Sales Enablement Through Games? You Bet And Bottom Line Results Prove It!

Sales Enablement Through Games? You Bet And
Bottom Line Results Prove It!
Twitter:@kkapp
By: Karl M. Kapp
Game Developer, Professor
Bloomsburg University
Email: karlkapp@gmail.com

LinkedIn Learning Courses:
Web Site:www.karlkapp.com

Why Training?
• Researchers studied the influence of sales training on business
results over a thirty-year time frame (1985-2014) and concluded:
Sales training positively affects productivity, quality, and financial
results.
Singh, V. L., Manrai, A. K., & Manrai, L. (June 2015). Sales training: A state of the art and contemporary review
Journal of Economics, Finance and Administrative Science Volume 20, Issue 38, Pages 54-71

Why Training?
• Games give the sales rep an opportunity to participate in the total
decision-making process in a safe environment where failure is not
catastrophic—where failure is, in fact informative.

The Wisdom Guild email: karlkapp@gmail.com
Wouters, P., van Nimwegen, C., van Oostendorp, H., & van der Sek E.D. (2013), February 4).
A Meta-Analysis of the Cognitive and Motivational Effects of Serious Games. Journal of Educational Psychology.
Advanced online publication. Doi: 10.1037/a0031311 39 Studies.
1. Teach & talk
about what will be
learned.
2. Play the Game 3. Debrief about what was
learned in the game.
Reflection.
Ideal Game-based Learning Event

Online Simulation

The Wisdom Guild, LLC
Sales Simulation
• Purpose: Automate Role Play
• Client: Medical Device Company
• Launched: On-Going Sales Training
• Outcome: Increased sales by 12%.

information

Location B
Location E
Location A Location C
Location FLocation D
a product
Location D Location F

staff
staff

Option #1 BEST
the customer
?
Option #2 BEST
Option #3 POOR
Option #4 OKAY

1 conversation:
Pick 2 of 4
6 possible
outcomes

This would be replicated text of the selection that was made
This would be replicated text of the selection that was made

Appropriate language here is based on selection from prior slide.
Company name

Option A
Quality implication questions and discussion.
the customer ?
Option B
Lower quality response but reasonable.

1 conversation:
12 possible
outcomes

support
material
Appropriate positive response here to show staff is engaged
with player and seeking additional information - because staff
sees player understands their challenges.

their job
(specific issue removed) (specific issue removed)

Location B
Location E
Location FLocation D
a product

Product Picture
11
1
Product Picture Product Picture
Product Picture Product Picture Product Picture
Product Picture Product Picture Product Picture

PPRODUCT PICTURE

Product Selection Options
Product Selection Committee
Added in are roles of:
• Materials Manager
• Marketing

Location D Location F

This is great, it makes my life a whole lot easier
and works exactly as you said it would.
Thank you!

Location A Location C Location D Location F
PRODUCT
PICTURE

63%
Agree
66%
18%
Strongly
Agree
24%
The objective(s) for this activity were met.
The scope of the material was
appropriate to meet my needs.
18%
Neither
Agree nor
Disagree
11
%
66%
Agree
24%
Strongly
Agree

The pacing of this activity was
appropriate.
47%
Agree
21%
Strongly
Agree
13%
Neither
Agree nor
Disagree
7%
Disagree
The use of multimedia / audiovisuals
enhanced the activity.
50%
Agree
26%7%
Neither
Agree nor
Disagree
2
%
26%
Strongly
Agree

The activity held my interest.
I learned new knowledge from this
activity.
50%
Agree
21%
Strongly
Agree
24%47%
3
%
Neither
Agree
nor
Disagree
3
%
18%
Disagree
13%8
%
3
%

13%
61
%
26%
R
E
S
P
O
N
S
E
S

2% 2% 2%
5%5%
8%8%
10%
16%
18%
21%
26% “Fair”
61% “Good”
13%
“Excellent”
R
E
S
P
O
N
S
E
S

Board Game

Total (re) Call
• Purpose: Reinforce “Total Office Call”
Sales Approach
• Client: Pharmaceutical Firm
• Launched: Played at a National Sales
Meeting
• Outcome: Engaged the Representatives.
Greater Understanding of Approach.

