Instant coffee was invented in 1890 in New Zealand by a fellow named David Strang. But I give Starbucks the all the credit.

Starbucks VIA Instant Coffee is simply instant coffee. Sure it is really good and I can’t tell whether I am drinking brewed coffee or instant when I take a sip… But that is not why I am so impressed.

I am impressed with the way Starbucks launched this new product into the market, and how they did it so well.

Every morning, like millions of other folks worldwide, I look forward to stopping into my local neighborhood Starbucks for a cup of my favorite black coffee. The first time I laid eyes on VIA, it was placed at the checkout counter, but I didn’t think much more of it more than a curious, what’s that?

As I went to pay for my coffee, the barista asked me if I wanted to purchase a box of VIA. The barista’s smile was contagious and infectious. I couldn’t help returning the smile as she explained that VIA wasn’t like the usual instant coffee. This did not trigger me to purchase a box that day but I was intrigued.

Over the next few weeks, every morning it was the same routine. The barista, whichever one was taking my order that day, would ask me if I was interested in a box of VIA Instant Coffee. Each one of the baristas seemed genuinely excited about VIA and they obviously cared whether I bought it. They never missed an opportunity to ask.

One day I was on my way to meet a client and I stopped at Starbucks to get coffee for us. This time, I stopped at one of the other 21,000 Starbucks locations that was not my usual stomping grounds… Without missing a beat, the barista smiled and asked if I wanted a box of guess what? VIA Instant Coffee.

As I was waiting for our coffees, I noticed a dry erase board in the back room. You know this intrigued me, so I peeked around the corner and I was shocked when I read what was written. It said something to the effect of:

“Top Store In The Market For VIA Sales This Month Wins A Night Out To A Restaurant Of Its Choosing”

It was such a simple incentive, but it was working! I thought this was genius. Since VIA had launched in the stores I had yet to buy a single cup of coffee without being asked to purchase Starbucks VIA Instant Coffee.

They gamified it!

Starbucks had sold me. I bought VIA several times. Not just through its ad campaign and by putting VIA in front of me, but by overriding my preconceptions about instant coffee through the positive energy of the employees selling it to me, energy instilled in them through Gamification, with nothing more at stake than a night out to dinner.

Just in case you are not familiar with the term Gamification… Gamification is using game thinking or strategy in a non-game, real world settings to problem solve or increase user contributions.

If you know how to look for them, you’ll find games in all kinds of businesses. Think of that time you went to dinner and the server offered you a really fancy specific cocktail. Without a doubt they were playing a game behind the scenes. Most likely, the company offered a spiff (incentive) for the server who sold the most specific fancy cocktails that night, and I’d bet the the Top Dog each month also won a gift card, cash or a chance to walk out of work without doing any clean up or side work.

If you own a business, supervise a team, manage a restaurant, or if you are a sales manager Gamification will enable you to quickly become the leader you need to be to move mountains. Companies all over the world use Gamification to incentivize their employees, increase profits, and overall just make work more fun!

I want to help you get started with Gamification. I happen to have written a book on the subject and I have personally created dozens of games that I teach companies to play with their employees all over the world.

Want one of the games? One of my favorite games to really get my team going is Root Beer Pong. Sounds fun huh? That’s because it is, it’s a blast!

Here, you can have it.

On one condition though… Play it with your team!

I can’t wait to hear how much fun you had and how your team was fired up to get out and sell, perform and execute.

You can download the game here for free.

Get my Root Beer Pong Game Free Now

-Chris Collins



You know sales isn’t always the easiest job in the world. And you know getting your team motivated can be even harder because let’s face it… sometimes people get lazy and don’t perform nearly as well as they could.

What if you could increase your sales big time by playing games with your team? Could it really be that easy? You bet it is because my clients and I have been using the gamification technique for nearly 20 years with incredible results.

“The Secret Weapon…”

If you haven’t heard of it, gamification is my secret weapon I use to motivate my teams and sell like crazy. Time and time again, every team I’ve ever worked with, or clients who want more sales, gamification is the secret sauce to getting massive results and increased sales.

Here’s how it works…

Simply put, gamification incorporates fun games and rewards into your sales process. It utilizes deep psychological triggers that your sales staff will find irresistible. It almost forces them to work harder and sell more because they love it so much… In fact, they look forward to it!

