A Salesforce CRM project can be a very emotional journey for users. As a Salesforce Consultant or Admin, you will need to tap into your emotional intelligence and adopt a strategy to support people through change.
Maximising adoption of Salesforce requires a considered approach based on multiple aspects that you can make part of your responsibilities as a Salesforce Consultant – external or internal to the organisation. Within this article, we take a deep dive into different emotional states with four ways you might adjust your user adoption strategy to align with them. Which techniques you use will also depend on the culture of the organisation.
First, let us take a look at the first steps that consultants should take to familiarise themselves with the organisation.
Maximising Salesforce Adoption
Maximising adoption of Salesforce requires a considered approach based on multiple aspects.
We need to first understand the overall business and departmental motivations and relay them back to people throughout the project. People like to be heard and understood to give them reassurance and confidence.
We need to understand the organisational culture and their preferred approach to managing change to get the tone of voice and strategy right. It will shape which of the techniques you might use below as not all of them will align with the client’s culture.
And finally, we also need to accommodate for the individuals – the different personality types, emotional states and learning styles of the users.
The easiest way to explain a relatable scenario is by comparing it to parenting skills and helping kids deal with a new situation. The two share many common traits which require us to elicit motivation, encouragement, reward, confidence, and self-esteem within individuals.
1. Behavioural Reward vs. Punishment
As parents let’s face it, kids can be quite passive to doing things we want them to do so we bribe kids with rewards. We treat the kid to an ice cream for being good or we threaten and sit them on the naughty step if they are not.
- Assumption: Individuals will not get on board unless they are motivated by rewards and will avoid punishments.
- Approach: How do you reward people for using Salesforce or punish them if they do not?
You can deploy a range of rewards for learning and using Salesforce. For example, recognition for being Salesforce champions or gamification using Trailhead. You can use Salesforce dashboards to track and celebrate performance, trigger financial bonuses, or career promotions.
You can embed the need to use Salesforce within performance frameworks and employment contracts to support compliance and provide a route to punishment if the system is not being used.
2. Overcome Fears – Cognitive Positive Reframing
Kids are constantly having to overcome their fears to try new things and as parents we must coach and mentor them with positive encouragement.
- Assumption: There will be an emotional reaction to a new CRM system being implemented and some people will feel limiting beliefs and feelings about why (and whether) they can get on board with Salesforce maybe down to time, a fear of tech, previous experience etc. They might be questioning the change and why it’s needed.
- Approach: You will need to build rapport by asking and understanding their concerns, exploring the potential benefits to them, and helping them to shift to a positive perspective by using coaching and mentoring techniques.
NLP Coaching Techniques are an added value skill set in this situation. Using techniques such as the GROW model, Positive Reframing, Visioning, SMART measures of success, and tools to build confidence and self-esteem are all great to apply.
3. Nip Negativity in the Bud – Psychodynamic Emotional Engagement
If we take away a kid’s favourite toy or dummy, they will not be happy. They will need to be consoled as they will mourn their loss.
- Assumption: People will mourn the loss of their old way of work
- ing – you might be taking away their spreadsheets, or worst still they might be losing their job. People may of have had a bad experience of Salesforce or a new CRM project before which is causing an underlying concern. Inevitably, these individuals will go through the Kubler-Ross Grief Cycle of Denial – Anger – Depression – Bargaining – Acceptance.
- Approach: Depending on the level of loss, there will be a different level of counselling needed to hold conversations with individuals who are negatively affected to address their emotions and surface hidden issues. It is important to nip negativity in the bud and normally it can be a pivotal point as some employees may choose not to stay at the organisation if they can’t come to terms with the new way of working.
4. Inspire Users – Humanistic Development and Growth of Individual
As parents, we have a responsibility to inspire kids by letting them see different opportunities, giving them the opportunity to learn new things and excel at something they really enjoy.
- Assumption: If we give people the opportunities to see
- the potential of Salesforce and how it could help them in their career they will be motivated to learn how to use the CRM. Individuals strive to achieve self-actualisation, based on the Maslow’s hierarchy of needs (Maslow 1970
- Approach: with this approach, it is about working closely with individuals by having consultations, two-way communication channels, providing options for learning and development and helping people to address their higher aspirations for their own personal and professional growth.
These tips are shared from the Salesforce Consultancy Skills Programme delivered by Heather Black, CEO of Supermums.