos que possuem alguma dificuldade ou limitação física.

When talking about gamified training, user experience is treated as a priority. Therefore, even those who are not familiar with more advanced technologies are able to understand and participate, thanks to the guidelines that each platform offers.

Nowadays, most people have a smartphone with Internet access, which is a point in favor of the digital gamification format. Familiarity with new technologies has been growing with each passing year.

But, at the same time, it may be interesting to know what the profile of the participants is; for example, what their preferences are, what makes them more interested and what motivates them to learn. By knowing your employees well, you will be able to apply your training more accurately and its chances of success will greatly increase.

Playbook definitivo de treinamento para vendedores

What are the benefits of gamification?

Gamification in training brings several benefits, both for the company and employees. Check some of them out:

1 - Better prepared team

By offering gamified training, your team will be better prepared to serve customers and bring the company more profits. Consumers are increasingly demanding and, when served by a trained professional, chances of closing a deal are greatly increased.

Your potential sales conversion rates can grow considerably when your sales team is well prepared to serve customers.

2 - Greater customer satisfaction

Still on the subject of consumers: when they have a problem and are served by a well-prepared employee, both their satisfaction and their willingness to consume your products again increase.

3 - Increased team motivation

When the company invests in training for the team, the employee feels prestigious, which increases your motivation. Also, when it is done through a gamification, the professional gets more excited. This turns out to be a way to make training more dynamic and fun.

4 - Increased engagement in training

At the same time, professionals who participate in gamified training are further engaged in learning more, since the format generally works with ranked scores. Whether they want to win a prize or just stand out, employees put more dedication towards achieving their training objectives.

5 - Higher productivity

The greater the motivation and engagement, the greater the team productivity, which translates into a happier team what will be more dedicated in day-to-day activities. Specifically concerning gamification, employees are able to apply what they have learned and develop their services with more confidence.

6 - Immediate feedback

Due to its gaming nature, the training process enables a safe learning experience, based on learning from mistakes. Even if the participant fails in a specific game objective, he will be learning and having fun at the same time.

7 - Teamwork

Gamification also helps enabling teamwork, since the dynamics can involve partnerships and group competitions. Thus, employees will be able to get to know each other better and have the experience of achieving goals as a team.

8 - Time management

With challenges involving job with set deadlines, professionals will seek to do their best in the estimated time and, thus, when applying the learning at work, they will be able to achieve good results in time management and in the execution of tasks or roles.

9 - Personal development

Another benefit of gamification is providing employees with opportunities to learn, grow and explore new possibilities. Thus, their hidden abilities and talents can surface and be better applied in the company.

10 - Employees will promote the company

By meeting employee expectations and needs, they will automatically become promoters of the company and will speak well of it to friends and family. Thus, this is another reason to engage professionals, as they will defend the company and praise its name outside the work environment.

How can I apply gamification in my company?

In order to assertively apply gamification in your company and get the results you want, a few questions need to be answered:

What are the objectives?

It is important to establish the goals that your company wants to achieve, whether it is training the team for new practices, presenting new products or implementing new tools, for example. This way, participants will understand where everyone wants to go.

Will there be scores and rewards?

An interesting and attractive way to motivate employees is to promote healthy competition amongst them. Ranking members via scores and winners increases engagement and, if you want to further enhance this, you can offer a prize to those in the top positions.

What are the rules?

Establishing the competition rules and making them very clear to all participants is more than just necessary, it's strategic. This will avoid conflicts and complaints during the games, so that no one will feel wronged. However, it may be interesting to bring new rules at the end of each game in order to increase competitiveness amongst employees.

Is the technology suited to your needs?

You must find out and understand if gamification platforms offer the ideal technology resources to meet your company's needs. There are several options on the market, bringing different functionalities to companies and users.

For example, gamified training offers real time quizzes, ranking and scoring, which helps in announcing competition winners while also providing quick feedback to each participant. Also, you must think about how to enable easier access to people who don't use technology often. People from elder generations tend to have a harder time, so make sure to know how they will prepare before implementing games.

Also, think about how you will make it easier for people who do not use the technology very often. People from older generations tend to have a harder time, so see how they will be prepared before putting the games to work.

How will the results be measured?

After the training is over, you need to know how much it impacted your employees. Therefore, you must define which indexes will be analyzed. Increase in sales? Client satisfaction? More calls?

Whatever the indexes, you must define them before the training process in order to understand what went right and what went wrong during training.

 

In which training processes can I use gamification?

Below, we will show a few examples of which training processes can benefit from gamification:

1 - Sales training

Every self-respecting company needs to sell in order to remain active, and the best way to boost sales is to invest in training its professionals. Offering frequent sales training in order to improve the team, develop new strategies and motivate professionals, is fundamental for business growth.

The best part is that, while learning by playing games, employees will better retain the information they receive. In addition, you will learn in practice and will be able, at that very moment, to train your skills and apply the techniques you've learned, all in a dynamic way. This will improve their performance and make them feel like an important part of the team.

2 - Corporate training

Training processes aiming to present new products and services, new processes or new tools can be even better through gamification. The format makes these training processes more attractive to employees by making them more dynamic, inspiring more attention and excitement from participants.

Gamification

In addition, with the help of technology, the company's HR can monitor employee performance, immediately understanding training results and assessing how effective it was and what needs to be improved or maintained.

3 - New employee integration training

Another training that can become more dynamic, fun and productive is the integration of new employees - or onboarding – also has a lot to gain from gamification.

Whether employees need to be introduced to specific or technical knowledge, or if it's a presentation of the company, its culture and existing processes, this format facilitates learning and understanding the provided information.

Conclusion: should I invest in gamified training?

In market terms, gamification is currently one of the main trends. In 2015, its market value was US$ 1.7 billion. In 2018, it increased to US$ 5.5 billion. Projections indicate that this number should reach US$ 32 billion in 2025.

These numbers demonstrate how gamification is trending. It's no different when it comes to training, since the idea of combining learning with fun is perceived as innovative by companies, which seek ways to positively impact their employees.

In addition, considering that a large part of the population currently has a smartphone and internet access, betting on gamified training will enable participants to learn even when they are not at the company, whether on the way home, during lunch hours or on weekends.

However, before simply introducing gamified training, you must analyze the profile of your employees. After all, it won't do any good if they don't fit the format, right?

However, if employees do meet the profile, investing in gamified training can make all the difference and bring your company great results.

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