How do you overcome sales resistance to new technology?

1 Understand the reasons

To overcome sales resistance to new technology, it is essential to understand the reasons behind it. Common reasons may include fear of losing control, autonomy, or status; lack of trust, confidence, or support; preference for the familiar, comfortable, or proven; uncertainty about the benefits, costs, or risks; and inadequate training, communication, or feedback. By recognizing the root causes of resistance, you can customize your approach and cater to the particular concerns or needs of your team.

2 Communicate the value

The next step to overcoming sales resistance to new technology is to communicate the value of the change. You need to demonstrate how the new technology will help your team reach their goals, solve their problems, or improve their situation. To do this, share the vision, purpose, and objectives of the change. Highlight the benefits, advantages, and opportunities of the new technology and provide evidence, data, or testimonials to back up your claims. Additionally, address any drawbacks, challenges, or objections of the new technology and invite feedback, questions, or suggestions from your team. By communicating the value of the change, you can create an atmosphere of urgency, relevance, and motivation for your team to adopt the new technology.

3 Involve and empower your team

The third step to overcoming sales resistance to new technology is to involve and empower your team in the change process. You can foster this by seeking input from your team, creating a cross-functional team, providing training, offering incentives, and encouraging experimentation. Doing so will build trust, confidence, and ownership for the new technology among your team.

4 Monitor and adjust

The fourth step to overcoming sales resistance to new technology is to monitor and adjust the change process. You need to track the progress, results, and impact of the new technology and make necessary adjustments or improvements. To do this, set clear, measurable, and realistic goals and indicators for the new technology, collect, analyze, and report data or feedback on it, celebrate successes or best practices of it, identify and address any issues or challenges with it, and solicit, listen to, and act on feedback or suggestions from your team. By monitoring and adjusting the change process, you can guarantee the effectiveness, efficiency, and sustainability of the new technology.

5 Reinforce and sustain

The fifth step to overcoming sales resistance to new technology is to reinforce and sustain the change. To ensure that the new technology becomes part of the routine, culture, and strategy of your sales team, you should provide ongoing support, guidance, or resources. Additionally, you should align the new technology with your organization's values, vision, and mission. Furthermore, integrate the new technology with other systems, processes, or policies. Reviewing, evaluating, or updating the new technology regularly and recognizing, rewarding, or promoting your team for using it are also important. Ultimately, by reinforcing and sustaining the change you can guarantee adoption, acceptance, and satisfaction of the new technology.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?