Change Management and Salesforce Adoption: How to Turn Naysayers into Champions

Change management is one of the most challenging yet rewarding parts of organizational transformation. Salesforce, the world's #1 customer relationship management (CRM) platform, is not immune to user friction or skepticism.

It's integral to any Salesforce project, especially implementation. But sadly, change management is often an afterthought.

A User-first Approach to Change Management

Being user-first consultants at SaltClick, we focus on how people use their current tools and how Salesforce can mirror and improve their workflows and processes.

So, before we dive into our Salesforce adoption checklist, let's look at the different persona types. We've encountered them working on a wide range of Salesforce projects, and as a result, we devised strategies to help these user personas adapt to change.

• Forrester found that nearly 70% of CRM projects face challenges in adoption because of a lack of understanding of the 'why' behind the change.

The Different Persona Types

1. The Enthusiast: They are eager to adopt new tools and see the potential. Quick to grasp the 'why' behind changes.

2. The Cautiously Optimistic: While not entirely resistant, this group requires more hand-holding. They may see the benefits but are wary of the transition process.

3. The Skeptic: They doubt the efficacy of new tools or methods and require substantial proof and encouragement to get on board.

4. The Naysayer: Highly resistant to change, often because of a deep-rooted attachment to old methods. They can become advocates, but the journey is LONG.

Resistance vs. Acceptance

The root of resistance usually stems from fear.

Fear of the unknown, of making mistakes, or of losing efficiency.

Conversely, acceptance is driven by perceived value, trust in the process, and confidence in one's ability to adapt.

For instance, a McKinsey & Company article revealed that successful digital transformation, which includes CRM adoption, is 70% more likely when employees feel they play a meaningful role in decision-making.

The Role of Consultancies like SaltClick

We're big believers in 'training by doing.' Here's why:

• Personalized Training: Not everyone learns the same way. Customized training ensures that each user grasps Salesforce functionalities at their own pace.
• On-ground Assistance: We don’t just provide theoretical knowledge; they assist teams in real time, ensuring that problems are tackled head-on.
• Feedback Loop: Continuous feedback ensures your employees don’t feel left out and can voice their concerns throughout their experience instead of days before going live.

The Power of Habits

According to Charles Duhigg in his book "The Power of Habit," habits constitute about 40% of our daily actions. Changing them requires a clear understanding of the cue, routine, and reward cycle.

If businesses can identify and address these components, replacing old habits becomes easier.

A study from the University College London suggests that, on average, it takes about 66 days to form a habit—showing the value of continuous training and reinforcement, especially in the initial months of Salesforce adoption.

The Value of Incremental Change

Rapid change can overwhelm employees.

Instead, focusing on incremental change ensures smoother transitions and better absorption of new tools and practices. Small, consistent changes are more sustainable in the long run and allow for easier course corrections.

Books on Habit Change

1. "Atomic Habits" by James Clear: This book discusses the intricacies of tiny changes and their massive implications. Clear discusses how habits work and offers insightful strategies for cultivating good habits and breaking bad ones.
2. "The Compound Effect" by Darren Hardy: Hardy believes that small, consistent actions over time lead to significant results. This concept can be applied to Salesforce adoption and mastering new tools.
3. "Switch: How to Change Things When Change Is Hard" by Chip Heath & Dan Heath: This book examines how to effect change in our companies, careers, and lives.

Salesforce Adoption Best Practices Checklist

1. Preparation and Strategy

• Define clear objectives: Understand the business goals behind Salesforce adoption.
• Stakeholder buy-in: Ensure senior leadership and key stakeholders are onboard and understand the value.
• Assess current systems: Review existing CRM or other systems to know what functionalities will be replaced or integrated.

2. Customization and Integration

• Tailored configuration: Customize Salesforce to mirror company-specific processes and terminology.
• Integration: Ensure Salesforce integrates seamlessly with other essential systems and tools in your organization.
• Mobile optimization: Ensure Salesforce Mobile is set up for teams on the go.

3. Training and Onboarding

• Role-specific training: Provide training tailored to the specific needs and roles of different departments.
• Hands-on sessions: Lets users explore and practice in a sandbox environment.
• Training materials: Create easy-to-understand user manuals, video tutorials, and FAQs.
• Ongoing training: Schedule periodic training sessions to address updates or additional functionalities.

4. Communication and Support

• Clear communication: Inform users about the why, what, and how of Salesforce adoption.
• Dedicated support: Set up a support team to address queries and technical issues.
• Feedback channels: Establish channels where users can provide feedback or voice concerns.

5. User Engagement and Incentives

• Gamification: Implement gamified elements like badges or points to encourage adoption.
• Recognition: Regularly spotlight and reward top adopters and performers.
• User groups: Create internal Salesforce user groups for knowledge sharing and best practices.

6. Data Management & Quality

• Data cleaning: Ensure the data migrated to Salesforce is clean and duplicate-free.
• Data entry standards: Establish clear guidelines for data entry to maintain data quality.

7. Monitoring & Evaluation

• Regular check-ins: Have monthly or quarterly reviews to assess adoption rates.
• Use built-in analytics: Tap into Salesforce's analytics to gauge user engagement and activities.
• Address pain points: Quickly act on feedback and challenges faced by users.

8. Continuous Improvement

• Stay updated: Keep up with Salesforce's three yearly releases and new features.
• Iterative training: As you update and add functionalities, provide training.
• Champion creation: Identify power users and nurture them to become champions for Salesforce within the organization.

Using this checklist, your company can use Salesforce better and make big positive changes in their work.

If you're considering implementing Salesforce, making enhancements, or experiencing challenges with your existing Salesforce instance, contact us. We're happy to assist.

Changing people's minds is tough. But, if you understand the different personas and how they feel about change, implementing Salesforce can be easier and more rewarding.