R-1
Receptionist
The Receptionist appears particularly harried today
and does not seem to be in any kind of mood to
talk or chit-chat. The Receptionist has been curt
with a couple of patients. On your last visit you
mentioned that you’d like to have some time today
to speak with the new physician, Dr. Morgan. You
feel that it’s critical to this account that you speak
with Dr. Morgan. What approach do you take?
Option 1:
Avoid chit-chat and directly ask to see Dr. Morgan.
Option 2:
Engage in small talk and try to cheer up the
receptionist and then ask to see Dr. Morgan.
Option 3:
Wave “hello” and nod as you walk past receptionist
to Dr. Morgan’s office.
Receptionist Challenge 1

Wave “hello” and nod as you walk past receptionist
to Dr. Morgan’s office.
This not a good move. While the receptionist might
be in a bad mood, they are still the gatekeeper to
the office and need to be respected.
You should always engage with the receptionist,
acknowledge the business of the office and ask for
permission to see a HCP.
Go directly to the waiting room.
Impact Score:
Credibility -1
Friendliness -1
Influence -4
Efficiency +1
Receptionist Option 3

Results
• Fostered Deep Process Conversations
• Exposed Knowledge Gaps
• Senior Reps were Coaching Junior Reps
• Better Ability to Handle a Variety of
Situations

Online Game

VR, Smartphone, Laptop

iSALE
Interactive Sales Assessment & Learning Environment
• Purpose: Teach/Reinforce Sale Model
• Client: Pharmaceutical Firm
• Launched: Rolling Out a New Sales Model
• Outcome: In-Process

Example of a Sales Model: ECC Sales Conversation Model

The Wisdom Guild
Branching Dialogue Engages
the Sales Rep.

The Wisdom Guild
Engage:
-Opening
-Uncovering Needs
Good
Better
Best
Branching Dialogue is
mapped to sales model. .

Each interaction is
evaluated.

Analytics-Key to Success
Each element of the sales
model is evaluated.

First, Last name
First, Last name
First, Last name
First, Last name
First, Last name
First, Last name

First, Last name

Player’s Avatar is
Customizable..

Rep dashboard gives
feedback after every level.

Card Game

Zombie Apocalypse Sales Card Game
• Purpose: Role Play/Practice
• Client: Insurance/Technology Companies
• Launched: Sale Boot Camp
• Outcome: Engaged the Representatives.
More practice of Sales Techniques

Zombie Sales Apocalypse
Role-Play Card Game
Order Card Game Today: https://karlkapp.wixsite.com/zombiesalesg/card-game

Challenge Version Cards
Scenario Cards Challenge Cards Voting Cards

Each player should be dealt three (3)
challenge cards from the Red Challenge Deck.
Keep voting and challenge cards facing you. So opponents can’t see.
your cards.
For the challenge game, each player has two voting cards.

Player One
must respond.
The challenger
must respond.
Two Types of Challenges, Plus a Zombie Card:
Zombie card steals a
Scenario card with no
effort or response.

Scenario Cards
1. Oldest player
draws first card.
Flips and responds
to scenario on card.
2. Face down, players vote or challenge
answer. Slide card to middle of the table.
Good answer: Green thumbs up.
Bad answer: Red thumbs down.
Challenge: Response is challenged.

Scenario Cards
Voting Cards
5. After, the appropriate player responds (Player One or
Challenger). Remaining players vote on answer by sliding
voting cards to middle of the table face down.
Good answer:Green thumbs up.
Bad answer: Red thumbs down.
NO Challenge cards in this round.
7. If…
Majority = Green. Responding player wins Scenario card.
Majority = Red. Responding player looses Scenario card to other player.
Tie= Red/Green. Scenario card goes back in deck, no one wins the hand.
6. “1-2-3 flip”. Revealing red or green voting card.

Once Challenge cards are
played, they are placed on
the bottom of the Challenge
card deck.
Challenge Cards
Player must always have 3
challenge cards in hand.
Draw from top of challenge deck.

“What a hit the card game was at our pilot workshop. The response
was fantastic. People paused to consider, they sighed, they laughed
nervously and then they pushed outside of their comfort zone and
thought about what they would actually DO in that real-world situation.
There were lots of smiles and laughs during the process and the teams
quickly took to the challenges. No fear of anyone being too nice!
It was a great learning environment.”
---Senior Specialist, Cloud Customer Engagement, Global Sales Operations
Results

Conclusion
• Games can:
– Disguise Role Plays
– Encourage Dialogue
– Provide an Overview of the Process
– Help Reps Practice Critical Skills
• Sales games and simulations can be
effective for learning and a critical part of
sales enablement.

Questions-Or to Talk about
Your Own Custom Game
Development Project
Karl M. Kapp
Game Developer, Professor
Bloomsburg University
Twitter: @kkapp

Sales Enablement Through Games? You Bet And Bottom Line Results Prove It!

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