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How can you motivate a sales team member who is resistant to change?

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Change is inevitable in any business, especially in sales. But not everyone embraces change easily. Some sales team members may resist new strategies, tools, or processes that you introduce as a sales manager. How can you motivate them to overcome their fear or inertia and adapt to change? Here are some tips to help you.

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1 Identify the root cause

The first step is to understand why your sales team member is resistant to change. Is it because they are comfortable with their current routine, lack confidence in their skills, distrust the new system, or have other concerns? Listen to their feedback and empathize with their perspective. Acknowledge their emotions and validate their achievements. Try to address their specific issues and show them how the change can benefit them and the team.

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Rene Zamora

Small Business Fractional Sales Management. Coaching Strategies to manage and increase performance. Sales Audits | Hiring | Planning | Implementation | Compensation | Incentive Plans | Team Evaluation and Expectations
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Keep it simple and allow your sales rep to find the motivation. If change is optional, show the benefits, provide training, and challenge their beliefs. If change is not optional, make it non-negotiable and part of expectations. The person will get motivated to change or not be part of the team. Sometimes, we "want" people to want to change more than the change. Decide what's important for you.

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Jason Doudt

CEO & 2X Co-Founder | Technology Consultant | Strategic Enterprise Account Exec | Championing Digital Transformation | Empowering Forward Thinking Companies
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Motivating resistant salespeople requires tailoring strategies to their performance tier – high achievers and lower performers need different approaches. For those in the top 20%, who may resist change due to a fear of affecting their successful routines, a collaborative approach can be key. Inviting these high achievers to participate in shaping the change not only leverages their valuable insights but also eases them into new processes, aligning their proven methods with new strategies. In contrast, For the bottom 80%, resistance often stems from fear of failure. They benefit from a supportive approach that offers education, support, and step-by-step goals, building confidence and clearly showcasing the benefits of change.

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Tuhin Bhattacharya

Director at GBT Tech Solutions Private Limited - Kolkata
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An example, that I have tested and got very good results, motivating them with live case studies. Done an end to end sales leading from the front and the entire sales cycle they were with me and got a live demonstration of what a customer needs and how our solution can address and provide benefit with ROI. After sales service was also demonstrated and they got the idea and in love with their responsibilities. We always believe that on job training is the only training that can give ultimate returns.

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Dave Edward

On a mission to change the culture of sales; for businesses & customers alike - Discover how to Convert more prospects; quicker | Simplify your sales process & Increase your profits.
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Change is a big part of sales, every time someone makes a purchase they are making a change. Therefore becoming comfortable and embracing change will naturally help you manage your customers change better. As a manager your team are like your customers and managing their change is no different. So it's a great opportunity to demonstrate how this is done and because your team member is experiencing this themselves you can walk them through the transformation and how it works. As opposed to simply tackling the issue head on this is a more relatable way to successfully achieve the desired outcome of them embracing change, whilst also dealing with what's caused them to feel this way.

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SUSIL KUMAR DAS

Country Manager @ ABV | "Driving Growth & Innovation in Media and Technology | SAARC, MENA & AFRICA MARKET| PAY TV I DRM I CAS I IPTV I OTT I STB I ERP Sales | Key Account Management I SaaS & Convergent Billing|
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Understand their perspective: Begin by understanding their reasons for resistance. Is it fear of the unknown, concern about job security, or simply a preference for the familiar? Listening actively to their concerns shows that you respect their viewpoint. Communicate the benefits: Clearly articulate the benefits of the change. Help them see how the new approach or strategy will improve their work, increase efficiency, or open up new opportunities. Focus on the positive outcomes rather than just the change itself. Involve them in the process: Involve the team member in the decision-making process or aspects of the change that directly affect their work. This sense of involvement can make them feel more in control and invested in the change.

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2 Communicate the vision and goals

The next step is to communicate the vision and goals behind the change. Explain why the change is necessary, what are the expected outcomes, and how it aligns with the team and company values. Use clear and simple language and avoid jargon or technical terms. Provide examples and stories that illustrate the benefits and challenges of the change. Invite questions and suggestions and encourage dialogue and feedback. Make sure your sales team member understands the purpose and value of the change.

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3 Provide training and support

The third step is to provide training and support to your sales team member. Show them how to use the new tools or processes, demonstrate best practices, and offer tips and tricks. Provide them with resources and materials that they can access anytime. Check in regularly and monitor their progress and performance. Give them constructive feedback and recognition. Help them overcome any obstacles or difficulties that they may encounter. Celebrate their wins and milestones.

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4 Involve them in the change process

The fourth step is to involve your sales team member in the change process. Make them feel part of the decision-making and implementation. Ask for their input and opinions and incorporate their ideas and suggestions. Assign them roles and responsibilities that match their strengths and interests. Encourage them to collaborate and share their experiences and insights with other team members. Empower them to take ownership and initiative in the change process.

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5 Reward and incentivize them

The fifth step is to reward and incentivize your sales team member. Recognize their efforts and achievements in adapting to change. Give them praise and appreciation, both privately and publicly. Offer them incentives and rewards that are meaningful and relevant to them, such as bonuses, commissions, gifts, or career opportunities. Show them how the change has improved their results and performance. Motivate them to continue learning and growing.

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6 Be flexible and patient

The final step is to be flexible and patient with your sales team member. Understand that change can be challenging and stressful for some people. Respect their pace and preferences and avoid forcing or rushing them. Adapt your approach and style to suit their needs and personality. Be supportive and positive and avoid criticism or pressure. Show them that you care about them and their success. Be a role model and a leader for change.

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7 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?

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How can you motivate a sales team member who is resistant to change?

1

2

3

4

5

6

7

1 Identify the root cause

2 Communicate the vision and goals

3 Provide training and support

4 Involve them in the change process

5 Reward and incentivize them

6 Be flexible and patient

7 Here’s what else to consider

Sales Management

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How can you motivate a sales team member who is resistant to change?

1

2

3

4

5

6

7

1 Identify the root cause

2 Communicate the vision and goals

3 Provide training and support

4 Involve them in the change process

5 Reward and incentivize them

6 Be flexible and patient

7 Here’s what else to consider

Sales Management

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