2. WEBINAR Improve B2B Sales Force Behavior Through Gamification Programs
Peter O’Neill, Vice President, Research Director
@poneillforr
May 26, Call in at 10:55 a.m. Eastern time

4. Recent B2B buyer channel preferences research
Q Forrester/Internet Retailer B2B Buyer Channel Preferences Survey
Total of 236 B2B business executives
Including 64 B2B procurement professionals
In-depth interviews
20 senior sales and eCommerce execs
Wide variety of industries

5. B2B buyers prefer NOT to talk with sales reps
I do my research online and prefer NOT to interact with a sales representative as my primary source of research.
I find gathering information online on my own superior to interacting with a sales representative.
53%
17%
59%
19%
Base: 236 B2B buyers; Source: Q Forrester/Internet Retailer B2B Buyer Channel Preferences Survey

6. 93% said they prefer to buy online when they’ve decided what to buy.
74% said that buying from a website is more convenient than buying from a sales representative.
93% said they prefer to buy online when they’ve decided what to buy.
Image source: DM Training (dmtraining.net)
Note: (n=229); Source: Q Forrester/Internet Retailer B2B Buyer Channel Preferences Survey

7. Agenda
New sales behaviors are needed to win, serve, and retain customers.
Gamification is effective at changing sales behaviors.
Build a strategic foundation for sales motivation and visibility.
Use sales motivation automation best practices.

8. Agenda
New sales behaviors are needed to win, serve, and retain customers.
Gamification is effective at changing sales behaviors.
Build a strategic foundation for sales motivation and visibility.
Use sales motivation automation best practices.

9. When do buyers want to talk to salespeople?
91%
82%
67%
67%
64%
Note: (N = 224); Source: Q Forrester/Internet Retailer B2B Buyer Channel Preferences Survey

10. B2B buyer and seller archetypes
Source: April 13, 2015, “The Death of A (B2B) Salesman” Forrester report

11. The B2B sales process is being automated
Source: April 13, 2015, “Death of A (B2B) Salesman” Forrester report

12. Displacement impact varies by salesperson type
(US DEPARTMENT OF LABOR REPORTS THERE ARE 4.5M B2B SALES JOBS IN 2012)
Source: April 13, 2015, “Death of A (B2B) Salesman” Forrester report

13. Salespeople are needed when buying is complex
Source: March 5, 2014, “The Selling System In The Age Of The Customer” Forrester report

14. More decisions involve executive buyers than in the past

15. More decisions involve more people
Source: September 29, 2014, “Why Buyers Don’t Want To Meet Your Salespeople And What To Do About It” Forrester report

16. Buyers believe reps aren’t prepared . . .F
Base: 319 executive-level buyers at global companies with 100 or more employees; Source: Forrester’s Q North America And Europe Executive Buyer Insight Online Survey

17. . . . resulting in lost opportunities
Source: Forrester’s Q Global Executive Buyer Insight Online Survey

18. Agenda
New sales behaviors are needed to win, serve, and retain customers.
Gamification is effective at changing sales behaviors.
Build a strategic foundation for sales motivation and visibility.
Use sales motivation automation best practices.

19. Gamification motivates new behaviors
Gamification defined:
The insertion of game dynamics and mechanics into non-game activities to drive a desired behavior.

20. But changing seller behavior is hard

21. Different buyers need specific behaviors
Comfort zones
Gaps in characteristics, skills, or knowledge

22. The gamification engagement loop
Source: January 20, 2015, “Drive Sales Force Behavior Change With Strategic Motivation Programs” Forrester report

23. Agenda
New sales behaviors are needed to win, serve, and retain customers.
Gamification is effective at changing sales behaviors.
Build a strategic foundation for sales motivation and visibility.
Use sales motivation automation best practices.

24. Understand the behaviors you require

25. Know what to measure and get a baseline

26. Keep score to provide valuable feedback

27. Reinforce with great communication

28. Elevate motivation with visibility

29. Reinforce behavior with recognition, rewards, and celebration

30. Learn from the successes of others

31. Agenda
New sales behaviors are needed to win, serve, and retain customers.
Gamification is effective at changing sales behaviors.
Build a strategic foundation for sales motivation and visibility.
Use sales motivation automation best practices.

32. Align behavior to these four objectives
Gain access.
Have successful meeting(s).
Create a shared vision of success.
Develop a business case.
Source: May 29, 2014, “Using Selling Objectives To Corral Random Acts Of Sales Support” Forrester report

33. Sales behavior value is grounded in results

34. Sales motivation best practices
Make games fun — the competition of a well-designed game creates fun and energy.
Ensure a level playing field — equal chances for all.
Create team competitions — team versus team, region versus region.
Make games short and avoid contest fatigue.
Keep games fresh to maintain energy and enthusiasm.
Consider the culture and legal environments.

35. Gamification solution providers
Source: January 20,2015, “Drive Sales Force Behavior Change With Strategic Motivation Programs” Forrester report

36. Recommendations
Design programs to help reps align with their varied buyers.
One size does not fit all, so tailor your gamification program to drive role-specific behaviors.
Establish baselines and measure, and communicate progress.
Make program fun, fresh, and scalable — this is more than a winner-take-all sales contest.

38. Peter O’Neill
blogs.forrester.com/peter_oneill