Psych Motivators For Gamifying Sales: Variable Rewards
Gamification in sales is not just a buzzword; it's an innovative approach to driving sales performance by applying game mechanics to non-game environments. Picture leaderboards, point systems, and achievement badges – all tailored to create a highly motivating and competitive atmosphere among sales teams.
But what if we told you there’s an even mightier tool in the sales manager’s playbook? Enter variable rewards and reinforcement. These are unpredictable rewards that keep salespeople on their toes, hungry for more. Why are they so potent? Well, human beings are wired to crave unpredictability. The prospect of earning an unknown reward for a known action engages us on a deeper level. Think of it as hitting a game-winning shot at the buzzer - you never know if it’s going in, but when it does, oh boy!
This article is your courtside ticket to a playbook that goes beyond the X’s and O’s. We’re not just talking about your everyday sales techniques; we're delving into the science of motivation through behavioral psychology, and the undeniable parallels between the unyielding spirit of sports and a high-flying sales team. Buckle up as we take you through the exhilarating world of variable rewards, advanced gamification techniques, and tales of teams that have rewritten the rules of the game!
Framing the Mind: The Science Behind Variable Rewards
Pigeons, Levers, and Salespeople: Unraveling the Skinner Box
Let's turn back the clock to the mid-20th century, to the laboratory of B.F. Skinner, an American psychologist. Picture a pigeon pecking at a lever, earning a food pellet - sometimes after one peck, sometimes after several. This is the birthplace of the variable rewards concept. Skinner’s experiments demonstrated that behavior reinforced on a variable schedule created a stronger response than that on a fixed schedule. Put simply, unpredictable rewards strengthen behavior. Why, you ask? The reason is the neurotransmitter dopamine, often dubbed the “feel-good” chemical. But let's dive a bit deeper.
The Mind’s Crystal Ball: Dopamine and the Thrill of the Unknown
Dopamine, contrary to popular belief, is not just about pleasure; it's about the anticipation of pleasure. It's the brain’s way of telling you, “Hey, something exciting might be around the corner”. This is why slot machines are so addictive. The uncertainty, the flashing lights, the potential windfall – all of it creates a surge in dopamine levels. Similarly, when salespeople are engaged with variable rewards, their dopamine levels spike. They yearn for the high of closing a deal, not knowing what reward awaits them. They are like sprinters at the starting block, knowing that the finish line holds promises, but what they might be, remains shrouded in mystery.
Game Time: The Adrenaline Rush Parallel in Sports
Now, let's dribble from the lab to the basketball court. What does Michael Jordan, one of the greatest basketball players of all time, have in common with a pigeon? Stick with me here. Cast your mind to the 1997 NBA Finals - Game 5, often referred to as the “Flu Game”. Michael Jordan, afflicted with either the flu or food poisoning (the jury is still out), looked like he could barely stand. But when the game started, something incredible happened.
Jordan scored a remarkable 38 points, leading the Chicago Bulls to victory. His body was battered, but his mind was on fire. Adrenaline, like dopamine, plays a massive role in sports. It’s not just about physical prowess; it’s about mental fortitude. The uncertainty, the unpredictable nature of the game, fuels an athlete’s performance. Jordan didn’t know he was going to be sick before one of the most important games of his career, but he adapted and thrived. Variable rewards in sales work on the same principle - uncertainty and adaptation.
So, how can this adrenaline rush be bottled up and unleashed within a sales team? How can the principles of behavioral psychology that have pigeons pecking, gamblers pulling levers, and Michael Jordan sinking shots, create a sales culture that’s not just successful, but phenomenal?
Let's lace up and step into the shoes of the sales world's most innovative coaches, who’ve taken the essence of the locker room and turned it into a multi billion-dollar playbook.
Break the Pattern: Using Variable Reinforcement to Create a Winning Sales Culture
The Locker Room and the Sales Floor: The Cultural Overlap
Imagine a locker room before the big game. The coach is giving an impassioned speech, the players are hyped, and the camaraderie is palpable. Now, transport this scenario to a sales floor. Variable rewards can be the coach that rallies your sales team. Implementing variable rewards can establish a culture that’s team-oriented, driven, and dynamic, akin to a sports team.
Let's look at the benefits. Salespeople start seeing themselves as team players; they want to win not just for themselves but for the team. This change in perspective, facilitated by the unpredictable nature of variable rewards, generates a sense of unity. Team members are invested in each other’s success, just like athletes on a team.
The Big Score: Engagement, Motivation, and Retention
Did you know that engaged employees are more likely to stay with the company, be more productive, and even contribute to a healthier bottom line? It’s a fact. Engagement breeds motivation, and motivation leads to results. Variable rewards play a significant role in this. Salespeople never know when they might hit the jackpot. This unknown keeps them engaged and motivated.
