The Consultant’s Mind – How to Sell Digital Transformation?

If Digital Transformation is about software and technology, we have gotten it all wrong.

It is not about smartphones, social media, software, applications, Augmented Reality, Virtual Reality.

In fact, it is none of that.

Just One Man’s Opinion – "Selling technology" could be one of the reasons accounting for project delays and slow adoption rates despite the promise of workplace efficiency.

Why?

Because we just don’t see it.

We don’t see how it benefits us.

How does using a new software or technology tool help us leave office 2 hours earlier?

Or do we have to stay in office for longer because we have to learn a new skill?

It will also present a challenge to the existing ways in which things have been done and perfected / streamlined over the years.

Having a software doing it all challenges the expert’s position in the organisation he / she build over the years.

Naturally the pushback will be huge.

Not just from the office population.

Households and elders all face the same thing.

So how can proceed with Digital Transformation knowing full well that it is necessary?

We have to start with our livelihood.

We have to go bottom-up.

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Digital Transformation Selling Point # 1 – Home Automation versus Office Automation

It is easier to start from home.

From my personal experience, getting me to buy a vacuum robot compared to spending thousands of dollars on an enterprise software is an easier sell.

The business case for the vacuum robot is clear cut.

When we are all stuck at home due to COVID-19, lockdowns, circuit breaker measures and we have to adhere to Working from Home – We now know with the benefit of hindsight that having a structured hour-to-hour schedule is close to impossible.

We might be trying to work amidst children coping with Home-Based Learning, our elders with questions and our spouse with requests.

The last thing we want to hear (rather, the last thing I want to hear) is: -

“The floor is dirty. Since you are at home, please go vacuum.”

No way.

I got to get my work done!

So, I will just get to my phone application and tap on the screen to trigger the robot.

It takes the load off and I can focus on the work.

When we feel the proximity and extent of the pain, we will support and then buy the idea.

Deal closed.

Start small and go where people feel the acute pain.

It works at home, it works in office.

Try it.

Digital Transformation Selling Point # 2 – Enhancing the Current Way of Working versus a New Way of Working.

Nobody wants to start afresh, especially for those with many years of experience.

Can you imagine going through 20 years of formal education all over again?

I can't.

We have to understand and feel that pain.

It is as good as pitching to the experts that they are worth-less (not worthless) today because a software could do 80% of their tasks.

They will feel the anxiety because they are worried being rendered irrelevant.

“I still have 10 years to my mortgage … ”

“I have to save for my children’s university fees 5 years down the road … ”

If they happen to be corporate decision makers, top sales professionals or industry leaders – Selling them a way of working which is in conflict with their professional interests will not make the cut.

Instead, go along the lines of enhancing the current way of working.

• “If having a strong Personal Brand online means that you are now attracting the attention of working professionals all over the world (more leads) – Would you be interested?”
• “If having a content strategy online allows your company to have exposure to 600 million potential prospects and thereby expanding your business footprint internationally (more corporate marketing viewership) – Would you be interested?”
• “If having a strong social media presence allows you to expand your revenue sources from one country to many (penetration to multiple markets) – Would you be interested?”

I think they will.

Because I will.

The lesson is.

Don’t destroy.

Enhance. Build up on top of.

It is a much better pitch.

Digital Transformation Selling Point # 3 – Hassle versus Convenience.

Forget about the hassle.

Promoting the 1-time pain of adoption and learning in order to get the benefits in the future is a very weak sell.

The reason people will buy – They want their problems solved. TODAY.

Possibly, FOREVER.

No one is interested in Digital Transformation.

In the same way that no one is interested in a vacuum cleaner, washing machine, smartphones until … it solves their problems.

“You got to vacuum the floor today”.

“Okay I am going to buy that robot so I don’t have to vacuum FOREVER.”

“You got to wash the clothes today.”

“Man, I am buying that washing machine so I only need to press one button FOREVER.”

“You have to go pack lunch today. I don’t have the time.”

“I got to install the food delivery app so I can get the food to come to me, so I don’t have to waste time buying food FOREVER.”

No matter the variety of problems that people are facing – They want their problems solved. Today. If we understand it, then Convenience is a much better pitch for Digital Transformation.

And probably a much higher rate of success.

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At the end of the day, Digital Transformation is not meant to be an end-goal in itself.

It is about people.

It is about improving their livelihoods without concurrently threatening their income.

When we understand this, we will have better ways to sell a Digital Transformation journey in the office and at a national scale.

We can also cut short the years required for slow adoption and reduce the budget spent on technology implementation spread over many years because there is a need to combat inhibition to change.

Don’t you think so?

About the Author:

As a Consultant by training, I believe in making the complex simple. 

Because simplicity adds value. 

I do that through reflections (#ThrowbackSeries), building perspectives (#DecodedSeries) and understanding entrepreneurs (#ConversationWithEntrepreneurs). 

Simplicity helps us gain clarity, and clarity helps us to grow. 

And if we are not growing, then what’s the point of anything else?

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