You see, when you start engaging your sales staff with games, they start bringing their A game to work. And of course this makes you not only look good, it also increases your bottom line exponentially. In fact 30% increases in sales are more common than not.

“Have Fun, Make Sales…”

Plus, a side effect that happens is you start creating a company culture that your staff feels proud to be a part of and they actually look forward to going to work instead of dreaded it. They have fun and make money, and as a result YOU have more fun and make more money. It’s a win win situation for everyone.

One of my favorite games is blackjack. I’ve used it with my own staff and shown thousands of others how to use it with theirs. It’s also a favorite among the sales staff so that’s why I use it so often. Not to mention how easy it is and all you need is a deck of cards and some cash. The only difference here is the house never wins… your staff wins and that’s what motivates them to start hustling and make sales!

“Here’s How…”

Now, there is a specific method to using blackjack or any other game you choose to properly motivate your team. And the good news is I’d like to send you everything you need to set up your first blackjack game for free!

Just enter your name and email below and within 5 short minutes you can set up your first game and watch the sales start pouring in…

-Chris “The Bulldog” Collins



Welcome to Chris Collins, Inc.!  I’m Chris, “The Bulldog,” and I specialize in finding ways to motivate a sales team like nothing you’ve ever seen.  Of course, I employ comprehensive and in-depth analysis of my clients’ businesses; we dig deep to learn exactly what sales team behaviors are the true drivers of profits and performance. We also work with our clients to make the entire process smooth, from design to training to implementation, and ultimately to the total transformation of their businesses.  But, my secret weapon is a relatively new technique called gamification.  Well … it’s new to business, anyway.


For millennia, humans have been designing games to be fun, hard to put down, motivational and morale-boosting.  The tricks and tools that make games so engaging have been centuries in the making, but today in the digital age, game theory has grown from an art to a science.  That’s why the simplest little cell phone games, based on mechanics that should be mind-numbingly repetitive and boring (like lining up little colored blocks, three in a row, again and again and again) can be not only powerfully motivating … they can literally be addictive.  The techniques they employ are simple, but very carefully chosen and balanced to turn nearly any process or procedure into a fun, energizing, engaging experience.

Gamification is the application of those same core design principles to the business world.  It started out as a sales training tool, but it’s become one of the best ways to motivate a sales team in the daily operation of any business with a product or service to sell, and people to sell it.


Gamification is built around six core principles; the building blocks of motivation and engagement, if you will.  In my website, you can learn a lot more about all of them, and of course, my team and I are Top Dog experts at each and every one of them.  They are:

  • Goals: Every motivational methodology starts with goals.  As always, they must be carefully chosen with research and thought.
  • Milestones: This is where gamification starts to differentiate itself.  It’s hard to stay focused on goals.  Milestones, however, give sales people a roadmap to success, with smaller steps they can wrap their minds around.
  • Visual Feedback: Games almost always include this, whether it’s a simple scoreboard, or the track around a board game.  It lets people see at a glance how they’re doing, and what they need to improve.
  • Difficulty Curve: A smooth difficulty curve ensures that your less advanced sales associates won’t get intimidated and discouraged, while at the same time, keeping top performers engaged and challenged.
  • Social Interaction: This builds morale and engagement, through competition, collaboration, or a mixture of both.  Think of how much more powerfully addictive multiplayer games are than solo games.
  • Rewards: In games, winning and the bragging rights to go with it, are their own rewards.  But, you have much more powerful tools at your disposal, including cash.  Cash is king, but it shouldn’t be taken for granted.


I firmly believe gamification is the best way to motivate a sales team, but it has to be done correctly, with deep analysis of the business.  While you could give it a try on your own, my Bulldog sales training team is here to help!  Together, we can turn your sales team into Top Dogs, and propel your business to a level of success you’ve barely even dreamed was possible!



When you think of training your sales team, do you picture a conference room with a bunch of sales reps sitting around a projector half-asleep? It doesn’t have to be that way! Here at Chris Collins Inc., we specialize in making sales training fun and profitable, through a technique called gamification. First, let me assure you that you’re in the right place, and thank you for visiting my site. My techniques, which helped me grow my own dealership by over 300% in just three years, can and will transform your business.


