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Posted by Erik Larson - 18 January, 2019

How Businesses Increase Sales Enablement through B2B Gaming Solutions

The business world evolves every second, and only the most persistent and adaptive players can succeed. Innovations are probably the key – brands like Google or Amazon were fast enough to create unique products and services, becoming the most recognizable in their field.

While sales enablement is a vital component for many modern businesses, it can be used in various ways.

As a trend that is growing in adoption by different fields, gamification might be helpful here. Let’s find out how companies can boost their sales by using gamification as a tool.

Basics

According to a comprehensive explanation by CSO Insights, sales enablement is a strategic process and discipline developed to increase sales efficiency by creating training services for salesmen. This is a dynamic, complex, and ongoing process.

The functions of sales enablement may vary from one company to another, however, there are some basic ones:

  • Communication: helps deliver your content better
  • Coaching: includes performance analysis and HR services
  • Collaboration: increases the efficiency of all processes
  • Optimization: manages available resources
  • Support: enhances customers’ experience

Business may boost their sales in numerous ways. Affiliate programs are one of the ways to do so – famous blogs like the one by Katie Isaacson bring profits to companies by informing people about their advantages. Personalized B2B communication and providing customers with the right content are one of the key factors of successful sales.

 

Gamification

Gamification stands for applying game mechanics and approaches in non-game systems. The main goal of this process is to engage users or boost the team’s efficiency. Companies use gamification because it helps evaluate the level of engagement with customers in details.

B2B Gaming SolutionsSource

It may be divided into two subcategories:

  • Focused on users. This type of gamification allows working with the target audience, influencing its behavior and creating personalized strategies.
  • Focused on workers. This type is designed for internal use only. It helps improve the efficiency of different departments of sellers or marketing analysts.

In both types, companies can use a standard set of game options. You may know about progress bars on different sites which force users to complete their profiles. Various quizzes and tests are great for training employees and evaluating their performance, as well as the system of multi-level rewards.

As you can see, gamification is valid for both customer-oriented strategies and internal processes. Thanks to it, companies can significantly improve salesmen’s results.

 

B2B gaming for businesses

There are various apps and platforms which may facilitate application of some strategies. Gamification can help improve the results of sales enablement in a simple and entertaining way.

1. Onboarding and innovations

New employees face difficulties when they are introduced to the team. Similarly to that, innovative systems may seem too complicated and be ignored at the beginning.

Onboarding through gamesSource

Gamification helps in both cases. Using game mechanics, you can divide the information about a new product or a company into small pieces. Tools like MindTickle which look like a board game facilitate learning and allow controlling the process with tasks and fun quizzes.

2. Route planning

Salespeople often have to work outside of the office which may be difficult because of unclear schedule or route. While it’s possible to use simple maps with custom calendars, there are full-functional game-like apps as well.

Badger Maps is the product of this kind. It helps organize the schedule for the day, plan routes, generate leads, and so on. The app collects data, records progress, and give various rewards.

3. Competitions

The idea of competition fuels most of the games. It can be easily applied to B2B sales enablement because different teams or persons inside a group want to compete. Give people a reward to fight for – and they will show way better results.

A well-known platform LinkedIn is simple but powerful as it allows workers to build networks, contact colleagues, and compare results.

The-3-Keys-to-Running-Successful-Sales-Competitions-1024x702

4. General motivation

Motivation is strongly connected to competitions and engagement. The key here is to provide a friendly atmosphere for shaping a solid team. Leaderboards, public quiz scores, and apps focused on sales enablement may greatly boost collaboration.

The app Hoopla features a powerful set of tools for motivating people. For instance, the branded leaderboard with a schedule option and personalized congratulations may be broadcasted to every worker. With Hoopla, you can be sure that everybody in the company works on the same goal.

Conclusion

B2B gaming might be a great tool for companies to make both internal and external communication more efficient. Introducing benefits of gamification to the team, businesses can expect improvements in sales departments. There are numerous ways to use games as a tool and solve issues with task scheduling or general work environment. Applied for external purposes, gaming approach and specific applications may significantly boost the image of a product or service. This is a promising instrument to work with content and increase sales performance.

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Topics: Management, Sales & Marketing, Finance

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