Improving Sales Force Effectiveness : Bayer’s Experiment with New Technology
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Bayer experimented with using gamification and a simulation game to improve sales force effectiveness. The game had salespeople roleplay selling a drug to virtual doctors, facing situations and objections. It tracked performance on a leaderboard and required a minimum score to continue training. This approach aligned knowledge of the product and sales process, allowing for meaningful doctor conversations. As a result, Bayer's drug ranked higher in efficacy perception and saw better prescription intent from doctors. The game was effective because it appealed to the net-savvy generation, provided real-time performance metrics for feedback, and incorporated additional learning through collaboration between the companies involved.
Improving Sales Force Effectiveness : Bayer’s Experiment with New Technology
- 1. Improving Sales Force Effectiveness : Bayer’s Experiment with New Technology By: Aniket Joshi
- 2. STIMULI GAMIFICATION (Rep Race : The Battle for the Office Supremacy) • Simulation Game with a Mission to sell Betaseron • Situations & Objection before and after entering the simulated Doctor’s Office • Multiple Choices w.r.t Situation • Right or Wrong & Feedback • TOP TEN Leader Board • Point of Action Meeting (Minimum Score Requirement)
- 3. Changes it Made for the Customers of Bayer Knowledge about the Product + Sales Process = Striking Meaningful Conversation with Doctors EFFECTIVE SALES OUTCOME • Ranked No. 1 in Efficacy Perception • Better prescription intent by Doctors
- 4. Why it worked ? • Net Savvy & Video Game Generation • Metrics (Game Performance vs. Actual Sales Performance) • Real time results enabled feedback • Newer versions incorporated additional learning, situations and insights (Better Collaboration b/w Concentrix Rx & Bayer Healthcare Managers) • Kinesthetic Learning Style of Sales Professionals
- 5. Thank You