Sales 2.0 Conf: Motivating Your Staff: Not Just Fun and Games

Motivating Your Staff: Not Just Fun and Games
Kevin Akeroyd, SVP Field Operations at Badgeville

Incentive management is bribery.  It doesn’t modify behavior.  Spiffs are ineffective.  Incentives don’t work because they’re short term, not habitual, social, or rewarding.

[BOOM.  What a concept.  Spiffs have been used for decades to motivate a sales team to perform.  Guess what?  They don’t work long term.  If you’re running contests with prizes such as iPads, TVs, weekend trips, etc., just stop following short sighted strategy.]

2.0 Leadership Issues

  • Productivity
  • Process
  • On boarding
  • Low motivation
  • 5, 25,70 (5% keepers, 25% ok, 70% want to fire)
  • Low tool utilization, adoption.
  • Repeatability and predictability are tough

Typical Responses to Those Problems

  • Add software/tools to do the job
  • Additional training
  • Add more people
  • Use incentives (which don’t work)
  • Add process and measurement (metrics)
  • Add threats and performance plans

The end result is always the same, VALUABLE MONEY IS WASTED.

Why Don’t They Work?

  • They don’t motivate.  Teams need to perform at their highest level, and strive for more
  • They don’t encourage long term habitual behavior.
  • They are short term focused, without long term rewards
  • Not social.  Does not foster collaborative, recognition-centric environment.

Motivation Approach

3 components are Personal, Friends/Peers and Across Groups.  Personal is related to achievements and goals.  Now that I accomplished X, what steps are needed to accomplish Y?  Identity, progress toward success, a sense of entitlement and growth are integral to the Personal.

Friends/Peers is related to how do I rate among my group?  What is my place in the community, and what do my peers think of me?   Central to Community is sharing, and working with others towards common goals.

Groups is related to recognition across team/community as a leader.  It is recognition I have achieved Thought Leadership status, mastery of the domain, and can influence direction and decisions.

Sales Motivation

Recognition is worth more than Spiffs or VIP Access.

Keys to Success

  • Gamification enables Behavior Management
  • Should be integrated across all silos, apps, devices, and groups
  • Needs to be habitual, not just sometimes behavior
  • Provides a sense of progress towards a goal
  • Is Visual/Social – leaders recognized for achievement and status
  • Gamification isn’t a game, the result is a more rewarding desired business process

Who are the Leading Innovators Using Behavior Management?

IBM, Deloitte, EMC, CA, Marketo, Engine Yard, Avivia Health

Aren’t you surprised?

Innovator Results

These companies embraced behavior management principles to change how their employees work, and implement long term habits.

  • 500% increase in comments in employee communities, forums, collaboration tools
    (Side benefit: a substantial decrease of email, which isn’t social or collaborative)
  • 140% increase in time spent in-app, on-site / mobile
  • 60% increase in voluntary employee engagement
  • 22% Improvement in first-time certification, on boarding
    (better quality training results, shorter ramp up to productivity)
  • 17% increase in Customer Satisfaction
  • 31% improvement in process adherence, quality metrics
    (higher performance across the group)

An Integrated Platform Approach captures, rewards, and visualizes all behaviors whether customer or employer facing.

Design is Everything

Have clear business objectives.  Define Behaviors and Rewards.  Define Social Elements.  Configure the user experience.  Deploy with integration through your site, and track engagement analytics to measure progress.

This really is a Science, not an Art.  Kevin advised attendees to create a unique model to drive desired activity through all phases of the user life cycle.

Show progress, and how you got there, how you’ll get to the next step.  Who is ahead, who is behind you?  Make is visual using leader boards, achievement showcases, badges, levels, and point.  Make it a habitual process.  Use analytics, metrics, measurements, optimizations to generate a Behavioral Health Report.

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Sales 2.0 Conf: 6 Factors Transforming B2B Sales in 2012

6 Factors Transforming B2B Sales in 2012
Donal Daly, CEO TAS Group

Big topic.  Both B2C and B2B consumers have changed how they engage with vendors and buy products.  “B2C behavior is a predictor of B2B behavior.”

Mobile has had a huge impact.  There are only 315.5m people in the US, but there are 327.6m mobile devices.  Between Dec 31st 2011 and Jan 31st 2012, the number of tablets doubled in the world, growth driven by the Apple iPad.

Flash is dead.  Mobile (infrastructure) is the needle, and Social is the thread weaving the tapestry.  Collaboration is key.

Customer Lifetime Value is superseded by Customer Network Value.  In the social network, people give first and obtain what they need later.  People get info in their own time in their own space.  Companies must adapt to how clients want to buy.

TAS Group has a tool providing a sales effectiveness health check, Dealmaker Index.  It ranks opportunities and provides advice to move the deal forward.  One of the main ideas is to ask “If you’re going to lose the deal, what is the #1 reason?”  Donal’s advice is be proactive and address the risk before it happens.

Intelligence only has value with Knowledge, Data, Context, and Reasoning.

Predictive Sales Analytics levers to pull:  # Deals X Value X Win Rate = SALES VELOCITY

Intelligence
^
|                Prescriptive Analytics
|           Predictive Analytics
|      Situational Analytics
| Data
——————Time—————->

Sales reps spend 2.5 hours EVERY week working on inaccurate sales forecasts.  Pipelines are padded with false opportunities.  Using principles of Sales Velocity, expose the false opportunities in order to develop accurate forecasts.

The impact on a customer of a bad buying decision is greater than the impact on a sales person of a lost sale.  Create an org chart around the business problem broken into modules.  Your solution will be attached to the affected component(s).  Your interactions become more relevant to the customer.  They make better decisions since problems are often complex and no single solution may meet the entire set of requirements.  The entire solution needs to be modular and integrated to maximize effectiveness.

Donal closed talking about Gamification.  It builds competent, motivated and confident sales teams.  TAS Group suggested building a game around moving sales opportunities forward.  Within the sales funnel, segment by sales stage, and assign red and green color coding to the stages.  In greater context, spiffs, sales contests, etc have limited value.  Gamification of the sales process allows development of Sales Thought Leaders and achievement recognition among peers.  Sales teams gain confidence as skill mastery is attained, and that self assured presence is reflected in all customer facing interactions.