How To: Drive Channel Sales Using Gamification

01 December 2020 | Partner Enablement and Loyalty, Sales Incentives

When offering incentives to drive channel sales, the focus should not only be on the incentive but also on sales representative and partner engagement with product trainings, webinars and sales material. The goal is for these users to become experts on the incentivized products to ensure more effective sales processes. Gamification is a good way to drive user engagement and partner interaction.

How should gamification be applied?

Gamification elements can simply be integrated with existing partner or incentive programs. One approach is giving individual sales representatives or partner companies the chance to earn points beyond the standard incentive points. These gamification points should have a different and lower value than the actual incentive points.

This type of gamification can work with badges that users are rewarded with and are visible on the portal. There can be different levels of badges based on the points collected. Badges can be created for specific aspects and fulfilling defined actions relating to these aspects can then reward sales representatives with a certain number of stars within a badge – or even an entire badge. The actions of sales representatives on the portal are tracked and points can automatically be awarded once defined actions are taken.

How should badges and points be awarded?

How to award badges and points depends on your needs and goals. Badges and points can be awarded for very different actions taken on the portal, such as simply logging in regularly, downloading a product list of incentivized products, completing online trainings or downloading sales material. These actions are aimed at educating sales representatives about products to drive sales more effectively.  

In addition, participation in webinars or offline events could also be included in the gamification process and extra badges could be awarded for the number of sales within specific categories. It’s important to thoroughly plan the badge and points structure. Consider aspects such as timeframes, for example start and end dates, and whether it will run on a monthly, quarterly or biannual basis. Furthermore, also consider the different partner levels and how gamification will work for each level – giving everyone a fair chance and keeping everyone motivated.

How should the competitive element be implemented?

Competition between partners will be a natural result and also good motivation to stay engaged. Therefore, it’s important to have a leaderboard where the points and rankings are displayed – adhering to GDPR compliance, of course.

How should the gamification elements be displayed to improve engagement?

An overview of the current status of gamification activities should be displayed on the start page of the partner program.Of course, not all details should be displayed there, but the total should be positioned in a way that users see it at first glance of the portal when logging in. Further details, such as which actions are rewarded and the available badges, can be displayed on a dedicated page.

How should the rewards work?

There are various reward options, such as trips, special events, special clubs that can be joined or electronic goods. It is important to ensure that rewards are not earned by everyone, but only the top performers. The number of top performers needs to be predefined and communicated from the beginning. For example: “The top-two partners of every partner level will join an incentive trip”. This way, they know they can only win if they outperform others.

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