Boost Adoption of Sales Tech Using High Engagement
The article emphasizes that to boost adoption of sales technology, leaders must avoid assuming automatic engagement and instead implement a high-engagement strategy based on the "7 C’s," which includes aligning with company culture, consulting stakeholders, structuring channels simply, and providing varied, interactive content tailored to diverse learning styles.
One mistake often made by early adopters of new technology is assuming everyone will automatically embrace their favorite new technology, product, or service. The benefits of even the most revolutionary products aren’t always self-evident. For example, when Jonas Hanway introduced the umbrella to Britain’s streets in the 1750s, he was met with ridicule and resistance.
Don’t Take Engagement for Granted
Sales training and enablement leaders should not assume that everyone will instantly love a new solution. The most successful customers avoid these assumptions and instead implement strategies to ensure faster adoption and higher engagement. One such strategy is the "7 C’s of High Engagement":
1. Company Culture Should Drive Your Engagement Strategy
Understand your company culture and what will work for your team. Engage sales reps by asking if they would benefit from direct access to experts or seeing how top reps close deals. This helps introduce the technology’s value in a relatable way.
2. Consult Your Constituents and Stakeholders Regularly
Ask potential users how they would like to use the platform and what content they want. Surveys can help identify topics of interest or barriers to success. For example, if many request more information on corporate strategy, involve senior leadership to address this directly, such as through video messages.
3. Channel Structure and Management Is Critical for Increased Connectivity
When building video channels for sales reps, keep the structure simple and relevant. Avoid clutter to ensure the system is user-friendly and encourages usage, similar to platforms like Amazon and Netflix.
4. Content Variation Stimulates All Learner Types
Offer both short- and long-form videos, and make them interactive with opportunities for feedback and peer interaction. Incorporate different types of content, such as instructional design materials and peer videos, to appeal to various learning preferences. Emphasize bite-sized content but provide options for deeper dives.
5. Commitment and Control Keep Your Processes Manageable
Be fully committed to your chosen approach and maintain control over the process. For example, limiting access to the platform can build demand and ensure resources are focused on core users, rather than trying to accommodate every request at once.
6. Compliance Can Be Your Friend If You Operate in a Regulated Industry
Engage compliance personnel by demonstrating how the platform can make their jobs easier and provide oversight. Modern sales learning platforms can give compliance teams visibility into field messaging, allowing them to coach and intervene before issues arise.
7. Comedy and Humor Increase Employee Engagement
Incorporate humor to boost engagement. For example, creative and funny videos related to product launches can make learning more enjoyable and memorable, even if not originally planned.
For more on driving adoption of new sales learning technology, see additional resources on tactics to drive user adoption.