Furthermore, the excitement and sense of achievement from variable rewards can significantly impact employee retention. Why would they leave when they’re part of something bigger, when every day is a new chance at winning the trophy? It’s the same reason an athlete doesn’t easily abandon a team where they’ve tasted victory.
Zappos: The Cinderella Story of Sales Culture
Now, let’s talk about Zappos, the online shoe and clothing retailer. Tony Hsieh, the late CEO of Zappos, was a maverick when it came to employee culture. He understood that a happy, engaged team meant happy customers. So, how did variable rewards play into this?
Zappos employed a host of variable rewards, from spontaneous bonuses to “No Titles” where employees could create their own job titles. However, it was the company’s emphasis on stellar customer service that truly exemplified the power of variable rewards.
Customer service representatives were encouraged to go above and beyond for customers. They didn’t have scripts; they were urged to make genuine human connections. And the rewards? They were variable. From gift cards to paid days off, employees never knew what to expect. This unpredictable rewards system made the customer service representatives more invested in providing exceptional service. This, in turn, brought in more customers and propelled Zappos to the multi billion-dollar company it is today.
Like a rookie player making the winning shot, Zappos turned the sales game on its head with its use of variable reinforcement and an unyielding focus on customer-centric culture.
Step Up the Game: Advanced Techniques in Implementing Variable Rewards
Deploying the Arsenal: Leaderboards, Sales Duels, Challenges, and MVP Awards
Picture this: the sales floor is a battleground where salespeople duel for glory. Think of leaderboards as the equivalent of high scores in an arcade, fueling the competitive spirit. Leaderboards, my friends, aren't just a way to track sales. They're a billboard for ambition, a marquee of dreams.
Sales duels? It’s like a one-on-one in basketball – a faceoff between two members, fighting for supremacy in specific objectives. Then, there are challenges - the triathlons of the sales world, where salespeople navigate a series of complex tasks for rewards. And the crème de la crème? The MVP awards, akin to the MVP of the Super Bowl. Who doesn’t want to be the Pat Mahomes of sales?
Embracing the Loot Box Concept
Time to switch gears. Ever heard of Diablo, the action role-playing video game series? Diablo perfected the loot box variable reward system. It keeps players on edge with the promise of epic loot drops with each fallen enemy. Now, how about a little cross-pollination between gaming and sales? What if salespeople, like players in Diablo, can earn loot boxes for reaching milestones or defeating challenges? The contents can range from cash bonuses to vacation days, keeping them guessing and engaged. Innovation in sales? I say, "Level Up!"
Cutting Edge Sales Incentives
Let's bring it back to Earth. Companies can implement loot box inspired variable rewards in their sales departments. Salespeople could earn virtual “loot boxes” for meeting certain goals and completing challenges, and just like in Diablo, they don’t know what’s inside until they open them.
And here's the twist: these rewards could range from conventional bonuses to unexpected gifts like concert tickets, latest gadgets, or gourmet cooking classes. The unpredictability is thrilling. It creates a buzz on the sales floor – like a game of poker, without the poker face.
Now, let’s sprinkle some sportsmanship into the equation. When teammates root for each other to win big, when they engage in friendly competition to see who gets the most epic loot, a sense of camaraderie is built. They celebrate together, and sometimes, share the spoils. It’s the high-fives, the fist bumps, and the locker room pep talks that bring it all together.
Final Thoughts
Like a seasoned quarterback reading defenses, an organization has to be nimble and shrewd in implementing variable rewards. Watch out for those linebackers named Burnout and Unethical Behavior, who're always trying to spear your sales force. Aggressive targets and unrealistic expectations can exhaust your sales team. More nefariously, the pressure can make them engage in shady tactics.
But fear not, there's a playbook for sustainable implementation. First, transparency is your offensive line, protecting the integrity of the reward system. It’s like a well-executed pick and roll in basketball. Moderation is the running back that finds the balance between motivation and pressure. Lastly, ensure the rewards align with the company’s values; like how a captain embodies the spirit of the team. Need a cautionary tale? Let's huddle around the story of Wells Fargo. Their aggressive sales targets led to a scandal where employees opened up millions of fraudulent accounts. After the flag was thrown, Wells Fargo had to re-strategize. They revamped their rewards system, focusing on customer satisfaction and ethical behavior. The comeback was real!
As we wrap up this playbook, let's remember that variable rewards, like any strategy, require finesse, creativity, and integrity. Reflecting on the words of the late, great rowing coach Harry Parker, who guided Harvard’s crew to numerous victories: “Rowing is perhaps the toughest of sports. Once the race starts, there are no time-outs, no substitutions. It calls upon the limits of human endurance. The coach must therefore impart the secrets of the special kind of endurance that comes from mind, heart, and body.” It's the same with sales – to truly excel, the mind, heart, and body must be in unison.
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