When you're implementing changes to your organisation's sales process, one of the biggest challenges is getting every member of your sales team on board. Just as with any introduction of new technology or methodology into the workplace, changes in the sales process shouldn't be abruptly pushed onto your staff. Luckily, the sales process by nature can help your team to develop and grow, making it not as difficult as it sounds to begin implementing new concepts quickly.
Adapting their perception of what the sales process is
If you're introducing your sales team to the concept of the sales process as a cycle, rather than as a linear set of activities, start by helping them understand that even as a salesperson, the goal is customer service. By helping them to begin to view sales through the lens of a customer-forward approach, they may better understand why it can then become easier to recapture future repeat sales.
When implementing changes with your sales staff, you can also think about it in terms of sales performance. Every sales organisation should be fanatically devoted to understanding and improving sales performance, even on the individual level. If you can adopt the methodologies for measuring and analyzing performance plus add ways to support and encourage improvement and growth, not only will your overall organisation benefit, but so will your sales staff. Helping them to understand this will be a good basis for implementing change.
Thinking about the sales process in terms of how your staff work
You should also think about how each of your sales staff may be individually motivated. Not everyone adapts to changes the same way, so approach new concepts connected to the sales process by how each of your staff may best understand it.
- For your staff who are goal-oriented: Describe how changes are directly related to making them more successful in securing sales. For the cyclical sales process, it can be that you show how their future acquisition rate is improved, or how through the learning and development phases of the process can lead strengthening their skills set, making them able to increase their projected targets.
- For your staff who are emotionally-oriented: Describe how they can make better connections with prospects and customers. Encourage them to explore how new exercises or parts of the process make them feel, and build from that. If something is frustrating, then you know it can be an area where they may need coaching. If something is enjoyable and fun, then you know this may be an area where they shine, and perhaps can be utilized to help other staff.
- For your staff who are reward-oriented: Similarly to the goal-oriented staff, you can support changes in the sales process with reward-oriented staff by praising achievement, holding friendly competitions with "winners," or offering up small prizes each time a sales associate is able to increase their target and reach it.
- For your staff who are learning and growth-oriented: The cyclical sales process is ideal for those who are looking to progress and grow in their skill set. Show them how making improvements based on performance and small changes over time allows them to continually improve how they operate in your organisation, and that the support they want and need will be there.
Change is necessary in modern business, and sales organisations can leverage positive change to see better results in sales performance. To get sales staff on board, help them to understand how the cyclical sales process is beneficial for both them and the customer, and try to meet them where they can understand their own motivations for adapting to the implementation of new processes and methods for sales.
Sales meetings can be an integral part of change management in the sales process. Want to run better sales meetings? Download our checklist for more effective and efficient gatherings of your sales staff.