Magazine article CRM Magazine

Athenahealth Increases Engagement with Force Management's Qstream Platform: The Learning-Based Gamification Program Teaches Reps Better Sales Techniques

Magazine article CRM Magazine

Athenahealth Increases Engagement with Force Management's Qstream Platform: The Learning-Based Gamification Program Teaches Reps Better Sales Techniques

Article excerpt

There is always something more sales reps can do to perfect their craft, but, unfortunately, there's not always enough time to learn what that is. Bob Heuber discovered the truth to this when he became vice president of sales and development at Athenahealth, a provider of cloud-based services and mobile tools for the health industry, and was tasked with improving sales reps' efficiency.

"Sales is not a nine-to-five job," he says. "It's a job of infinite possibilities, and you get out of it what you put into it. But reps work really, really hard. They don't have time to get onto seminars and training videos and things like that."

Heuber had tested various methods to keep his reps at the top of their game. He tried sending weekly educational emails, but found there was no way to know whether they were effective. "We'd [also] do a weekly sort of marketing update. [But] for a salesperson to take a half hour out of their day and listen [is not] always [practical]."

Heuber turned to Force Management, a sales consulting and training services firm in Charlotte, North Carolina. The firm steered Athenahealth toward its Command of the Message training program, which is designed to help reps solve problems that might come up in a sales scenario.

Force Management suggested supplementing the Command of the Message program with the QStream solution, which QStream CEO Duncan Lennox describes as "Jeopardy for salespeople." The program, developed using research from Harvard University Medical School, incorporates psychology and neuroscience discoveries into the context of a learning program.

QStream works with a set of questions that are emailed twice a week to each sales rep. While each user receives the same sets of questions, the order in which the questions are given is based on sophisticated algorithms that cater to each user's needs. …

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