Understanding the change curve to succeed in your marketing and sales digitalization

[tonmoypramanik]

#1 – The denial phase
“Your stuff is great, but it’s not for me!”

"I understand the threats linked to digital technology, but we are not impacted by them."

“Your CRM is nice but I don’t have time to use it, I’ll keep my Excel file to track my prospects!”

I often come across these remarks among my prospects.

These companies are aware of the threats they face but refuse to face reality.

This is the first phase that a company and its employees go through during digitalization.

Reality is scary, change just as much if not more.

Your employees need to be reassured and it is essential here to convey your vision very clearly to succeed in your digitalization.

There is a huge amount of awareness-raising and educational work to be done to begin the digitalization of your business.

As part of marketing and sales digitalization, it is important to take stock of the japan email list prospecting methods used to date and to highlight the decline in performance.

Cold prospecting by phone or email no longer works.

The buyer no longer wishes to be bothered by communications he has not requested.

It is therefore vital to review your marketing and sales methods. This involves your digitalization.

In addition to this, digitalization helps improve the working conditions of your salespeople.

Dealing with inbound leads is still more comfortable than cold prospecting.

This is a key argument.

Finally, digitalization allows marketing to play a clearer role in the development of the company.

Marketing generates leads and plays a central role in generating revenue.

By being clear about the state of affairs, by explaining very clearly the reasons which motivate your decisions, you will succeed in drawing the attention of your collaborators to the importance of your digitalization.

You can start to launch the big maneuvers.

From there, your employees will enter the difficult phase of questioning.

#2 – The questioning phase
At this stage of marketing and sales digitalization, your employees have clearly understood that this is an essential project.

But they doubt.

They doubt themselves, mainly.

Your employees are beginning to doubt their skills: are they capable of meeting the challenges that arise from the digitalization of your company?

What efforts will they have to make to successfully meet them?

Is the game worth the candle?

From this questioning will arise two humanly natural behaviors:

Bargaining;
Depression;
Bargaining – your employees are willing to do what you ask of them as part of your digitalization but impose conditions.

“Ok, I’m up for using your CRM, but I’d prefer to do it this way and that!”

"I'm happy for marketing to manage my immature prospects, but I want to keep an eye on all the emails they send!"

You get the idea.

The question of salary can also arise at this stage of digitalization.

Here, it is essential to show yourself to be flexible while not cutting back on what is essential to succeed in your marketing and sales digitalization.

Depression – your employees become aware of the changes generated by digitalization and that their daily lives will never be the same again.

It's very hard to take, don't you think?

Whether it's for sales or marketing, having to break with your habits is painful.

In this phase of questioning, you must reassure your colleagues and show them that they are capable.

This mainly involves training .

You need to train your employees on the new tools you are implementing and the new strategies you are deploying.

The success of your marketing and sales digitalization inevitably involves the implementation of a training plan.

If you have an HR department, they will suggest it to you and take charge of it.

If you don't have HR, I strongly recommend that you get support from an agency specializing in marketing and sales digitalization.

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If you do a good job here, your employees' morale will start to rise again. Now comes the remobilization phase!

#3 – The remobilization phase
Is the hardest part of your marketing and sales digitalization behind you?

Yes and no!

The remobilization phase is a strategic phase which is however too neglected by companies who think that everything is now fine.

During remobilization, your employees have become fully aware of the importance of your digitalization, regain confidence and begin to invest.

It’s great but it remains very fragile…

Depression is always lurking.

Management plays a key role here: it is vital that you monitor your employees' performance and highlight successes.

The mistake to avoid here is to share your doubts with your teams about generating revenue.

You have sales pressure, that's natural.

Your marketing and sales digitalization must be profitable, your credibility depends on it.

Yes, but you are aware that return on investment is a medium/long term matter in the context of digitalization.

You have to be patient and find other reasons for satisfaction to strengthen the commitment of your employees.

Here, it is essential to have defined precise objectives and performance indicators to monitor regularly before your marketing and sales digitalization.