Sales Gamification for FMCG: A 6-Step Playbook

FMCG sales reps treat day-to-day order collection as routine, and motivation drops. Sales gamification turns the same activities into a points-driven competition with live leaderboards, targeted rewards, and visible skill gaps. This article lays out a six-step playbook to gamify your FMCG sales process: define goals, pick KPIs and KBIs, allocate points, track a leaderboard, reward top performers, and run pinpointed training on the weak spots that show up.

BeatRoute’s gamification engine drives both input and output KPIs, linking rep behavior directly to retail sales outcomes.

Key takeaways

• Over 70% of companies using sales gamification report 11% to 50% performance gains; PayPal and SAP have seen up to 7x conversion lifts.
• Gamification works by converting company revenue goals into rep-level KPIs like sales targets and KBIs like cross-sell and scheme application.
• Weight points toward harder behaviours such as upsell and cross-sell so reps prioritise activities that move the company target.
• A live leaderboard gives reps self-benchmarking against top performers and exposes exactly which KPIs need improvement.
• Points data doubles as a skill-gap signal so managers can push targeted training videos only to reps who need them.

La gamificación de ventas es el proceso de adopción de elementos, dinámicas y estética similares a los juegos para lograr el rendimiento deseado del equipo de ventas. La gamificación ayuda a mantener a los representantes de ventas comprometidos y motivados.

Según un informe realizado para más de 70% de empresas que utilizan herramientas de gamificación de ventas, se produjo un aumento de entre 11% y 50% en el rendimiento de ventas medido. Grandes empresas como PayPal y SAP han experimentado un aumento de hasta 7 veces en las conversiones de ventas mediante el uso de la gamificación.

Gamification in sales not only enhances the competition within a team but also recognizes the top performers. It helps in converting the normal day-to-day sales activities into engaging ones. Sales gamification increases engagement while doing sales which is often seen as a boring and task-oriented job by some sales reps. It also supports open mentoring options within a team through leaderboard visibility, wherein low performing sales reps can benchmark their performance against high performing sales reps to increase performance. Sales leaders find sales gamification tools very useful as it encourages in building motivational energy around the team, and it also helps them in achieving the company goals. While there is a list of sales gamification tools, Software de gamificación de ventas de BeatRoute ofrece la mejor experiencia de gamificación. Se centra en los KPI (Indicadores Clave de Rendimiento) de salida, así como en los KBI (Indicadores Clave de Comportamiento) de entrada, lo que se traduce en un aumento de los registros de ventas de las empresas de gran consumo.

Proceso en 6 pasos de BeatRoute Gamificar el proceso de venta

1) Defining the goals for individual sales reps & teams

Cada Empresa de gran consumo tiene unos objetivos de ingresos y ventas. Es muy importante que la empresa convierta estos objetivos a nivel de empresa en objetivos individuales para los representantes de ventas. Ejemplos de estos objetivos pueden ser las ventas totales, los pedidos recogidos por los comerciales, las ventas adicionales, las ventas cruzadas, los planes aplicados, etc. Los representantes de ventas completan las acciones y los jefes de ventas pueden medirlas para juzgar el rendimiento general de los representantes de ventas. Software de gamificación de ventas de BeatRoute, powered by Goal-Driven AI, enables sales leaders to run a sales process that ensures the whole team executes against company-level goals.

2) Deciding the right KPIs & KBIs corresponding to the goals

Once the sales leaders have defined the company-level goals, they can convert them into a set of Key Performance Indicators (KPIs) such as sales targets, as well as Key Behavioural Indicators (KPIs) such as input activities undertaken by the sales reps. For example, let’s say the company’s goal is to achieve x number of sales of a particular item. This number can be only be achieved by the collective efforts of all the sales reps. So, the company can define a KPI by the name “Sales Target” and that will indicate the performance of the sales reps. The better the performance of the reps, the more the chances of achieving overall company goals.

3) Allocating points as per the KPIs & KBIs

Once the KPIs & KBIs are defined, sales leaders can allocate points to each one of them. They can allocate more points to more significant goals, say cross-sell. This system motivates the sales reps to attempt the goals with high points and eventually benefits the company in achieving the company goal. Software de gamificación de ventas de BeatRoute permite a los líderes de ventas diseñar una estructura de puntos para el conjunto decidido de KPIs & KBIs para lograr un objetivo de negocio en particular.

4) Recording field actions into the app & monitoring the leaderboard

Software de gamificación de ventas de BeatRoute muestra las clasificaciones de Leaderboard en función de todas las acciones realizadas por los representantes de ventas. Lleva un registro de todas las actividades realizadas por el representante de ventas y asigna puntos al completar una tarea según los puntos asignados. The leaderboard allows sales leaders to keep a track of all the tasks done by the sales reps. The best part about this system is sales reps themselves can track their goals and thus, their rankings. This advanced leaderboard also allows the sales reps to identify what tasks need to be performed to gain points to arrive at a certain rank. A competitive environment is created and sales reps are motivated to perform tasks to improve their rankings.

5) Rewarding the top performers and identifying issues with others

With the data of all the actions performed by the sales reps and the daily & monthly rankings as per the leaderboard, sales leaders can reward the top-performing sales reps in their team and can address issues with the other non-performing sales reps. With the help of the overall monthly sales behavior data, sales leaders can identify which sales rep scored poorly for which KPI, giving them a clear picture of the strengths & weaknesses of a particular sales rep. For example, a sales rep with poor scores in upselling clearly indicates where he needs help.

6) Learning need detection and PinPointed training

Software de gamificación de ventas de BeatRoute allows sales leaders to identify the learning needs of individual sales reps through the points earned or lost by them. Once the learning need is identified, the sales leaders can target relevant digital training modules based on the skill gaps of the individual sales reps. They can also send media items, say videos, to a targeted set of reps for the training and guidance purpose. BeatRoute’s Sales Gamification Software not only helps in boosting the sales but also helps in identifying individual problems faced by the sales reps. Thus, by arranging problem-based training sessions, the weak performing sales reps can get benefitted.

Conclusión

En general, la gamificación para las ventas es una forma excelente de aumentar sus ingresos y crear un entorno competitivo dentro de su equipo. Permite reconocer, recompensar y motivar al equipo de ventas, además de trabajar en sus puntos débiles. Software de gamificación de ventas de BeatRoute ayuda a obtener lo mejor de cada representante de ventas y a alcanzar el objetivo de ventas de la empresa. El enfoque sistemático paso a paso le ayuda a crear un entorno competitivo dentro de la empresa, lo que a su vez aumenta las ventas de la empresa. ¿La mayoría de sus representantes de ventas no son capaces de alcanzar sus objetivos de ventas? Si es así, haga clic aquí para reservar una demostración en línea del Software de Gamificación de Ventas de BeatRoute y haga que su equipo de ventas sea más productivo.