Simply put, gamification is a way to turn the ordinary grind of day to day business into something fun, exciting and motivating for your employees, and as a result, for your customers. It uses the same kinds of motivational techniques that can make video games so addictive and exciting, even though their content may not be all that interesting. For example, a simple game I might use to sell a high-profit-margin item in a hardware store like a snow-blower, would be to create two teams among my sales staff. Each person to sell a certain model of snow-blower would receive $50 cash on the spot, and then another $50 would be put into a “pot,” which the winning team would then get to split any way they want at the end of the week.

No matter what your particular business, if you have a product or service to sell, training your sales team with gamification can enhance morale, motivation, productivity, and profitability in ways you can’t even imagine until you see it in action. I, myself, have used it, not only in car dealerships, but in a flower shop I used to own. I also frequently use examples of a dentist’s office, and a coffee shop, so this doesn’t only need to apply to businesses selling expensive, high-end products or services.


I have proven results, both in my own businesses and in my clients’ endeavors. My clients are up more than $3.2 Million in year-over-year sales. I’ve helped more than 25 car dealerships transform their service departments, and my methods worked flawlessly in 25/25 of those cases. In my own businesses, I set the record for the largest year-over-year turnaround; a turnaround of $1.5 Million. I took my dealership, Crevier BMW, from the 123rd largest dealership in the Western hemisphere, to the 8th in less than three years, as well as becoming the top-selling BMW dealership, and the first BMW dealership ever to sell more than 3,000 new cars in one year. And, I did it all using these same proven techniques.

I can, and will, give your business the tools to succeed beyond your wildest dreams, so come on in, explore my site, and then let me know when I can help you make training your sales team fun and profitable, and transform your business too!



When it comes to motivating a sales team, not just to sell, but to sell the right items to maximize their company’s profits – not to mention just to come to work on time every day, and not move on and add to expensive turnover – there is no tool more powerful than gamification. Let’s take a look at a few of the reasons why.


Just like my beloved, award-winning bulldogs, humans are stubborn. If you scold and yell and bark at a bulldog, it’s as likely to lift its leg and pee on your couch as it is to do what you want. They’re notorious for digging in their heels that way! Salespeople are no different really, and if all you do is yell and grumble and tell them what they’re doing wrong, the best you can hope for is a behavior known as satisficing. Satisficing is doing just enough not to get yelled at or fired, and no more. Many employees, including the 87% worldwide who are not engaged, or are actively disengaged at work, will take a sort of perverse glee as they consciously or unconsciously do the least they can without getting into trouble, then slack off the rest of the time.

If you want a bulldog to do something, you have to give it a treat. You’d be amazed how well that works with people, too, only instead of a bit of food, what motivates your employees the best, in my experience, is cash. Whether it’s a pot of $1000 for a weekly game at a car dealership or other big-ticket retailer, that can give someone a weekend away, or a shift-based game at a coffee shop, with a winner getting $10 for lunch money that they didn’t have that morning, cash is king, and nothing motivates people more quickly, or more thoroughly.


This sounds so obvious it’s silly but trust me, it’s not: people get bored. Bored people don’t perform well. That’s why you’ll often see a new employee ramp up to their peak performance shortly after the end of their training, but then they gradually taper off to a lower level in the long-run, even though they have more experience. Even with commission and spiffs, sooner or later, your sales staff is going to get bored, and their motivation, energy level, and morale – and ultimately your bottom line – is going to suffer.

Gamification stops that cycle of boredom before it can even start! By playing games at work, you can keep it fresh for your team day after day, month after month, and year after year. The more social, energetic, and goofier the game, the better!


After implementing my Playing for Profits system, founded on the principles of gamification, my clients consistently report not only vastly increased profits and sales, but also a dramatic reduction in call-offs, tardiness, disciplinary issues, and turnover, as well as absolutely enormous increases in customer satisfaction, word-of-mouth referrals, and customer retention and repeat business! Click below to learn more, and find out how, within 90 days, your business could be working like a well-oiled machine, earning profits you’ve never even dreamed of, and giving you time to work on developing it instead of just barely treading water!

Click here to discover how to start playing for profits.